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Selling Luxury with Jeffrey Shaw

Selling Luxury with Jeffrey Shaw

By: Jeffrey Shaw
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 Hosted by Jeffrey Shaw, author of Sell to the Rich and renowned portrait photographer turned luxury brand strategist, Selling Luxury explores the complex behavior and nuanced mindset of selling to affluent clients. With more than 40 years of firsthand experience serving ultra-high-net-worth individuals, now advising brands that do the same, Jeffrey and his guests reveal what truly motivates luxury buyers, what they value today, how to create unforgettable client experiences, and the strategies behind building a luxury brand. Each episode features high-level conversations with industry leaders, luxury brand executives, elite creatives, and insiders who understand what it really takes to sell and serve at the highest level. Whether you're refining a luxury brand, elevating your client experience, or seeking smarter ways to connect with affluent customers, Selling Luxury delivers rare insights and practical strategies to help you stand out, be exceptional, and sell with sophistication.2025 Economics Leadership Management & Leadership
Episodes
  • 11: Selling Luxury with Antonio Paraíso: Desire, Mystique, and the New Luxury Buyer

    11: Selling Luxury with Antonio Paraíso: Desire, Mystique, and the New Luxury Buyer
    Nov 18 2025

    Introduction

    In this episode of Selling Luxury, I'm joined by international luxury marketing consultant Antonio Paraíso, known for his work on emotional branding and "the art of making people dream." Together, we explore how desire, not need, drives luxury buying, and how brands can create longing through beauty, storytelling, symbolism, scarcity, and mystique.

    Episode Summary

    We unpack why affluent clients buy with their emotions and "need of the soul," not practicality. We discuss how luxury brands use extreme quality, aesthetics, story, and scarcity to spark desire, and how that's evolving with younger generations. Antonio shares vivid examples from Hermès and Patek Philippe to a bold move by Bottega Veneta. He also introduces a true highlight for me in our conversation— Porsche's subscription model as a powerful sign that experiences now matter more than ownership. We close with Antonio's "make them dream" formula and why resolving imperfections quickly can deepen loyalty more than perfection itself.

    Key Takeaways

    • Desire over need: Luxury buyers are buying happiness, emotion, and meaning, not functional products.

    • Porsche Passport: Experience over ownership. Porsche's subscription model lets clients drive the dream without owning the car, reflecting a generational shift toward access and experience.

    • Scarcity still matters, just differently: Exclusivity still drives desire, but queues and overexposure mostly attract aspirational buyers, not true high-net-worth clients.

    • Fascination leads to desire: Magic, wonder, and myth, like the Kelly bag's origin or Marilyn Monroe's Chanel No. 5 story, create fascination that converts into desire.

    • How to maintain mystery in an over-exposed world: Luxury is a constant paradox: visibility vs. mystique. Brands must be intentional about what they reveal and what they hold back to preserve allure.

    Spotlight Guest

    LinkedIn: https://www.linkedin.com/in/antonioparaiso/

    Website: http://antonioparaiso.com/

    YouTube: https://www.youtube.com/@121Paradise

    Contact Host

    Website- www.jeffreyshaw.com

    Speaking- www.jeffreyshawspeaks.com

    Books- www.jeffreyshaw.com/books

    LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/
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    42 mins
  • 10: Selling Luxury with Dr. Michael Spicher: Beauty and the Aesthetic Advantage

