Luxury is a pretty hard sector to tap into – and even years of notoriety doesn’t necessarily mean years of financial stability or economic success. The coronavirus pandemic only heightened many of those issues, as brands and retailers throughout the world have been forced to close or declare bankruptcy.
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Even before the pandemic, however, there were calls for a changing of the guard in the luxury sector. People want more sustainability, leaders who are more tech-savvy, faces that are more diverse, and clothes that come with a meaning and a purpose.
Rather than wait around for those currently in charge to change, a new crop of luxury has popped up, creating the businesses they want to see taking over the sector. These are names and the faces that will come to define and helm the next generation of luxury spending.
Business Insider has been speaking to the new rising faces in luxury about the future of their respective spaces, touching on topics such as the investment value in high-priced watches, and where they hope to see the world after the pandemic subsides. The interviews are being compiled here:
Avi Hiaeve, owner of the high-end watch retailer Avi & Co., met with Business Insider earlier this year to talk about his watch business as well as give tips for those looking to start investing in luxury watches. “The celebrities and the artists and all of them, they’re not wearing watches under $100,000 anymore, everything they want is over $100,000. It’s really gone through the roof,” he explained to us.
Calling in from Paris, Emmanuel Tarpin spoke about his rise in the jewelry industry, how he nabbed two of the industry’s top honors, and got Rihanna to fall in love with his work.
At just 22, Marina Raphael has already built a luxury handbag business that counts the Queen of the Netherlands as a fan. In an interview with Business Insider, she spoke about learning Italian, teaching herself design, and her plans to build the next-big-thing in luxury – as well as being a sixth-generation member of the Swarovski crystal dynasty.
Vik Tchalikian is best known as the car customizer for the stars and boasts a client list that includes Kendall Jenner, LeBron James, and Billie Eilish. In an interview with Business Insider, he talks about how he used his car knowledge to start up a luxury shoe line.
The art industry is notoriously white. Enter, Destinee Ross-Sutton, the 24-year-old art curator who already counts a Zendaya photoshoot and a Christie’s exhibit under her name. A shining moment for her this year was when she discovered that a painting of her was featured in Beyoncé’s “Black IS King.” In speaking with Business Insider, Ross-Sutton talks about her mission to increase diversity and inclusion in the art world.
Gallery: Camila Coelho went from working the Dior counter at Macy’s to attending Dior dinners in Paris. Here’s what she learned about launching a new business in 2020. (Business Insider)
Camila Coelho went from working the Dior counter at Macy’s to attending Dior dinners in Paris. Here’s what she learned about launching a new business in 2020.
Camila Coelho, 32, is a content creator and entrepreneur known for her presence on YouTube and Instagram as well as her eponymous fashion line.
She got her start in the beauty and fashion industry as a YouTuber in the early 2010s, where she was known for her makeup tutorials.
In an interview with Business Insider, Coelho talks about her fashion line and her foray into the beauty industry.
YouTuber becomes Instagram sensation, launches hugely popular clothing line, then forays into beauty amid the pandemic.
Sound far-fetched? Let the 32-year-old Camila Coelho tell you that it’s all true — and how she pulled off a new business launch in the coronavirus era.
Coelho has over 8 million Instagram followers, 1.26 million subscribers on YouTube, and an eponymous fashion line that launched in June 2019, which is sold exclusively through Revolve and has now amassed almost half a million followers on Instagram.
Coelho told Business Insider the decision to partner with Revolve, was “organic.” She has often been seen on her Instagram wearing products from the $1.4 billion premium lifestyle brand, which is known for utilizing Instagram talent to help sell its products, such as Aimee Song, Chiara Ferragni, and Chriselle Lim.
Coelho herself has been seen at the front row of top fashion shows including Celine and Christian Dior. She’s walked the Met Gala red carpet with Diane von Furstenberg, and been on the cover of InStyle, Glamour, Harper’s Bazaar, and L’Officiel magazine.
She had plans to launch her beauty line, Elaluz, in March, but delayed it after first the pandemic and then social unrest swept the United States.
Since it finally launched in August, Elaluz has already reached almost 100,000 followers on Instagram and is sold in Saks Fifth Avenue and on Net-a-Porter.
Her success as a content creator turned entrepreneur puts Coelho at the forefront of next-gen businesswomen that have outgrown being mere “Instagram influencers.”
In an interview with Business Insider, Coelho talks about her rise in business, her ambitions to build a beauty empire, and what she learned amid the pandemic and the civil rights protests of 2020.
Camila decided to forgo college and launch a beauty YouTube channel in 2010, a decision she said once made her “insecure.” Now she’s happy it eventually paid off.
Coelho immigrated to Boston, Massachusetts, from Brazil in 2002. After graduating from high school, she said her mother was pushing for her to go to college right away, but that’s not necessarily what Coelho had in mind.
Rather than go to college, Coelho began working at Macy’s as a sales associate, where she said she found a passion for beauty and makeup. In the summer of 2010, she launched a YouTube channel to share makeup tutorials. “To my surprise, I gained a following and then began uploading every three weeks or so,” she told Business Insider.
