Enhance Luxury Brands with Technology and Human Touch

WEBVTT

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And you look so tall too. Hi everyone! We are

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back and I'm gonna try to, I'm gonna grab a pillow

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and put it under my butt and see if that makes

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me skinnier. Okay now, oh good thing I'm wearing

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pants. Okay, always remember to wear pants, just

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a little etiquette. Okay. Hi, everyone. So I'm

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very excited today. We have Elizabeth Saloo.

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And as usual, I have no clue who she is. But

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I do know just looking at her the first thing

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when she came on, I was like, okay, this woman

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is beautiful. She's bold and she's brave and

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ready to do this live with me because I have

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no prep because I believe the podcast host out

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there. I don't need to prep because you're going

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to tell us who you are. So take it away, Elizabeth.

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Salaru. First of all, I want to say thanks so

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much for inviting me on your show. I don't know

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what to expect. And I think that's half the fun.

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That's exactly why I'm here today. So thank you.

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And thank you to everyone listening and watching

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as well. I'm Elizabeth Salaru. I am, I wear a

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few hats, but right now I'm an author of a business

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book called the Luxprinter and I'm a luxury business

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consultant and I have a couple of other businesses

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that I run. So that's me in a nutshell. I'm based

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in London, UK. Um, I love reaching out to people.

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I love connecting. I love networking and I would

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love to help in any way I can. I've never heard

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of the terminology like luxury business. Did

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I hear that correctly? Yes. Luxury business consultant.

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Yes. My gosh. When I think about that, I'm thinking

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I'm going to go in your office and there's going

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to be a lot of coach couches. There's going to

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be a coffee machine, soda. I wish I want that.

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What is a luxury business? So a luxury business

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consultant, which is what I do. I literally just

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help people get people who would pay them a lot

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of money for their for their work. So if you're

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a service based provider or a product based provider,

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I come into your organization and I help you

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make more money. That's essentially it. But I

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come at it. from a luxury point of view. So a

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lot of people want to be luxury brands because

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they think all these amazing clients out there

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who spend a shed load of money, and they do.

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However, not many people are prepared for how

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much work it is to break into that world. So

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I help them make it a bit easier. I have questions

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for you, but I realized I forgot to put in. I

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want people to see who you are and learn that.

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So I need to let me let me just put your name

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in right here. And then I would love to have

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hold that for one second. I should have done

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this. But as you know, we are also live on chatter

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social, which is I know I talk about it all the

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time. I can't help myself. It's an amazing program.

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So we'll get you to look at that. So are you

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we have a large collection of people from the

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UK, which is really nice. And what is your website?

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website is elizabethsalaru .com. Oh, oh, what's

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your name? Okay. Um, it's my name .com. I love

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it. Okay. So we're going to just save this. This

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is going to scroll around the bottom and let

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me see and show. There we go. Okay. All right.

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Are you so, so first of all, is this your like

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coined phrase? Is it a trademark name? Like,

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because luxury business is really interesting

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when it comes to consulting. So Yeah, I mean,

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it's it's generic. So any well, I feel anyway

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that anyone can become a luxury business consultant

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if you know enough of the industry and if you

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are sensible. It's not rocket science. It's about

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knowing for me anyway. It's about knowing people,

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knowing how they buy, why they buy. But on high

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end clients are slightly different because we're

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talking about a different a slightly bigger price

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point and when you have the money to buy anything

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in the world, who you choose to buy from is very

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important. So for me, one of the key things is

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how easy do you make it for people to buy from

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you? Do they have to fill a thousand forms? Do

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they have to jump through hoops? Is your website,

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does your website tell them exactly what to do?

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Can they click one button and get exactly? So

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again, it's all about that. So again, like I

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said, it's about being sensible. It's about knowing

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who you're trying to target because not all luxury

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clients are the same. They're all different.

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And I'll explain some of the differences later.

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This is so interesting because I was just on

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a call today. I was consulting one of my clients

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and I was on a website. And I said, after like

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a minute, I'm like, oh, I probably wouldn't buy

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from this person because of their website. So

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I think we're on the same page. I wasn't sure

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as a consultant, if you're going in and looking

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at where you can save them money, because I know

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that's a whole nother business where you where

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you can save money and make them more profitable.

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But you're actually looking at almost as with

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a customer service kind of eyes. Am I correct

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with that thinking? Yes, exactly. So I'm looking

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through the, because I always believe that you,

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I mean, customer is king, but in luxury, we are

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the king or queen maker because people want to

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associate, because if they've got all the money

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in the world, they then want to associate with

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brands that make them feel. even better, you

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know, look important etc. So you've got to give

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them a reason why they want to associate with

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your brand and it doesn't really matter whether

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you're an established brand or a massive heritage

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brand or you're a beginner. Because I think this

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is the difference with my philosophy. Because

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some people say, oh, it takes 100 years to build

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a legacy for you to be regarded as heritage.

