The Expensive Mistakes 87% of Luxury Founders Make.
(And the 10 Pitfalls That Ruin the Rest)
A $27 guide for early stage founders building in luxury, fashion, fragrance, beauty, interiors, wellness and services.
180+ luxury brands consulted. Multiple $10M+ businesses scaled. 15 years of insider knowledge.
Updated for 2026. Expanded with new case studies and worksheets.
Everything I've learned from 180+ luxury brands. 55+ case studies. 100+ worksheets. The frameworks I use with brands paying $15K+ for consulting.
No theory. Just what works Now.
✓ The 10 critical pitfalls (with solutions)
✓ 100+ Actionable worksheets
✓ 55+ Personal case studies with real numbers from 7 figure brands
✓ Covers foundations through scaling
✓ Instant Access
Updated for 2026
Read and action worksheets. Save 18 months of mistakes.
> I recently consulted a founder who spent $700,000 on her fashion brand with no sales.
She suffered from Pitfall #1 Covered in the Guide. Real founders. Real losses. All avoidable.
Why Listen to Me?
“I have never taken a Selfie and I don’t intend on starting now.”
Anna Wintour
▸ Set a sales record at Tiffany & Co in Europe
▸ Co-founded a jewelry brand now doing $20M+ annually
▸ Consulted 180+ luxury and premium brands across beauty, fashion, fragrance, and design
▸ Scaled multiple 7-figure brand launches from zero
▸ Studied design at Central Saint Martins (Where Alexander McQueen, Phoebe Philo, Galliano, Stella Mcartney, Kim Jones, Ricardo Tisci)
▸ Shared rooms with Anna Wintour and CEOs from LVMH, Kering, and Richemont
▸ Lecture the Masters Students at Cambridge University on Digital Strategy when I have time
▸ Built brands that reached 30M+ people monthly
Most importantly: I've been in the arena. I know what works because I've tested it with my own money, my own reputation and do this daily.
I hate theory and this isn't that, it's more pattern recognition from 15 years in the trenches.
Luxury Isn’t What It Used to Be. And That’s the Problem.
Why I Wrote This
You’ve probably seen the same advice recycled across the internet branding fluff, vague mindset tips, or lists that confuse activity with progress.
Anybody with a camera on tiktok is an expert these days.
Beware of people who have never worked in or with a Luxury Brand let alone tell you how to build one.
This isn’t that.
After working with over 180 luxury and premium founders, from pre-launch startups to brands doing $20M+, I started noticing the same hidden mistakes repeating behind the scenes.
Quietly, and expensively.
Whether you're validating your first idea or scaling past seven figures.
This guide is for the ones doing the real work.
The solo founders. The small teams.
The ones generating revenue but wondering what they're missing.
All trying to figure it out without wasting another year.
You’ll walk away knowing:
What to stop doing immediately
Where to focus your time, energy, and budget
How to evaluate the people and partners around you
Where the hidden costs are in hiring, agencies, inventory, and conversion
What nobody talks about publicly
Is This Guide for You?
This guide is written for:
Pre-revenue founders who want to avoid expensive mistakes before they happen
Revenue-generating founders who want to make sure they're not leaving money on the table
Brand owners in fashion, beauty, wellness, fragrance, jewellery, interiors, or services
Builders who want less theory, more clarity
Not for:
Corporate strategists looking to ‘premiumise’ a mass product.
People looking to make quick money through dropshipping.
What’s Inside the Guide
The clarity most founders pay thousands for. 55+ case studies. 100+ worksheets. Expanded for 2026.
Each chapter includes:
The real mistakes (with specific numbers from my consulting work)
Why it happens, even to smart founders
Case studies showing what went wrong and what we fixed
Worksheets and frameworks you can use immediately
Action strategies with no sugar coating or filler
The guide covers challenges at every stage:
55+ case studies. 100+ worksheets. From pre-launch to $10M+.
Validating before you waste thousands
Hiring the right people and knowing when to let go
55+ case studies. 100+ worksheets. From pre-launch to $5M+.
Selling without being salesy
How to Use It
Designed for builders, not browsers.
Whether you're pre-launch or generating real revenue, start with the section most relevant to where you are now.
Each pitfall stands alone. The guide grows with you.
What Founders are Saying
"I found most books on this topic so outdated and not relevant to me. This made me sit up and realise there are some key things I was doing wrong already. So grateful I read this now before placing a big order.
— Luxury Interiors Brand Founder. Startup Idea Stage
"I only wish I had read this 2 years ago. I realised I needed to get some key things in order before I spend more time on wasteful exercises. Worth every cent!
— Luxury Womenswear Brand $2m Revenue
"Loved this. Saved me from wasting a ton of money I was about to and now have immediate clarity on where to budget. Valuable and actionable. You should be charging more for this. Seriously.
—Fragrance Brand Founder $200K a year.
Ready to Build Smarter?
This is not theory. I hate Theory.
This is the Guide I wish I read myself before I embarked on making a Luxury Brand
If you’re serious about building a Luxury or Premium brand with clarity, confidence, and strategic foundations grab it now and sidestep 18 months of wasted time and money.
The founders in this guide lost $700,000. $200,000. $90,000. $76,000. All avoidable.
Your time is the most valuable currency of all.
Use it wisely and cut out months if not years of wasted time...
Instant download. 55+ case studies. 100+ worksheets.
Instant Download Updated for 2026
FAQs
Q. Is this beginner-level or advanced?
Both. The guide covers pitfalls from validation through scaling. Whether you're pre-launch or doing $2M+, you'll find sections directly relevant to your stage.
Q. I'm already generating revenue. Is this still useful?
Especially then. The case studies on hiring, agencies, and conversion come from brands at your stage. Most scaling founders find expensive blind spots they didn't know they had.
Q. Can I use this if I’m already live but not scaling yet?
Absolutely. Especially useful if you’ve hit early plateaus.
Q. Do I need a luxury product to benefit?
If you’re building anything premium and customer facing? Yes.
Q. Refunds?
If you don’t find at least one $1,000 insight, email me. Full Refund...