Breaking into the luxury wedding market requires much more than simply raising your prices. Award-winning luxury business consultant Elizabeth Sularu recently shared invaluable insights on the Wedding Empires podcast about transitioning from mainstream wedding services to the exclusive world of high-net-worth clientele.
Elizabeth’s own journey is fascinating – from microbiologist to headhunter to luxury cake artist who served the late Queen Elizabeth. Her path demonstrates that luxury service isn’t just about having expensive offerings, but understanding the psychology behind wealthy clients. She explains that luxury weddings aren’t defined merely by budget, but by the client’s mindset and expectations. This perspective shift is crucial for anyone hoping to break into the high-end market.
One of Elizabeth’s most compelling insights is her framework of eight different types of luxury clients. For instance, she contrasts King Charles and Ozzy Osbourne – two men with similar demographics (same age, both living in castles, both married multiple times) but vastly different psychological profiles. A luxury wedding planner would approach their events completely differently despite potentially identical budgets. Understanding these psychological differences is what separates truly successful luxury vendors from those who simply charge premium rates.
Finding these exclusive clients requires strategic networking in the right places. While private members clubs and high-end publications are obvious starting points, Elizabeth’s approach is more nuanced. She recommends identifying and building relationships with gatekeepers – like personal assistants who control access to wealthy individuals. In her headhunting days, she would send gifts not just to CEOs, but especially thoughtful ones to their diary PAs, recognizing they held “the keys to the kingdom.” This same principle applies to accessing luxury wedding clients.
For wedding professionals looking to make this transition, Elizabeth emphasizes beginning with mindset. You must accept that your services are for the 1% rather than trying to position yourself in the middle market. This requires honest self-assessment about your business type and strengths. Are you an artisan focused on creating perfect products? A visionary thinking about future trends? Understanding your own business psychology helps determine what complementary skills and partners you need.
Digital strategy for luxury marketing differs significantly from mainstream approaches. On Instagram, Elizabeth advises looking beyond obvious luxury accounts to find private accounts under pseudonyms – the truly wealthy often prefer privacy. Look at who major luxury brands are responding to in comments, as these interactions often indicate valued clients. Similarly, Google Images and Getty Images can reveal who’s photographed alongside influential figures, providing clues to valuable networking opportunities.
Perhaps most surprisingly, Elizabeth emphasizes quality over quantity in portfolio presentation. Rather than showcasing twenty different styles, three impeccable examples make a stronger impression. Your website should guide visitors like a Sherpa, creating curiosity through organization and storytelling. The “About” page deserves special attention as it’s typically the most visited section – people want to determine if you’re authentic, credible and trustworthy before proceeding.
For wedding professionals ready to elevate their business, Elizabeth’s book “The Luxpreneur” offers a comprehensive guide to building a successful luxury brand. By understanding the psychology of high-net-worth clients, strategically positioning your business, and implementing thoughtful marketing approaches, the exclusive world of luxury weddings becomes much more accessible than most would imagine.
Website: www.elizabethsolaru.com
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