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And that is true to a little extent. But the

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fact that you're new and you're different can

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actually put eyes on you with the right type

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of client. Wow, that is so interesting. Now,

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I always preach, I teach LinkedIn and I always

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preach like you have to be, people have to like

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find you, right? They have to be able to, they

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can find you, but then how do they connect with

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you? I am that person that like yells out my

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cell phone number, 386 -631 -4577. Write it down

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real quick. Because I know that I don't really

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want to do business with a company that may not,

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that may like have an issue with. how do I reach

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you? If there's a problem, I want to know what

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that looks like. So are you looking at all those

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pieces together? And do you have any tips for

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someone who may not have a luxury brand but has

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a business and is like, nobody's reaching out

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to me, what's going on? That is honestly an excellent

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question because you have hit the nail on the

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head when it comes to convenience. If we find

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people bothering us and sliding into our DMs,

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unprovoked. If we find that irritating, imagine

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how luxury clients find things like that. So

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one, yes, you've got to be findable, but you've

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got to be findable on their terms. So for example,

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I have clients that literally send me two words

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or three words as a WhatsApp, and that's it.

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Literally, you'll have to think, OK, what are

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they trying to say? And then I have to think

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to myself, I'm not going to bother them to explain

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what they mean. I will go to their PA, their

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executive assistant. I might go to whoever looks

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after their affairs, maybe a family office. And

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I would say, your client has texted me three

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words. Can you explain? Because all that back

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and forth is too much trouble for some of them.

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So they use shorthand. Some of them use shorthand.

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Some of them are very detailed. They have the

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emails all set up and da, da, da, da, da. The

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most important thing is one, be very, very easy

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and convenient to get hold of. And number two,

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match energies. So if somebody's formal, be formal.

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If somebody's casual, be casual, but don't overstep

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your boundaries because at the end of the day,

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you're still serving them. But, and also, until

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you deliver your product or service I always

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say to people don't be friends with them because

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they can overstep boundaries they're paying but

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you need to keep those boundaries in place because

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at the end of the day you're still serving so

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until you serve and they're happy then you can

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become friends then you can have a nice relationship

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and indeed I've kept some of my former clients

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as friends but you just need to be careful so

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for me it's about matching energies it's about

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being so easy and convenient to find and this

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is where exactly like you said you yell out your

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number if that works for you continue to do that

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but if people have um like for example on social

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media you go on someone's instagram and you're

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thinking how do i then get hold of them and then

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you try to dm them and they have on the top no

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dms and i understand that but guess what do you

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think putting no dms is going to stop a spammer

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from spamming you right that's not going to stop

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it stop them but a real client as soon as they

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see no dms or we do not take bookings without

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the booking form they're gone they have bounced,

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they are gone. So it's about convenience. But

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you might say, oh, but Elizabeth, how do I filter

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out client? Because you need to filter out the

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wrong type of clients for you. Again, a couple

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of things will do that. One, the easy one we

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tend to fall back on is something like price

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point. So if you make it clear, This is our price

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point. I never put things like my starting price

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because that's all people here. So you need to

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filter out by your prices. You can be transparent

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with that. You can also filter out by the type

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of imagery that you use on your website or marketing

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materials. So if I've got a photo of a massive

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yacht or a big building on my page. you know,

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people will go, oh, okay, that's interesting.

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So I'm already filtering out people. So there

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are ways in which you can do that without you

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having to, what's the word I'm looking for? Without

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you having to say, oh my God, you know, what

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if I attract the wrong people? So yeah, so those

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are just some of my thoughts based on what you've

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said. Sorry, I can't hear you. Sorry, my dog

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was going a little crazy. Nobody wants me here.

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Stop barking fast. Okay. Anyways, my bangs are

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bothering me. I just think, sorry, they just

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get me crazy. Okay. So chat boxes, how important

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then would you say to these luxury brands that

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I have a question, I want to use a chat box and

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I don't want to see, sorry, nobody's working

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the chat box today. So how important, how do

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you suggest that? Like, what does that look like

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for your client? Again, that is another great

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question because we're talking about luxury industry,

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they're very resistant to some forms of technology.

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So we've seen that. In fact, there are some brands

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that go, we will never sell on the internet.

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They actually say that. I think that's a bit

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short -sighted, but each to their own. So with

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chat boxes or with AI or with technology, I always

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believe that you can use your tech on the backend,

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so the chat boxes, et cetera, but the front end

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in terms of delivering customer service or in

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terms of delivering the product, the creativity,

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you can use human touch, because I think that's

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very important. So the backend for sure, even

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chat bots, because we all have... emails that

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have been sent to us. I went to a marketing summit

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recently, and there was a lady there who took

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all the emails that she had. I mean, we're talking

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hundreds of thousands of emails, and she used

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AI to analyze all of them to find the pattern

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in terms of what are the common questions? What

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do customers want? What are the problems? where

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do people feel we have let them down? So she

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grouped the response into different categories,

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and she was able to then use a chat book to formulate

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a range of answers. So when people go on the

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website and they're chatting with a chat book,

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it's very, very human -like. So if they say,

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well, this, this, this didn't work, or I need

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X, Y, Z, or there's a delay, So again, I honestly

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feel technology in the right hands could be the

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best thing ever. So if you're able to use technology,

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definitely use technology. That makes sense.

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I think I've had a relationship with a lot of

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chat bots because some of them are so good. You

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really do feel like I am like pretty darn sure

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that Danny was just helping me. And, you know,

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I've always wanted to call the company and go,

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can I talk to Danny and see if he's really there?

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And some do. The other thing that's interesting

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to me is what about reviews? What advice do you

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have? Because, okay, so am I a real luxury buyer?

