Introduction

In this solo episode of Selling Luxury, I challenge one of the most common assumptions in sales. That persuasion is what drives high-end buying decisions. Recorded during the peak holiday selling season, this episode explores why traditional persuasion tactics often fall flat in luxury sales and what truly moves discerning buyers to say yes. Drawing from decades of working closely with affluent clients, I offer a more human, emotionally aligned way of understanding how luxury decisions are actually made.

Episode Summary

Persuasion fundamentally misunderstands the luxury buyer. At the high end, decisions aren't pushed across a finish line. They quietly click into place. I explore this through an experience I lived for years while designing custom holiday cards for affluent families, where decisions were slow, deliberate, and deeply emotional.

Luxury buyers aren't looking to be convinced. They're waiting for emotional resonance between how something looks and feels on the outside and what they already feel, or want to feel, on the inside.

Hesitation at the luxury level often isn't resistance. Pushing before emotional alignment appears doesn't accelerate decisions, it interrupts them. What actually works is patient refinement, careful listening, and moving the needle until the offer, the experience, and the relationship feel emotionally right. When alignment is present, decisions feel clear, self-directed, and naturally lead to trust and loyalty.

Key Takeaways

• Persuasion doesn't work in high-end sales because luxury buyers wait for emotional resonance, not logical convincing.

• Luxury decisions shouldn't feel forced or convinced.

• Hesitation is not necessarily resistance.

• Emotional resonance is about alignment between what they feel on the inside and the options presented to them.

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/

Introduction

In this episode of Selling Luxury, I have an opportunity to speak with Stefan Stešević, Founder and CEO of the Montenegro Luxury Association, whose bold mission is to elevate an entire country into a premier luxury travel destination. Beyond tourism, Stefan's work offers a live case study in how any luxury business can use intention, sustainability, emotional resonance, and excellence to reposition itself for the future of luxury.

Episode Summary

Throughout much of the conversation, we use Montenegro as a lens to explore how luxury is evolving everywhere.

The themes we discuss apply far beyond travel: building infrastructure before demand, uniting everyone around shared standards, and treating excellence not as a slogan but as a system.

We also unpack today's luxury buyer mindset: a shift from ownership to experience, from status to transformation, from volume to depth. Wellness, emotional connection, and identity-shaping experiences are now central drivers, whether you're selling destinations, design, hospitality, or high-end products.

Our conversation touches on the paradoxical role of technology, where digital tools and AI can support personalization, but as Stefan points out, ultra-luxury still depends on trust, privacy, and human touch. We also talk about sustainability, not as a marketing angle but as a long-term strategy to protect the environment, prevent over-tourism and preserve the very qualities that make something feel luxurious.

Key Takeaways

• Leverage Your "Hidden Gem" Status: There is real power in being the discovery.

• Design for Transformation, Not Just Enjoyment: Ask: How does this experience transform them?

• Sustainability as Long-Term Luxury Insurance: Sustainable choices—environmental, cultural, and operational—protect your long-term positioning and desirability.

• Use Technology Carefully, Protect Humanity Fiercely: Ultra-luxury still runs on privacy, discretion, and human connection. Tech should support the relationship, not replace it.

• Trust Is the Currency: In the luxury world, trust is the asset that keeps your best buyers coming back and sending others.

Spotlight Guest

LinkedIn: https://www.linkedin.com/in/stefanstesevic/

Website: https://mnelux.com/

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/

Introduction

It's gifting season, but are those year-end gift boxes really doing what you think they're doing? In this episode, I speak with premium gifting strategist Kade Kimber, founder of Kimber and Oak, about transforming gifting from a December habit into a powerful, year-round luxury business strategy. From "authenticity at scale" to measuring the performance of a gift, we explore how thoughtful gifting can deepen relationships, drive revenue, and humanize luxury in a noisy world.

Episode Summary

Kade explains why December is the least strategic time to gift. Clients are overwhelmed, unavailable, and not making decisions. Instead, he advocates for off-cycle gifting. Planned touchpoints aligned with business goals and ad hoc gifting tied to meaningful life moments. Together, these create deeper emotional connection and higher impact.

We discuss why branded swag fails, how thoughtful messaging can elevate even simple gifts, and how value alignment (sustainability, community, inclusion) drives loyalty. Kade also shares how digital personalization is shaping the future of luxury gifting and why even small-budget gifts can yield extraordinary returns when treated as a true marketing asset.

Key Takeaways

• Year-end gifting is often ineffective and how off-cycle gifts perform far better.

