New Luxury & You: Let's Start Questioning Fast Luxury

What is the new luxury meaning when everyone can own a piece of Gucci, or at the very least, rent one for a night out. One must wonder if these so-called luxury brands still have status in our society. I believe they do not.

What is the new luxury meaning when those who can afford all the luxuries in the world recount that their ‘true’ luxury is time (quality time spent with loved ones to be more precise)? One should re-examine the values associated with how we define success in this world.

And what is the new luxury meaning when all the free luxuries of this world are lost in a globalized sea of conspicuous overconsumption. One needs to embrace a more philosophical approach to study the very definition of luxury instead of listening to what big conglomerated brands have us believe.

As someone who has traveled the world for nearly two decades in search of her own version of luxury, let me guide you in your personal exploration by questioning your beliefs on luxury.

Fast luxury is not luxury

Don’t be fooled by the bling. Bernard Arnault (LVMH conglomerate), François-Henri Pinault (Kering conglomerate) and friends are not in the business of fulfilling your version of luxury. They are businessmen who are building their financial empires by making you buy into their own dreams of luxury.

Ask yourself…

Why purchase the infamous Louis Vuitton Speedy handbag when thousands if not tens of thousands have been spotted in every corner of the world? Be honest with yourself, don’t you prefer the handbag designed by your favorite local designer anyway?

And why carry this mass-produced and over-priced handbag with you to the French Riviera when you can embark on a South American adventure that will redefine what you believe to be true in this world? Wouldn’t you rather be one of the few outsiders discovering the new Chilean Riviera with your exotic Singaporean handbag instead?

At its very root, luxury is an existential idea that embraces the very notion of individual self-expression.

And because of the subjectivity of the term ‘luxury’, what is luxury for me may just be ordinary to you.

Because who I am, what I love and what I value is not a representation of your inner-self.

It is a depiction of mine.

When we liberate our mind from all social expectations, when we focus on the beauty of what is truly important to us, only then can we savor the essence of true luxury.

So, stop mimicking others, and learn to embrace your own version of luxury instead.

Because the way we express luxury defines who we are as a person.

It’s time to decide.

Will you build the luxury dream of a few billionaires by over-spending on mass-produced machine-made items portrayed as luxury goods with fairy tales marketing tactics or will you express your true individuality by supporting those who have the audacity to keep the tradition of high artisanship alive?

How one defines luxury cannot be judge, because luxury is, and always had been, self-expression in its truest form.

Express yourself.

I say #no2fastluxury.

And you?

New Luxury, UHNWI & The Emotional Connection

People, and especially, UHNWI (Ultra-High Net Worth Individuals) don’t buy products and services because a brand’s Facebook page has over a million likes from aspirational buyers, nor do they buy because an influencer wrote a glowing review.

People buy because of an emotional connection, because of their belief system, their philosophy of life, and the way they seek to experience the world around them.

People buy because of the people they meet, the people behind the brands and products they choose to bring into their lives.

People buy because they believe that their purchase will make them feel alive.

If people buy because of how it makes them feel, then why are brands, especially luxury brands, not tapping more into this emotional connection?

When need and necessity no longer play a role in the consumption process, when money is no longer an issue, then what is left if not human emotions.

Winning the heart and mind of UHNWI clients requires something exceptional, it requires a very strong human connection built on strong emotional values.

There is no shortcut.

There is no trick.

If you want to reach UHNWI clients, you need to put in the time and effort to show your true value before you even stand a chance of being noticed in a crowded marketplace.

This means owning your skills, mastering your craft, and perfecting your offer.

And doing so with purpose and a set of well-defined values.

This is where New Luxury comes in.

New Luxury is, in essence, a way to connect through a collection of individual experiences that shape the interactions between brand and people.

It is a way of doing business that bridges the gap between buying and giving back.

When a brand is sustainable, it pledges to protect our planet and our communities through their production choices.

When a brand uses forward-thinking technologies to hone artisanship, it makes us believe that our future is indeed brighter than ever.

And, when a brand promotes community-love from the inside out, it touches us at the deepest human level.

Gimmicks or fairy tale marketing campaigns don’t work with UHNWI.

They won’t be impressed either by sales techniques that are meant to disrupt their attention away from what they value the most – their time.

But if they feel your purpose, your values, and your commitment to excellence, you might be surprised and get a message on your social media channel asking for a meet.

Know who you are.

Know what you stand for.

Know what you can offer.

And if your message connects with a UHNWI on a deeper level…

Stand proud behind your version of luxury.

Because that is why they reached out to you in the first place.

Luxury Meaning: 12 Anti-Values Disgracing Luxury Today

Over the past few decades there has been a boom in the luxury market; with trends growing as quickly as the rising spires of Dubai’s skyline. The pace has picked up, trends move fast, and suddenly we get the message; the modern luxury meaning becomes a paradigm of modern consumerism – as the Economist put it bluntly; its exclusively for everyone. That message was muttered back in 2014 but now as we approach 2020 – this commitment to consume consume consume seems to have left everyone at burnout. The old ways are failing, the grass is no longer green, and for luxury brands to not just survive, but thrive – a bold new commitment to change is needed.

If we were to open our ears, we would have heard that the conversation has changed and its consumers who are now leading the way. Luxury brands who turn a blind eye to these demands and choose to rest on the laurels of a successful past may find themselves left with little market share and only the crumbs of yesteryear upon the table. As bleak as that may sound, actually – take a closer look and you will see the future is bright.

The advance of modern technology and social media means that consumers are no longer reaching in the dark, now their eyes are wide open and they see the terrifying truth – that mass consumerism has led to brands being a little clumsy with our one most precious global asset – our planet. The number one demand on the table is for this unethical behavior to change; for brands, and especially luxury brands, to embrace a more ethical approach in business. This conversation is not just another flash in the pan or hashtag trend – it is a real demand and one we should all be keen to take on board. This shift in mindset is irreversible, with these words we can no longer avert our gaze, we are looking directly into the face of the luxury consumer of tomorrow.

The old ways are failing, the grass is no longer green, and for luxury brands to not just survive, but thrive – a bold new commitment to change is needed.