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Honestly, I'm not. You know what? When I first

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moved to Miami and I saw my first MK bag, I thought

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it was Mary Kay, and I said it out loud, I go,

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oh, Mary Kay is making bags like that. I was

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like, funny Oscar patted me on the head. And

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some people, they were all like. I was wrong

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with her. And like, ah, poor Adrienne, it's Michael

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Kors. She needs to learn about brands. And I'm

00:14:11.659 --> 00:14:15.559
like, I guess I do. So I'm just not that person,

00:14:15.899 --> 00:14:17.720
but I have a lot of respect. And I know, I'm

00:14:17.720 --> 00:14:19.600
sure if you came to my house, you say, you say

00:14:19.600 --> 00:14:21.659
that, but why are you having a Laura Ashley bag?

00:14:21.679 --> 00:14:24.980
And I'd be like, oh, I don't know. So I, so,

00:14:25.179 --> 00:14:28.070
but the importance of like reviews. And how can

00:14:28.070 --> 00:14:30.509
a luxury brand, what do they do when they're

00:14:30.509 --> 00:14:33.190
kind of like a victim of someone saying something?

00:14:33.230 --> 00:14:35.649
Maybe one person went into one store, had a bad

00:14:35.649 --> 00:14:37.690
experience, got a group of their people, and

00:14:37.690 --> 00:14:40.929
now they're blasting it all over. Oh, that, I

00:14:40.929 --> 00:14:43.330
mean, again, those that's one of the downsides

00:14:43.330 --> 00:14:49.809
of social media. I think. Well, this is my personal

00:14:49.809 --> 00:14:53.490
opinion. When someone had if they genuinely had

00:14:53.490 --> 00:14:59.399
a bad experience. Apologize unreservedly. Don't

00:14:59.399 --> 00:15:03.679
wheel out the usual PR. This is not reflective

00:15:03.679 --> 00:15:06.139
of our values. This is not blah, blah, blah.

00:15:06.179 --> 00:15:09.240
Guess what? It happened. So if something happens,

00:15:09.799 --> 00:15:12.480
so the one thing you mustn't do is try to fight

00:15:12.480 --> 00:15:15.519
fire for fire because you're giving that review

00:15:15.519 --> 00:15:19.000
the oxygen of publicity. The best thing to do

00:15:19.000 --> 00:15:23.100
is apologize unreservedly and say, we're truly

00:15:23.100 --> 00:15:26.340
sorry. How can we make it up to you? We want

00:15:26.340 --> 00:15:29.000
to make this right. Please tell us what we must

00:15:29.000 --> 00:15:33.899
do to make it right. Now, sometimes I've seen

00:15:33.899 --> 00:15:37.100
some brands where the client has gone in and

00:15:37.100 --> 00:15:39.120
they told a completely different story. They've

00:15:39.120 --> 00:15:42.860
literally lied about the brand and then the brand

00:15:42.860 --> 00:15:46.029
apologizes, but then they come out and say. We

00:15:46.029 --> 00:15:50.289
have CCTV, or we have a recording, or we have

00:15:50.289 --> 00:15:54.590
XYZ. Even in that instance, you can do it discreetly.

00:15:55.149 --> 00:15:59.470
And then you can then get whoever, wherever the

00:15:59.470 --> 00:16:02.190
people that they posted the review onto, you

00:16:02.190 --> 00:16:04.870
can get them to scrub that review and take down

00:16:04.870 --> 00:16:08.500
that review if it's found not to be true. because

00:16:08.500 --> 00:16:11.360
I feel you do have to defend yourself because

00:16:11.360 --> 00:16:14.059
it's unfair that your name is being dragged through

00:16:14.059 --> 00:16:16.740
the mud unfairly. But if it's something you've

00:16:16.740 --> 00:16:20.559
done, hands up and say, we got it wrong. Don't

00:16:20.559 --> 00:16:23.799
even try to explain why you got it wrong. Just

00:16:23.799 --> 00:16:26.220
say, we got it wrong. How can we make it up to

00:16:26.220 --> 00:16:29.539
you? And how can we make sure it never happens

00:16:29.539 --> 00:16:32.539
again? We're human. Mistakes are going to happen.

00:16:32.750 --> 00:16:35.049
Maybe the salesperson was having an off day.

00:16:35.330 --> 00:16:37.950
Maybe you were having an off day. Who knows?

00:16:38.370 --> 00:16:42.309
But at the end of the day, you deserve as a luxury

00:16:42.309 --> 00:16:45.049
client to have an amazing experience because

00:16:45.049 --> 00:16:47.049
you're paying a lot of money. You're paying a

00:16:47.049 --> 00:16:50.389
shag load of money to get an item. So you deserve

00:16:50.389 --> 00:16:55.190
to be treated well. I love that. I see a pile

00:16:55.190 --> 00:17:00.940
behind you. What's that pile I see? This is my

00:17:00.940 --> 00:17:03.899
new baby. It's my new book. Hold it up. Hold

00:17:03.899 --> 00:17:05.559
it up. Let's see it. Let's see it. We're live,

00:17:05.819 --> 00:17:08.559
so we're - Okay. There it is. Okay. Wait. Okay.

00:17:08.680 --> 00:17:14.160
I like it. So it says, tell me, L -U -X Luxpreneur?

00:17:14.240 --> 00:17:16.619
What is that? Yeah. That's it. Luxpreneur. Yeah.