• A gifting strategy should align with business goals, timing, and measurable outcomes.

• Surprise and personalization create the strongest emotional impact.

• Avoid promotional items; luxury gifting should feel relational, not transactional.

• Digital elements can enhance personalization and connection at scale.

Spotlight Guest

LinkedIn: https://www.linkedin.com/in/kadekimber/

Website: https://kimberandoak.com/

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/

Introduction

In this episode of Selling Luxury, I'm joined by international luxury marketing consultant Antonio Paraíso, known for his work on emotional branding and "the art of making people dream." Together, we explore how desire, not need, drives luxury buying, and how brands can create longing through beauty, storytelling, symbolism, scarcity, and mystique.

Episode Summary

We unpack why affluent clients buy with their emotions and "need of the soul," not practicality. We discuss how luxury brands use extreme quality, aesthetics, story, and scarcity to spark desire, and how that's evolving with younger generations. Antonio shares vivid examples from Hermès and Patek Philippe to a bold move by Bottega Veneta. He also introduces a true highlight for me in our conversation— Porsche's subscription model as a powerful sign that experiences now matter more than ownership. We close with Antonio's "make them dream" formula and why resolving imperfections quickly can deepen loyalty more than perfection itself.

Key Takeaways

• Desire over need: Luxury buyers are buying happiness, emotion, and meaning, not functional products.

• Porsche Passport: Experience over ownership. Porsche's subscription model lets clients drive the dream without owning the car, reflecting a generational shift toward access and experience.

• Scarcity still matters, just differently: Exclusivity still drives desire, but queues and overexposure mostly attract aspirational buyers, not true high-net-worth clients.

• Fascination leads to desire: Magic, wonder, and myth, like the Kelly bag's origin or Marilyn Monroe's Chanel No. 5 story, create fascination that converts into desire.

• How to maintain mystery in an over-exposed world: Luxury is a constant paradox: visibility vs. mystique. Brands must be intentional about what they reveal and what they hold back to preserve allure.

Spotlight Guest

LinkedIn: https://www.linkedin.com/in/antonioparaiso/

Website: http://antonioparaiso.com/

YouTube: https://www.youtube.com/@121Paradise

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/

Introduction

Luxury isn't only what we make or how things look. It's how it makes people feel. That's where beauty and aesthetics come in. In this episode, I have a wonderful conversation with Dr. Michael Spicher, consultant in aesthetics and philosophic thinker, about beauty as a strategic advantage. Drawing from philosophy, neuroscience, and psychology, we explore how beauty and aesthetics shapes behavior, creates radiance, and becomes a driver of loyalty and well-being in the luxury space.

Episode Summary

We start by revisiting classic ideas—proportion, harmony, and radiance—considering great philosophers of the past and connect them to modern insights from psychology and neuroscience. As Michael clarifies, beauty works most powerfully when it's "baked in," not layered on as visual clickbait.

We discuss radiance as the elusive quality that "pulls you in". A feeling similar to standing before Michelangelo's David, other great works of art, and in the presence of genius. Practically speaking, this shows up in the full customer journey, from language and imagery to retail ambience and delivery. For example, a well-documented early Airbnb pivot, replacing amateur photos with beautiful, professional imagery illustrates how aesthetics builds trust and conversion.

Our conversation argues for slowing the luxury sales process to allow contemplation and presence and meeting buyers where they are emotionally. Where beauty is not a frill. It's a basic human need that fosters hope and resilience. Brands that intentionally design moments of stillness, meaning, and radiance will win attention and loyalty, even when consumers are more deliberate. What if we adopt "radiance" as a new standard?

Key Takeaways

• Aesthetics vs. Beauty: Aesthetics covers the full spectrum whereas beauty is a central human value within it and a driver of choice and loyalty.

• Baked-In, Not Painted-On: Surface-level "prettiness" fails; beauty must be embedded in strategy, product, messaging, service, and environment.

• Trust Through Aesthetics: Better imagery and ambience increase perceived quality and credibility (Airbnb's early turnaround is a case in point).

• Design for Contemplation: In uncertain times, slow the decision journey to create space and moments that invite presence, reflection, and emotional safety.

• Story as Aesthetic Experience: Memorable, repeatable brand stories are aesthetic experiences—not just copy—and they spread desire beyond the first listener.

• Whole-Journey Alignment: Audit every touchpoint—logo, words, photos, retail/online ambience, delivery—against a single question: "Does this create radiance?"

