Learning Luxury Craftsmanship from Mayan Women
As part of my Pan-American road trip, I recently spent six weeks in Guatemala, a country filled with a rich Mayan culture. Although I truly enjoyed visiting the impressive ruins of Tikal, the lovely island-city of Flores and the vibrant colonial town of Antigua, my heart belongs to Lake Atitlan.
As soon as we arrived in San Pedro, a small Mayan community nestled between the San Pedro volcano and Lake Atitlan, I was mesmerized by the sheer beauty of the local Mayan women. With their traditional huipil or blouse, corte or skirt, sash and shawl, these women shined in their bright colors especially when compared to my "made-in-China" shorts and blouse. It noticed luxury craftsmanship at its best.
I wanted to learn more about their culture therefore I spent some time with a local woman in a nearby village learning how to weave the traditional Mayan way. After learning how to weave a scarf, I learned something that shocked me: luxury brands should learn from Mayans as they hold the key to luxury goods.
Why?
Because these women put their heart and soul into every piece they create.
Because everything is handmade.
Because each piece will hold up to the test of time, lasting more than a century.
Because each piece is unique, hand-crafted one at a time.
Because most pieces are bespoke; guidelines given by the buyer.
Because service was done with a smile and often with a laugh.
Because you felt like a member of their community when you entered a small boutique.
And because you made a new friend.
Luxury brands are often caught up in the "snobbiest" of luxury and forget the true essence of the word. Luxury is not about spending the most money for a marketing campaign; it's about creating a product that is spectacular in a niche.
Think of Coco Chanel,the woman, and not just the brand she left behind.
Influencing with Giveaways: Separating the Myths from the Facts
Just how do social media competitions influence consumers? TAMBA conducted research with people who enter competitions in order to provide insight into the use of competitions as a marketing strategy. The results shed some interesting light on myths surrounding competitions and social media. This is what they found:
- A ‘typical’ participant in competitions is in their thirties and works full time.
- More than 60% of respondents do not have children under the age of 18. Those who do have children under 18 have one to two children.
- The vast majority of people who enter competitions are not bloggers.
- Social media was reported as the most popular platform for entering competitions, with 87% of the respondents saying they used this channel of participation.
- Facebook and Twitter are by far the most popular social media channels used for entering competitions.
- 68% of the respondents admitted to entering competitions on a daily basis.
- Interestingly, almost half of the respondents share brand content on their social pages every day.
- Competitions increase consumers’ interaction with a brand and increase brand content that is shared on social media. Importantly, competitions also significantly influence consumers’ awareness of new brands and their brand purchasing decisions.
- Competitions have a positive effect on brand perception and word-of-mouth recommendations. In fact, almost 3 out of 4 people are more likely to recommend a brand that offers giveaways and competitions.
- And the drawback? 72% of people are frustrated by unwanted spam from the brand following a competition.
These research results challenges many assumptions and myths that were previously associated with brand giveaways and competitions. It’s no longer about stay-at-home mums or bloggers. We can no longer dismiss competitions as having little significant impact on brand perception, awareness and buying decisions. In other words, luxury brands would do well to take this information into account when developing their brand strategies.
Affluent Luxury Consumer Segmentation
Not all affluent consumers are the same, but finding common characteristics that defines segments in this market can help us understand and better target this high value consumer base. Focusing on smaller homogeneous groups that think and behave in a similar fashion allows a brand to customize its offering, making them more relevant to the consumer. Nowadays, luxury is about providing a personable, customization experience to the end user.
Our friends at Agility Research and their team of data scientists and methodologists propose a new insightful segmentation solution - the Affluent Luxury Consumer Segmentation. Using data from syndicated studies conducted every quarter, they have identified four distinct affluent consumer profiles based on behaviour and psychographic attitudes in relation to purchasing luxury products from different categories.
The Affluent consumer audience can, therefore, be segmented as such:
“Exclusivity is a luxury only a premium brand can deliver.”
The Exclusivity Seeker
is a key segment for many high-end brands as they have considerable disposable income and spend liberally across multiple luxury categories. These consumers spend on luxury cosmetics and fashion and are especially likely to spend on travel. For this segment exclusivity is a luxury a premium brand can deliver. They are likely to be female, 40-49 years old, a Manager, Director, or VP in a public or private company.
“Luxury products that I buy on my travels elevate my social status.”
