Hello everyone, A few days ago, after a surprisingly disappointing experience in a Bottega Veneta store, triggered by an issue with one of my favourite handbags, I found myself thinking about something the luxury world still underestimates: the people on the front line. The individuals in boutiques and showrooms. The ones who are the experience long before the product. Story Time Let’s rewind to 2015. I had just taken on my regional role overseeing 13 Lamborghini dealerships across the Middle...
2 months ago • 3 min read
Hello everyone, And just like that, it’s November. Christmas plans are forming, inboxes are filling and most of you are deep in Budget Season. Before the year wraps up, it’s worth pausing on something that should sit at the centre of every 2026 plan: Humans are pack animals. Read that again. We thrive in communities. We want to belong. Post-pandemic, this instinct is louder than ever. People are rejecting over-digitised lifestyles and seeking real connection. For those of us marketing to HNW...
3 months ago • 2 min read
Hello everyone, Field Note 08: Life After the Logo clearly struck a nerve, and I’m glad it did. The messages, DMs, and conversations that followed made one thing clear. A lot of people working in luxury have been feeling the same quiet frustration. And since we’re being honest, let’s talk about luxury automotive marketing. For years it’s been stuck in reverse. The same tired event formats, the same visuals, the same tone of voice recycled since the nineties. It’s not just uninspired; it’s...
4 months ago • 3 min read
Hi everyone, This month marks two years since I walked away from my dream job at Lamborghini and naturally, it’s been a reflective couple of weeks. Listening to a podcast this morning with Steve Versano where he touches on personal branding reminded me of something few people talk about: how much of your personal brand gets wrapped up in the brand you work for, especially in luxury. And what happens when you leave? When I was weighing up my resignation, one thought kept looping in my mind:...
4 months ago • 2 min read
Hello everyone, It’s been a minute! I hope you’ve managed to catch some downtime this month. For those of you down south, scrolling through feeds while the Northern Hemisphere has been baking on Mediterranean beaches, I see you! Don’t worry, your summer’s coming. If you remember Field Note 04: The New Generation of Wealth & What They Really Want, I defined “Young Money” and “Old Money.” Here's a quick refresher: Old Money: Those born into plush life, now inheriting serious wealth (and dodging...
5 months ago • 3 min read
Hello everyone, Once again, thank you for all the thoughtful feedback on the last Field Note. I’m so grateful to each of you reading and joining the conversation. As we head into the European holiday season, you can expect a little less focus on the world outside, and a little more on what’s going on inside my head. I’ve always found August to be a great time to pause, reflect, and re-strategise. Everything slows down a little around here because the Italians (quite rightly) take their summer...
6 months ago • 3 min read
Hello everyone, Make yourself a cup of tea or pour a glass of wine. It’s time for Field Note 05. Back in the peak of reality TV, around 2014, E! launched a show called Rich Kids of Beverly Hills. I’d just moved from South Africa to Dubai and was working at Lamborghini, so naturally, I binged every episode. The series premiered on January 19, 2014, and ran for four seasons, following twenty-something millionaires and billionaire heirs flaunting their inherited fortunes. Fast-forward 11 years,...
6 months ago • 2 min read
Hello everyone, Field Note 03 got an even bigger response than 02! Thank you to everyone who weighed in. Keep it coming. If you tuned into Field Note 02, you’ll remember I had the pleasure of attending the Grand Prix Ball last week. Great cause, great crowd and yes, I recommend you snag a ticket next year if you fancy champagne and F1 royalty. I ended up seated next to a lovely investment banker named Abigail, who was there with her partner. Not only did she meet him on Hinge, but they were...
7 months ago • 2 min read
Hello everyone, First off, thank you for the incredible response to Field Note 02: Partnership Season Is Open. I loved hearing your thoughts and swapping notes on standout brand collabs. More of that energy, please. Now, onto this week’s mini rant. Last weekend, while trying to escape Milan’s 35°C heat (San Pellegrino in hand, of course), I wandered into a bookshop and spotted a book on selling luxury. The subtitle read: “Lessons from Lexus, the Four Seasons...” and I didn’t even finish...
7 months ago • 2 min read