Spotlight Guest

LinkedIn: https://www.linkedin.com/in/tom-marchant-4821523

Websites: https://michaelrspicher.com/ and https://aestheticsresearch.com/

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/

Introduction

Luxury travel isn't just about impressive amenities and thread counts. It's first and foremost about feelings. In this episode, I sit down with Tom Marchant, co-founder of Black Tomato, the award-winning travel company known for designing emotionally rich, highly personalized journeys. We unpack a "feelings-first" approach, why anticipation is a core luxury element, and how thoughtful access and curiosity transform trips and customer relationships into lifelong bonds.

Episode Summary

Tom shares how Black Tomato flipped the luxury travel industry script: start with how you want to feel instead of the destination. From that insight, they built a brand, a tone of voice, and a planning method that begins with emotion and reverse-engineers the experience. The experience starts the moment a client makes contact, and Black Tomato intentionally nurtures excitement and readiness with pre-trip touchpoints so the excitement and anticipation builds long before takeoff.

We dig into the brilliant idea of "demonstrable thought"—specific and visible evidence that a brand is thinking about the customer, creating rarity and relevance. Tom shares what is means to create meaningful "access," from unique family experiences to relationship-based encounters (and even once arranging a surprise dinner with an author who influenced a client's life). He also explores transformational travel through programs like "Bring It Back" and family "Field Trip" learning modules, showing how curiosity fuels ideas that stay with you, and change you, long after you return. The conversation widens to every luxury category: if great "experience" is the minimum bar, the next bar is emotional impact and transformation, consistently delivered with thoughtfulness, listening, and bonds over transactions.

Key Takeaways

• Anticipation is Luxury: Build the runway, not just the landing. Create excitement, curate inspiration, context, and small moments that heighten excitement and emotional readiness.

• Lead With Feelings, Then Design the Journey: Ask "How do you want to feel?" before "Where do you want to go?" Reverse-engineer itineraries (or any luxury offering) from desired emotions to details.

• Demonstrable Thought Creates Rarity: Show clear evidence you're thinking about this client with tailored touches, nuanced choices, and deeper details. Thoughtfulness is the new scarcity.

• Access That Matters: Go beyond velvet ropes. Provide meaningful access to people, places, and ideas clients couldn't reach alone and open psychological access to new ways of thinking.

• Culture of Curiosity: Thoughtful, humble, curious teams spot possibilities others miss and turn them into unforgettable, personal stories.

Spotlight Guest

LinkedIn: https://www.linkedin.com/in/tom-marchant-4821523

Website: https://www.blacktomato.com/

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/

Introduction

In this episode of Selling Luxury, I have a delightful conversation with Gaëlle Devins, Chief Customer Officer and Executive Board Member at Breitling, executive coach, consultant, and author of Flow Leadership: Unleash the Power of People, Purpose and Performance. Known for her warm, human approach to leadership, Gaelle shares how vulnerability, purpose, and genuine care can elevate performance, especially necessary in luxury, where expectations are sky-high and every detail matters.

Episode Summary

I have been following and admiring Gaëlle on LinkedIn for quite some time, moved by her inspiring and heartfelt posts. What struck me most in this conversation was how naturally she leads from the heart. Her philosophy of "flow leadership" isn't about pressure or performance metrics. It's about caring deeply for people and creating alignment between who they are and what they do. She reminds us that in luxury, leadership carries a special responsibility to ensure that the beauty and care extended to customers are mirrored inside the company. Gaëlle's openness about vulnerability, trust, and even healing in the workplace offers a refreshing vision of leadership, where humanity and high standards coexist. It's a powerful reminder that the luxury experience begins not with the product, but with the people who bring it to life.

Key Takeaways

• Flow over force: Peak performance comes from aligning skills and challenge, not from top-down pressure.

• Mirror the client journey internally: Design the employee journey with the same care as the customer journey.

• Train empathy and understanding with experience: Encourage teams to live the luxury they sell.

• Lead with humanity: Adopt healing strategies for major life transitions; treat people as whole humans to sustain performance.

• One standard, inside and out: The environment you create for employees should reflect the same luxury standard you promise customers.

Spotlight Guest

LinkedIn: https://www.linkedin.com/in/gaelle-devins/

Website: https://www.gaelledevins.com/

Book: Flow Leadership: Unleash the Power of People, Purpose and Performance

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/

Introduction

In this episode of Selling Luxury, we explore the psychology of affluent buyers through a research-based lens with behavioral scientist Professor Ben Voyer, chairholder of the Cartier Turning Points Research Chair at ESCP Business School and the London School of Economics. Ben offers a rare blend of academic understanding and real-world insight into how identity, self-perception, and culture influence luxury buying behavior. Our conversation bridges the worlds of experiential understanding and scientific research to reveal what truly drives luxury consumers today.