There is a rhetoric when we talk about luxury; its old money, its baby boomers, it’s a mans world. But, the baby boomer era will soon come to a close and next in line are the millennials. Millennials who have grown up in a different world; one that is more tuned in to the inconvenient truth. Sweat shop factories, low wages in third world countries, burning leftover stock, animal slaughter, and cultural appropriation are just a few examples of wrong turns that not only makes for bad business practice, but also can lead to long nights of the soul. In an era of transparency there is nowhere to hide, and every individual in the industry will become accountable for the actions and decisions they take.

Luxury brands have always been the innovators, the thought leaders, those with a precision like power to influence global industry. Its time for these brands to pave the way; to take a deep breath, look in the mirror, and to change the way they do business. As leaders at the top, its not just in the interests of our business, its also our responsibility, and our duty to our upcoming audience. If we are brave enough to make the change, this will cause a ripple that could reach the shore of every business and brand across the land and together, we can change the fate of our planet.

The twelve anti-values etched out below do not come from the depths of my imagination, this is not opinion-based teaching. Over the past decade I have had the privilege of experiencing the labors of the luxury market; from working on superyachts to being a personal assistant to the one percent, living the high-life as a luxury influencer, and spending thousands of hours immersed in the thoughts and insights of luxury leaders. I want to share my findings because I truly believe that luxury has lost its luster and there are those of us out there who seek a better version of luxury. Together, we can face our demons and we can lead the way in working towards a better world not just for the one percent, but for all. Because honestly; let’s not let that age-old adage of luxury costing the earth become a prophecy just for profit.

12 Anti-Values Disgracing Luxury:

Luxury Anti-Value #1 - Waste

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We have forgotten that the true ethos behind luxury is longevity; buy it once and it lasts forever. Now, luxury brands are burning end of season stock, feeding an insatiable hunger to deliver the latest trend, and fast fashion is polluting our air and tearing downland at just a heartbeat behind the fossil fuel industry. But its not just fashion; each guest at a hotel can tally up 1kg of waste per night, a fifth of global food produce rots away in the trash, and as of 2012 only 1 percent of purchased products were still in use after 6 months. New Luxury is less about slash and burn, make and break – it’s about savoring every morsel, because each thread is pure and precious.

Luxury Anti-Value #2 - Deception

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Plagiarism, fakery, and cultural appropriation – luxury brands may want to check their closet for skeletons as consumers are no longer abiding tall tales, fashion theft, and riding of the back of exploitation. Luxury shouldn’t be about laziness, but many high-class brands have a nasty habit of stealing ideas from others instead of seeking beautifully crafted and intelligent inspiration from within. From whitewashed models being used to represent the beauty of Africa to major names copycatting graphics from young indie designers; brands that thread fakery into their narrative are sure to be called out. We are entering a new woke world, and New Luxury is no longer about fiddling, airbrushing, and taking what isn’t rightfully ours.

Luxury Anti-Value #3 - Opacity

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Glittering diamonds, clean lines, and soft silks – but behind the scenes; shadowlands, crumbling factories, poverty, and criminal tax evasion. Luxury brands who have something to hide have everything to fear. Brands have a duty to be transparent with their audience; when people are making purchase choices, they have a right to know what they are investing in and where that money goes. Luxury brands can no longer claim ignorance or dodge the bullets that will come when another third world factory collapses, when more children are rescued from slave labor, or when stories of death and discrimination associated with their brand climb out of the woodwork. New Luxury is not about glossing over gross misconduct.

Luxury Anti-Value #4 - Disconnection

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Luxury has always had a habit of clinging to the old world; risk taking and embracing change doesn’t seem to be in their repertoire. No change seems to have been resisted more than the movement into the digital sphere. Luxury brands were too caught up in the physical and the sensory to align their message and create meaningful connections with consumers in the virtual world. Instead; the resistance led to aloof and cold websites, zero social interaction, and a falsetto mystique that left consumers frazzled and frustrated. Then, there are those brands that chase fads and follow trends; completely losing sight of the strongest foundations of luxury; that it stands strong as a rock against tides of transience. Luxury has already been slow off the bat to create a compelling digital presence; New Luxury is about seeking a chord of harmony that resonates, because the digital and the real world will soon be one.

Luxury Anti-Value #5 - Stagnation

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Heart and heritage are the golden words behind many successful luxury brands and with this can come a sense of stagnation. Heritage brands can find themselves with their backs against the wall, they have centuries of history beneath their belt but suddenly the world around them is changing. But as we know, evolution and innovation isn’t about keeping one foot on the platform. History and heritage does have its place, but luxury brands are clinging to these beliefs like anchors rather than life rafts. An anchor will pull you stubbornly to the bottom of the sea, a life rafts will keep you afloat no matter how much the tide changes. New Luxury isn’t about staying in the same loop or getting stuck in a time warp, it’s about learning how to stay relevant, exhilarating and inspiring on the journey from past to future.

Luxury Anti-Value #6 - Narration

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The monologue is coming to a close and instead of dictating the trends coming next, luxury brands must be willing to get involved in a two-way dialogue. Consumers are now actively contributing to the narrative, sharing in the message, and depending on the brand – this could be very sticky territory if you don’t know how to utilize your consumers voice in a positive, powerful and productive way. Luxury brands can tend to put themselves above the art of conversation; just look at their social media pages. Many times you will find lukewarm generic content, queries met with poor etiquette, and criticism responded to with stone cold silence. Even some of the biggest brands in the business have braindead social media pages that are an absolute bore to scroll through, which is shocking in the era of the influencer and the chance to have a ton of fascinating content across every spectrum. New Luxury isn’t about dictating the same old bedtime story, it’s about having real, authentic and intimate conversations that matter.

Luxury Anti-Value #7 - Fairy Tales

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Whimsical women running through the streets of Paris beneath plumes of perfume, airbrushed models with blank faces, and young bikini clad girls standing in the shadow of the older man on a superyacht. The luxury industry still operates like it’s the 1950’s and women are either objects of desire or buying objects so others will desire them. Now, more than ever – gender politics are garnering interest and the calls are loud and clear – the message needs to be changed. Its no secret that females lead consumption and every year they contribute over $100 billion to the luxury industry. Regardless of facts and figures; women do not deserve to be condescended, shunned, or stashed inside a stereotype. The MeToo Movement has left a well-heeled indent on societal structures and brands who don’t up their game in their representation of women will find themselves gathering dust. New Luxury is about telling stories with honest and respectful recognition.

