What really makes something feel premium? Veteran merchant Paul Sklar joins Manyell, Tom, and Bill for a conversation on turning “premium” from a price point into an experience. From Ralph Lauren to Ashley Retail, Paul shares how craftsmanship, storytelling, and emotion create products that resonate—and keep customers coming back. The team breaks down the art and science of merchandising, the danger of the “lazies,” and how data meets instinct in the modern retail landscape.

If you’ve ever tried to justify a premium price this episode is your blueprint.