The Indulgent Traveler
buys luxury predominantly at airports or in cities they travel to. The travel indulger is also something of a socialite who is looking to elevate his social status by buying luxury products. He is likely to be a professional (e.g., doctor, lawyer, engineer), male , and 30-49 years of age. The Travel Indulger spends money on high-end accessories such as premium/ luxury watches and jewellery.
“ Online luxury does not phase me; I research and buy virtually.”
The Virtual Shopper
does not have an issue with luxury converging with the online world. She both researches and makes luxury purchases online. She values luxury goods for their higher quality and uniqueness. The virtual Citizen is predominantly a female professional who is 20-29 years old. Her wardrobe is likely to displays fashion pieces from Calvin Klein, Gucci, Coach, and/or Chanel.
“Luxury is great, but only at the right price online and tax-free.”
The Luxury Bargain Hunter
sees luxury goods desirable, but only at the right price. This segment goes online to search for luxury products and prefers to buy products tax free. The Luxury Bargain Hunter is likely to be a female aged 50-59, a professional, or a mid to high level manager. While they have the least spending power out of all the segments, the Luxury Bargain Hunters spend more than others on electronic gadgets and on their vehicle.
Seek a consultant at www.affluential.com to get a more comprehensive profile of each segment or to apply their unique segmentation solution to your projects.
10 Luxury Magazines Targeting Europe’s Affluent
When it comes to luxury brand marketing in Europe, one of the best platforms to use is a range of luxury magazines that are designed specifically for a sophisticated and affluent readership. We have selected the Top 10 magazines (in no particular order) that do just this.
Le Grand Mag
Le Grand Mag is dedicated to “extremely well living”. It covers everything that is to do with an extraordinary life, from helicopters to beauty, from lingerie to cars.
The Wealth Collection
For advice on luxurious enjoyment, the affluent need look no further than The Wealth Collection. This magazine caters to an exclusive readership and focuses on both managing a personal fortune and embracing the very best in life.
Luxury Life Magazine
The Swiss-based Luxury Life Magazine is distributed exclusively to HNWI and UHNWI. With an estimated global readership in excess of half a million, it is an ideal advertising platform for luxury brands.
Sur La Terre
Sur La Terre focuses on the unique and sophisticated. In addition to covering the latest global trends, the 10 editions across Europe and the Middle East feature regional content for the affluent.
Deutsch Magazine
German luxury magazine Deutsch focuses on fashion and society. It aims to set new trends through high quality content and extensive photography series.
Reality Sense
Villae International is “for connoisseurs of the good things in life”. It is the official publication of EREN – the European Real Estate Network. This magazine is the epitome of quality and excellence.
Hearst
The newly launched Hearst Magazinez UK offers a British take on high society, high culture and high fashion. It has the same wit and sophistication as the US publication whilst targeting the UK’s luxury market.
Kempinski Magazine
The Kempinski Magazine is only available at certain exclusive locations, such as Kempinksi hotels and Sixt saloons. It is a celebration of all that is beautiful and elegant.
Robb Report
The renowned Robb Report is synonymous with the global luxury market. It covers all aspects of the ultra-affluent lifestyle, targeting sophisticated connoisseurs the world over.
Departures
Departures is a luxury magazine that targets affluent readers interested in travel, fashion, shopping, lifestyle, art and culture. In particular, it is aimed at American Express’ Platinum Card and Centurion members.
Luxury Spotlight: Bryan Peele, Founder & President of EMC
Luxury service should be effortless and flawless. And that is exactly what we can learn from Bryan Peele, the Founder and President of the prestigious Estate Managers Coalition, a non-profit organization for professional estate managers. Apart from working as a professional estate manager himself, he ensures that EMC works to achieve its goals. To achieve its mission, EMC holds professional education events led by experts and monthly mixers with reputed guest speakers.
Let’s take a look into his insight into the world of the rich and the famous.
Q1: To be successful in an industry, one must be passionate. How and why did you choose to work as an estate manager?
A1: I’m not able to do anything well unless I am passionate about it. Passion seems to be a common denominator in all that I do, and that passion is the most evident in my chosen profession as an estate manager and president of The Estate Managers Coalition. I fell into the world of estate management quite by accident after a challenging period of my life. I was at a crossroads professionally and a friend of a friend suggested an estate manager position. She said “estate manger,” but what I heard was “estate planner” and almost immediately said no, until she clarified exactly what the position entailed. It was entirely unanticipated and yet perfectly serendipitous, because I took the job and it was a perfect fit for me on so many levels. The rest is history.
