What does luxury really mean today? How does it relate to substance and meaning in our everyday lives? Products are judged by their price and the rung they occupy on the ‘luxury’ ladder – but why should somebody feel an actual need for a high-end commodity?

Luxury lifestyle companies measure customer reactions; Their marketing departments formulate plans, programs and promotions that measure sales increases. Brand DNA is defined, ideas and concepts are hammered-out and conclusions are drawn from data analysis. But has anyone asked, “What does a customer journey or experience actually mean?”

When it comes to the purpose behind our philosophy of family spirit, we want to move people, to touch their emotions, and to advocate community participation and a focus on nature, while maintaining our brand authenticity.

Our philosophy of family blends community thinking, trust, participation, honesty, feelings and emotions. It aims to bind our family of customers to us as if by blood. We promote community thinking among our customers yet trust that if they act independently in their locales, they do so with the same authenticity we express through our brand.

The higher a brand positions itself on the luxury scale, the more critical the degree of customer experience management. And the differentiator in the new luxury paradigm is family management; It’s all about expectations for family members thinking and acting together. We map-out and understand the whole flow of the family experience, which results in a more authentic, more profound understanding of the customer touch-points required.

The factor that binds family focus, family management and family evolution are family core values – principles that emphasize the emotional over the material.