Luxury Anti-Value #8 - Overchoice

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From the silk road to the ancient spice route; once upon a time luxury was about traversing the globe on intrepid adventures to return with the finest wares and wonderful stories. Now, you can find a Louis Vuitton, Gucci, or Prada store and a Marriott, Hilton or Ritz-Carlton hotel on every corner of practically every cosmopolitan city in the world. As travel is becoming a more common commodity with budget airlines and faster journey times whipping us from London to Tokyo in a mere matter of hours, the allure of experiencing the same luxury over and over is starting to fade away as we feel more comfortable with global living. As luxury brands surpass borders and boundaries, the sense of rarity becomes lost and the paradox of more becomes less as too much choice confounds the consumer. This is where luxury runs the risk of becoming a brown box commodity; so easily accessible that the journey is lost and when the journey is lost, the status of luxury dissipates and you become just another high-street name with a looming price tag. New Luxury is about striking that all important balance and standing out against a backdrop of blandness.

Luxury Anti-Value #9 - Global Value Chains

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Luxury brands pen beautiful tales of exquisite craftsmanship, but often the reality is mass production lines and low-paid immigrant labor. When you see the words Made in Italy etched into a label you conjure up images of artistry among the rolling hills of Tuscany. But in the 90’s Tuscany became flooded with immigrants shipped in by big name brands to work in dimly lit sheds and sleep huddled in rooms behind these factories. From blood diamonds to mass suicides in big brand production plants, the situation is serious. Not only is this approach completely unethical from the brand, but it also forces the consumer to be unethical without their knowledge. Luxury brands that look to cut corners with cost reduction are directly contradicting the true meaning of luxury. New Luxury is about a clean conscience for both brand and consumer; imagine how liberating that will feel.

Luxury Anti-Value #10 - Fastness

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If there is one word that is synonymous with true authentic luxury, that word is time. Not only time to curate something outstanding, but the time to truly enjoy it. It’s a fast-paced world out there and luxury has a duty to make us stop for a second, to breathe deep, savor, appreciate, fall in love, unplug, unwind, and relax. Some luxury brands are trading the slow burn of time for fast production in search of profit. Fast fashion, fast food, fast travel, and fast luxury – its exhausting for brands and consumers and leaves everyone disconnected from the experience. In an era of FOMO, the constant urge to update our Instagram feeds, and the time pressure to make the most of every moment; we need to nurture the art of slowing down – from the seed to the root to the apple. Time is central to the story of New Luxury; not the cheap chase or the empty expense.

Luxury Anti-Value #11 - Sameness

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Global standardization is stripping away the customized culture and personality of a product or place. This is especially potent when it comes to big hotel brands. You could be in a Four Seasons suite in Singapore or a Ritz Carlton in Paris and wouldn’t be able to tell the difference. This is why the hotel industry has seen a sharp turn; the rise of the boutique business, the adoration of Airbnb – travelers are giving us the message loud and clear. While globalized big name brands are working towards perfection across every country in the world, the boutique business is embracing the energy and charisma of its imperfections because that is where creativity lives. Standardization is a word that contradicts luxury. It’s a word that comes with connotations of reducing cost and uniformed outcome. New Luxury is about celebrating culture and recognizing the rarity in what it is to be different.

Luxury Anti-Value #12 - Self-Love

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Spoil yourself is the message constantly pushed by luxury brands. Yet the very audience they purr this message too are often very philanthropic in their everyday lives. Just take a look at the Giving Pledge set up by Bill Gates and Warren Buffett in which 184 of the world’s wealthiest across the world pledged to give away half their wealth to bring positive change to society. In this new era of transparency and better ethical practice, perhaps its time for brands to make a better effort. The stereotypes of class warfare have long shadowed the modern world. A Harvard study back in 2009 actually displayed that exposure to luxury goods tapped into the area of the brain most associated with self-interest. Perhaps luxury brands need to start thinking about ways they can connect with the philanthropic side of their consumers rather than reaching for the outdated story of elevated status. New Luxury is about pledging our own moral compass, to bind ourselves with the world and its people, and to give back in the best way we can.

The 12 anti-values facing luxury today are real, but as we open our eyes to face our demons, a new reality can emerge. Let’s join forces to change the meaning of luxury from one of mass-consumption to one of enlightening experiences that leave us connected with our globality. And, let’s remember:

Earth is our one and only home.

Time on earth is our one and only global luxury.

The choice is ours.

Which path will we take?

Article created in collaboration with Jodie Oakes, luxury storyteller, & Rubem Vieira, art director. 

How to Use Your Luxury Brand as a Charitable Platform

With the ubiquity of the internet, it’s currently easier than ever for those of us in western culture to access information which can give us a heightened awareness of global causes and charitable platforms.

It’s also easier than ever to research the ethics of luxury brands and as a result, there are more luxury customers than ever actively seeking out luxury brands with a social conscience.

When a luxury brand shows a commitment to new luxury values such as eco-friendly, socially conscious, fair trade or cruelty-free practices by contributing to a specific cause in some way (as well as practicing what they preach in their day-to-day running of the business and belief system), it gives consumers an extra layer of exclusivity whenever they invest in the brand; not only can they satisfy themselves but they can also help others in the process.

This provides a crucial reversal of the polarity between luxury and non-profit giving brands a chance to show that they’re altruistic and significant alongside being lavish, elite and powerful.

Corporate philanthropy should go beyond being a luxury marketing gimmick, however, and strive to be beneficial in a way which empowers the charity and emboldens the customer, boosting the brand’s reputation in a manner which is in-line with their pre-existing belief system.

An example of a luxury brand that is proud to show its commitment to supporting a better world through both philanthropy and corporate responsibility is luxury luggage brand Tumi. The brand shares its philosophy and initiatives on a dedicated page of their website.

Visit to see a great example of how to use your brand as a New Luxury platform to do good in this world.




If you want to follow in the footsteps of Tumi, here are some essential basics to consider.

Choose a charity which fits your brand belief system

In order for charitable pursuits to be beneficial for both the luxury brand and the cause they’re seeking to support, then it’s vital for the belief systems of both to match up with each other.

This is attractive not just for the charity itself who will be more accepting of donations which come from an honest source with beliefs in alignment to their own, but also for the meaningful links it will create to your customers who will already share your belief system but may want to engage with it in a more rewarding manner.