Q2: Can you tell us a little bit about the mission and goals of the Estate Managers Coalition?
A2: EMC is a non-profit organization that acts as the authority on estate management and was created based on the standards of honesty, integrity and professionalism. We seek to promote higher professional standards, develop improved business models, enhance business conditions and promote the advancement of the industry as a whole. We lead by example and we give back to our community and members through community projects, networking and education. We hold monthly mixers for EMC members and corporate members, and we create Master Classes where our members can learn everything from the art of storing wine to caring for Frette linens.
Q3: Like personal assistants and super-yacht captains, estate managers are extremely influential when it comes to purchasing decisions. Can you explain to luxury brands why UHNWI tend to listen to their key staff when it comes to making large purchase decisions?
A3: Estate Managers have their finger on the pulse of luxury and culture at all times, and we stay on top of trends so that our principals don’t have to. We wear many hats, and one of those hats is a 24-hour concierge. We know the hottest restaurants, travel destinations and luxury brands, and our principals rely on us to know what’s happening at any given moment. As a result of this responsibility, and once trust is established and maintained, principals will organically rely on their estate managers not only to maintain the lifestyle they live, but to elevate it as well. All estate managers are influencers and connectors and we always know how to find the best of the best.
Q4: Give us an example of a typical day as an estate manager and why you love your job.
A4: While no two days are typically the same for an estate manager, it’s still important to have an established foundation for each day, including a detailed house manual, trained supportive staff, and a multitude of spreadsheets and checklists that hold each member of the staff accountable for their respective “zones.”
I love this career for many reasons: 1) I am naturally adept at multi-tasking, and this job allows me to shine in that arena, 2) I feel that every day is greeted with a new set of challenges and obstacles, and being naturally resourceful, this allows me to utilize all of my skill sets, talents and connections to make someone’s life easier, and 3) It’s about being of service, and not to sound too cliche (but I will anyway), it was Gandhi who said “to truly learn how to be of service, one must lose oneself in service to others,” and I subscribe to that sentiment.
Q5: As an estate manager you have to know how to throw a great party. Any tips for creating an event that is memorable?
A5: To truly create a memorable event I start with a comprehensive understanding of the purpose and intent of the event. My belief is that less is more and that every great event starts with an event flow that I have created and outlines a distinct narrative with a beginning, middle and end. I develop themes based on my personal knowledge of the hosts, such as Black & Blue or 40s Cuba. From there, it’s all about hiring the best caterer, florist and staff to create a unique and distinctive event that will make people feel at home. Whenever I can create something special, I do, such as hiring a mixologist to create signature drinks for the event, or hiring a luxe valet service that leaves a white rose in each car at the time of departure. I believe that all of the little details add up to make a big impression.
Q6: In your opinion, is social media a great way to reach UHNWI and/or their estate managers? If so, which social network is used most often?
A6: The UHNWI’s I know and have worked with are not as active on social media, however, their estate managers are and they are a direct route to their principal and they are active influencers.
Q7: It is often said that estate managers guard the door to the fortress pretty tight. For a brand that wants to work with estate managers in the hopes of reaching UHNWI, what is the best way to get noticed?
A7: The best way to get noticed is the same in every industry – access. Obtaining that access to UHNWI’s is where Estate Managers Coalition comes into play. At EMC, we connect estate managers and globally recognized luxury brands that see and understand the value of having direct access to estate managers. EMC holds monthly mixers, which includes corporate members who want to showcase their latest products or services and network with estate managers. Corporate members can apply to become a part of the Estate Managers Coalition and gain access to this exclusive group. As far as I know, there is no other organization or service that can deliver proven results and access like EMC.
Q8: According to your personal experience, in terms of marketing, what is the best way for a luxury brand to reach the UHNWI? Should they spend their money offline or online?
A8: It is my personal experience that the best way to reach the UHNWI is through relationships, so that would most definitely be offline. Good old-fashioned relationships that can be fostered and nurtured directly with the estate managers who wield purchasing power over their estates and principals. EMC is the ideal outlet for making those connections, and providing corporate members with the opportunity to showcase their products and services in front of estate managers at our monthly events. It is a small international community, so if you win over the estate managers first it will happen organically through their social media engagement. EM’s are all about discovering “the next best thing” for families, so once they find it they want to be the first to share with colleagues. It’s competitive, but friendly.
