What I learned about craft and the nature of luxury on my recent trip to Paris...

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We talk about luxury all the time in this industry. But what does it actually mean, Reader?

It’s not a price point. Not a label. Not a trend.

And yet, in our digital reality—where clients first encounter our work through a screen—how do we translate that slow, deliberate, sensory-rich experience into something tangible? How do we communicate all the dimensions, all the depth of quality and refinement…simply through pixel craft?

I have some answers. And they start with how our brains process pleasure and perception.

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Luxury is psychological first, tangible second.

We often think of luxury as an external thing—a beautiful object, a well-designed space. But luxury is internal first.

It starts in the mind, with how we perceive value through sensory cues, storytelling, and a sense of exclusivity. Research shows that people experience more pleasure and satisfaction from products when they believe they are luxurious—even when the product itself is unchanged (Nature, 2017).

This is why luxury brands obsess over every detail of their presentation, and confirms that perceived value isn't just marketing hoohah—it's a neurological response! When a brand communicates luxury through thoughtful design and storytelling, it activates our brain’s reward centers, the same areas triggered by personal success and social status.

This means that luxury isn’t just about ownership; it’s about identity and self-worth, too.

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Perception shapes desire.

If luxury is all about perception, then every touchpoint with your brand needs to reinforce this magical feeling. Your website, copywriting, photography, even the way you structure a client proposal, should be as intentional as whatever gorgeously crafted thing it is that you actually deliver.

It's not just about showing your work—it's about creating an experience around the process of how you create it.

And when attention is as valuable as gold these days, a truly one-of-a-kind experience is what keeps people coming back.

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The visual signals of luxury.

Remember a minute ago when I said luxury is slow, deliberate, and designed to be experienced, not consumed…?

Let’s break that down into a few visual principles that can help to indicate you serve an audience seeking a luxury experience.

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For your website:

• Use ample negative space and eliminate excess. Just like a well-composed room, piece of art, or a poem, there’s no space for clutter. Your website should have room to breathe. The eye (and the brain) needs time to pause and reflect—moments built in between your images and words to absorb, process, and connect.
• Slow down the experience. Avoid fast-scrolling effects, flashing pop-ups, and rapid transitions. Luxury brands command patience, inviting you to linger. Invite people (through design) to take their time—and if someone is in a rush, ✨let them✨ move on to a brand that better suits their pace and speed of consumption. ✌️

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For your typography:

Luxury is in the details, and typography is one of the most powerful tools at your disposal.

• Choose timeless, refined fonts: classic letterforms, balanced kerning, and absolutely no trendy or messy scripts. Don’t sacrifice basic communication with wonky font choices, what everyone else is doing, or busy typographic layouts.
• Good typography is like a well-curated art collection—it sets the tone and communicates sophistication without saying a word. I do not exaggerate when I say bad typography can kill a good brand instantly (and likewise, gorgeous typography will elevate even the most basic beaches…I see it allllll the time). Train yourself on what’s good, and what’s not. WYKYK.

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Your photography and videography:

• Your imagery should evoke emotion, not just show the work. Think editorial-style, natural light, and tons of detail shots of materials.
• Include people (and pets) in your visuals! A hand smoothing the surface of a rich fabric, the movement of a curtain in a breeze as the camera pans on feet walking past—these small moments add humanity and warmth to your brand story.
• Should you hire a stylist? Short answer, YES! You won't regret it...

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In your copywriting:

Speak softly, but carry a big story ;) Words shape perception just as much as visuals (and as my clients know all too well, we ALWAYS start with words before layering on the visuals).

Your brand story is the foundation upon which everything else is built.

Say only what is needed in the most concise and impactful way possible.

📜 When in doubt, channel your inner Hemingway: say less, but mean more.

You can't answer all their questions on your website or socials (nor should you)—your goal is to encourage a conversation as the next step.

Anything else is just...more.

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Engagement is sensory-driven.

We are drawn to luxury not only because of what it represents but because of how it makes us feel.

And the more our senses are engaged, the more we associate an experience with meaning and value.

But given that most first impressions happen online, how do you create a sensory experience before someone steps into your showroom, studio, or designed space?

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The new language of luxury

Wandering through some of Paris’s most storied ateliers this past January, I was reminded of the time and intention that goes into everything truly luxurious.

The way a cabinetmaker obsesses over even the smallest corner tolerance.

The way a specific type of textile weave drapes best in the light, just kissing the floor.

The way an organic chemist can capture the natural essence from the first flowers of spring in the south of France and preserve them in a fragrance that lasts for years, filling the air of homes around the world and transporting people through space and time.

How many talented hands it takes to produce just one ceramic plate.

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We can’t (and likely won’t) all become 6th generation couturiers, but we can endeavor to bring thoughtfulness into our work, each and every day.

The world needs more of this care and attention right now, and I know you’re going to be the one to deliver it in your own, original and intentional way!

Ok so tell me...what's your language of luxury? Reply and let me know, or, if you’d like me to do a quick audit of your website’s landing page, send me your URL and I’ll create a short Loom video with my thoughts on optimizing the experience for a luxury audience.

To your success! ✨

Ericka

Join me March 12 at 1pm EST If you want to go deeper (and I know you do!) into the Language of Luxury, join me on March 12 at 1pm EST in my upcoming workshop with Business of Home. ​Register here >> ​

PS. If you’d like to chat about elevating the branding, copy, or marketing for your own business this spring, book a call to see if we're a fit >>