Be charitable from a position of proven social and ethical responsibility

Choosing a charity with beliefs in alignment to your own is crucial, but unless you practice what you preach then creating links, partnerships or support systems with charities can end up looking like a cynical marketing ploy.

For example, there’s little use in supporting a charity which seeks to empower impoverished women or children when you may be relying on sweatshop workers as part of a production team; the hypocrisy will be visible to eagle-eyed customers as well as the media and as such, this approach can backfire horribly.

Take a moment to evaluate the ethics of your company and outline areas for potential improvement in trading with a social, fair and environmental conscience.

This isn’t just better for improving your reputation but as a whole, it’s also better for the World. Why be charitable if you can’t extend that same support to the work conditions and production values of your business?

Directly support a community who support you

Though many luxury brands may rush into charitable pursuits based on causes which feel ‘trendy’ or look impressive, one of the best and simplest ways that a luxury brand can utilize their privileged position for change is to directly help to support a specific community who are in some way at the heart of the brand.

This could be a specific location where products are made or where specific materials or components are sourced or it could be a marginalized community who have expressed continued support and admiration for the brand (such as the LGBTQA community).

Try setting up a business fund to help talented seamstresses start up their own business or donate towards the maintenance of local sustainable agriculture in the area where you source most of your materials from.

Giving back to the people who in some way help your brand to be the success that is can become a powerful part of your legacy and help to declare you as a brand which sells stories and experiences above products and aesthetic.

Don’t appear charitable, be charitable

When luxury brands endorse and support charities wrong it can be because of a blatant agenda for wanting to simply play the part of looking charitable without actually delivering on the appearance.

Whatever charity it is that you want to support as part of your brand needs to be a part of day-to-day operations, not just pinned to the lapel of a spokesperson or tagged on as a profile button on Twitter.

Donations are great, as is raising awareness of a charity and a cause but it’s also great to work with the charity to see how you could be improving their experience and aid; find out precisely what the donations raised have been spent on, in what ways the money has helped and what else the charity may need in order to progress, widen their scope or expand their cause.

Develop in tandem with the charities needs and you’ll both find an equally beneficial progression as a result.

Use brand content and social media to raise awareness

Part of being charitable as opposed to merely looking charitable is understanding every facet of the charity and the cause for which you’re helping and communicating those facts to customers.

Utilising the content marketing of your brand to show where charitable donations have been spent, who the money has benefitted and including interviews and testimonies of people that the money has directly impacted the lives of is a crucial part of humanising the charity and raising further awareness of what will no doubt be a little known or understood cause.

Social media is another perfect way of extending your charitable services, exploiting the power and influence of your brand to raise further awareness of the charity which is beneficial both ways.

Articles of social, charitable and ethical interest are often shared more readily on social media as people enjoy publicly aligning themselves with a cause with will promote both your brand and the charity, in the process.

Interested to read more about the subject? Here are a few articles from the web to consider.

Seven Benefits of Content Marketing for Luxury Brands

As defined by the dictionary content means the materials dealt with in a distinct form or style. Yet another way of looking at the word is its other definition ‘In a state of blissful happiness’. Who says that in the world of luxury marketing these things cannot come together. Think about the famous myths and stories of luxury brands; gliding across azure waters on a superyacht feeling the wind tousle your hair, letting a mystery lover slip into your silk sheets scented with the sweetest perfume, strolling down the Champs Elysees with glowing skin untouched by the wear and tear of the world. All these images bring to mind beauty and contentment, and all are stories curated from luxury marketing content.

Inspired content breathes life into your brand, it awakens your consumers desires, it brings forth a belief that owning your product will make their world a better place to perch in, and it ties together the strands of trust, recognition and grace that separates everyday commodities from luxury living. The benefits of content marketing for luxury brands are endless, but these fair few factors allow you to graze on greener pastures, and to see a vision of the future, one where your brand is as clear as the sun, ever shining.

1. Content curation provides a variety of perspectives.

Curating content is an art form and helps beautifully when it comes to communicating your brand values and enhancing trust. Content can be informative, inspired, plucked from a range of sources, and delivered in a wide array of means. For skincare companies, it could be a dermatologist teaching your audience about the right way to care for their skin or seasonal makeup tips from a beauty professional. A boutique hotel could express inspiring tips on things to do on their island, or interview the locals for an in-depth look at how the culture has changed over the years. However, you choose to showcase your brand through content marketing it should be done in a way that lays the foundations for people to learn, see, and explore through different perspectives.

2. Content curation expands your content offering.

The search engines are turning back to organic sources, no longer will they abide lackadaisical, lousy, and lazy content whose sole aim is to self-promote. They, along with their audiences, want high quality, interesting and informative content that fills in the gaps, oozes originality and serves to inspire and keep readers coming back. This is the essence of high-class content marketing and when you opt for quality you need to rely on many different resources. These resources not only provide inspiration for content generation, but curation can also help you to put the pieces together, can teach you more about your niche than you ever thought possible, and in turn gives you an outlet to pass this knowledge on and inspire your own consumers.

3. Content curation positions brand as a thought leader in the luxury skincare category.

Exploring the World Wide Web can be a little like rummaging through a vintage store; you have to wade through a lot of tat to seek out that silk purse. If you can offer your audience the purse without the mothballs then they will see you as an exquisite tastemaker in your category. Your consumers don’t want to wade, they want to place their trust in you and have you fish out the best data and information for them. If you can provide your readers with exceptional editorial content every time then their trust will tighten until you and only you become their go-to source, thus inspiring loyalty and better brand recognition.

4. Content curation extends your reach by leveraging other people's audiences.

Nothing can help you reach a crowd quite like content marketing and when throwing a gala who doesn’t want to invite a stream of new people to show up, raise a toast and possibly become new found friends. When you choose to incorporate the influencer content in with your own, you may see that you have suddenly attracted a host of new readers who follow the original source. With the right leverage, this is the perfect way for luxury brands to share the wealth so to speak and to reach out to new audiences that may have otherwise remained overlooked.

5. Content curation connects you with thought leaders, experts and other websites.

Luxury content marketing can also prove to be an invaluable networking tool. The luxury world is a swirl of who’s who and who do you know and the only way to get involved is to become a firm-footed leader in your niche. If you have la crème de la crème of knowledge, information, experience and a dedicated clientele then heads are sure to turn and other industry leaders are sure to take notice. Before you know it you have all kinds of invites, partnerships, and media opportunities that you never even dreamed of. If you want to be revered as the best in your field, then you need to start reaching for the top shelf with your content curation.