Q9: What does the future hold for you? And The Estate Managers Coalition?
A9: Personally, I love being an extended member of the family I represent at any given time. I give 100% at all times, and as long as they understand that it is a two-way street and take care of me in return, I am fulfilled. As for EMC, we are looking to expand to create a New York chapter in 2015 and a London chapter in 2016.
Q10: As a last question, what is your personal definition of “luxury service?”
A10: To me, luxury service is service without being obvious that it’s service. It’s when things get executed flawlessly and performed with the synchronicity of a Rolex. That said, everything should be accomplished without the principals really ever knowing what is happening behind the scenes, it should appear seemingly effortless. Granted, the challenge is to always maintain the smile and cheerful disposition, which for me starts with gratitude for the job I currently have. If gratitude is my starting place each day it makes everything easier.
Want to get in touch with Bryan Peele? Connect with him on Facebook or Twitter, or reach out to us for an introduction.
Luxury Spotlight: Barak Hirschowitz, President of International Luxury Hotel Association
Meet Barak Hirschowitz, the President of International Luxury Hotel Association, and a leading influencer in the hospitality industry. Beginning his career as a chef, and becoming the best in this field, he went on to establish the International Luxury Hotel Association (ILHA).
This global non-profit organization has one goal – to improve the standard of service in the luxury hotel industry. And it works to achieve this goal by providing resources for education, training and networking to its members.
He is also the co-founder of Hospitality Recruitment that started in 2004. With a focus on international hospitality recruitment, it assists the world’s best hotels, resorts and cruise line companies source talent.
Here is what he has to say about the luxury hospitality industry.
1. To be successful in an industry, one must be passionate. How and why did you choose to work within the luxury hotel industry?
I was always attracted to the luxury hotel industry which allowed me to travel and work in the places where people vacation. My hospitality career started in the early 90’s as a chef in restaurants in New York. When I was offered the opportunity to join the team of a new luxury hotel in South Africa, I jumped at it. South African hotels have won best hotel in the world more times than any other country over the past 10 years. There is something special about the combination of great hospitality, design, food, wine and scenery that sets it apart. I was lucky to be able to spend 15 years in the industry there.
2. In 2003, you were voted as one of the Top 5 Chef in South Africa. In your opinion, what makes a Chef stand out from the rest?
The ability to inspire their team, never compromise on ingredients and find their own style.
3. With other key players in the industry, you helped co-found the ILHA. Can you tell us a little about the mission and goals of the association?
The ILHA brings together hotel and travel companies, industry professionals, governments and educators with the common goal of improving standards and promoting innovation in service and design in the luxury segment of the hotel industry. We achieve these goals through education, training and communication in three key areas that differentiate the luxury segment from the rest of the hotel industry: service, design and technology.
4. The ILHA is now considered the largest influencer in the hospitality industry with 185,000 members on LinkedIn. Can you give us a tip on how to grow such a strong community?
The ILHA started in 2008 as Luxury Hoteliers, a small group of around 50 luxury hotel professionals who got together online to share best practices. At the time, people were still nervous about sharing ideas online with their competitors. It’s all about transparency and keeping pace with the changing needs of your guests. Early on our members figured out it was better to work together. It’s what helped us grow and keeps us growing. Today, our LI group has over 1000 new members joining each week.
5. For someone new to LinkedIn, what is the best way to get involved within the ILHA community?
Join the discussions. It will help you stay on top of the industry’s hot topics.
6. The ILHA will be hosting the Fast Forward 2020 Conference in Washington DC this September. Tell us about it.
We have invited the luxury hotel industry’s thought leaders to DC to answer some of the greatest challenges facing hoteliers today and over the next five years.
7. An impressive group of speakers will be giving advice at Fast Forward 2020, what should attendees expect to learn?
This is a must-attend event for anyone working with or in the luxury hotel industry. We worked with leaders from the world’s top hotel groups to find out what are the greatest challenges they are facing right now. What type of online and social media marketing is working? What new in-house technology is out there? How are the leading hotels managing their online reputation? How to attract and prepare for business from new travel markets like China, Brazil and the multi-billion dollar wellness/medical travel? Can hotels benefit from partnering with luxury retail brands? The ILHA Fast Forward 2020 will bring together the smartest minds in the business to share their insights on how best to face these challenges now and over the next five years. Our experts are the leadership of hotel groups, universities, and major travel companies. They represent some of the biggest names in the industry including Ritz-Carlton, Hyatt, Trump, Michelin, STR, TripAdvisor, LuxuryLink, Cornell University, Georgetown University, Axess Worldwide and more.