    10: Selling Luxury with Dr. Michael Spicher: Beauty and the Aesthetic Advantage
    Nov 11 2025
    Introduction Luxury isn't only what we make or how things look. It's how it makes people feel. That's where beauty and aesthetics come in. In this episode, I have a wonderful conversation with Dr. Michael Spicher, consultant in aesthetics and philosophic thinker, about beauty as a strategic advantage. Drawing from philosophy, neuroscience, and psychology, we explore how beauty and aesthetics shapes behavior, creates radiance, and becomes a driver of loyalty and well-being in the luxury space. Episode Summary We start by revisiting classic ideas—proportion, harmony, and radiance—considering great philosophers of the past and connect them to modern insights from psychology and neuroscience. As Michael clarifies, beauty works most powerfully when it's "baked in," not layered on as visual clickbait. We discuss radiance as the elusive quality that "pulls you in". A feeling similar to standing before Michelangelo's David, other great works of art, and in the presence of genius. Practically speaking, this shows up in the full customer journey, from language and imagery to retail ambience and delivery. For example, a well-documented early Airbnb pivot, replacing amateur photos with beautiful, professional imagery illustrates how aesthetics builds trust and conversion. Our conversation argues for slowing the luxury sales process to allow contemplation and presence and meeting buyers where they are emotionally. Where beauty is not a frill. It's a basic human need that fosters hope and resilience. Brands that intentionally design moments of stillness, meaning, and radiance will win attention and loyalty, even when consumers are more deliberate. What if we adopt "radiance" as a new standard? Key Takeaways Aesthetics vs. Beauty: Aesthetics covers the full spectrum whereas beauty is a central human value within it and a driver of choice and loyalty. Baked-In, Not Painted-On: Surface-level "prettiness" fails; beauty must be embedded in strategy, product, messaging, service, and environment. Trust Through Aesthetics: Better imagery and ambience increase perceived quality and credibility (Airbnb's early turnaround is a case in point). Design for Contemplation: In uncertain times, slow the decision journey to create space and moments that invite presence, reflection, and emotional safety. Story as Aesthetic Experience: Memorable, repeatable brand stories are aesthetic experiences—not just copy—and they spread desire beyond the first listener. Whole-Journey Alignment: Audit every touchpoint—logo, words, photos, retail/online ambience, delivery—against a single question: "Does this create radiance?" Spotlight Guest LinkedIn: https://www.linkedin.com/in/tom-marchant-4821523 Websites: https://michaelrspicher.com/ and https://aestheticsresearch.com/ Contact Host Website- www.jeffreyshaw.com Speaking- www.jeffreyshawspeaks.com Books- www.jeffreyshaw.com/books LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/
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    43 mins
  • 9: Selling Luxury with Tom Marchant: Luxury Travel and the Art of Anticipation

    9: Selling Luxury with Tom Marchant: Luxury Travel and the Art of Anticipation
    Nov 4 2025
    Introduction Luxury travel isn't just about impressive amenities and thread counts. It's first and foremost about feelings. In this episode, I sit down with Tom Marchant, co-founder of Black Tomato, the award-winning travel company known for designing emotionally rich, highly personalized journeys. We unpack a "feelings-first" approach, why anticipation is a core luxury element, and how thoughtful access and curiosity transform trips and customer relationships into lifelong bonds. Episode Summary Tom shares how Black Tomato flipped the luxury travel industry script: start with how you want to feel instead of the destination. From that insight, they built a brand, a tone of voice, and a planning method that begins with emotion and reverse-engineers the experience. The experience starts the moment a client makes contact, and Black Tomato intentionally nurtures excitement and readiness with pre-trip touchpoints so the excitement and anticipation builds long before takeoff. We dig into the brilliant idea of "demonstrable thought"—specific and visible evidence that a brand is thinking about the customer, creating rarity and relevance. Tom shares what is means to create meaningful "access," from unique family experiences to relationship-based encounters (and even once arranging a surprise dinner with an author who influenced a client's life). He also explores transformational travel through programs like "Bring It Back" and family "Field Trip" learning modules, showing how curiosity fuels ideas that stay with you, and change you, long after you return. The conversation widens to every luxury category: if great "experience" is the minimum bar, the next bar is emotional impact and transformation, consistently delivered with thoughtfulness, listening, and bonds over transactions. Key Takeaways Anticipation is Luxury: Build the runway, not just the landing. Create excitement, curate inspiration, context, and small moments that heighten excitement and emotional readiness. Lead With Feelings, Then Design the Journey: Ask "How do you want to feel?" before "Where do you want to go?" Reverse-engineer itineraries (or any luxury offering) from desired emotions to details. Demonstrable Thought Creates Rarity: Show clear evidence you're thinking about this client with tailored touches, nuanced choices, and deeper details. Thoughtfulness is the new scarcity. Access That Matters: Go beyond velvet ropes. Provide meaningful access to people, places, and ideas clients couldn't reach alone and open psychological access to new ways of thinking. Culture of Curiosity: Thoughtful, humble, curious teams spot possibilities others miss and turn them into unforgettable, personal stories. Spotlight Guest LinkedIn: https://www.linkedin.com/in/tom-marchant-4821523 Website: https://www.blacktomato.com/ Contact Host Website- www.jeffreyshaw.com Speaking- www.jeffreyshawspeaks.com Books- www.jeffreyshaw.com/books LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/
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    48 mins
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