Is there a new wave in luxury?

Welcome to the first event of the Luxury E-commerce Community!

The meaning of luxury is being rewritten, and we're here for it.

This is a space for professionals, makers, brand founders, and creative minds who believe that true quality, heritage, and craftsmanship matter more than ever. Whether you run a small atelier, a mid-sized manufacturer, or a growing brand with a story worth telling.

Why now?

The numbers tell a striking story. The global personal luxury goods market lost roughly 70 million active customers between 2022 and 2025. The secondhand luxury market has grown to an estimated €50 billion, with consumers actively choosing vintage and pre-owned over new.

Meanwhile, 80% of luxury industry growth between 2019 and 2023 came purely from price increases - not better products, not stronger craft, not deeper stories. Consumers noticed.

More than 60% of luxury buyers now report purchasing fewer luxury items due to price increases, and more than half feel the quality no longer justifies the cost.

Millennials and Gen Z in particular are reshaping what "worth it" means. They're not buying to show off. They're not rewarding themselves with items that won't last. Bain's research describes Gen Z as prioritising individual identity over status, evaluating brands on cultural relevance and authenticity rather than logo recognition.

McKinsey found that 80% of ultra-high-net-worth consumers now actively seek out new, niche brands and mix them with established names. When younger consumers do splurge, they want something very special: unique, resonant, honest about what it is and where it came from.

The result? Spend is flowing toward secondhand platforms, local makers, and brands with genuine heritage, away from conglomerates that raised prices while quietly cutting corners.

What this community stands for

We believe the real meaning of luxury has never been about a price tag or a logo. It was always about things made with intention - materials chosen carefully, techniques passed down or reinvented thoughtfully, products built to last decades and carry meaning beyond the transaction.

Here you'll find conversations about:

1. sustainable sourcing and ethical production;
2. the business of building a brand with a real story;
3. craftsmanship techniques and the people behind them;
4. reaching customers who genuinely value what you create;
5. navigating a market that is finally moving back toward quality.

This is not a space for fast answers or viral shortcuts. It's a long-game community for people building things worth keeping.