How do I know you're the right marketing and creative agency for my luxury brand?

Fair question. Everything here is the personal work of our co-founding partners, Niki and Scott, across three decades in heritage and premium brands. Further projects can be shared under NDA. If you like our style for your luxury brand, let's talk through your project requirements.

How do you measure your commercial impact?

During your onboarding, we will agree on the metrics that will define success for your project, and how these will be measured. These metrics will define every decision we make, and every optimisation we enact. Every project begins with a consultation, so let's talk.

Do you have experience within my industry?

Most likely, yes. We bring heritage brands to life and elevate premium ones, from fashion and retail to automotive, art, real estate, finance and entertainment. Our creative ad campaigns span sectors and wealth tiers. Tell us about your category and let's see if there's a fit.

How can you market to high-net-worth consumers without them feeling marketed to?

Luxury storytelling. HNW audiences gravitate towards brands that align with their values, and their shoppers and stylists select pieces with genuine emotional meaning as well as fit and form. The answer isn't a softer sell. It's a stronger story. If you want your brand story to be coherent enough that press, stockists and influencers all want to be part of it, let's talk.

How do you get 'under the skin' of an audience to activate their emotions?

Data and intuition. Data puts you on the right track. Intuition, based on decades of pattern recognition, conjures creative solutions. The Gretel collection wasn't market-researched into existence. It came from a genuine understanding of what affluent women find beautiful and why. If you'd like to get 'under the skin' of your audience, let's discuss that.

How do you get a brand stocked in top department stores like Selfridges?

Impeccable brand story and the commercial terms to match. What gets you through the door is authenticity a buyer can feel before they can articulate it. What keeps you there is a creative world coherent enough to hold its own at every touchpoint, (plus exclusive terms and in-store experiences). If you're ready to get your foot in the door, let's talk about bringing your brand story to life.

Gretel Collection:
Gourmand Brand Stories

How luxury brand storytelling and sensory design replaced the media budget.

Challenge

How do you tell luxury brand stories to create powerful emotional marketing without an advertising budget?

Insight

We carry vivid sensory memories of childhood indulgences: liquorice swirls, gingerbread, candy stripes. The Gretel collection leaned into that emotional archive.

Hand-puffed, twisted and layered textile treatments gave the pieces a gourmand quality, that felt tactile before it was even touched. The creative challenge was to honour that sensory world without tipping into kitsch. Dark fairytale as serious brand storytelling.

The luxury storytelling lingerie booklet described vintage sweets

Luxury storytelling translated humbug sweets into sensory design

How did brand storytelling place a little Leicestershire lingerie brand on Kate Moss in British Vogue, shot by Mario Testino and stocked at Selfridges?

Rarity, relationships and a repeatable system. Our partners, Niki and Scott, crafted coherent luxury storytelling through emotional brand narratives and sensory design thinking, from first awareness through to the digital payoff.

For this collection, that meant photoshoot art direction using pink-lit leaning columns to evoke a tumbledown castle, fabric treatments* with gourmand flavour, and a visual world coherent enough to place the dark fairytale narrative at the heart of every communication. The collection was the story.

*fun fact: we also hand-drew the fabric prints and embroideries

Brand
Made by Niki
‘Gretel’ Luxury Lingerie

Industry
Ready to wear
Lingerie
Luxury Goods

Persona
Affluent & HNW Women

Skills
Luxury Storytelling
Brand Stories
Creative Direction
PR
Digital Marketing

Led by
Niki McMorrough
Scott Parker

Editorial

Our tastemaker outreach placed Kate Moss, shot by Mario Testino, in British Vogue, and Ashley Roberts, shot by Marshall James, in FHM. From high fashion to high street glamour, the brand story travelled far, far beyond the budget.

“Editorial outreach secured celebrity brand stories”

In store

From Selfridges in London to boutiques in Brussels, Paris, Dubai, Portland, Austin, Beijing and Sydney. We supported the brand’s retailers with training materials, point of sale and merchandising assets, social media collaboration and website exposure that extended the brand story.

“Retailers extended the luxury storytelling”

Influencers

We seeded the collection with influencers across the world’s wealthiest postcodes, mirroring our stockist footprint. Unboxing and enjoyment chapters arrived from Sydney, Moscow, Gothenburg, London, Paris, Florence, Los Angeles, Dubai, Beijing and Hong Kong. This Gretel found her way out of the forest and all the way home.

“Influencers added emotional context to the marketing”

Luxury storytelling amplified by influencer collaborations

Collaborations can be more emotional marketing than commercial photography allows

Consumer

The fairytale didn’t end when Gretel found her place in stores. A digital campaign of SEO, editorial content, newsletters and social media carried the story further, converting the interest that the brand stories in PR, influencer and retail activity had already generated.

“Brand stories were embedded into digital platforms”

  
    Headline results from luxury storytelling: Vogue cover, 2m+ organic reach and ~100 global stockists with £0 paid media
  

Moss & Testino

Worn by Kate Moss, shot by Mario Testino, featured in British Vogue

2m+ organic reach

Via editorial, influencers & zero paid media

~100 stores globally

Including Selfridges and luxury boutiques globally

Questions worth answering

Luxury storytelling. HNW audiences gravitate towards brands that align with their values, and their shoppers and stylists select pieces with genuine emotional meaning as well as fit and form. The answer isn’t a softer sell. It’s a stronger story. If you want your brand story to be coherent enough that press, stockists and influencers all want to be part of it, let’s talk.
Data and intuition. Data puts you on the right track. Intuition — based on decades of pattern recognition — conjures creative solutions. The Gretel collection wasn’t market-researched into existence. It came from a genuine understanding of what affluent women find beautiful and why. If you’d like to get ’under the skin’ of your audience, let’s discuss that.
Impeccable brand story and the commercial terms to match. What gets you through the door is authenticity a buyer can feel before they can articulate it. What keeps you there is a creative world coherent enough to hold its own at every touchpoint, (plus exclusive terms and in-store experiences). If you’re ready to get your foot in the door, let’s talk about bringing your brand story to life.