Her brand exploded, and soon she became a staple at the biggest fashion and beauty events in the world. This year, before the pandemic hit, she attended nearly 10 New York Fashion Week shows, including Brandon Maxwell, Marc Jacobs, Oscar de la Renta, and Michael Kors. She went from working the Dior counter at Macy’s to, in 2019, attending a Dior dinner in Paris for the launch of their new Rogue lipstick.
That same year, she teamed up with Luxury Brand Group and partnered with eCommerce retailer Revolve to sell her own line of clothing, the Camila Coelho Collection, selling silky gowns, neutral fitted blazers, and printed mini dresses that can be seen splashed all over Instagram’s explore page.
Pieces from the Camila Coelho Collection currently sell for about $100 to $350 in sizes XXS to XL, exclusively on Revolve.
“I was once insecure about my educational background, but now I am so proud of my story that has led me to where I am today,” she said. “I love showing that there is not one set pathway to what the world may deem as success.”
Coelho utilizes her social media following of 15 million to advertise her brand. But she said she’s careful not to inundate her followers with her own products.
Coelho’s Brazilian roots are the biggest inspirations for both her fashion line and her latest beauty line, Elaluz, she said.
In every design meeting, Coelho said she makes sure she and her team are “continuously experimenting” with colors and styles that remind her of Brazil, paying close attention to fabric selections in addition to seeing how each piece fits on a mannequin.
To ensure she is staying in tune with her consumer demands, she said that she simply listens to what they want and don’t want from her.
She also makes sure to try out each product before she sells it to people, using her massive following base as a content creator — totaling 15 million across all her active channels, she said — to give her own products a marketing boost.
“I am very mindful of how much I promote my own products because my followers want to see other products as well and I don’t want to force any products on them,” she continued. “I use different types of mediums to balance everything out, like Instagram stories versus feed, YouTube videos, TikTok, etc. Mixing it up is more exciting because you get to see it in a different way.”
Right now, she said the biggest challenge for the Camila Coelho Collection is pivoting toward becoming more sustainable, something she calls a “priority.” A few months ago, she said her brand began using sustainable leather and fabric.
“I want my fashion line to be known for pieces that are not only chic,” she said. “But that our Camila Coelho girls cherish for a lifetime.”
The launch of her beauty line was delayed, officially launching in August. She said she and her team had to rethink their marketing strategies, but learned from her days as a YouTuber that “consistency is key.”
In August, Coelho launched her clean, vegan, cruelty, and gluten-free beauty brand Elaluz.
“Elaluz actually means ‘she is light‘ in my native language, Portuguese,” she said. “My main goal was to create a mindfully luxurious and clean brand, including everything from the packaging to the formulas.”
The company was supposed to launch in March but was delayed first because of the pandemic, then further as social unrest began to sweep the nation during the summer months. “In my heart, I knew that launching Elaluz was not of the same importance and timeliness,” she added. It finally launched in August,
For her brand, Coelho decided to recreate and reimagine her favorite beauty items, such as a lip stain, a dry texture finishing spray, and a face mist. “Each product is designed to come along on-the-go to make life a little easier for powerful and confident people on-the-go,” she added.
To market the company amid the pandemic, Coelho said she had to think outside the box, and began to consistently post videos of herself online, showing her millions of followers how she would use her own products. That was one of the main things she learned from her days as a YouTuber — consistency is key.
“You must have a clear message with a consistent and creative channel, especially given the volume of content that is out there these days,” she said.
“We turned to my own social platforms to reach my followers and the beauty community, which I believed has resulted in a more natural and genuine connection to the brand,” she continued. “I realized that you can still have a successful launch without billboards and typical advertisement strategy that we had become so accustomed to.”
Inclusive marketing is important to Coelho, adding that hiring a team of “like-minded” individuals has helped her execute the vision of both her brands.
The brand’s Instagram page has accumulated almost 100,000 followers since its first post on July 30th.
Many of its videos and photos depict Coelho showcasing how to use her brand, with a racially and ethnically diverse set of talent modeling the products.
Coelho said she learned the importance of inclusive marketing and product offerings from her days as a YouTuber, when she would review products, only for people to comment that they loved her look, but the product she was using didn’t come in their shade.
It taught her a lesson, she said, about building diversity into a business model. “Not only is it about the products but also about the larger brand messaging and the day-to-day,” she said. “Who is in the brand campaigns, who is hired to work on our sets, who make up our internal teams, and so on.”
Coelho said she made sure to fill her internal team with those who are “strong and like-minded.” In order for her company to be 100% reflective of herself, she said she has tried to be 100% involved in its day-to-day operations.
“I wanted to be a part of the little decisions made every single day,” she continued. “I felt that if I wasn’t always there, then the final product would not be what I had envisioned.”
Putting together a team she can trust, she said, has also helped her team execute the core missions of both her brands. It has also allowed her to trust her team to execute her vision, allowing her to find “balance” as an entrepreneur.