8. Apart from listening to industry leaders, what else can attendees expect at the conference?
In addition to networking opportunities, the ILHA attendees will have access to the Medical Tourism Association’s Congress being held in partnership with our event. This expo will have over 3,000 attendees and will introduce hoteliers to the fastest growing segment of the hospitality industry.
9. What does the future hold for the ILHA?
We are currently developing service training that can be taken regardless of location. It will help hotels located in remote locations train their staff and can help level the playing field for hospitality professionals wanting to move into the luxury segment. Another focus for us is to introduce chapters and local networking events outside the US.
10. As a last question, what is your personal definition of "luxury service"?
True luxury service needs to be personalized. It’s what sets the best hotels in the world apart from the rest. When the guest leaves the hotel at the end of their stay, they should feel rested yet a little sad as if they are leaving their family behind.
Want to connect with Barak Hirschowitz? Do it on LinkedIn and Twitter. Or, reach out to us for an introduction.
Luxury Study: Boston Consulting Group
A new luxury study by the Boston Consulting Group (BCG) reveals important shifts and the related implications in the luxury sector. Based on what consumers identified as luxury spending, the BCG forecasts that the luxury industry will continue to grow in the next two years, despite the lack of growth in many other sectors of the economy.
However, there are both challenges and opportunities facing the luxury sector. Consumer behavior has shifted and introduced an element of complexity in the market. There have been increases in the prominence of emerging-market buyers, and in the growth of experiential luxury. BCG proposes that in response to complicated demands, luxury brands need to embrace four areas of change:
1. New consumers, different sectors and complex buying behavior
It is increasingly common for consumers to indulge in luxurious experiences that are tailored to their particular needs and preferences. Within experiential luxury, the technology sector has grown the most.
Brands need to expand their experiences into consumers’ everyday lives. This includes enriching the selling experience and adopting new business models that embrace the experimental trend. The luxury market is becoming increasingly complex and greater segmentation and customization is necessary.
2. Understanding new geographies and specifics of cities as unique markets
BCG notes that many leading brands are revising their emerging market strategies to align with changes in macro-economic factors, government policies, urbanization, development and tastes.
The implication is that brands would do well to replace their country-level approaches with city-level strategies. To this end, the BCG Local Metroluxe Index forecasts local luxury demand in cities across the world. The BCG Metroluxe Growth Index and the BCG Total Metroluxe Index also provide important information and analyses for brands.
3. Alternative and innovative business models
Companies are benefiting from new approaches that blur the lines between competition and collaboration, and that foster openness and embrace cultural changes.
Luxury brands need to embrace this change by forging stronger relationships with retailers. An effective way of achieving this is through joint ventures. Various leading brands have also adopted different approaches to virtualization.
4. The effects of new digital technologies
The digital domain is of great importance in all sectors, including the luxury market. The boundaries between digital and conventional paths of sales and communication are becoming increasingly blurred.
Luxury brands need to develop their e-commerce competence and take cognizance of the full range of channels that is available to consumers. Brands need to increase their social engagement with consumers and encourage the advocacy of their products and services.
BCG advocates 10 tips for luxury executives:
1. Increase understanding of consumers
2. Adopt city- or cluster-city- level approaches
3. Have a clear travel and tourist strategy
4. Embrace experiential luxury
5. Invest in emerging and long-established countries
6. Use simple, consistent brand architecture
7. Build new relationships with retailers and suppliers
8. Improve e-commerce
9. Devise channel strategies
10. Develop advocacy marketing
Luxury Spotlight: Andra Oprea, Editor-in-Chief & Project Manager of Stylezza
With years of experience in the field of journalism and editing, Andra Oprea offers an insight into the world of luxury with her digital magazine – Stylezza. As the Editor-in-Chief & Project Manager of this famed magazine, she has come across the best in class experiences when it comes to fashion, beauty, art, photography and myriad other subjects.
Her experiences have led her to believe in quality over quantity – something reflected in the selection of which events and news feature in her magazine. And with her flair for the artistic expressions of life, it isn’t a surprise that Stylezza has become one of the beacons in the French Riviera/Monaco fashion and art circuit.
Let’s get a glimpse at what she has to say about her contributions to the luxury niche.
