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Luxury is evolving. For Gen Z and younger Millennials, status is increasingly measured through health, appearance, and balance, rather than luxury goods.

In 2025, the UK is expected to see 16,500 millionaires relocate abroad, representing nearly £68 billion in investable assets, the largest wealth outflow globally.

How does a luxury fashion house become more than a label? Luxury houses are transforming dining into an extension of their brand, by curating immersive sanctuaries of style and taste, where artisan coffee combines with high fashion.

Brands that inspire trust and spark meaningful conversations rely on two powerful strategies: thought leadership and experiential marketing.

The luxury fragrance market is entering a new era. One that blends timeless craftsmanship with emotional intelligence, wellness and experiences that feel just as vivid offline as they do online.

Immersive technologies are no longer futuristic concepts; they’re already powering innovation and transforming the luxury space.

In a shifting landscape where cultural values are being redefined, UHNWI are turning away from luxury goods and towards a new status symbol of longevity and experientialism, by investing in experiences that promise vitality and extended lifespans.

Glimmers began as brief, feel-good surprises and moments of joy planted amid the routine. As these micro-moments proved memorable and meaningful, they’ve evolved into full-scale trends: the personalisation of sensory luxury and immersive experiences becoming standard expectations in the luxury market.

As traditional luxury categories like handbags and apparel face softened demand, jewellery, particularly playful and expressive pieces are experiencing a renaissance.

In today’s uncertain cultural landscape, luxury is no longer defined by scarcity alone, it’s defined by connection. The most compelling luxury events don’t just impress; they immerse. As we look across the 2025 horizon, one thing is clear: the role of experiential events in luxury is more apparent than ever to cultivate brand desire and build authentic engagement with your audience.

From our comprehensive intelligence gathering in Q1 and Q2, we have identified the top five luxury insights sourced from our network, industry authorities, curators, connoisseurs, and trusted advisors to UHNWIs. As valued members of our community, we are pleased to share this insider intel with you. 

Paris stands as one of the global epicentres of luxury, haute couture, and refined living. As specialists in cultivating brand desire within the luxury sphere, the GSC team recently embarked on a sojourn to this magnificent city, immersing ourselves in its most exclusive experiences over a revelatory 48 hours.

‘It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.’ – Warren Buffett, American investor and philanthropist

Why do we feel more for some brands and not for others?

Simple answer. Because they make us care.

Marketers can create more meaningful connections by understanding regional nuances as well as key occasions that play an important role in their daily lives.

Expanding into the USA market presents a tremendous opportunity for UK brands, but it also comes with unique challenges. Gabrielle Shaw Communications (GSC), a leading London-based PR agency, specialises in helping UK brands successfully enter the US and other markets. Here’s more about how brands can be supported to navigate this exciting venture.

Media training is a service provided by public relations agencies to help clients effectively present themselves when interviewed by a journalist.

A brand is much more than products, a logo and packaging. Every strong brand is backed by the essential components of its identity. Through brand strategy, a constellation of elements work together to build reputation, familiarity and emotional connection. This is the core of building brand desire.

What is the greatest fear of a luxury brand? To lose control of an excellent reputation. Exclusivity and trust are essential for high-end products. For this reason, luxury branding often leans into risk-averse choices.

For centuries influencer product endorsement has won consumer hearts and minds. In 18th-century Britain, affirmation by the royal family put wind in the sails (and sales!) of Wedgewood’s fine china and porcelain. In the 1920s, Madison Avenue, the new epicentre of US advertising and PR, started pairing brands with athletes and film stars to bring sparkle to modern products.

PR crisis management is the process of anticipating problems and being prepared with a well-considered response.

Public relations is essential to reputation management. It is pivotal for helping businesses and organisations increase brand awareness as well as evolve, promote and protect a brand.

Public relations is a strategic approach to creating and building positive reputation management and brand communications for clients. It involves developing relationships with the public, stakeholders, and other key audiences.

PR is a way to build and grow a positive public image for a business, product, service or individual. To keep it simple, let’s call all of the above a ‘brand”.

It can be a challenge for brands to see the road ahead when disruption and change are the only constants in today’s world. We’re all on high alert to navigate global calamities

Here are tactics for working with PR/Comms experts to survive and thrive while moving from pandemic to recession. From shoring up brand DNA and consumer understanding to creative approaches that adapt to the times, there is a roadmap ahead.

Twenty-five+ years ago, I set out to launch Gabrielle Shaw Communications, a London PR agency with a consultative twist. I had a back room, a career idea and a no-fear attitude in life and business.

Hello! This latest Gabrielle Shaw Communications blog features our London Communications Agency’s contribution to the latest Pimento Focus On… thought paper series.