Here’s a truth about selling luxury online: too many brands think it’s about high-resolution photos and a clean checkout page.
They’re wrong.
Anyone can sell a product. But luxury isn’t a product; it’s a feeling. It’s the confidence, the artistry, the story woven into the fabric. If your website can’t deliver that feeling, you’re not in the luxury business—you’re just in the transaction business.
This is a lesson we learned in a profound way back in 2014, when we partnered with a true master of the craft: Roland Mouret. The man whose Galaxy dress became a cultural touchstone. Our work together became a defining chapter in our own story, and looking back from 2025, the core principles hold more weight than ever.