1. Every editor has a different story on how they got started writing. What is yours?
My story with writing starts when I was little or maybe from another life. I have always been connected with written words, poetry. I remember I used to invent and compose poetry in my mind holding a hand upside down when I was about four years old. With time, the passion has grown. When I first discovered love, I got so inspired that I started writing my first essay at 17 years old. The essay was awarded at an international competition in Tokyo. I continued writing children books, essays, never got the time to start a book although the idea has always haunted me. But, I started Journalism and it got me going ever since. I can use writing in a modern way now, especially on the digital format. It is my way of expressing, of choosing what to do in order to leave something behind me that is made by me and not an echo.
2. Like most successful fashion magazine, you probably received hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
I daily receive a great amount of emails from different brands around the globe. What makes me choose one brand over the other is the inspiration and the idea behind the concept. I do not like very much the commercial type, the mass quantity information. I prefer the quality and the information that inspires the reader and makes him widen his vision. I like the mix between art and fashion, the stir of ideas and the things that have value, originality. There are so many brilliant minds and brands that are in the dark because they do not have the marketing behind them, and so many futile brands that have the money but not the worth. So, I prefer choosing the value. Not everything that has created a name during the years because it was supported financially has to be chosen just to make clicks. No, I prefer to make value. And that is why I appreciate my readers!
3. What is the best pitch you have received from a luxury brand? What is the worst?
There are so many that I can`t classify them. I don`t have a best pitch in mind, but the worst are those who are poor in information and quality and try to hook you no matter what.
4. What is your take on press releases? Do you like receiving them or do you simply discard them?
I like receiving press releases; it is a great source of information. Still, it depends on the message it wants to convey or the way it is done. I like to see good content that has all the ingredients for a good article. What makes me click and read the press release is a good title or idea worth spreading.
5. What would make you choose to work with a brand on a giveaway campaign on your site?
A giveaway campaign is always a challenge for my readers and the main focus is on them. We organize this type of campaigns when the prize fits our target and the magazine`s profile. It has to be interactive, to involve the readers and most of the time they do get involved by commenting on the article, on the social networks.
6. If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
I prefer having the information by email. It is more complex, it can have more accurate and precise information, all we need just in front of our eyes. Of course, if we want to develop even more the partnership, we can meet or discuss over the phone. The email, I think, it is now the most important form of reaching and connecting, spreading the ideas, creating partnerships and collaborations.
7. Of all the social media channels you engage on, which one do you prefer and why?
Every social network has its own particularities. But, for spreading the news over social media, I prefer Facebook: it has an easier way of connecting and reaching, sharing the info in a complex way (text, photo), it can be interactive and you can control the views and reactions. Then, I prefer Instagram for another side of the story – the message through an image, simple as that!
8. Which social media channels does your audience interact with the most?
Our readers interact differently on our social channels. It depends very much of the geolocalisation. If they are from US, they interact a lot on Twitter, while the Europeans like Facebook more. Also, it depends a lot on the time of posting, on the same criteria as above.
9. In your opinion, what does it take to become successful on social media?
On social media, just like on every other digital platform, you have to inspire but also you have to reach your target. Many prefer posting frequently once every hour, others prefer less quantity. It depends very much to whom you address to, which social category, status etc. It is known that young people will tend to be more active on social networks and want as much information as possible, while other categories like top managers will be interested in quality information over quantity, to have the best news of interest to them even if they enter late at night, so to say. So, for me, is having the right information delivered to the right category of readers at the right time.
10. Do you monitor your Klout score on a daily/weekly basis? Do you think this social ranking is of any real value to luxury brands?
I do not use Klout very often. I think, though, that being on platforms that help you reach your readers can be a great step towards a wider audience.
11. Do you sometime receive compensation from luxury brands, whether it's in the form of cash or incentives, to write about them?
Yes, it happens often to receive products in order to write about them. Sometimes, it is a great thing because you can test the product yourself and write about it. Of course, you have to maintain your neutrality. This is one of the factors that differentiate blogs from digital magazines. Blogs can express their opinions towards products, brands in a personal way while digital magazines publish the news following deontological codes, and objectivity is one of them.
12. Apart from promoting brands through your magazine, do you offer additional services to luxury brands who choose to work with you?
Stylezza is a digital magazine that focuses also on branding on the French Riviera / Monaco and on high class events. We have contacts with important people in the area who are always interested in partnering with us to create events (and here, we have some secret ingredients that can assure the uniqueness and originality of the event). Also, there are international brands that are interested in having visibility on the French Riviera / Monaco and here we can help them. There is a mix of editorial, photography, events, all focused on the partners that we collaborate with.
