The Business of Luxury
The go-to hub for experts, coaches, consultants, and luxury insiders mastering exclusivity, prestige marketing, and high-end storytelling.
Curated by Carolynne Alexander, a luxury brand strategist specialising in emotional branding and UHNW consumer psychology, this blog explores:
✔ Luxury Business Models – Build a timeless, premium-positioned brand.
✔ UHNW Client Acquisition – Attract and retain ultra-high-net-worth clients.
✔ Luxury Storytelling & Myths – Craft irresistible brand mythology.
✔ Category Design in Luxury – Become the only in your niche.
✔ Branding & Positioning – Elevate with elite messaging and exclusivity.
✔ Luxury Consumer Trends – Stay ahead with insights into shifting luxury markets.
For luxury entrepreneurs, brand builders, and business owners ready to dominate the high-end space.
Elevate your brand. Master exclusivity. Command desire.
Subscribe now and step into your Luxury CEO Era.
Trusted By:
International Brand Directors
Fortune 500 Managers
Homeware Brand Founders
Family Office Directors
Head of National Communications
International Brand Directors Fortune 500 Managers Homeware Brand Founders Family Office Directors Head of National Communications
Luxury Brands don't have Niches… and you shouldn't either
The difference between an "OMG, I'm hooked" rupture and a hot take (and why one creates luxury positioning while the other stops sales in their tracks)
When Everything Is a Dupe, Become The Luxury Standard
How luxury brands handle being copied at scale... and what it teaches you about becoming irreplaceable instead of interchangeable.
Bold Branding, Quiet Marketing: The Secret Language of Luxury Positioning
Why luxury personal brands are finally moving from visibility to clarity... and winning because of it. It's called Quiet Marketing.
Why luxury brands succeed by showing less
Bottega deleted social media and revenue climbed 16%. This is the luxury brand psychology of restraint.
How Luxury Brands Seduce You Twice: The Myth and the Mirror
The best brands don't choose between aspiration and belonging. They architect the tension between both. This is the psychology of dopamine vs. oxytocin—and why the best brands seduce you twice.
How Cult Brands turn Scarcity into Brand Power
How a handbag empire learned that being everywhere is the same as being nowhere. Coach's $4 billion overexposure mistake.
Why Luxury Brands Never Justify Their Prices (And How to Stop Explaining Yours)
Ditch the discounts and start charging like Aesop. Luxury brand pricing secrets for service providers who want to elevate their rates.
Category of One: The Luxury Play That Makes Competition Irrelevant
How to stop competing and start creating categories no one else can touch. This is the hidden psychology and strategy behind brands that become Unignorable.
Why Luxury Brands Fade (and How to Fix Yours)
You Are the Brand: Why Personal Power Beats Logos
Discover how luxury brands prove that people, not logos, create magnetic brands—and how your personal presence can do the same.
Why Craft Is Your Brand’s Core in 2025 and Beyond
The secret luxury personal branding isn’t your logo—it’s your obsession. If your brilliance is buried in cover-polished branding, this is for you.
The Mindset Shift to Become Impossible to Ignore
The fears keeping you stuck aren’t about strategy—they’re about who you’re willing to be. Here’s why shifting your mindset is essential to make your brand Impossible to Ignore.
The Real Reason Your Brand Isn’t Attracting High-End Clients
If your expert brand looks polished but still repels premium clients, here's why. Learn what high-end buyers really respond to—and how to show it.
What Loewe & Burberry Can Teach You About Personal Branding
Discover how Loewe and Burberry rewrote the rules—and what their brand reinventions reveal for bold service providers ready to stand out.
How to Make Your Personal Brand Truly Luxury
Most personal brands call themselves “luxury,” but real luxury brands don’t post daily tips, compete on price, or explain themselves—and neither should you.
How to Attract High-End Clients With a Luxury Brand Model
Why chasing clients, endless launches, and discount codes are done.It’s time to create a luxury brand universe people can’t resist.
The Quiet Science of Cult Brands
The most magnetic cult brands don't post more—they resonate deeper. Here's how you build a luxury brand people obsess over quietly and completely.
The Art of Seduction: How Luxury Brands Tell Stories That Sell
Cartier. Rimowa. Buly. Aston Martin.They don’t sell—they seduce. You don’t need a big budget, just a better story. Let’s make your brand obsession-worthy.
The Secret Psychological Triggers That Make Luxury Brands Obsession-Worthy
Use the same psychological tricks as Hermès, LV & Chanel to make your brand irresistible. Learn 7 luxury tactics you can steal ethically.
How to Engineer Obsession: The Luxury Brand Strategy That Sells Without Selling
Learn how luxury brands trigger desire with storytelling, subtle cues, and copywriting that sells without hype.