00:17:17.059 --> 00:17:19.000
Luxpreneur. Oh, I love it. So wait, have you

00:17:19.000 --> 00:17:20.819
patented your name or trademarked your name?

00:17:21.019 --> 00:17:24.240
No, I haven't. That's a very good question. I

00:17:24.240 --> 00:17:29.140
haven't because I did ask the the trade mark

00:17:29.140 --> 00:17:32.960
person and they said it was generic. It's a bit

00:17:32.960 --> 00:17:36.500
generic. So even if I trademark and I'm like,

00:17:36.599 --> 00:17:39.119
you know what though, but I might trademark it

00:17:39.119 --> 00:17:41.460
just for the heck of it. And I need to I need

00:17:41.460 --> 00:17:43.480
to choose the class that I want it registered

00:17:43.480 --> 00:17:46.880
in as well. But because but the one thing is

00:17:47.000 --> 00:17:49.599
in terms of copyright, because I'm the first

00:17:49.599 --> 00:17:52.599
person in the UK to use it, the copyright is

00:17:52.599 --> 00:17:56.799
automatically assigned in the UK. In the UK,

00:17:57.099 --> 00:18:00.700
yeah. So hold the book up again. Hold the book

00:18:00.700 --> 00:18:03.160
up again. I want to ask you a question. So I

00:18:03.160 --> 00:18:05.880
love, I love, is this part of like the luxury

00:18:05.880 --> 00:18:10.099
brand is not clutter, very simple, it looks like

00:18:10.099 --> 00:18:12.859
a gray background with a gold and white imprint.

00:18:13.289 --> 00:18:15.710
Okay, what does it say on the top like kind of

00:18:15.710 --> 00:18:17.990
where your feet? Oh, just my name just my name

00:18:17.990 --> 00:18:22.809
Yeah, just my name So at the bottom how to start

00:18:22.809 --> 00:18:28.029
and build a successful luxury brand So I mean

00:18:28.029 --> 00:18:32.029
I mean and in terms of the book design um, I

00:18:32.029 --> 00:18:35.529
was very particular because Because I published

00:18:35.529 --> 00:18:39.210
it myself What tends to happen is you go to someone

00:18:39.210 --> 00:18:41.730
to help you design the front cover blah blah

00:18:41.730 --> 00:18:47.279
blah blah but they might try to push their design

00:18:47.279 --> 00:18:52.240
on you and you have your own design. So this

00:18:52.240 --> 00:18:54.380
is a quick tip that I can give people. If you're

00:18:54.380 --> 00:18:58.559
looking to publish a book, go to Amazon, click

00:18:58.559 --> 00:19:02.059
on any book in the genre that you're thinking

00:19:02.059 --> 00:19:05.220
of. So if it's a marketing book, click on marketing

00:19:05.220 --> 00:19:07.700
and then look at all the different marketing

00:19:07.700 --> 00:19:11.230
books. And then go to the bottom and look at

00:19:11.230 --> 00:19:15.950
the little squares of books. And then find the

00:19:15.950 --> 00:19:19.809
book that stands out the most in terms of color,

00:19:20.230 --> 00:19:24.289
in terms of font, in terms of just the look and

00:19:24.289 --> 00:19:28.049
feel. And whatever you have in mind for your

00:19:28.049 --> 00:19:32.650
design, you need to put that against that book.

00:19:33.089 --> 00:19:36.329
Because the way Amazon promotes books is that

00:19:36.329 --> 00:19:39.359
when people start buying your book, they're going

00:19:39.359 --> 00:19:43.220
to promote it to a shed load of people but when

00:19:43.220 --> 00:19:46.359
people then click on another marketing book and

00:19:46.359 --> 00:19:49.400
they check the bottom your book needs to pop

00:19:49.400 --> 00:19:54.220
so people can buy so that was why I did and also

00:19:54.220 --> 00:19:59.339
being a woman who's written a business book apparently

00:19:59.339 --> 00:20:03.420
only 17 to 20 percent of business books are written

00:20:03.420 --> 00:20:09.019
by women yeah at least those on the bestseller

00:20:09.019 --> 00:20:13.880
list is even less from the stats somebody told

00:20:13.880 --> 00:20:17.380
me. So I just said to myself, I need the book

00:20:17.380 --> 00:20:20.240
to look, I didn't want it to look, I needed it

00:20:20.240 --> 00:20:24.500
to look sleek and slightly neutral, not, I didn't

00:20:24.500 --> 00:20:26.960
want. it to look feminine, and I didn't want

00:20:26.960 --> 00:20:29.400
it to look too masculine. I just needed something

00:20:29.400 --> 00:20:32.920
neutral. And black is neutral for everybody.

00:20:33.339 --> 00:20:35.420
Black and white is a classic. And I thought,

00:20:35.460 --> 00:20:38.240
I'll just go with that. Because left to me, it'll

00:20:38.240 --> 00:20:40.900
all be pinks and roses, because that's my natural.

00:20:42.119 --> 00:20:44.099
That's my natural bed. But I just thought to

00:20:44.099 --> 00:20:46.279
myself, this is a business book. I want them

00:20:46.279 --> 00:20:50.579
to take it seriously. So yeah, that's why I chose

00:20:50.579 --> 00:20:53.880
the design. I love that. And the book is matching

00:20:53.880 --> 00:20:56.240
what you're wearing. Is that on purpose? That's

00:20:56.240 --> 00:20:58.380
deliberate as well. Because I'm always, because

00:20:58.380 --> 00:21:01.039
I'm either wearing black or white. So I kind

00:21:01.039 --> 00:21:04.640
of thought. So that's a bit deliberate as well.

