Luxury Marketing Council Podcast

Luxury is a necessity that begins where necessity ends.

Coco Chanel

I get asked to do interviews from time to time, and I seldom turn them down. It’s not about being vain, I just feel our business and family story is a good one, and I really enjoy sharing it. Businesses come in all sizes and forms, but each one has something about it that makes it unique.

I feel I have a decent understanding about what is important in the consumer world. Price is just a price – it’s an important thing to take into consideration when you are working with someone on a project, but if you have to justify your price, you’re customer isn’t getting the treatment and assistance they should expect. It’s why branding is such a critical part of business. Even if you don’t think your business is branded – it is. It’s people’s perceptions that makes or breaks a lot of transactions before there is even the discussion of a product.

This brings us to “luxury.” Luxury is a term that gets way overused. There are some apartments for rent not far from my home that are listed as “luxury apartments”. One definition of luxury is “the state of great comfort and extravagant living.” No offense – I don’t think those apartments fall into “extravagant living.” It’s not just about the price of something that makes it a luxury item. It’s how that item makes the purchaser feel. For some, a Louis Vuitton bag makes them feel like they’ve made it. It’s just as functional as a bag from a Kohl’s store, but the extra “it” factor makes the purchase feel different.

Below I sit down with Cliff of the Luxury Marketing Council of Chicago and we talk about my personal life and go down the rabbit hole from my early life to where I am in life today. We then review why Buechel Stone’s culture is one of our greatest asset that we work hard to protect. I hope you enjoy the interview!

If you prefer a podcast you can listen below!