Real luxury is about rewiring perception at the behavioural level.

Luxury is psychological.
It's the tension between exclusivity and desire. And it comes down to the behaviour your brand trains in your customer.

There's a specific point where 'good enough' gets boring.

I work with brands ready to leave 'fine' behind. The ones who've outgrown the branding that doesn't feel quite right.

You need someone who understands the psychology of premium & semi-premium positioning – how to build accessible luxury that feels exclusive without losing your personality.

Ex-designer, current brand strategist, permanently obsessed with behavioural data.

I build premium positioning and visual identities for beauty, wellness, and fashion brands.
I'm obsessed with the 'why' behind people picking one product over another... I use my obsession to create brands that weaponise that behaviour, beautifully.