Episode Summary

Ultra-wealthy consumers are hard to study, so qualitative interviews can reveal the most insight. Status signals are giving way to authenticity, craft, and sincere experiences. "Exclusivity" now means rarity and intimacy, not elitism, especially for Gen Z. Self-perception, humility in sales, and brand passion/storytelling shape purchase decisions, while the best luxury brands act as role models that bring calm and transformation.

Key Takeaways

• Authenticity is the new prestige. The modern affluent buyer values truth, craftsmanship, and emotional resonance more than price or status.

• Exclusivity must evolve. Younger generations interpret exclusivity as intimacy, rarity, or experience, not elitism.

• Belonging vs. uniqueness is a constant tension. Luxury buyers want to feel part of a community while maintaining individuality. Successful brands honor both.

• Self-perception drives behavior. Understanding how clients see themselves is essential to serving them well. Luxury service begins with self-awareness and humility.

• Passion and storytelling sustain luxury. When brands lose touch with their founding stories or genuine enthusiasm, they risk becoming hollow.

Spotlight Guest

LinkedIn: https://www.linkedin.com/in/prof-ben-voyer

Website: benvoyer.com

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/

Introduction

In this episode of Selling Luxury, I sit down in person with Jonathan Siboni, Founder and CEO of Luxurynsight, at their Paris-based offices, to explore how data and emotion coexist in shaping today's most successful luxury brands. While my work centers on emotional behavior and human insight, Jonathan's focus is on using data for brand direction, helping luxury companies navigate uncertainty, predict trends, and turn intuition into action. We discuss how data enhances creativity, the balance between confidence and consumer feedback, and why France remains the beating heart of the global luxury industry.

Episode Summary

Jonathan explains that data acts like a GPS for brands, helping them navigate change, anticipate trends, and make faster, smarter decisions. Luxury, he says, isn't about asking customers what they want but knowing their desires before they do. Far from limiting creativity, data enhances it, giving brands clarity and confidence. Perhaps my favorite part of our conversation, we also explore why French luxury endures as well as the tension between timelessness and trendiness, and Jonathan's belief that true luxury is the freedom of time.

Key Takeaways

• Data brings agility and foresight to luxury brands.

• The goal isn't to ask customers—it's to know them.

• Data fuels, rather than limits, creativity.

• The strongest brands today are either timeless or boldly of-the-moment.

• How luxury and lifestyle became entire industries in Paris.

Spotlight Guest

LinkedIn: https://www.linkedin.com/in/jonathansiboni/

Website: https://www.luxurynsight.com/

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/

Introduction

In this episode of Selling Luxury, I welcome Elizabeth Solaru, CEO of Elizabeth's Cake Emporium and founder of the Diversity in Luxury Awards. With more than 20 years of experience across industries, Elizabeth has become a powerful voice for inclusivity in an industry long defined by exclusivity. Together, we explore what diversity really means in luxury today, from cultural nuances to language, from large global brands to small independent businesses.

Episode Summary

Elizabeth and I explore what diversity truly means for luxury businesses, large and small. Our conversation goes beyond surface-level ideas, touching on culture, client behavior, language, and the evolving relationship between exclusivity and inclusivity. Elizabeth shares insights from her own journey and from her work championing diversity across the global luxury sector, offering a perspective that is both thought-provoking and hopeful.

Key Takeaways

• The Bigger Picture of Diversity: Diversity in luxury extends far beyond representation and includes culture, geography, psychographics, and innovation.

• Reconciling Exclusivity and Inclusivity: Brands can remain exclusive in delivery while being inclusive in vision.

• The Importance of Words: Language carries energy; rethinking words like "exclusive" helps luxury evolve.

• Redemption Arc: Brands can recover from mistakes through recalibration and genuine change.

• What Makes Her Hopeful: The rise of diverse leaders, social initiatives by luxury houses, and new opportunities for entrants into the industry.

Spotlight Guest

Websites: https://elizabethsolaru.com/ https://luxurybusinessemporium.com/

LinkedIn: linkedin.com/in/elizabeth-solaru-1ba901 Book: The LUXPreneur: How to start and build a successful luxury brand

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/