00:21:05.200 --> 00:21:07.599
OK. So now could you do us a favor? Could you

00:21:07.599 --> 00:21:10.680
open your book and just read it like the chapters

00:21:10.680 --> 00:21:12.240
so we have an idea of what's in the book? Would

00:21:12.240 --> 00:21:14.759
you mind? Yeah, not at all. I just read the book

00:21:14.759 --> 00:21:17.220
from the beginning. We have all day. OK, right.

00:21:19.209 --> 00:21:22.990
So from the beginning I've actually got all the

00:21:22.990 --> 00:21:27.170
end of on at the very front I've got all the

00:21:27.170 --> 00:21:29.809
Testimonials nice, so I'm not gonna bother reading

00:21:29.809 --> 00:21:38.670
that But I will read the chapters and The chapters

00:21:38.670 --> 00:21:41.990
are who is this book for because I tell you who

00:21:41.990 --> 00:21:44.890
the book is for and there are six types of people

00:21:44.890 --> 00:21:49.119
the book is for so those who those who have no

00:21:49.119 --> 00:21:52.859
idea of how to find clients, those who clients

00:21:52.859 --> 00:21:56.160
come, but they don't stay, and those who maybe

00:21:56.160 --> 00:21:58.660
the client has bought from them the one time,

00:21:58.880 --> 00:22:02.480
but they've never come back, and those who have

00:22:02.480 --> 00:22:05.940
sold to clients regularly, but the clients, they

00:22:05.940 --> 00:22:09.099
notice that there's a decrease, so those are

00:22:09.099 --> 00:22:12.640
who the book is for. So also, signs that you

00:22:12.640 --> 00:22:15.940
need this book, so I give you the signs. of in

00:22:15.940 --> 00:22:18.680
terms of what your business is going through,

00:22:19.119 --> 00:22:22.220
then how this book will help you. I state that

00:22:22.220 --> 00:22:25.640
as well. And then about the chapters. And then

00:22:25.640 --> 00:22:28.319
there's a foreword by somebody I truly respect

00:22:28.319 --> 00:22:31.500
who knows all about luxury. And then I talk about

00:22:31.500 --> 00:22:35.119
my road to luxpreneurship, how I started as a

00:22:35.119 --> 00:22:38.700
scientist, then became a headhunter, then became

00:22:38.700 --> 00:22:42.519
a cake maker. And from cake maker, selling to

00:22:42.519 --> 00:22:45.619
royalty, all the royal families around the world

00:22:45.619 --> 00:22:48.680
being flown out, how I then ended up knowing

00:22:48.680 --> 00:22:52.680
so much about luxury and luxury clients. Then

00:22:52.680 --> 00:22:56.319
I talk about understanding luxury. I talk about

00:22:56.319 --> 00:22:59.519
knowing your luxury brand founder archetype.

00:22:59.660 --> 00:23:04.420
Because, for example, my archetype, I'm artisan

00:23:04.420 --> 00:23:08.859
and visionary. The good side of art artisan means

00:23:08.859 --> 00:23:11.880
that I pay attention to craftsmanship But the

00:23:11.880 --> 00:23:14.759
bad side is that that's all I think about I don't

00:23:14.759 --> 00:23:17.519
think about margins. I don't think about costs

00:23:17.519 --> 00:23:20.119
I don't think about how much to sell my stuff

00:23:20.119 --> 00:23:23.119
for so it means I I don't keep an eye on the

00:23:23.119 --> 00:23:26.220
money The visionary it means I'm always thinking

00:23:26.220 --> 00:23:28.480
of the future always thinking of what could be

00:23:28.480 --> 00:23:33.259
but I need to be grounded in the present so I

00:23:33.259 --> 00:23:36.519
talk about luxury brand founder archetype. I

00:23:36.519 --> 00:23:39.619
talk about knowing your luxury business brand

00:23:39.619 --> 00:23:42.440
category, because there are different types of

00:23:42.440 --> 00:23:45.819
luxury. So you need to know which type is yours.

00:23:46.299 --> 00:23:48.759
For many of us who are small business owners,

00:23:49.119 --> 00:23:52.019
we tend to fall into the what I call boutique.

00:23:52.220 --> 00:23:54.599
So if you call yourself a boutique or an atelier

00:23:54.599 --> 00:23:58.240
or whatever, you're covered. Because everyone

00:23:58.240 --> 00:24:01.230
knows a boutique is small. It's a one off. We're

00:24:01.230 --> 00:24:03.309
not a big luxury brand like the Gucci's, like

00:24:03.309 --> 00:24:06.609
the Fendi's. We are small. We're boutique. So

00:24:06.609 --> 00:24:09.509
that's in the book as well. There are five different

00:24:09.509 --> 00:24:11.869
types of luxury brands. I say it in the book.

