Luxury Begins with Knowing Your Identity

A week in Scotland with William Grant & Sons

Luxury is personal. If a brand tries to please everyone, it ends up pleasing no one.

Last week, I had the privilege of being invited by William Grant & Sons for a training and consulting project in Dufftown – my first trip to Scotland, and a journey that deepened my appreciation for the quiet Luxury embedded in whisky culture.

It wasn’t the easiest itinerary: I woke up at 3am, flew to Amsterdam, then Aberdeen, and was warmly greeted by Brenda, who drove me 1.5 hours through the Scottish countryside to Dufftown.

Yes, I even learnt a few phrases in Doric from my Scottish mother-in-law beforehand: “fit like?” means “how are you?” and “far ye gaein?” means “where are you going?”

Here’s what stood out from this soulful week:

The Scots are reserved yet deeply warm – not in a performative way, but in a deeply human one.

Brenda, my driver, asked me everything from where I came from to how my day was. This spirit of connection was echoed in every encounter. My main contact from the project, an incredibly knowledgeable hotelier, started out quietly spoken – and gave me the warmest hug when I left.

From the very experienced guide in Glenfiddich distillery to the young textile workers at Johnston’s of Elgin – everyone carries a quiet pride in their work.

They love their roots and enjoy their interactions with colleagues and visitors – you can see that from their radiant smiles.

I was hosted in a private family setting for a five-course meal, and later enjoyed a tasting at a renowned Speyside whisky house.

Every detail blew me away – from the bread and butter to the creative haggis canapés, lobster, and whisky-inspired touches: fermented barley, whisky-spiced mayonnaise, whisky-marinated beef. Simple ingredients, thoughtfully elevated.

Whisky production is a lesson in patience. No one knows how a cask will evolve year by year.

How long will it take to reach optimal flavour? You don’t rush it. You wait. The whisky will tell you when it’s ready.

That appreciation of timing, not just speed, is a rare kind of Luxury.

Understanding the roots of your brand and your business is essential to staying authentic and creating experiences that truly resonate.

In Scottish linguistic culture, values like courage, loyalty, pride, and memory of one’s roots are celebrated – and I felt every one of them during this trip.

If you’ve been reflecting on what truly sets your brand apart – or how to deepen the emotional connection with your clients, I’d love to hear from you.

Whenever you are ready, here are the ways we can support you (or your business) to thrive in your industry:

• Review your customer loyalty strategy

• Audit luxury Customer Journey & Experience

• Master The Art and Science of Clienteling

• Design your VIC Event & Experience

• Deliver an Inspiring Keynote

• Support your leadership and communication development