“I’ve seen first-hand the importance of maintaining balance by surrounding myself with an amazing team that is ultimately an extension of myself and my values,” she said.
Alex Assouline is a creative library designer who helps create some of the most exclusive – and expensive – libraries in the world. The heir to his family’s publishing house, Assouline also helps make stunning coffee books on subjects ranging from feminism to the palace of Versailles. In an interview with Business Insider, he talks about the art of library designing and which books he is helping to make next.
Kelsi Kitchener, 28, and Celeste Duvre, 24, are the cofounders of the guest experience company VIPER, which works with some of the biggest celebrities and brands in the world. Known as the Viper Girls, they manage all points of the overall guest experiences at events. In an interview with Business Insider, Kitchener and Duvre talk about the founding of their company, and being young women in an industry that’s long been touted as a “boys club.”
In an exclusive interview with Business Insider, Kyle Bryan, brand director at the luxury label LaQuan Smith, breaks down his plans on helping create the next big American fashion house. “A lot of women and celebrities will directly reach out to LaQuan and say, ‘I would love for you to make me something,'” he said. “That’s how some of our best stuff has even happened.”
Garrett Leight is the founder, CEO, and creative director of Garrett Leight California Optical. His father, Larry, was the founder of the sunglass brand Oliver Peoples. In an interview with Business Insider, Garrett talks about opening his own eyewear brand and keeping his family legacy alive.
Pauline Ducruet is the founder of the gender-neutral fashion line, Alter Designs. She also happens to be a granddaughter of Grace Kelly through her mother, Princess Stephanie of Monaco. In an interview with Business Insider, she talks about the importance of sustainability in fashion, and how the pandemic almost wiped out her business.
Shilpa Yarlagadda, 24, is the cofounder of Shiffon, the fine jewelry brand that invests its proceeds back into female-funded businesses. For the upcoming election, the brand has partnered with Michelle Obama’s When We All Vote foundation for limited-edition hoop earrings to represent the hoops women have to go through for basic rights. In an interview with Business Insider, she talks her career journey, the importance of mentorship, and her partnership with Obama.
Amelie Brick, 37, and Lauren Nouchi, 29, are the cofounders of Apparis, an apparel company best known for its vegan coats. In an interview with Business Insider, they talk about why they decided to start a high-end vegan coat line, how the pandemic led them to expand into homewear, and why they decided to launch a collaboration with Juicy Couture.
Christian Johnston is the cofounder of the jewelry brand GLD, beloved by the likes of Justin Bieber and rapper Wiz Khalifa. The company has also done partnerships with the NFL, NBA, MLB, and Disney’s Marvel. In an interview with Business Insider, Johnston talks about growing his jewelry company, which is now on track to make $50 million in revenue this year.
![a couple of people posing for the camera: (L-R), Alex Assouline, Destinee Ross-Sutton, Marina Raphael, Avi Hiaeve. Emilia Brandao; Courtesy the artist and Destinee Ross-Sutton 2020; Marina Raphael; Avi & Co; Yuqing Liu/Business Insider](https://www.msn.com/en-us/finance/smallbusiness/business-insider-regularly-talks-to-young-people-who-are-making-their-mark-in-luxury-here-is-a-guide-to-who-we-have-spoken-to-so-far/"default":"load":"default","w":"80","h":"40","src":"//img-s-msn-com.akamaized.net/tenant/amp/entityid/BB1bGfky.img?h=400&w=799&m=6&q=60&o=f&l=f&x=582&y=273","size3column":"load":"default","w":"62","h":"31","src":"//img-s-msn-com.akamaized.net/tenant/amp/entityid/BB1bGfky.img?h=312&w=624&m=6&q=60&o=f&l=f&x=582&y=273","size2column":"load":"default","w":"62","h":"31","src":"//img-s-msn-com.akamaized.net/tenant/amp/entityid/BB1bGfky.img?h=312&w=624&m=6&q=60&o=f&l=f&x=582&y=273")
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![a person posing for the camera: Christian Johnston. Courtesy of Christian Johnston cofounder of GLD](https://www.msn.com/en-us/finance/smallbusiness/business-insider-regularly-talks-to-young-people-who-are-making-their-mark-in-luxury-here-is-a-guide-to-who-we-have-spoken-to-so-far/"default":"load":"default","w":"73","h":"54","src":"//img-s-msn-com.akamaized.net/tenant/amp/entityid/BB1b0Lq1.img?h=545&w=727&m=6&q=60&o=f&l=f&x=468&y=202","size3column":"load":"default","w":"62","h":"47","src":"//img-s-msn-com.akamaized.net/tenant/amp/entityid/BB1b0Lq1.img?h=468&w=624&m=6&q=60&o=f&l=f&x=468&y=202","size2column":"load":"default","w":"62","h":"47","src":"//img-s-msn-com.akamaized.net/tenant/amp/entityid/BB1b0Lq1.img?h=468&w=624&m=6&q=60&o=f&l=f&x=468&y=202")
