What does luxury really mean? How do you create a luxury brand? What does time tell us about luxury? Ketty Pucci-Sisti Maisonrouge's latest book, The Luxury Alchemist, is sure to appeal those who want to find the answers to these questions and take an insider's look at the premium market.
Among the many tools described by Maisonrouge there is one that is the most basic of them all: passion. Passion is the fundamental pre-requisite to starting a luxury brand. "It's all about passion" Maisonrouge explains. "When you have true passion, you only want to create perfection". She recognizes that passion is a requisite for every industry, but "in the luxury field this passion cannot disappear because you don't sell a product to your clients -- you sell a dream. Without passion, it's difficult to share that dream".
