In our most recent podcast episode with Daniela Pimentel Furtado, founder and CEO of Findable Digital Marketing, she explains a fascinating struggle that interior designers have: How do you define luxury interior design? Everyone uses different but similar words to define what level of service their firm offers. But it can be hard to know if you’re speaking the same language, and who that language attracts. Daniela offered a framework for different levels of luxury in design, and we have adapted it along with some other insights that Daniela shared!
1. Premium Luxury
The Premium Luxury level could also be called Accessible Luxury. It evokes words like “the best”, “expert”, and “award-winning”. But at the same time, any products or furnishings in this category are likely attainable by most people who are wealthy enough to invest in an interior designer.
Daniela spoke about the future of luxury marketing, and pointed out that most affluent customers are no longer Baby Boomers, but are Gen X and Millennials. Gen Z shoppers account for 10% of luxury good purchases, and this number is expected to grow to 40% by 2035. That means that this demographic is shaping what luxury means in the modern day, and the trends we see now will turn into the standard in the coming years. However, Gen Z is passionate about diversity, inclusivity, and accessibility. They will be attracted to brands that support social causes, and be turned away by brands that are mysterious and elusive. They are also willing to spend more money on products that match their values, more so than other generations. This seeming contradiction of “accessible luxury” simply means interacting with approachable brands.
Therefore, an interior design firm that is in the Premium Luxury category would most likely offer a curated selection of high-end materials and furnishings, but would not offer anything truly custom. Clients would most likely be aware of the brands that you purchase from, but would also recognize that they are quality, high-end pieces.
2. Abundance Luxury
Abundance Luxury is focused on having as much as possible. It calls to mind words like “lavish”, “opulent”, and “glamor”. While someone may be attracted to Premium Luxury to showcase their love for a certain aesthetic or look, Abundance Luxury is all about status and exclusivity. Someone may be attracted to Abundance Luxury if they want to create their dream home and show it off to their friends and family. They want their home to be a head-turner and a show-stopper.
People who are attracted to Abundance Luxury will love shopping from designer fashion brands and staying in high-end boutique hotels, rather than mainstream brands or chain hotels.
You may be an Abundance Luxury firm if you emphasize finding unique pieces for each design. Rather than just the same curated list of furniture, you go the extra mile to source a one-of-a-kind showcase piece, whether it’s custom or something vintage.
3. Aesthetic Luxury
Aesthetic Luxury means that the design is curated especially for the client. There is nothing cookie-cutter or pre-planned about it. Whether the style is Victorian, Bohemian, modern, or minimalist, it is hand-picked and designed specifically for that client. This category can also be considered Aspirational Luxury. Your goal as a designer is to make your client feel as if they got their image of what Exclusive Luxury (the next stage up) looks like, without actually providing the lofty heights of that category. The clients in this category want to feel like they are at the height of luxury, but they may lack the generational wealth, family heirlooms, and well-connected social circle to truly put them into the most affluent category of design. But that doesn’t mean that you shouldn’t try to provide the best result possible for them.
This type of clientele is often very wealthy, valuing bespoke furniture, rare art, and white-glove service. They are private and discreet, so don’t count on these clients allowing you to post project photos. But these clients are still online, so make sure your website and brand identity reflect exclusivity, prestige, and trust.
4. Exclusive Luxury
Exclusive Luxury is reserved for the ultra-wealthy, and interior design firms that cater to this level of affluence will offer the most luxurious services of all. The word “custom” is the name of the game here. Practically nothing is off-the-shelf. The materials and furnishings in these homes are one-of-a-kind bespoke pieces. They may often include family heirlooms or personally curated collections. This type of client has the money and resources to commission whatever they want, and it’s up to your firm to make their unique taste shine. It’s not easy being a firm that operates at the Exclusive level, as every client will be different, and some may even be eccentric. You should be ready to tackle any challenge that comes your way.
As a firm that offers services to these clients, you will need to highlight craftsmanship, the ability to weave a narrative around a client’s personal story, and have access to experts who can create these unique pieces and install them with care and precision.
How to Position Your Business to Luxury Clients
Knowing the right words and understanding where you stand is one thing. But effectively positioning your brand to attract affluent clients is a whole other challenge.
First of all, create your ideal client profiles and identify which of these four categories your clients and your business fall into. This will inform what sort of language and level of luxury you need to keep in mind when marketing to them.
Affluent clients of all levels search the web when making a purchase. So you need to have a robust website. It should reflect the level of luxury that you provide. Keep in mind that on the lower levels, you may have a large selection of project photography to show off, but on the higher levels, you may struggle to get permission to use photos. Whether you have an abundance of photos or not, search engine optimization (SEO) is critical. Establish your keywords and optimize your content with luxury in mind. Again, focusing on your ability to be private, discreet, and custom will go far. If you’re auditing your existing website, look at each element and ask yourself if it accurately reflects the level of luxury that you provide.
You will also inevitably need to build relationships within high-net-worth circles. Word-of-mouth is one of the most impactful forms of marketing in the interior design industry. Therefore, establishing credibility with these groups will lead to more referrals and more trust.
Luxury is about more than just price. It’s about the perception, the experience, and the feeling of exclusivity. Different qualities will appeal to different levels of luxury, so establish the level of luxury that you can provide, refine your marketing to reflect this, and curate a clientele that will happily include you in their circle and recommend you to friends and colleagues.