If you know me, you know I’m obsessed with continuous learning and growth. Whether it’s devouring self-improvement books, attending industry conferences, listening to business podcasts, or working with coaches – I’m constantly seeking new perspectives and insights. There’s something magnetic about that moment when a new piece of knowledge clicks into place, shifting how you see things and opening up new possibilities.
This year, my pursuit of growth led me down a fascinating path – a deep dive into understanding what it truly takes to succeed in the luxury market. Like you, I’ve found myself asking: what do luxury clients really want? How can we serve them better? Not just in theory, but in those day-to-day moments that make or break relationships and reputations.
This curiosity drove me to take a deep dive into every luxury market learning opportunity I could find. I attended the Luxury Real Estate Summit hosted by Mickey ALAM KHAN (truly the authority on luxury – if you’re not following him yet, you should be), absorbed insights at High Point Market panels, and engaged with industry leaders who really understand this space.
Here’s what stood out the most: often, it wasn’t about discovering completely new information. Instead, it was about seeing familiar concepts through a different lens – having someone explain an idea in a way that suddenly makes it obvious exactly how to put it into practice. Let me share some of these moments of clarity with you…
The Art of Selling Value
We all know luxury clients care about value, but one speaker’s perspective made me completely rethink how we talk about our work. Instead of focusing on the technical excellence of our custom draperies (though that’s essential), we should be telling the story of what that excellence means in their daily lives. It’s about the way perfectly crafted window treatments transform a room, how they elevate every moment spent in that space – from family dinners to grand entertaining.
Time: The True Luxury
Another concept that crystallized for me was about time as the ultimate luxury. Yes, we’ve all heard this before, but seeing real examples of how this plays out in client relationships made me reevaluate every single touchpoint in our process. At Vitalia Inc., we’ve always prided ourselves on our attention to detail, but now we’re asking ourselves: are we making every interaction not just excellent, but efficient? Are we truly honoring our clients’ time while still delivering that white-glove service?
Quality Control Reimagined
“We get what we inspect, not what we expect.” When I heard this, it felt like someone had put into words something I’d always known but hadn’t fully articulated. It’s influenced how we’re approaching everything at our atelier – not just the final product inspection, but building in quality checks at every stage. Because in the luxury market, excellence isn’t a destination; it’s a process.
The Power of Personal Connection
One of the most impactful insights was about the importance of presenting proposals in person or by video. I’ll be transparent – we’ve all had those moments where sending a detailed email seemed like the efficient choice. But understanding the psychology of luxury clients helped me see why that face-to-face connection is non-negotiable. It’s not just about conveying information; it’s about building trust and demonstrating that we value the relationship enough to make time for it.
The Power of Strategic Partnerships
One theme that emerged consistently across every luxury market event I attended was the importance of strategic partnerships. What struck me was how the most successful luxury professionals don’t try to do everything themselves – instead, they build strong relationships with trusted partners who share their commitment to excellence.
Think about it: when your ultra-high-net-worth clients expect perfection in every detail, having a network of exceptional partners isn’t just helpful – it’s essential. If you stop trying to manage every aspect of your projects on your own and build relationships with specialized partners who execute their part flawlessly, it gives you back your time (which as mentioned above, is truly the greatest luxury) to spend on activities and efforts that generate more revenue.
This resonated deeply with me, as I’ve seen firsthand how these partnerships elevate everyone involved. When designers partner with specialized artisans, fabricators, and craftspeople who truly understand the luxury market, they can focus on their creative vision while knowing every technical detail will be handled with expertise. It’s about creating a seamless experience for the client while actually making your own business more efficient and profitable.
Putting It All Into Practice
These insights are already influencing how we operate at Vitalia Inc. We’re continuously refining our processes, enhancing our client communications, and finding new ways to honor both the craft of custom window treatments and the precious time of our design partners and their clients.
But here’s what I believe: knowledge gains value when it’s shared. That’s why I wanted to take you behind the curtain of what I’ve learned. Whether you’re already working with ultra-high-net-worth clients or aspiring to enter that market, these insights might help you refine your own approach.
And yes, I’ll keep attending those conferences, reading those books, and seeking out new learning opportunities. As a matter of fact, I’m organizing an event focused on serving the luxury market in January 2025 with the one and only LuAnn Nigara. Because in the luxury market, standing still isn’t an option. There’s always more to learn, more ways to improve, and more opportunities to elevate our service to the exceptional clients we’re privileged to work with.