13. Do you manage more than one magazine/blog? If so, which ones?
I manage Stylezza magazine. It is a digital platform located in a very beautiful area of the French Riviera. We cover the most important news and events in the region, especially Monaco, Cannes, St Tropez. It is both in English and in French as it reaches an international audience with worldwide news.
14. What would you say is the best thing about being a fashion editor?
The best thing about being a fashion editor is that I write, and this is my passion. Second, is that I get to know amazing people and places, exchanging ideas and traveling.
15. Have you rub shoulders with the rich and famous through your work as a fashion editor?
Yes, I have shaken hands and discussed with very important names, with top managers, celebrity and royalty. A real honor to meet so many important people, to share ideas, to interview or to collaborate.
16. If you had to mentor a new writer, what is your go-to advice to become successful?
My best advice that I can give to a new writer it is to write with passion, to give his time to develop this passion. To read and write a lot! I remember one of my Journalism University Professor who used to tell us at his class that we should write everyday about every tiny thing that we see around us...but just write!
You can reach Andra Oprea with the contact form on the site, or get in touch on Facebook, Twitter, YouTube or Google+. If you need an introduction, just reach out to us.
Five Minutes With James Cusumano
James Cusumano is a successful author, entertainer, scientist and entrepreneur. His wide range of business interests includes scientific research, pharmaceuticals and sustainable energy. James has published a number of books on technology and business, including his latest, Balance: The Business-Life Connection.
After successful careers that have ranged from popular recording artist and filmmaker to co-founder, president, CEO and then chairman of a publicly-traded pharmaceutical company, James moved from the U.S. to the Czech Republic, where he and his wife Inez bought, renovated and now operate Chateau Mcely, a five-star castle retreat and spa.
1. Your career has spanned four very different fields. Which area of work have you found the most inspiring and why?
All have been self-inspiring in their own way. If I had to choose one, I would say co-founding and leading the growth of Catalytica pharmaceuticals. Our motivating vision was to create practical means to manufacture drugs using low-cost, ecologically-safe technologies. Growing in less than 5 years from 4 employees to a public company with 2,000 people and annual sales of $500 million provided us with opportunities to positively impact all six of our STAKEHOLDERS: Employees, Customers, Investors, Suppliers, Community, and the World.
2. Was it a culture shock moving from the U.S. to the Czech Republic?
Yes, it was a culture shock moving there from Southern California, primarily because of the challenge of navigating a difficult Slavic language. However, the positive side is that I developed a much deeper understanding of human nature and culture, being smack dab in the middle of Europe and having easy travel access to the entire European continent. It has been an invaluable education. Also, the Czech Republic, which is only recently out of Communism, is a new frontier with many talented people and many opportunities. An explorer at heart, I love living here.
3. Which room in Chateau Mcely is your favorite and why?
They are all unique, but I would say Mark Twain—we use names instead of numbers. It is roomy, filled with natural light from the large English park that surrounds the castle, and it has a special history. It is dedicated to the great American author, who stayed at the castle in the late 19th century when Prince and Princess Thurn Taxis owned the castle and when Mark Twain was visiting Prague to promote the release of his books in the Czech language. In the public spaces, my favorite room is our library, located in the very top of the tower. It contains more than 2500 volumes covering a vast array of disciplines, and opens to our roof-top observatory.
4. Clearly you like to keep busy. What are your plans for the future of Chateau Mcely?
Our vision for Chateau Mcely from the very start has been to go beyond hospitality by enriching the lives of all of our six STAKEHOLDERS, mentioned above. For example, we created and produce at the castle Mcely Bouquet, our own line of physically and spiritually healing natural cosmetics; the Princess Nely Project which encourages young girls to grow into talented, well-rounded women; and Chateau Mcely Forum™ where we provide courses and lectures on leadership and how to find and live your Life Purpose. We will continue to expand upon these programs and also have ideas about expanding our physical infrastructure to meet the needs of our growing customer base.
