Craft takes center stage

LUXURY INSIGHTS | July 6, 2025
Timeless insights for luxury brands.

It’s been raining relentlessly for three days. 

Snug in my writing studio, I cannot help but appreciate the gorgeous wood grain of my handcrafted desk, the flickering flame of my essential oil candle, the art deco print on my Italian teacup, and the intuitive design of my MacBook.

Craftsmanship is a beautiful thing, don’t you think?

01. INSIGHT

Craftsmanship has emerged as the central narrative in the luxury sector, with iconic luxury brands leading a new movement of placing artisanship at the forefront of a luxury brand’s identity and marketing. 

This renewed focus on craft extends far beyond the aesthetic—it signals authenticity over hype, individuality over mass production, and human skillset over AI generation.

Focusing on fine craftsmanship also adds emotional depth to luxury offerings, as the story of meticulous creation resonates with consumers who value heritage, top-quality materials, supply chain transparency, and the human touch behind the craftsmanship of each piece. 

For brands offering luxury services, this focus can work equally well. Share details on how you approach, work, and refine your craft to allow consumers to understand the passion, devotion, and discipline involved to produce the results you do.

When done well, a narrative centered on craftsmanship can build long-term brand trust and distinguish your brand in a very crowded marketplace.

02. INSPIRATION 

“Craftsmanship is the soul of luxury — 
it’s what transforms a product into an experience and creates a lasting emotional connection with the customer.”

— Angela Ahrendts, former CEO of Burberry

03. INTENTION

Sit quietly for a moment and think through each step in your craftsmanship process and then ask yourself: 

Are you sharing these magnificent details with your prospective clientele?

Remember, luxury is in the details.

Make it a fabulous week,

Luxury Brand Communications Strategist
Creator & Author of Luxury Insights 

ABOUT THE AUTHOR

Camilla Carboni is the silent partner behind many of the world’s most sought-after brands. She offers Luxury Brand Consulting, Auditing, SEO, and Copywriting to established and emerging luxury brands across the globe.

Become a Luxury Insider
Join luxury brands across the globe! Sign up to receive the Luxury Insights Newsletter in your inbox every Sunday—it’s FREE.