00:24:12.210 --> 00:24:16.049
And then I talk about the five pillars of a luxury

00:24:16.049 --> 00:24:19.529
business. So if you imagine a table with four

00:24:19.529 --> 00:24:22.569
legs and there's a central pole. in the middle,

00:24:22.930 --> 00:24:26.630
I talk about your business model, I talk about

00:24:26.630 --> 00:24:29.589
the perception, because a lot of what we think

00:24:29.589 --> 00:24:32.930
of as luxury is down to perception. And then

00:24:32.930 --> 00:24:35.789
I talk about storytelling, because the way you

00:24:35.789 --> 00:24:38.730
tell your story. So when I talk about somebody

00:24:38.730 --> 00:24:41.849
like Louis Vuitton, everyone knows Louis Vuitton,

00:24:42.009 --> 00:24:44.430
everybody wants a Louis Vuitton bag. But what

00:24:44.430 --> 00:24:47.329
people don't know about Louis Vuitton, And you,

00:24:47.890 --> 00:24:49.950
what many people don't know about Louis Vuitton

00:24:49.950 --> 00:24:54.670
is that when he was 13, he walked barefoot from

00:24:54.670 --> 00:24:58.730
his village in France and he walked 300 miles

00:24:58.730 --> 00:25:02.750
to Paris. Nobody knows that about him. And when

00:25:02.750 --> 00:25:06.329
he arrived in Paris, he started working for a

00:25:06.329 --> 00:25:10.410
box maker. And in those days, box makers were

00:25:10.410 --> 00:25:14.309
very important for when you're traveling. and

00:25:14.309 --> 00:25:17.769
one of the clients he worked for was Napoleon's

00:25:17.769 --> 00:25:24.190
wife, Josephine. So, you know, again, he went

00:25:24.190 --> 00:25:28.470
from orphan, not orphan, he left no orphan, barefoot,

00:25:28.890 --> 00:25:32.049
apprentice. And then when he started making boxes,

00:25:32.470 --> 00:25:35.029
he made an observation, he noticed one thing.

00:25:35.509 --> 00:25:38.430
And what was the observation? That all the boxes

00:25:38.430 --> 00:25:41.880
had rounded tops. Right? So you couldn't stack

00:25:41.880 --> 00:25:44.579
them on top of each other. So he said, how about

00:25:44.579 --> 00:25:47.859
we make travel trunks that are flat on the top

00:25:47.859 --> 00:25:51.099
so we can stack them and it's easier for journeys.

00:25:51.099 --> 00:25:54.579
And that's how the Louis Vuitton classic trunk

00:25:54.579 --> 00:25:59.400
came about. That's an awesome story. I got you.

00:25:59.660 --> 00:26:03.900
Right? Right? Because many people actually think

00:26:03.900 --> 00:26:06.440
that when you look at these luxury brands, they

00:26:06.440 --> 00:26:09.079
started from money. No. Let me give you another

00:26:09.079 --> 00:26:12.980
one. Gucci, Gucci, Gucci that we know. It was

00:26:12.980 --> 00:26:16.339
founded by Gucci, Gucci. And he left home when

00:26:16.339 --> 00:26:19.779
he was 17. He left Italy, came all the way to

00:26:19.779 --> 00:26:23.420
London to work at the Savoy Hotel as a porter.

00:26:24.119 --> 00:26:26.779
And it was while he was handling luggage that

00:26:26.779 --> 00:26:31.470
he realized that hang on. The luggage looks amazing,

00:26:31.609 --> 00:26:34.009
you know, the quality, exquisite, et cetera.

00:26:34.450 --> 00:26:37.369
Now, he came from a family of leather makers,

00:26:37.509 --> 00:26:40.190
so they handle leather. That's what they did,

00:26:40.390 --> 00:26:43.329
but they didn't do anything fancy. So after he

00:26:43.329 --> 00:26:46.809
left the Savoy, after about seven years or thereabouts,

00:26:47.150 --> 00:26:50.930
he went back home, he worked for a very upmarket

00:26:50.930 --> 00:26:54.130
luxury leather goods company, and then he founded

00:26:54.130 --> 00:26:57.779
Gucci. And we have the Gucci we have today. So

00:26:57.779 --> 00:27:01.299
again, a lot of these luxury stories start with

00:27:01.299 --> 00:27:04.339
people who had no money, people who had no shoes.

00:27:04.660 --> 00:27:07.839
So I'm trying to say to people, you can do the

00:27:07.839 --> 00:27:11.400
same. You can set up your own brand. It's a lot

00:27:11.400 --> 00:27:13.660
of work. It's not easy, but once you have these

00:27:13.660 --> 00:27:17.019
five elements in place, which are the five pillars,

00:27:17.420 --> 00:27:20.259
you're fine. And then the last chapter, because

00:27:20.259 --> 00:27:22.980
it only has five chapters. The last chapter,

00:27:23.180 --> 00:27:27.819
I talk about luxury buyers. And this is where

00:27:27.819 --> 00:27:30.720
the fun begins. A lot of people love this chapter.

00:27:31.240 --> 00:27:34.839
And I'll use an example. So if you think of two

00:27:34.839 --> 00:27:40.680
people, King Charles and Ozzy Osbourne. Right?

00:27:42.019 --> 00:27:45.559
Many people laugh when I say that. Now, both

00:27:45.559 --> 00:27:49.539
of them, white male, they were both born in 1948.

00:27:50.120 --> 00:27:52.619
They've both been married and divorced twice.

00:27:53.220 --> 00:27:57.059
They're both wealthy and they both live in castles.