6. Content curation offers more content for your audience to share on social media.

Content marketing has its own white whale and like Captain Ahab many scour the seven seas for a shot at making the myth a reality. This white whale is called ‘going viral’. Whilst the jury is out on how a luxury brand manages to maintain its enigma through social media, if you can get the right balance then you have every hope of success. Content curation that can be lovingly shared and passed around social media is one of the most important ways of seizing the reigns when it comes to helping your brand to flourish and grow. With well-seasoned creative content, beautiful imagery, and leading knowledge you can make ripples that turn into waves, allowing your target market even more entryways to find their way to you, your brand, and your product.

7. Content curation builds your brand.

Beautiful branding is a myriad of ingredients, but one of the things that binds it all together is content curation. Tailored and well-executed content works seamlessly when it comes to building your brand one brick at a time until it becomes an unforgettable vision like the Taj Mahal. Content that is rich, diverse, well-researched, inspiring, and informative can be the hallmark of your brand and will lead your consumers to recognize your name, to trust in your offerings, and to pass on that information to other interested parties. Those who want to broaden their reach and pull themselves up higher in the luxury world can do so with effective content marketing.

Understanding New Millennials for Better Marketing

After perfecting your skills with the baby boomers and knowing how to tap the nail on the head when it comes to generation X, the millennials may leave you stumped. There have been many headlines screaming controversies such as Real Truth magazine asking ‘If they know so much, how do they understand so little?’,  they have been called the selfie generation, the me-spoke seekers, the digital natives, and so much more. Yet the question remains are they really just a misunderstood generation? And if so shouldn’t we be trying to get to know them better because after all they are our future.

News Cred recently shone a light on the millennials with their evocative survey marked millennial mind. It’s easy to overlook this generation, to wait for them to join the ranks of their baby boomer peers, and to write off their habits as fads, yet the truth is they are going to be leading our workplace by up to 50% and they are going to be responsible for over $1.4 trillion in spending power in the next five years. Not to mention every month in the US alone, there are 82 million millennials eating content for breakfast. These numbers are pure proof that this is not a generation to be overlooked and those who want to get ahead in marketing best start unraveling the mystery of these infamous millennials.

Know where they are coming from

If you want to understand the millennials then the first thing you need to do is take a good hard look and get to grips with their social status. In a way, it must be tricky to be raised in a time when your peers are forever telling you ‘you can be anything you want’. In front of your eyes, there are endless roads, paths, and products. You have a million different choices when it comes to careers, sneakers, coffee shops, smartphones, and so much more. Not only do you have all this choice but you have also been born into a time when the recession has slammed the door in your face, you are doomed to have less than your parents, you aren’t interested in frittering away hours on low paid jobs to start a family and have a home. You want to enjoy your time, you want to eat like a king, stomp across the globe, connect with new people, and have the world at your fingertips. And who can blame you; it’s what they promised you after all. It’s no wonder millennials are misunderstood, so when they see a brand that seems to get their predicament and offers tailored content and solutions that fit them like a glove, perhaps their infinite choices will suddenly have a finite end – and that full stop could be your brand.

Know the decade that shaped them

The chief content writer of Vice put it right when he declared “In the decade of the 2000s, it was the march of two opposing forces – a crisis of information and the liberation of Information”. For the millennials the world really is at their fingertips, there are no hiding secrets from them. Whilst in one hand they may be taking endless Instagram pictures and tweeting about their lunch, with the other hand they are reading about the conflict in Palestine, debating the upcoming general election, and sharing political opinions with their friends. Sadly this is also a generation that has lost touch with the idea of trust, now the freedom of information is out there and available, they no longer turn to politicians, TV, mass media and even brands for confirmation of what’s right and wrong. As a brand, you need to earn their trust. You need to also understand that these people are not completely conceited consumers, they care about the world and if they can find a way of blending buying with giving back, they will probably choose that route.

Know their mediums

Remember the good old days of MSN messenger and MySpace? No, odds are millennials won’t either. This is a generation that was born tweeting, that updated their Facebook status as soon as they mastered hand-eye coordination, and that knew how to swipe a touch screen before they could say their ABC. If you want to reach out across the chasm to these potential consumers then you need to understand their virtual world. 65% of millennials use Facebook to search for content that amount is breathtaking and if you are not already on social media then you need to hop aboard before the ship sails into the sunset without you. Knowing how they interact on social media is another educated factor that will give you the edge. Millennials like content that is funny, that is informative, that doesn’t patronize, or assume. They also want to put their best foot forward in life and they actively choose to share things that they feel represent their best selves. In the modern world success is not only measured in dollars, it’s measured in the richness of experience and this is what they will share when it comes to social media.

Know not to pull the wool over their eyes

Forbes left one final word of advice when it came to their Sneakernomics article, they said when dealing with millennials to engage, don’t market. This is the bottom line, this a generation that won’t deal well with having the wool pulled over their eyes, they have limitless choices remember, and if they don’t lie the cut of your jib then they will simply turn elsewhere with a shrug of the shoulders. This is also a generation that doesn’t succumb to the slavery of brand loyalty, meaning now more than ever it’s imperative to gain respect. This is not a generation that is going to sit prettily and wait for the world to come to them, they are going to stand up and find what works for them exclusively, regardless of whether it’s considered the right thing to do or not. To gain respect you need to interact, communicate, offer insight and value, you need to go local, hone down your tone to fit your exact niche, and you need to give them what they want. This is a knowledge-based economy meaning that if a brand is direct, clever, and cares about the world then they are going to win out over a brand that is pretending to be chic and pretending to care.

Dear Burberry, Our Sustainable Alternatives to Burning Your Luxury Goods

Note: It worked! Once the word was out about their annual bonfire, thanks to influencers and social media, Burberry didn’t have a choice, they needed to respond to the mass outcry.  The result: within a few weeks, Burberry announced that they would no longer burn their luxury goods but will instead try to find alternative solutions.  

The world is changing, and luxury needs to pay attention.

Maybe it was once acceptable for luxury brands such as Burberry to burn unwanted stock worth £90m over a period of five years, but in this millennium, we notice when a brand destroys our planet.

And when we notice, we boycott until the problem is solved.


