The luxury wedding creator

A letter to the best wedding creators in the world by Josh Withers

The luxury wedding creator can take inspiration from the luxury makers of the world, like Hermes or Dior.

As Trung Phan articulates on Hermes, "the ~$250B French luxury giant creates the most sought after leather bags through craftsmanship, heritage and long-term thinking."

• Craftsmanship
• Heritage
• Long-term thinking

The luxury wedding creator, the celebrant, photographer, venue, planner, DJ, florist, filmmaker, artist, chef, servant, co-ordinator - I argue - should be considering those three things. Their craft, their heritage, and their long-term thinking.

On "luxury"

I see lots of wedding creators wanting to be luxury because it's about money. Look at any luxury brand on that pyramid and it didn't start with aspirations of wealth and being Instagram famous.

The original people and families behind the logos you see on that pyramid wanted to do good work, that mattered to people, and to create sustainable businesses along the way. I'm not going to stand in the gap and defend luxury brands for every decision they've made, but creating good work for good people in a way that feeds my family is all I want to do and if you're reading this, I'm going to assume the same of you.

The actual main part of this whole luxury thing I'm interested in is the sought-after bit. That our work would be so remark-able, so nice, so good, so firkin lovely, that people would seek us out. Instead of doing more styled shoots, and more ads, and more directories, and more expos, that people who want creators like us would seek us out.

That's why I've written four letters about it.

Tomorrow's issue: craftsmanship ...