00:27:57.759 --> 00:28:00.160
According to demographics, you will sell to them

00:28:00.160 --> 00:28:04.819
the same. But according to the luxury psychographics

00:28:04.819 --> 00:28:08.279
that I look at, you do not sell to them the same.

00:28:08.500 --> 00:28:11.279
And I tell you how to sell to them. I tell you

00:28:11.279 --> 00:28:14.000
how to find people like that. I tell you what

00:28:14.000 --> 00:28:16.460
they're like, what their habits are like. So

00:28:16.460 --> 00:28:21.029
there's a lot I do. in the book, I give so much

00:28:21.029 --> 00:28:24.170
in the book and I use celebrity examples to help

00:28:24.170 --> 00:28:28.349
you understand the mindset. So if you're after

00:28:28.349 --> 00:28:30.829
a particular type, say the King Charles type.

00:28:31.289 --> 00:28:33.210
So if I wanted to reach out to somebody like

00:28:33.210 --> 00:28:36.549
King Charles, for example, I know I can't do

00:28:36.549 --> 00:28:38.910
it directly. So I'll have to go through somebody.

00:28:39.450 --> 00:28:43.950
So his type of luxury client is usually by referral.

00:28:44.250 --> 00:28:47.630
It has to be by referral. But Ozzy Osbourne,

00:28:47.750 --> 00:28:50.589
I know if I do something outlandish and I reach

00:28:50.589 --> 00:28:53.089
out to his people, I will get the attention.

00:28:53.450 --> 00:28:56.529
So I give so many examples in the book. So yeah,

00:28:56.609 --> 00:28:59.289
that's it really. And then you've got your final

00:28:59.289 --> 00:29:02.869
reflections, acknowledgements, biography and

00:29:02.869 --> 00:29:07.509
the index. And that's my book. I love it. I thank

00:29:07.509 --> 00:29:08.950
you so much for going through the chapters. I

00:29:08.950 --> 00:29:10.849
had a feeling I needed to kind of get a, you

00:29:10.849 --> 00:29:13.089
know, hear that and understand. Okay, can I tell

00:29:13.089 --> 00:29:15.640
you my Ozzy Osbourne story? Yeah. Oh my God.

00:29:15.779 --> 00:29:20.279
No way. No way. Ozborn. So my parents had art

00:29:20.279 --> 00:29:23.140
galleries, Barker Animation Art Gallery in Hollendale,

00:29:23.140 --> 00:29:25.339
Florida. They had the Barker Animation Art Gallery.

00:29:25.640 --> 00:29:28.339
And my dad, Craig Wolf, is a friend of my father's

00:29:28.339 --> 00:29:31.160
and he creates these ducks. Celebro ducks are

00:29:31.160 --> 00:29:35.140
called C -E -L -E -B -R -I -D -U -C -K -S. And

00:29:35.140 --> 00:29:37.460
actually we have a museum and we're the Celebro

00:29:37.460 --> 00:29:39.940
Duck Museum. My parents left the toy museum for

00:29:39.940 --> 00:29:45.220
all of us. But so the Ozborn duck We had a copy

00:29:45.220 --> 00:29:47.019
of it. So he came into the gallery just kind

00:29:47.019 --> 00:29:49.539
of like, oh, wow, what is this? Because all the

00:29:49.539 --> 00:29:52.720
animation artwork is so cool. He saw our Ozzy

00:29:52.720 --> 00:29:55.740
Osbourne duck. And of course, we gave him one.

00:29:56.059 --> 00:29:57.720
And he took some pictures with it. He was so

00:29:57.720 --> 00:29:59.880
like, oh, my god, I'm a duck. And I'm like, how

00:29:59.880 --> 00:30:02.160
did you not know you were a duck? So that is

00:30:02.160 --> 00:30:06.819
my ducked up story about Ozzy Osbourne. And that

00:30:06.819 --> 00:30:08.960
goes to exactly what I said, that something new,

00:30:08.960 --> 00:30:11.380
different, and cool will attract somebody like

00:30:11.380 --> 00:30:16.059
that. And the funny thing is, both King Charles

00:30:16.059 --> 00:30:20.640
and Ozzy, they're actually friends. And their

00:30:20.640 --> 00:30:24.799
types attract each other, because the King Charles

00:30:24.799 --> 00:30:27.420
type, he's looking for a bit of adventure, but

00:30:27.420 --> 00:30:31.200
he lives vicariously through someone. And Ozzy...

00:30:31.309 --> 00:30:34.210
um will be fascinated by somebody like King Charles

00:30:34.210 --> 00:30:37.430
because it's like different royalty is different

00:30:37.430 --> 00:30:40.049
to the rock and roll lifestyle is a bit of you

00:30:40.049 --> 00:30:44.190
know normality per se so yeah I'm not surprised

00:30:44.190 --> 00:30:48.289
at all. I love I love talking to you so thank

00:30:48.289 --> 00:30:50.049
you so much you've really been an amazing guest

00:30:50.049 --> 00:30:52.789
so just to be clear with everyone uh so I did

00:30:52.789 --> 00:30:55.529
not know who Elizabeth Saluro was it looks like

00:30:55.710 --> 00:30:57.750
I didn't know how beautiful she would be when

00:30:57.750 --> 00:31:00.230
she got it. I was like, whoa, okay. What a beautiful

00:31:00.230 --> 00:31:02.369
woman here. Didn't know about your Luxpreneur.

