Morning, First name / friend,
I’ve spent most of my life working in and around luxury—first in my dad's catering business where he catered high-end events on Lake Geneva and Lake Michigan, running a wedding planning business in Scottsdale and Chicago, befriending a couple who turned out to be celebrities/royalty in their country (they were so humble we had no idea until we visited their home), and now working with interior designers to help them elevate their client experience and streamline their operations.
The saying is so true (and even more so when it comes to luxury):
You don't know what you don't know.
Someone's first dip into luxury might be having their car professionally washed rather than doing it themselves. Or getting their first pedicure (always a luxury!!). Or having someone to clean their home.
These are all luxuries because we could do them ourselves.
But, my experience, and the lens I bring, is a bit different. I've had a front row seat to luxury for a long time.
And what’s shaped my perspective most?
Not just the behind-the-scenes process of what goes into a luxury experience.
But being the client.
Enjoying luxury experiences firsthand has shown me what true luxury really is (and even then, there are so many higher levels of luxury I just can't possibly know yet)—and here’s what I've learned so far:
Luxury isn’t just about quality or price. It’s about how you’re made to feel.
Yes, the cashmere, branded blankets, the Frette bedding, the glass of champagne at check in, the luxe fabrics, and the Aesop soap all contribute to the experience.
But the things I remember most?
- Being welcomed by name before I even said a word
- Being invited to sit down while I wait to check in while being offered champagne
- Warm eucalyptus-scented towels to wipe my hands after a long day of travel
- The response “My pleasure,” no matter the request
The throughline?
- They knew we were coming, and they were glad we were there.
- They had planned for it.
- They had thought about the details and how I would be feeling at those exact moments.
- They made us feel cared for in a world where we more often feel rushed, overlooked, and disconnected.
That’s what luxury really is—thoughtfulness, anticipation, and warmth.
And here's the part I want to be clear about:
You don’t have to spend more to deliver this.
Yes, some elevated touches come with a price tag, but most of what makes a client feel taken care of is the experience.
- In your tone
- In your process
- In how you anticipate their needs
- In how you give them BACK their time
- In how everyone on your team is happy to help them
- In how you care for and respect their investment (of time, $, energy)
- In the way you make them feel seen, remembered, and appreciated
When the world feels shaky and people are tightening their budgets, your role as a guide and service provider is even more important.
Not to impress your clients with gifts and excess, but to deliver your service with intention.
You can still create a luxury experience.
You can still elevate how your clients feel.
And you can do it in small, simple ways that cost little to nothing—but leave a lasting impact.
How?
It's all in the
proactive communication, outreach, check-ins, and support. Regardless of your business, it is ALWAYS a good idea to put yourself in your clients' shoes in any way you can so you can better understand how they'll be feeling and tailor the perfect experience.
Remember: luxury isn't always loud.
xo
Katie