Although Burberry claims that they have taken actions to minimize the impact of their choice, many of us find it unforgivable to tolerate such waste, especially when the end goals is to preserve the brand value, to sharpen the brand positioning, to create scarcity and exclusivity, and to prevent theft and counterfeit.

If Burberry does not find a solution to prevent such waste in the future, they may find it hard to thrive or even possibly survive in the twenty-first century.

Through their unsustainable action, we believe that Burberry shows no respect for their products and the resources needed to produce them, no respect for their employees who have worked hard to grow the brand, no respect for their fans who are now questioning the value of their own Burberry goods, and obviously, no respect for the planet and our global community.


Burberry is not the only fast luxury brand to destroy goods.

Richemont, which owns Cartier and Montblanc, has reportedly purchased back $744 million of its own unsold goods over the last few years to avoid the devaluation of their brands, some goods have been repurposed while others have been destroyed.

LVMH is also a culprit as are many others.

The problem of destroying over-production must be addressed, and solutions must be implemented.

Obviously, luxury brands must maintain their exclusivity to retain their status.

Donating the goods to shelters as many have suggested is not an option because it would devalue the brand in the eyes of those who covet its elite status.

But if Burberry paid attention to their community, they could easily find several alternatives that could help them lead the way to a sustainable future.


To help Burberry and other fashion luxury brands generate ideas to solve the overstock problem, here are a few sustainable alternatives to consider before burning beloved luxury goods.

#1: Leverage blockchain technology for better supply chain management

And when it comes to driving sales through community building, well… adopting blockchain technology leads to authenticity and transparency, two of the twelve New Luxury values found in our manifesto.

Since blockchain provides fingerprints of every step of the manufacturing process, it also provides a signature of authenticity to every product.

With blockchain, the records can be accessed and verified from virtually any location in the world at any time, making the authentication of counterfeit goods a seamless process – every time a product changes hands or is transferred to a new location, a transaction is stored in the ledger.

If a link if missing in the physical-digital chain, it could be the sign of someone attempting to divert authentic goods out or inserting counterfeit goods in.

Transparency with blockchain makes counterfeit evident and easily stoppable because it makes everyone involved accountable for their actions.

With such technology available, it is easy to understand why polluting our planet to prevent counterfeits is no longer a viable solution for any respectable brand.

Let’s remember that millennials, more than other generations, demand to know the story behind the products they buy.

Regardless of the industry, everyone is talking about blockchain for a good reason.

To explain it in simple terms, blockchain is like a giant decentralized and transparent Google Spreadsheet which is secured with cryptography.

It can store an entire history of transactions across a shared database, automating data gathering, reducing the human error factor out of tracking information, and eliminating waste across every step of a process.


The fact that Burberry needs to burn such a large quantity of stock every year implies that they do not fully understand their supply and demand chain.

If they implemented blockchain technology into their processes, we believe that they would be able to stop production early enough to avoid such excessive waste.

Or, at the very least, they would better manage their disposal.

With blockchain, a record of everything would explain the actions taken to find alternative emission reduction techniques to produce renewable energy and counter the effect of carbon emitted by them.

If the public is aware of the measures being taken by a brand to become sustainable, then a relationship of trust could start to flourish.


Luxury brands should lead the way in sustainability. Others will follow.

In addition to reducing counterfeits, blockchain transparency also carries customers closer to the stories behind the brand and its products, especially if they can use interactive labels to bring a new dimension to the shopping experience by linking the product to its source.

If you can prove what is great about your brand and your products with blockchain and transparency, you no longer need to claim to be luxury, you simply will be.

If Burberry doesn’t know where to start, they can simply look at the startup community to find inspiration.


For example, Provenance, a UK startup that hopes to build a future of brand trust with their transparency platform, uses blockchain, mobile and open data to help brands bring verified information from their supply chain to the point of sale.

Using their platforms, brands are then able to share their business impact and their values, open up their supply chain to showcase the people, places and processes behind every product, create a digital passport for every product linking them to either a batch or individual items, and ultimately drive customer engagement with tech-powered experiences and the use of interactive labels.

Provenance claims that bringing trustworthy information to the point of sale helps build brand trust now and into the future, something that is important to younger generations. We believe the same.

Idea developed with: Bhavna Jayashankar – Luxury Research & Consulting Intern here at Roxy Genier

Since adopting blockchain technology could take a few years to properly implement at Burberry or at any other fast luxury company, in the short term, we need alternative solutions that could have be implemented in a few weeks. Here are a few:

#2: Repurpose the luxury goods within Burberry or through third parties

If an inexperience chef boils too many lobsters one evening, he will serve it as lobster salad at tomorrow’s lunch.

Recycling and repurposing the overstock of luxury goods should not be discarded for its non-luxury status.

Burberry could start a new emerging designer program where it would donate its overstock to those who have the talent and desire to reimagine the extra Burberry garments in new ways.

This idea not-farfetched.

Since 2017, the Burberry Foundation has partnered with ethical and sustainable fashion brand Elvis & Kresse to tackle the global problem of leather waste.

n the next five years, the partnership will see a minimum of 120 tonnes of leather off-cuts from Burberry recrafted into new luxury items.

Burberry just needs to take this idea a step further and finds ways to reinvent their over-production by donating their extras to emerging designers.

#3: Keep the inventory, then in 20-30 years sell it as mint-vintage pieces

Everyone knows that fashion is cyclical, especially if you are older than thirty years old.

Patterns and styles that were hot when I was a teenager have already resurfaced time and time again.

Since Burberry is in the long-game, why not safeguard the beautiful garments, releasing them back to their fans as original mint-vintage pieces in a few decades?

Obviously, they shouldn’t keep over-producing year after year as they would not be able to store millions of pieces in their warehouses – we have already established that blockchain should be implemented to manage their supply chain.

But since the goods are already in existence, why not protect them for a future fashion coup? Fans would be delighted, other luxury brands would be jealous of the idea, and our planet would start to heal.

Original idea crowdsourced in a LinkedIn comment from: David Deluca – Office Manager at

#4: Gift the goods to Burberry’s deserving employees, turning them into walking brand ambassadors

As a “global luxury retailer and manufacturer, with more than 10,000 employees, 449 retail locations and a supply chain that touches thousands of people worldwide”, Burberry could turn their over-production mistake into an opportunity to elevate the corporate culture.

