Navigating the world of ultra-luxury communications requires more than polish—it demands character, cultural fluency, and an unshakable commitment to excellence. In this interview, Shamin Abas, founder and president of her namesake firm, shares insights from two decades of working with the world’s most discerning clientele. From building trust with UHNW individuals to crafting experiences that resonate far beyond the surface, she offers a rare look inside the strategies that set her agency apart.
How did you first break into the world of luxury communications, and what inspired you to launch your own firm?
Before founding my own firm, I spent several years managing PR agencies on behalf of a high-end restaurant I was deeply involved with. Although I wasn’t on the agency side at the time, that experience gave me a front-row seat to how luxury communications were handled—and, more importantly, where they often fell short.
What I noticed consistently was a disconnect. Many agencies, even with access to market data, didn’t fully understand the mindset of high-net-worth (HNW) and ultra-high-net-worth (UHNW) individuals. Their campaigns lacked the nuance and emotional intelligence needed to connect with this discerning audience—something that can only be developed through lived experience.
When I launched the firm in 2005, it was with the belief that if we truly understood this hard-to-impress clientele—their psychology, motivations, and preferences—we could create meaningful impact for the world’s most iconic brands. We built the company to be a partner who doesn’t just market to these individuals but knows how to speak to them with relevance and authenticity.
Today, we continue to draw upon two decades of deep specialization in PR and experiential marketing, focused exclusively on brands that serve discerning consumers. Our work fuses strategic media storytelling with immersive brand experiences designed to resonate on a personal, emotional level—and deliver results that matter.
Your agency has worked exclusively with ultra-luxury brands for two decades. What drew you to this particular space, and how did you begin building credibility and trust with such a discerning clientele?
From the beginning, I’ve been drawn to excellence—the visionaries behind iconic brands, the obsessive attention to detail, and the relentless pursuit of the extraordinary. The clients we represent are leaders in their category, creating some of the most refined, innovative, and beautifully crafted products in the world.
We see ourselves as a true extension of these brands. That means shaping and customizing our service to reflect their identity, values, and ambitions. Whether it's in the sourcing of rare materials or the artistry behind a one-of-a-kind experience, we are genuinely passionate about what they do—and that passion translates into how we communicate on their behalf.
Trust and credibility are everything in this space. They’re built by being real, showing up consistently, and delivering results that make a tangible difference. Our work speaks for itself, but more than that, it’s our relationships that endure. The fact that many of our new clients come through personal referrals tells us we’re not just performing—we’re deeply trusted.
Working with HNW and UHNW individuals requires a very specific approach—what are some of the key nuances marketers often overlook when targeting this audience?
One of the biggest mistakes marketers make is assuming that traditional luxury cues are enough. In reality, this audience—an especially hard-to-impress clientele—requires a completely different level of consideration. They’re not interested in generic prestige; they’re drawn to what’s personal, rare, and deeply meaningful.
To truly engage UHNW individuals, brands must deliver a sense of emotional connection and exceptional service that feels bespoke. Anticipating desires, offering discreet access, and speaking to their lifestyle with authenticity are critical. Advertising in the right spaces helps build trust, but it’s the quality and tone of content that sustains it.
These individuals value relationships, not transactions. Whether it's through exclusive experiences, legacy storytelling, or acts of purposeful giving, the goal is to create something that feels timeless and tailored—not mass-produced or performative. When brands show that they truly “get” them, that’s when magic happens.
Social media has become a dominant force in brand building, but the UHNW audience often values discretion and exclusivity. How do you approach digital storytelling in a way that resonates with this group without feeling overly exposed or transactional?
Social media in the ultra-luxury space must be handled with precision. This audience is selective about what they engage with and expects content that reflects their values and aesthetics. Our approach is to curate thoughtful, high-quality content that elevates rather than exposes.
We often create private, invite-only digital environments or tailor VIP-only content that feels personal and exclusive. Engaging directly through genuine interactions—whether via messages or quiet touchpoints—goes much further than broad, public campaigns. It’s about quality over quantity.
Featuring the voices of fellow UHNW individuals, philanthropic impact, or brand legacy can build trust while keeping the storytelling grounded in purpose. Above all, we ensure that the tone remains consistent, elegant, and aligned with the high-end digital ecosystems they frequent. Discretion is always a non-negotiable.
For marketers and PR professionals looking to break into the ultra-luxury space, what common missteps do you see when it comes to positioning and messaging—and what advice would you offer instead?
One of the most common missteps is treating UHNW individuals like any other luxury consumer. They are not. Messaging that’s too broad or promotional comes across as inauthentic—and worse, irrelevant.
Discerning consumers expect campaigns to be tailored, emotionally intelligent, and rooted in meaning. Simply highlighting exclusivity or price isn’t enough. Brands that overlook privacy concerns or fail to integrate legacy and values into their storytelling will miss the mark.
Another mistake is focusing on short-term tactics or high-gloss exposure rather than cultivating long-term trust. UHNW individuals rely heavily on their inner circle and peer networks. If you ignore that or try to shortcut the relationship-building process, you’ll be seen as transactional.
The brands that succeed are those that stay quiet where needed, speak meaningfully where it matters, and deliver with consistency. Word-of-mouth and personalized experiences still reign supreme.
You’ve built a close-knit, high-caliber team trained to operate at the highest level. What qualities do you look for when hiring, and how do you maintain such exacting standards across your firm?
Excellence in our field requires more than credentials—it requires character. We look for individuals who combine strategic acumen with emotional intelligence, who know how to communicate with elegance, and who are genuinely invested in doing work that matters.
Integrity, discretion, and a passion for craft are non-negotiables. Everyone on our team understands that we are operating at the highest level—not just with the brands we represent, but with the people we serve. That level of respect and care is reflected in everything we do.
Because we are a boutique firm by design, we stay close to the work and to our clients. We share information fluidly, collaborate often, and hold ourselves accountable to the same high standards that our clients do. It’s this shared commitment to excellence that allows us to deliver the rare and remarkable.
Looking ahead, what shifts are you seeing in the expectations or behaviors of UHNW consumers—and how should brands evolve their communications and experience strategies to keep pace?
We’re seeing a distinct shift toward purpose and personalization. UHNW consumers are still driven by quality, but they increasingly want their purchases and partnerships to align with their values. They care about sustainability, legacy, and impact—not just status.
There’s also a growing desire for deeper emotional connection. They’re drawn to experiences that feel transformative rather than performative, and to brands that invite them into a meaningful narrative rather than a sales cycle.
At the same time, many industries are embracing automation and AI to streamline customer service and engagement. And while AI is undeniably a transformational technology—one that we believe should be thoughtfully integrated—it’s important to recognize that in this world, where every detail must be tailored and nuanced, real human interaction remains irreplaceable. Authentic relationships, emotional intuition, and bespoke service simply cannot be replicated by an algorithm. In the ultra-luxury space, the personal touch is not just a nice-to-have—it’s the foundation of trust and loyalty.
For brands, that means evolving beyond surface-level luxury. Communications must be intentional and layered, offering not just access, but understanding. Experiences must feel rare, tailored, and thoughtful. If you can speak to their head and heart at the same time, you’ll not only earn their attention—you’ll earn their loyalty.
