Ever thought of starting a luxury brand?

For many, it’s a case of selling as many things as possible, to as many people as you can, for competitive prices.

In this way, your brand competes with the others in the marketplace on cost, reputation, and unique appeal.

But it doesn’t have to be that way.

Some brands are happy if they only sell to a certain type of client or customer - and, retain some degree of exclusivity. They're not interested in the mass market and usually, this will also coincide with a much higher price point…

These are luxury brands - and creating one isn’t as exclusive an activity (nor does it require coming from a prestigious background) as you might think.

Let me explain.

The hidden side of luxury brands

In a recent episode of the VIP podcast, I spoke with Elizabeth Solaru, a renowned luxury entrepreneurship specialist. We had an eye-opening conversation about what it takes to build a brand that appeals to the top of the market.

If you’ve ever wondered what goes into creating a luxury brand or how to attract the right clientele, this episode is for you.

Here’s a sneak peek of what you’ll learn…

At a crossroads

In 2008, Elizabeth Solaru found herself at a crossroads.

After leaving her headhunting job during the financial crash, she decided to leap into the world of luxury. She started a cake-making business with no money or connections, but plenty of passion and drive.

One pivotal moment led to an order from Queen Elizabeth’s cousin which was the beginning of a (now thriving) luxury brand.

Do you know who your ideal luxury buyer is?

When we spoke, Elizabeth broke down different luxury business and client archetypes. Knowing these helps luxury brands understand their own unique appeal and the different ways that their customers and clients can be engaged.

Clients and customers of luxury brands have different psychology behind their buying habits, and Elizabeth provided a glimpse into how you can tap into the minds of high-net-worth individuals.

We also talked about what it takes to create a luxury brand, and why it all starts with you. As the founder, your unique vision and personal history are especially important - as luxury brands typically have a strong story and figurehead (think Coco Chanel!)

Then, we spoke about how the best brands identify and tap into their unique DNA and create an emotional connection with their audience that goes far beyond just a product.

Creativity, exclusivity, and storytelling

Luxury is all about creativity, but how do you balance exclusivity with accessibility?

Hermès, Louis Vuitton, and Off-White by Virgil Ablohare leading examples of brands that have successfully navigated this delicate balance.

And it’s all about storytelling, the best luxury brands tell a story that makes consumers want to be a part of something bigger than the product itself.

That's really the key to creating a unique exclusive appeal that then keeps your loyal customers and clients coming back for more.

And of course, how IP plays its part

Finally, one of the biggest threats to luxury brands today? Copycats. Whether it’s counterfeit handbags, knockoff designs, or lookalike brands—intellectual property protection is crucial.

We got into the nitty gritty about why IP law is a cornerstone of any luxury business—as well as the reaction to digital threats like NFTs and AI that are on the rise.

Listen now

Sound interesting?

This is just a glimpse of the invaluable insights shared in our discussion.

Tune in now to hear how to start, build, and protect a luxury brand that stands the test of time—and discover the strategies that can help you navigate the challenges and opportunities within the luxury space.

You can also explore all our other episodes, exploring the world of IP, tips and insights from industry professionals and innovators who’ve tapped into intangible assets as a powerful driver for business growth.

Listen to the podcast here.

Want more expert advice?

If you’re serious about creating a luxury brand that stands out and lasts, don’t miss Elizabeth’s book, "The LUXPreneur: How to start and build a successful luxury brand"—your ultimate guide to understanding the luxury market, branding, and more.

Get the book now.

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Want to know more? Contact enquiries@virtuosolegal.com to find out how we can help you define, protect and capitalise on your big ideas.

Need support urgently? Contact Liz at liz@virtuosolegal.com to discuss how we can support you.​