The true test of a luxury brand

LUXURY INSIGHTS | February 3, 2026
Timeless insights for luxury brands.

While it is true that perfection is the expectation when it comes to luxury brands, we all know that is not always achievable.

The true test of your brand, then, is how you respond when things do not go according to plan.

01. INSIGHT

Thankfully, there is a well-established principle known as the “Service Recovery Paradox.” 

Essentially it has been proven that when a problem is resolved with exceptional care, a client often becomes more loyal than if the issue had not occurred in the first place. 

Research has shown that when clients feel heard, and see their issue resolved promptly and graciously, their desire to remain loyal to a brand actually increases. Recovery, thus, becomes a defining memory.

For luxury brands, complaint resolution should therefore extend beyond operational necessity: every issue should be viewed as an opportunity to deepen trust and transform reputational risk into a moment of meaningful connection.

I recently experienced this first-hand.

A furniture product I ordered recently for my daughters’ playroom arrived damaged, but the brand handled the replacement swiftly and professionally, which I highly appreciated, and then something even more impressive happened…an elegantly wrapped box of chocolates was delivered to my doorstep, with a note acknowledging the inconvenience. 

Thoughtful gestures can shift an experience entirely.

When you ensure your client feels they are not merely a number in a system, but a valued individual, you can quickly turn dissatisfaction into delight, and a lifetime of loyalty.

02. INSPIRATION 

“The service recovery paradox is as simple as it is timeless: 
a dissatisfied guest who becomes satisfied is more loyal than the guest who never had a problem.”

— Jeff Gurtman

03. INTENTION

Can you identify one recent client issue and design a recovery experience that goes a step beyond what is expected?

Additionally, what is one intentional gesture you can do this week that could transform a simple resolution into a story your client will be delighted to tell?

Make it a brilliant 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.

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