5. What do you do to relax? Please describe your perfect day off.
I study Consciousness and Quantum Physics and the links between them. My perfect day is the one I try to live everyday: Up at 5:00 am—40 minutes of meditation; prepare a healthy breakfast for Inez, 7-year-old Julia and me; 7:30 am—drive Julia to the International School in Prague, home by 8:30 am—write until 12:00 noon; 12:15 – 1:30 pm—exercise at the gym; 2:00 – 2:30 pm—light lunch; 2:30 – 5:30 pm—administrative work in my office; 6:30 pm—dinner with my family; 7:30 – 8:30 pm—family play with Julia & Inez until Julia goes to bed. 8:30 – 10:00—read; 10:00 – 11:00 pm—time with Inez; 11:00 – 11:30 meditation before retiring. Weekends are spent with the family and friends relaxing at the castle; bicycle rides in the forest, and enjoying the castle amenities—massage, swimming, tennis, and other physical activities. Lest there be any doubt, the privilege of living this way has come with very hard work, all of which I have thoroughly enjoyed.
6. Having experienced castle living in the Czech Republic, would you ever be tempted to move back to the US?
I love the U.S. and visit there several times per year to be with family and friends. I have 9 brothers and sisters, a mom who is 92 years old, two older daughters and five grandchildren. This summer we will spend six weeks in the U.S., but I have no plans to move back. I am a U.S. citizen and a permanent resident of the Czech Republic, which will be my base for all my future activities.
7. You have written a number of well-received publications. Do you have any plans for another book at this stage in your life?
I am in the early creative stage of thinking about my next book. I am intrigued with the concept of writing my first novel, and basing it on the fundamental tenets that I have written about over the years on the Cosmic Consciousness—Quantum Physics connection, Inspired Leadership, Life Purpose, Passion and Balance. It will be a challenge to weave these concepts through the fabric of the novel in a subtle, yet clear manner, and maintain an interesting story line. We shall see!
8. What are the three most important values by which you live your life?
1. Family—Support my wife, children and myself in our efforts towards long-term health and personal fulfillment.
2. Professional—Counsel and inspire the Chateau Mcely Team so that they succeed in their personal and professional goals and share in the rewards of our success.
3. Spiritual—Share my life-long knowledge on finding and living your Life Purpose, as well as those elements which when practiced diligently are a clear and sure-fire basis for long-term success in business.
9. How would you inspire those just starting out in life to reach their goals and fulfill their dreams?
A. As described in detail in my book BALANCE, don’t try to live someone else’s life, it can’t be done. Look inside and develop and write down your true basic Values and live by them.
B. There is something inside you that you are really good at. I call it your Essence. Connect it to a Need in the world that makes it a better place. You will have found your Life Purpose. Pursue it, no matter where you are in your life. It is never too late, or too difficult to do!
C. Don’t be concerned about “getting there” quickly. Just enjoy the journey, which will be easy to do with the passion generated in steps A & B.
D. Don’t design your life around making money. If you follow your Life Purpose and do well, the money will follow.
E.Always be considerate of all your Stakeholders.
I have never known this approach to be unsuccessful.
10 Reasons We Operate in a Virtual Environment
In the modern world, operating in the virtual realm is appealing for a number of reasons. Many successful enterprises are using this alternative world as a platform for enhanced success. Everything from interviews and training to meetings, collaboration and planning can take place without people having to inhabit the same physical space. This has opened up a world of exciting possibilities, particularly for the travel industry. Agence Luxury is one such enterprise that takes full advantage of the virtual office. And here are the top ten reasons why we operate in a virtual environment:
1. Employees and contributors are free to work from anywhere where there is an Internet connection.
2. Travelling the world enables us to gain a more comprehensive understanding of the global luxury market.
3. We enjoy flexibility in terms of who we can employ and benefit from hiring from the global marketplace.
4. We have discovered creative and effective ways to collaborate remotely. We use Google Hangouts to communicate throughout the day, Redbooth to organize our operation and social media to maintain regular contact.
5. Not having any offices reduces our overall costs allowing us to pass on the savings to our clients.
6. A successful virtual office means that we are able to work for clients from around the world.
7. The strategic placement of employees around the world gives us a global presence.
8. We are explorers and using a virtual platform means that we are still constantly learning about the world around us.
9. This flexibility benefits Agence Luxury as have the ability to react quickly and efficiently on behalf of a client.
10. We believe that technology is bringing the world together and creating closer global ties. We want to be at the forefront of this movement and working in a virtual world enables us to be at the cutting edge.
Although it might frighten you, hiring a digital marketing agency that has completely embraces the digital environment will give you a new understand of the future. Digital is here to stay, and you can either embrace it or fall behind. We hope you decide to join us as we surf on this great digital adventure.