Pt. 2 in the SMW Series
There’s something unspoken that lives in the minds of many of us raised without silver spoons or crystal staircases.
It sounds like this:
“Who am I to sell to the rich?”
“What do I know about luxury?”
“Would they even listen to someone like me?”
Let’s name it.
Imposter Syndrome.
But not just the kind that creeps into the creative’s mind.
This is Class Imposter Syndrome — the quiet, internalized feeling that you don’t belong in wealthy circles because you’ve never walked their marble floors.
But let me say this as clear as I can:
You don’t need to come from luxury to create it.
You just need to understand what it feels like to be underserved.
Because the greatest service designers aren’t born rich — they’re born observant.
Luxury Is an Experience, Not a Price Point
You’ve experienced luxury before. You just didn’t call it that.
It was:
- The restaurant that called you by name and remembered your order.
- The email you got when a company fixed your issue before you even asked.
- The outfit that made you feel like the lead actor in your own movie.
Luxury is not marble countertops. It’s intentional elevation.
It’s not about being expensive. It’s about being exceptional.
And you, with your story, your skills, your insight — you can create experiences that even the wealthiest crave.
Why the Middle Class Builds the Best Luxury Brands
Let’s get bold:
Some of the most iconic luxury creators came from humble beginnings.
- Coco Chanel was raised in poverty.
- Oprah grew up in rural Mississippi, wearing potato sacks as dresses.
- Virgil Abloh was the son of Ghanaian immigrants and brought high fashion to the streets.
The middle class has something the ultra-wealthy often don’t:
A memory of discomfort.
That memory makes you meticulous. You know what real stress feels like, so when you design experiences — you eliminate friction like a genius.
You don’t have to be born into wealth to create something priceless.
You just need to feel deeply and build deliberately.
What Is a Luxury Experience Anyway?
In the So Many Ways series, we define luxury not by cost, but by care.
A luxury experience makes someone feel:
- Seen
- Safe
- Special
- Served
That could mean:
- A high-net-worth client receiving a fully pre-planned itinerary for their week — tailored to their energy, moods, diet, and style.
- A digital product that’s designed so clearly and beautifully, it removes all cognitive stress.
- A simple onboarding process that makes your client feel like royalty on day one.
Luxury = removing friction while adding meaning.
You Can Start Creating Luxury From Right Where You Are
Step 1: Define One Painful Moment You’ve Experienced That You Could Eliminate for Others
Was it waiting in line too long? Confusing instructions? Feeling ignored?
Start there.
Now design a solution so smooth that the person on the other end never even notices there was a problem to begin with.
Step 2: Add a Signature Touch
Rich people have everything — except surprise and soul.
What’s the personal flair you add that makes someone say: “That was different”?
Your voice, your visuals, your welcome video, your personal check-in… anything done intentionally is luxury.
Step 3: Deliver Consistency Over Flash
Wealthy clients don’t just want the wow — they want to trust it’ll be the same next time.
Your power isn’t in having access to million-dollar things. It’s in giving million-dollar experiences with $100 tools.
Smooth, thoughtful, reliable — and a little magical.
Your Greatest Asset: You’ve Been the Underdog
You don’t need yachts to serve yacht owners.
You just need to know how to show up with excellence, empathy, and confidence in your lane.
And here’s the secret: They can smell imposter syndrome. But they also respect redemption.
You’re not faking anything. You’re learning, building, and showing up fully.
“But I’ve never had access to luxury…”
Then you’re more qualified than you think.
Because now, you’re building it from a place of purpose not privilege.
That’s what makes it rare.
Infusing Reputation into Every Experience
Just like in Idea 1, reputation still reigns.
Luxury clients don’t gamble. They buy based on what other people say about you — not what you say about yourself.
So every luxury experience you build should be reputation-rich.
Ask yourself:
- Will someone tell a story about this service to their circle?
- Does my name become more trusted with every interaction?
- Am I slowly, quietly building a legacy of excellence?
Reputation is the invisible velvet rope.
Every thoughtful experience pulls it back just enough for someone to walk through it.
Power Moves: Resources to Start Building Luxury From Scratch
- Zyro.com – Create gorgeous branded websites in under 1 hour.
- Designmodo Postcards – Build elite-looking emails with drag & drop.
- Notion.so – Organize your client experience like a Fortune 500 concierge.
- Typeform or Jotform – Thoughtful onboarding forms that feel like hospitality.
- TracSheet (Coming Soon) – Turn every interaction into verified proof of excellence and trust.
So Many Ways to Shift the Feeling of “Am I Worthy?” into “I Was Built for This.”
You’re not an imposter. You’re the prototype.
You’re not underqualified. You’re over-experienced in the things that actually matter: care, detail, and hunger.
So build the luxury experience you’ve never had — not just for others, but for your own reputation, income, and legacy.
Because you belong in the rooms you’re brave enough to build.
Keep going…
Pt 3: Get in the room..
But then again, there are, so many ways…