By gifting the unpurchased goods in-house, they could turn 10,000 employees into 10,000 brand ambassadors, ambassadors that would have walked the streets of this world promoting the Burberry brand through their love for their employer.

Imagine the social media campaign, imagine the virality of the donation, imagine the elevated state of Burberry as a luxury brand in everyone’s mind.

Such an act would have turned a terrible PR moment into one that could have served as a case study for employee loyalty and success.

Original idea from: Vanessa Liwanag – Business Development Manager here at Roxy Genier


Luxury needs to care about sustainability and the values of New Luxury, because everyone who is listening to the global conversation already does.

Alternatives to burning unwanted goods do exist if management listens to their community and thinks outside the box.

If you know of other sustainable alternative to burning luxury goods when production surpasses demand, don’t hesitate to let everyone know in a comment below.

The more we talk about sustainability in luxury, the more we have a chance to save our planet.

So, talk on, and share on if you believe in luxury sustainability.

The Right Luxury Influencers for your Luxury Brand

When it’s the hands of a capable blogger who understands a luxury brand and can communicate its identity in a fascinating, intimate or visually sumptuous manner, then influencer marketing can absolutely thrive.

In fact, the general consensus is that blogs are far more influential in promoting a brand and specific products than social media is, which if you think about it makes a lot of sense, after all, social media is a standalone platform whilst blogs can thrive across search engines, social media and on their own merits.

For a luxury hotel, it can sometimes be tricky to know exactly what the most effective form of luxury marketing can be especially as the product is an experience rather than a physical entity.

As such a luxury travel blogger can be the most vital marketing tool for emoting or visualizing an experience within a review of the business.

However, there’s a variety of right and wrong luxury travel bloggers out there for your business and a number of aspects which you need to consider before choosing the luxury travel blogs which will feature a suitable review of your luxury hotel.

Know Your customer, audience, and needs

At this stage, you’ll hopefully have a good grasp on exactly who your customers are and as a result, you’ll be wanting to communicate directly to these people but also a little beyond them.

There’s never any harm, after all, in marketing to an audience who for whatever reason won’t ever be able to stay at your luxury hotel (which is the basis of one of our luxury marketing essential tips) however, being able to narrow down exactly who you want to influence and how will make it easier to find the right blogger to partner with.

Be specific with how you want to benefit from a blog review:

  • Do you simply want to improve your online presence?
  • Looking specifically for promotion which can boost sales?
  • Need a broader spectrum of feedback to add to your press section?

Figuring out every aspect of the who, the what and the how of finding a travel blogger to review your luxury hotel will help for you to find exactly the right blogger for the job.

Research and engage

This one might seem obvious but the manner with which you research potential blogs can impact the types that you find and also influence your choices.

Don’t just rely on a few Google searches in order to find the best travel bloggers for your brand, instead try searching for them on Twitter, Facebook, Pinterest or Instagram and take note of how people talk about and engage with them.

It might also be an idea to actually follow their social media channels and see how they engage with their readership:

  • Do they have a small pack of loyal, engaged followers or a large crowd of silent admirers?
  • Are they argumentative or hold notably vocal political opinions which could be a problem down the line?
  • Do they love to engage directly with brands?

Reach out to them and talk with them on social media to get a feel of who they are and how they interact with readers.

Find a blogger with shared beliefs

One of the most important aspects to bear in mind when choosing a travel blogger to review your luxury hotel is to ensure that you find blogs which have a belief system in line with your own.

For example, there’s no point in picking a luxury travel blog in which the majority of the posts are profanity-riddled or casually snarky when you’re selling chic, sophisticated and reserved and by the same merit there’s no point in picking a luxury travel blogger obsessed with heritage hotels, legacy, and tradition when you’re selling provocative, cutting edge and progressive.

Be sure to research as much of the blog's archive as possible in ensuring you understand its overall tone, output, and belief system so that you can make a truly informed and accurate decision.

Judge by content, not by influence

This is an important one to remember as a blog with thousands of followers is useless if it can’t deliver content which both engages its audience and can align itself with your brand identity.

Avoid being impressed by numbers and instead follow the instincts of your brand; a review which manages to accurately reflect the identity of your luxury hotel but only manages to influence a handful of people is still worth immeasurably more than a problematic review which completely fails your brand identity to thousands.

Look for an influencer with great photography skills

Generally, the very best travel blogs are the ones which feature large volumes of photography and as a general rule you should be looking for blogs which either feature amazing photography skills (using anything from 35mm film to DSLR cameras) or which maybe make up for a lack of skill with a high-end camera which can capture colour and detail beautifully.

There’s little point in entrusting a review with a blogger who still relies on their iPhone for pictures; a luxury hotel deserves luxury photography, and sometimes one perfect picture can influence a readership far greater than an entire blog post.

Top 10 Superyacht Builders To Make Your Dream A Reality

Superyacht builders are the apogee of the luxury industry when you consider that one product usually takes several years to build and can cost over two hundred million dollars to perfect. To have the privilege to step aboard a superyacht is to be spoiled.

Having worked aboard superyachts for several years, sailing over 50,000 nautical miles from Miami to Phuket, I had the chance to experience the best of the best. Whether you have a design in mind or are starting from scratch, below is my personal list of the top 10 superyacht builders with years of experience turning their client’s visions of their ideal superyacht into reality.


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Feadship, which stands for First Export Association of Dutch Shipbuilders, is recognized as the world leader in pure custom-built yachts. Based in the Netherlands, the company launched more than 250 superyachts since 1949 and specializes in newly built motor yachts between 40 and 100 meters.



Personal Note: I had the pleasure to be a member of the launch crew of MY Anna, a 220' Feadship masterpiece. If you look closely at the picture below, you will see me at the helms of  MY Anna, docking her in Marmaris, Turkey. What an experience!!



Get to know this superyacht builder at



A family business since 1875, this Germany-based leading shipyard has built more than 13,000 boats, ships, and yachts, and specializes in building new yachts between 60 and 150 meters.

Personal note: I was a member of the launch crew of MY Apoise, a 220' Lurssen superyacht with the best crew accommodations I have ever seen. Lürssen does understand the importance of the crew and treats them like members of their extended family.

Get to know this superyacht builder at


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Founded in 1978, Heesen Yachts is dedicated to its company motto of providing one key principle: “The Performance of Luxury.” The Netherlands-based company builds and designs modern luxury superyachts with cutting-edge technology, and is a leading builder of aluminum luxury yachts.