00:31:02.650 --> 00:31:05.650
I love it. We're streaming live on both my Adrienne

00:31:05.650 --> 00:31:07.910
Barker Speaks and my regular profile Facebook

00:31:07.910 --> 00:31:11.250
page and my LinkedIn, which not that I'm really

00:31:11.250 --> 00:31:13.650
popular, but it's about 20 ,000 people. And then

00:31:13.650 --> 00:31:17.029
we are actually live on Chatter streaming. So

00:31:17.029 --> 00:31:20.269
I'm going to send you the website. Oh, you can

00:31:20.269 --> 00:31:23.839
look at them, chattersocial .io. Take a look

00:31:23.839 --> 00:31:25.819
at it if you want an invite. I'm happy to give

00:31:25.819 --> 00:31:28.799
you one Nobody really is talking about what you're

00:31:28.799 --> 00:31:31.099
doing So it's a great platform and you could

00:31:31.099 --> 00:31:33.759
teach share do podcast whatever you'd like to

00:31:33.759 --> 00:31:36.720
do on there. It's a fantastic program So you're

00:31:36.720 --> 00:31:39.500
welcome and I'm so is I like thank you so much.

00:31:39.500 --> 00:31:43.069
So you you connected with me a matchmaker Yes,

00:31:43.069 --> 00:31:46.230
I did, yeah. Beautiful. Yeah, I'm sorry it took

00:31:46.230 --> 00:31:49.210
so long to get back to you, but I'm so glad you

00:31:49.210 --> 00:31:51.349
said yes. You said yes because you're brave,

00:31:51.470 --> 00:31:53.430
bold, and beautiful, because not everyone is

00:31:53.430 --> 00:31:56.250
comfortable knowing, hey, what does she know

00:31:56.250 --> 00:31:58.869
about me? Absolutely nothing. But now I know

00:31:58.869 --> 00:32:01.410
a lot, and I love what you do. So your book is

00:32:01.410 --> 00:32:04.470
available on Amazon. On Amazon, yes. OK, I'll

00:32:04.470 --> 00:32:06.269
put the link out. I'll get that link for everyone.

00:32:06.630 --> 00:32:10.210
And then you have a website. Is your name? Yes,

00:32:10.470 --> 00:32:13.799
ElizabethSolaru .com. And then do you have anything

00:32:13.799 --> 00:32:15.740
else? Do you have some socials you wanna mention?

00:32:15.940 --> 00:32:18.220
Do you have a podcast? You can find me on LinkedIn.

00:32:18.420 --> 00:32:21.299
LinkedIn is my favorite place right now because

00:32:21.299 --> 00:32:25.480
again, every day I talk about what's some luxury

00:32:25.480 --> 00:32:29.740
brand or another. There's a lot of opinions,

00:32:29.740 --> 00:32:33.539
et cetera. I try to share what I know. So yeah,

00:32:33.839 --> 00:32:36.839
LinkedIn is my favorite right now. So go on to

00:32:36.839 --> 00:32:39.559
LinkedIn, ring Elizabeth Spell so you get all

00:32:39.559 --> 00:32:41.299
of our topics. I'm gonna do that right away so

00:32:41.299 --> 00:32:43.400
I get more topics. I love that. I'll support

00:32:43.400 --> 00:32:46.400
your posts and share them. We all need to support

00:32:46.400 --> 00:32:50.759
each other. I am so glad and grateful that I

00:32:50.759 --> 00:32:53.259
said yes. No, I'm kidding you. I'm so glad and

00:32:53.259 --> 00:32:56.140
grateful that you asked, but I am glad I said

00:32:56.140 --> 00:33:00.619
yes. Opportunity, when it comes, you have to

00:33:00.619 --> 00:33:02.920
just have an open door and open mind. Absolutely.

00:33:03.440 --> 00:33:06.180
I've been doing this podcast for, I started 2

00:33:06.180 --> 00:33:10.420
,000 candid conversations and then, yeah, so

00:33:10.420 --> 00:33:13.400
I have, I think I have about over 200 interviews

00:33:13.400 --> 00:33:16.359
and then I changed it to no prep needed. I think

00:33:16.359 --> 00:33:18.259
one day I was looking at having a colonoscopy

00:33:18.259 --> 00:33:20.480
and I'm like, oh, wait, there's prep. But what

00:33:20.480 --> 00:33:22.920
I do is no prep. Getting a colonoscopy, you have

00:33:22.920 --> 00:33:25.779
to prep for it. I don't make life hard for anyone,

00:33:26.160 --> 00:33:28.319
filling out applications and driving people crazy.

00:33:28.680 --> 00:33:31.119
But so thank you so much, Elizabeth. This will

00:33:31.119 --> 00:33:33.619
be turned into a podcast. and I'll be answering

00:33:33.619 --> 00:33:36.019
to find all the platforms. I'm so glad. I'm going

00:33:36.019 --> 00:33:38.319
to connect with you. We'll stay friends. Thank

00:33:38.319 --> 00:33:40.480
you so much. And I'll get you the chatter invite.

00:33:40.960 --> 00:33:42.839
Great. Thank you so much, Adrienne. It's been

00:33:42.839 --> 00:33:46.420
amazing. Thank you. You are amazing. Thank you

00:33:46.420 --> 00:33:47.299
so much. You're beautiful.