In Conversation with the Author of Luxpreneur. Part 1 – The Emerging Future of Luxury

Regarding Luxpreneur, my article published in the Nikkei condensed the essence of the interview into a focused piece. However, the full interview offers much more in both depth and insight. Here, I am pleased to share the complete interview in its entirety.

The content will be presented in several parts. In this first installment, we cover the author’s profile, the origin of the coined term Luxpreneur, and predictions for the near future of the luxury industry.

Kaori: To introduce you to Japanese readers at the beginning of the column, how would you prefer to be described?  By the way, the concept of Luxpreneur has not yet been introduced in Japan (this column will be the first to do so).

Elizabeth Solaru: I am honoured to be a globally recognised authority on luxury, a luxury business consultant, and founder of the Diversity in Luxury Awards. As a pioneering 'Luxpreneur,' I empower brands and entrepreneurs to transform bold ideas into lasting legacies, redefining luxury as inclusive, innovative, and deeply personal. With a passion for storytelling and a commitment to culture and diversity, I aim to inspire a new generation of leaders to create timeless excellence while embracing the evolving values of a modern world. Thank you for using your column to debut the Luxpreneur concept in Japan—a vision I’m thrilled to share with your readers.

Origin of the Luxpreneur

Kaori: It’s truly an honor for me to introduce your book. Let me begin by asking about the origin of the term Luxpreneur. What inspired you to coin the term The Luxpreneur; and how do you define it in a way that differentiates
it from traditional entrepreneurship?

Elizabeth: The term 'Luxpreneur' was born from observing a crucial gap in luxury - while many focused on preserving tradition, few were addressing how new voices could authentically enter the space.

Through my own journey, from being told 'luxury isn't for you' to building award-winning luxury brands and founding the Diversity in Luxury Awards, I saw how the rules of traditional entrepreneurship often didn't apply to luxury. A Luxpreneur isn't just an entrepreneur who prices high - they're an innovator who understands how to balance heritage with disruption, exclusivity with inclusion, and tradition with transformation.

What differentiates a Luxpreneur is their ability to create authentic luxury value while opening doors for others. Where traditional entrepreneurship focuses on market share, Luxpreneurs focus on meaning share - creating brands that resonate deeply with their audience while contributing to luxury's evolution.

The term represents those who aren't just building luxury brands, but reshaping what luxury means for a new generation.

The Future of Luxury

Kaori: It feels like a concept that was destined to emerge in this era of diversity—a truly necessary idea. In that context, how do you envision luxury evolving in the near future, where diverse forms of luxury will be increasingly sought after?  Are there any particular trends or shifts you believe will shape the luxury industry?

Elizabeth: Luxury is undergoing its most significant transformation since the rise of global brands. The shifts I see shaping luxury's future aren't just about digital transformation or sustainability - they're about fundamental changes in how we define and create value.

First, we're seeing luxury move beyond the Western-centric narrative. New luxury voices from Africa, Asia, and the Middle East aren't just participating in luxury - they're redefining it, bringing fresh perspectives on craftsmanship, heritage, and excellence.

Second, luxury is shifting from exclusivity based on price to exclusivity based on meaning. The next generation of luxury consumers wants more than status - they want stories that resonate with their values and cultural identity.
Third, technology isn't just changing how we sell luxury - it's transforming how we create and authenticate it. From blockchain provenance to AI-enhanced personalization, technology is becoming integral to luxury's value proposition.

Technology, particularly AI and Web3, will play a pivotal role in reshaping the luxury landscape, enabling hyper-customisation and immersive digital experiences, like virtual boutiques or exclusive NFT offerings. Simultaneously, the human touch will remain irreplaceable. Artisanal craftsmanship, storytelling, and heritage will continue to anchor luxury brands, ensuring they remain timeless yet contemporary.

Finally, and perhaps most importantly, luxury is becoming more inclusive without losing its aspirational quality. It's no longer about keeping people out - it's about inviting the right people in for the right reasons.
These changes aren't just trends - they're the foundation of luxury's next chapter. The brands that understand this will thrive in this new era.

                                                                                <To be continued in Part II>