Luxury branding is – in a sense – a league of its own, with its own dos and don’ts. The luxury audience has very precise expectations, and you’d better not break them.

Luxury brands can’t bask in the glow of that one-off commercial anymore. To connect with their audiences they must produce content. A lot of it.

As all brands struggle to understand the evolving customer, luxury brands have the most daunting task: ushering their intangible values into a new era.

Jewelry customers differ wildly. Knowing who is going to buy your jewels makes all the difference for structuring your brand.