The way I look at the businesses I lead has always been guided by one principle: every point of contact with the customer matters.
It’s not enough to offer a sophisticated product or service: you need to transform each interaction into an experience.
Service, environment, sensoriality, personalization of small details, all of this contributes to making the journey memorable. A good product may impress momentarily, but it is the complete experience that creates memories, loyalty and brand recognition.
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Therefore, from lighting and music to ambiance and aromas, everything is designed to generate premium well-being and reinforce the feeling of exclusivity.
Transforming businesses into luxury experiences, therefore, is not just about delivering sophisticated products. It means adopting an organizational culture centered on the customer experience, where every strategic decision, every detail and every interaction reinforces the perception of exclusivity.
It means looking at the customer holistically, understanding that luxury is above all emotion, sensation and memory, and that each choice directly impacts the value they associate with the brand.
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The luxury market in Brazil has shown consistent growth in recent years. According to the Brazilian Association of Luxury Companies (Abrael), sales increased by 50% in 2022 compared to the previous year and continued to rise in 2023 and 2024.
But, for me, true success in the luxury segment goes far beyond numbers and revenue: it is built on the experience we provide and the perception of value that the customer takes with them in each interaction.
This trend is also confirmed on the global stage. The Future of Luxury report, developed in collaboration between Backslash, 180 Luxe and TBWA\Cult, analyzed 29 countries. The research shows that luxury is no longer defined solely by price, rarity or craftsmanship. Today, it is connected to the emotions and sensations we awaken in customers.
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The constant growth of the luxury market in Brazil shows that there is demand, but it also shows that quality products or services alone are not enough.
The brands that thrive are those that manage to transform every moment of contact into a unique and memorable experience. In this context, luxury stops being just tangible and becomes intangible, defined by the feeling of care, attention and exclusivity that the customer takes with them.
The global report also highlights something I have already observed in practice: the concept of luxury is dynamic. What we consider special changes depending on consumer perception and cultural context. For me, this reinforces that luxury brands need to constantly reinvent themselves, delivering experiences that surprise without losing the consistency and trust that sustain the relationship with the customer.
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This approach connects luxury and wellness, a concept I have defended for years. When each experience is designed to care not only for the body, but also for the client’s mind and emotions, the result goes beyond aesthetics or status.
We create perceived value, proximity and identification with the brand. Customers who experience this type of experience become loyal partners and natural propagators of the brand, strengthening its position in the market.
Today, I believe that transforming businesses into luxury experiences is the best way to ensure relevance, growth and loyalty. It is a strategy that integrates perception, exclusivity and premium well-being, and which, when applied consistently, differentiates a brand not only in the Brazilian market, but also in the increasingly competitive and demanding global arena.
