Transitioning from a mass consumer goods company to a bespoke luxury brand required me to unlearn and relearn everything, as luxury is about creating unique, precious items that evoke desire rather than mass production.

A common reason brands fail is compromising on quality for speed; maintaining high standards is crucial for long-term success.

Most brands wouldn't be missed if they disappeared, indicating that many fail to create a meaningful connection with their audience.

Department stores failed because they didn't offer either high scale or the personal touch that specialized boutiques provide.

In luxury, you never look at competition; you're creating a work of art that people dream and yearn for, focusing on long-term brand strength rather than quarterly results.

Once a brand defines what their customers want, they often make the mistake of not relating it to the customer's sense of survival, leading to vague desires that confuse potential customers.

In the fashion industry, it's important to differentiate your brand through unique designs and a clear value proposition.

After launching our first consumer product, we realized we had compromised on key design elements, which ultimately led to its poor performance in the market.

Luxury brands often market to those who cannot afford them, creating a desire that drives sales among aspirational consumers.