Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

HNWIs are looking for heightened levels of luxury throughout their purchasing journey. Offering them slower and more indulgent in-person experiences has become key to winning them over. Tapping into this and pivoting further upmarket, Jaguar has opened the first of its boutique stores.