Luxury is often associated with exclusivity and craftsmanship, but for Lancia Soans, its true value lies in human connection. In this conversation, the founder of Lancia Designs shares her perspective on art, gifting, craftsmanship, and why meaningful relationships remain at the heart of luxury.

World Luxury Chamber of Commerce: Lancia, you have worked across luxury real estate, private aviation, fashion, art, and design. What have these industries taught you about the difference between luxury that feels personal and luxury that simply looks expensive?

Lancia Soans: Luxury is always rooted in the value of relationships with people and things. There is a personal resonance of beauty, excellence, and a deep desire to create within the thread that connects each of these luxury lifestyle industries. Although the channels in each of these industries may vary, the bond is always held together within the crucible of relationships.

If we look at the genesis of creation, everything has been created and endowed by our Creator within the cosmos of beauty and relationships. We begin to understand the myriad aesthetics, tastes, styles, and values of the other. Luxury is now moving beyond the value of numbers in accounting books to what value do I see in myself that is an extension of shared values that I see in another, and how can this be translated into a space that reflects these personal values, whether it is in a home, jet cabin interior, art, or gifts.

WLCC: Your work often combines art with meaningful gifting for executives and high-net-worth clients. What makes a luxury gift memorable in a world where many people already have access to everything?

LS: I believe the seeds we sow in a relationship and cultivate over time through observation and interaction enables us to understand the lifestyle of another, moving us to create or gift something that will be treasured in the heart.

As an example, some years ago, I read a book entitled “Giftology” by John Ruhlin. There was a quote in his book that read “the seeds that fall on fertile ground will more than outweigh the seeds that don’t.” This resonated with me, and I created a small piece of art around the quote that centered on gifting and relationships, something close to both of our hearts. I sent the art as a gift to John, and he was deeply moved that I would choose to create something so special that reflected his values, and through this small gesture, he started to envision ways we could collaborate using our shared passion for gifting and relationships.

WLCC: You grew up around craftsmanship and handmade design through your mother’s work. How do those early influences still appear in the way you approach modern art and luxury design today?

LS: Growing up around heritage brands, at a time when sewing and embroidery was deeply carved into my Mother’s gifted hands, helped to nurture me to appreciate the value of beauty, elegance, and style at a young age. I observed the meticulous stitching done with excellence by my mother and aunt, modeled in every piece of embroidered table cloth, cocktail napkin, pillow cover, or tea cozy. This attention to detail was ingrained in me at a tender age and has carried me through my own growth as an artist and designer. I do believe that each of us has been endowed with gifts by our Creator, and when nourished in the right environment, develops its own radiance. I have been gifted with an innate flair for style, enhancing the simplest everyday gift with elegance, turning the seemingly ordinary to extraordinary.

WLCC: Many luxury brands are becoming more focused on visibility and fast digital attention. Do you think exclusivity still matters in the same way it once did, or has the definition of luxury changed for today’s clients?

LS: As the landscape of luxury has changed with the explosion of digital visibility, some of the heritage brands that were created with a refined sense of aesthetics are starting to lose their essence as they are relegated to a demographic that is still struggling with its identity.

When everything is visible, nothing is valued. There is a saturation of digital attention, and this is giving rise to a longing to bring in the elegance of the vintage years into our modern lifestyle. We are seeing a shift in honoring ourselves and caring for how we dress each day and how we curate everything around us with simplicity in its pure form.

Exclusivity will now be subtle and will only be visible to the discerning eye. Structure and value will be the backbone of exclusivity.

WLCC: Looking to the future, what do you think the luxury industry will value more over the next five years: heritage, technology, personal relationships, craftsmanship, or something entirely different?

LS: The core of Creation is Relationships, and nothing can survive outside this framework for an extended period of time. I do believe that the value of personal relationships will be the foundation of the luxury tree that will hold the branches of heritage and craftsmanship, while technology will continue to be used as a tool to move within these branches.

Thank you, Lancia! Connect with Lancia Soans on LinkedIn to explore her insights on luxury, art, gifting, and meaningful client experiences. Learn more about Lancia Designs and discover how thoughtful design can create lasting impact.

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