Personal note: Heesen recently launched MY Galactica Star, which I had the pleasure to tour in Monaco. Although I have never worked aboard an Heesen superyacht, MY Galactica Star is a dream! Its beach club is by far the best I have seen. 

Get to know this superyacht builder at


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Based in Viareggio, Italy, the Perini Navi Group is made up of four companies that operate in five specific markets: large sail yachts from 40 to 60 meters; large sail yachts more than 60 meters; a racing line of sailing yachts, a fast cruising line of sailing yachts, and Picchiotti motor yachts.

Get to know this superyacht builder at



Located on the Gulf Coast of the United States, Trinity Yachts designs, engineers, builds and delivers custom yachts at one facility. The company can build designs up to 123 meters and is one of the elite builders of custom superyachts with focus on European quality, steel, and aluminum constructions.

Personal note:  My first experience aboard a superyacht was with a trinity superyacht. Indeed, my first job as a stewardess was aboard MY My Iris exploring the Hamptons. The yacht was exquisite.

Get to know this superyacht builder at


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 #6- AMELS

In 1982, Amels became a global brand leader in yacht building and has since then launched more than 30 custom yachts. Located in Vlissingen, Holland, the company builds custom superyachts, as well as limited edition superyachts for clients who want luxury yachts in less time.

Get to know this superyacht builder at



In 1982, Dave Christensen set out to build his own yacht after failing to find a builder up to his standards. Three years later, Christensen was incorporated to build luxury yachts and his company now has the capabilities to build yachts up to 65 meters in length.

Get to know this superyacht builder at


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Oceanco has been designing and building large luxury custom yachts since 1990. Although their shipyard is based in the Netherlands, they also have design, sales, marketing and administrative offices in Monaco.

Get to know this superyacht builder at


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Founded in 1877, this German shipbuilder is known for building naval vessels and sophisticated megayachts. For existing superyacht owners, Blohm & Voss’s facilities offer the space to refit and repair luxury vessels up to 300 meters.

Get to know this superyacht builder at



Voted as the world’s leading builder of custom megayachts by ShowBoats International magazine, Benetti was founded by Lorenzo Benetti in 1873 and has built nearly 300 boats since then. The company is headquartered in Viareggio, Italy, where they build semi-custom composite yachts and custom steel and aluminum yachts.

Personal note: Since MY Starfire's captain is both a patron and a good friend, I sailed from Fort Lauderdale to Miami aboard MY Starfire. Although the weather was rough, she handled it like a charm. Her sundeck is truly a great space to enjoy the sea-salt air.

Get to know this superyacht builder at


If you are considering building or chartering a new superyacht, reach out and I will gladly point you in the right direction. We regularly keep in touch with the best in the industry.

Top 8 Luxury Events for Luxury Lovers

A new year brings a new set of luxury events to attend in the hopes of discovering the best in every class. Whether you love supercars, private jets or high fashion, the following events will cater to your need for new luxury. Why not discover a one-of-a-kind couture dress or an exotic perfume to go along with your new Porsche Cayman S? Or how about spending time with the best naval architect to design your very own superyacht? The luxury events cater to each of your fantasies!

Here is our curated list of nine must-attend luxury events; events that will capture the hearts of luxury connoisseurs.


Showcasing new looks from famed fashion houses such as Armani, Versace or Dolce & Gabbana or from up-and-coming designers such as Uma Wang, Fausto Puglisi or Iceberg, the Milan Fashion Week should be on everyone's calendar of must-attend events. Considered one of the "Big Four" in high fashion, the Milan Fashion Week is a dynamic display of creative diversity.

Date and Venue: February in Milan, Italy



From the latest innovations of Girard-Perregaux to the timeless designs of Breguet; from the classicism of Faberge to the modernism of Cartier, Baselworld brings together the best luxury watch and fine jewelry industry leaders. Set in a sophisticated space, the exhibition invites watch aficionados to either admire or purchase the high-end items on display.

Date and Venue: April at Basel, Switzerland


This award-winning event showcases the big luxury players. Meet Porsche, Ferrari, Maserati in the automobile area; Franck Muller, Patek Philippe, Audemars Piguet in the haute horlogerie quarter; and Davidoff, Taschen and Crystal caviar in the luxury section. Need more reasons to visit Top Marques? How about an evening of elegance at one of Monaco's myriad luxury hotels?

Date and Venue: April at the Grimaldi Forum, Monaco



Amazing antiques, fabulous folk art, gorgeous sculptures, exclusive jewelry and exquisite miniatures – the Masterpiece Fair is a treasure trove for art enthusiasts. Each exhibit at this world-class event is worthy of your visit. This is most likely why so many renowned artists, collectors, exhibitors, and curators participate in this event.

Date and Venue: July at the South Grounds, the Royal Hospital Chelsea, London


With an impressive display of superyachts, by exhibitors such as FEADSHIP, LÜRSSEN, and Heesen Yachts, the Monaco Yacht Show is one event that is a must if you consider yourself to be a superyacht connoisseur. Organized under the patronage of HSH Prince Albert II of Monaco, this show offers the opportunity to catch the latest in super yachting.

Date and Venue: September at Port Hercules, Monaco



Nicknamed the ‘Yachting Capital of the World’, Fort Lauderdale hosts one of the best superyacht shows in the world. Regardless of your preference, you will most likely find the pleasure craft of your dreams at the Fort Lauderdale International Boat Show. If not, you will surely reconnect with old friends and make new ones since the event is attended by innumerable jetsetters.

Date and Venue: November at Ports across Florida

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Art Basel brings together artists and art lovers to celebrate their passion for visual media. From the paintings and drawings of Modern Masters to the sculptures and architectural pieces of contemporary creators to the photographs of emerging talents, Art Basel provides an ideal setting to promote art.

Date and Venue: December at Miami Beach



An opportunity to view upcoming styles and luxury trends, the New York Fashion Week should be on the must-visit list of everyone in the fashion circuit. Sport your best evening attire to attend runway shows of the most talked about designers; dine with supermodels and celebrities, or find that perfect couture clothing item for that special event. If you love fashion, you will love the New York Fashion Week.

Date and Venue: Septemberrin at New York

Attend any one of these luxury events in style by either staying at a five-star hotel or chartering a superyacht.