Tech Powered Luxury

For this episode, Ashley sits down with Ilaria Resta, CEO of Audemars Piguet, to discuss heritage, innovation, circular leadership, sustainability, and one of the most talked-about watch collaborations of the year.

The mission is bigger than any one CEO. Ilaria sees herself as part of a 151-year story, with a responsibility to protect the manufacturer’s founding values while adapting to a changing world.

Circular leadership is not a metaphor. It is a way of keeping decision-making close to the people who know: watchmakers, clients, artisans, suppliers and markets.

Royal Pop was not a marketing stunt. It was an education strategy, a cultural opening and a call to protect the future of mechanical watchmaking.

The biggest threat to watchmaking is not technology. It is irrelevance.

For this episode, Ashley sits down with Malinda Sanna to discuss luxury research, the psychology of high-spending women, the shift from status to agency, and why the next frontier of luxury might be less about advertising and more about listening.

Luxury consumers are full of contradictions. A woman might put Hermès or Byredo in the guest bathroom, use Dove herself, and still have the means to buy almost anything. The why behind that behaviour is where the insight lives.

The new luxury buyer wants agency. She is less defined by the male gaze or visible logos, and more focused on what makes her feel good, cared for, informed and in control.

Transparency is becoming part of desire. Today’s luxury client wants to know what sits behind the velvet curtain: leadership, values, sustainability, culture and how the business actually behaves.

VICs do not just want dinners anymore. These women work, lead, host, donate, travel and buy. To impress them, luxury brands need more creativity, more access and more meaningful forms of engagement.

The real value of research is not confirmation. Malinda does not want a client to say, “That confirms what we already knew.” She wants them to say, “We never thought of it that way.”

This week, we are back in Dublin at the Cartier Espace at Paul Sheeran Jewellers for something more candid than a recap. It’s a post game analysis of Live from Abu Dhabi, the largest showcase of Irish design in the Middle East to date, and a case study in what it actually takes to execute “luxury” outside your home market.
Ashley is joined live by four women who made the project real: Lesley Keane (Ayu Cosmetics), Jess Colivet, Anne O'Shea, and Jenny Johnston (Azure Communications), covering beauty, production, styling, invites and print. The conversation is intimate, funny and specific in the best way, less about the highlight reel and more about naming the mechanics.

Funding came in stages, sponsors were sequenced, and the show was built to hold a luxury standard abroad.

Every seat had a purpose. Guest outreach ran like a campaign, not an invite list.

Backstage was a full operations problem: 40 looks, limited models, fast changes and a house turned into a working production floor.

The moments that almost went wrong are the proof of craft having 300 magazine covers reprinted overnight, a lighting issue caught just before the room filled.

Day 2 was a desert shoot with Irish creatives and brands, the kind of asset most productions could never afford to build on their own.

For this episode, Ashley sits down with Marc Chaya, CEO and co-founder of Maison Francis Kurkdjian, to unpack the philosophy, the partnership, and the fight behind one of luxury perfumery’s most distinctive houses.
The career didn’t start in fragrance. It started in survival, then finance, then a dinner party conversation that changed everything.
The perfumer has always been the best kept secret in the room. Francis Kurkdjian was behind some of the most loved scents in the world and almost no one knew his name. That was the injustice Marc set out to fix.
The dupe debate is being framed wrong. Perfumers are the only creators in the world who cannot legally protect what they make.
Commercial success was never the goal. It was the consequence.

This week, Ashley sits down with Dominique Busso, the entrepreneur behind three of the most exciting media moves happening in France right now. He launched Time magazine in France for the first time in the publication's 100 year history. He built Oniriq from scratch, a luxury and lifestyle magazine that weighs 750 grams and feels like it. And he just signed the deal to bring Sports Illustrated to France, Belgium, Switzerland, Luxembourg, and Monaco. All of this from a core team of 15 people in central Paris.

TL;DR: This Week’s Podcast Episode
He launched the first media website in France in October 1995. Dominique has never once been behind the curve.

A French edition of Time Magazine had never existed. Dominique changed that.

Angelina Jolie reached out to be on the cover of Time France’s first edition.

Oniriq was built because the world needed a luxury magazine that was actually made in France, by French people, about the country where luxury was born.

Sports Illustrated France was discussed over lunch in Saint-Tropez. The website launched three weeks later.

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