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What does it really take to scale a luxury brand without losing the exclusivity and personalization that make it special?
If you’ve ever wondered how to grow a high-end business while maintaining its premium feel, this episode is for you.
Today, I’m sitting down with Elizabeth Solaru, founder of Luxury Business Emporium and author of The LUXpreneur: How to Start and Build a Successful Luxury Brand.
Elizabeth’s journey is nothing short of extraordinary. She went from being a scientist to a headhunter to an award-winning luxury cake artist serving royalty. Now, she’s a sought-after business strategist helping entrepreneurs build high-ticket brands that exude excellence.
But here’s the challenge: scaling a luxury business comes with a unique set of hurdles. Elizabeth has successfully built a high-ticket coaching brand, but as demand grows, she’s facing the question so many entrepreneurs struggle with: how do you expand without diluting the experience that makes your brand stand out?
In this coaching session, we’re tackling everything from creating systems that maintain a premium feel, to optimizing profitability to making sure multiple revenue streams work together seamlessly.
If you’re building a brand that values quality over quantity and wondering how to scale without compromise, grab your notebook and let’s dive in!
Can You Scale a Luxury Brand Without Losing the White-Glove Experience?
Elizabeth’s top concern was expanding her capacity without compromising the white glove experience her clients expect. I encouraged her to think about building repeatable welcome experiences that are rooted in emotion, not just process.
Keep in mind that luxury is about how clients feel. Even something simple like an automated email funnel for book buyers or a more bespoke experience for VIP clients can still deliver that sense of being seen and valued!
We also explored the idea of building a small, concierge-style team that is trained to embody her level of care. This helps move beyond the belief that “only I can do this” and opens up room for growth while preserving her brand values.
Another strategy we discussed was getting crystal clear on which tasks require Elizabeth’s voice and presence and which ones can be delegated.
When you identify what truly needs your attention, you can protect your energy while still delivering excellence across every tier of your business.
Creating Multiple Revenue Streams While Maintaining Premium Value
Elizabeth noticed that although her revenue was increasing, her profit margins weren’t growing at the same pace. I see this all the time, especially in high-touch businesses.
More money doesn’t always equal more profit, especially if you’re over-delivering in ways your clients don’t actually need or value.
We talked about auditing her services to see where she might be adding unnecessary extras and overwhelming clients instead of impressing them.
Asking clients what they actually implemented or found most valuable is a powerful way to gain insight and simplify your offerings.
She also considered the possibility of introducing a high-margin, lower-touch offer such as group coaching or a digital course.
This type of offer can serve as an on-ramp to her premium one-on-one services and attract clients who aren’t quite ready to make a bigger investment. It’s a smart way to serve more people without diluting the brand and can become a powerful funnel for her top-tier programs.
Finding Synergy Between Offers Without Losing Clarity
Elizabeth is an author, consultant, speaker, and podcaster and she worried that all of these pursuits might be diluting her core brand. But instead of seeing it as fragmentation, I encouraged her to look for the through line that connects all of her work.
Her mission is clear: she helps entrepreneurs thrive in the luxury space by attracting the right high-end clients. That transformation shows up in every offer she provides, from her book to her podcast to her coaching.
If that core message is clear to both her and her audience, then the variety of offers is actually a strength, not a weakness.
Still, it’s worth regularly reviewing your platforms to make sure that message is obvious, especially for someone who’s just discovering you. And I encouraged Elizabeth to explore whether the 80/20 rule might apply to her business.
Often, 80% of our results come from just 20% of our efforts. Listen to Episode 832: The One Principle Every Entrepreneur Must Master to Maximize Results to learn more about Pareto’s Principle and all the different ways it applies to your business!
I told Elizabeth that if she can identify what’s working best, she can double down on those areas and scale with more clarity and ease.
How to Raise Your Rates with Confidence
Despite her credentials and recent recognition as one of the world’s top luxury speakers, Elizabeth still felt hesitant to raise her prices. Can you relate?!
This is so common, especially for women entrepreneurs. But in the luxury world, pricing is part of your positioning. Being too accessible can actually repel the very clients who are most eager to pay for exclusivity.
We reframed pricing not as a reflection of time spent, but as a reflection of the transformation delivered. When Elizabeth imagined pricing based on the true value she brings, it was easier to imagine stepping into a higher price point with confidence.
A simple strategy I shared was to decrease accessibility in a way that reinforces her luxury brand.
For example, stating that she only speaks on a few stages per year signals rarity and elevates her perceived value. When you communicate your boundaries clearly and confidently, it makes people want to work with you even more.
My Tips for Building a Team That Reflects Your Values
As Elizabeth considers expanding her team, she wanted to know how to hire people who reflect her brand’s premium standards. I shared that I always hire for values and train for skills.
People can learn your systems, but they can’t learn your brand voice, attention to detail, or sense of care if it’s not already in them.
I encouraged her to ask three specific questions during interviews:
- Have they experienced luxury themselves, and can they explain what made it feel special?
- Do they have a hospitality mindset, meaning they anticipate needs before they’re spoken?
- Can they describe her brand’s ethos in their own words?
When you find team members who pass those tests, it becomes easier to elegantly delegate without sacrificing the experience that sets your business apart. Starting small, like having a team member handle client onboarding or follow-up emails, is a great way to test the waters.
Final Thoughts
If you’re building a high-end brand and wondering how to scale without losing your magic, Elizabeth’s journey and this coaching session are for you. Whether it’s simplifying your systems, protecting your energy, raising your rates, or building a team that supports your values, this episode offers practical takeaways for doing it all with excellence.
I’m so grateful Elizabeth joined me for this conversation. Her questions reflect the same ones so many of us face in seasons of growth. And now, she’s walking forward with clarity, confidence, and a vision for sustainable luxury success!
Be sure to connect with Elizabeth on her website and follow her on Instagram if you enjoyed this episode.
And if you’d like to be featured in an upcoming Goal Digger coaching session, join the Goal Digger Insiders Community and look out for our monthly coaching applications! I love getting to connect with you on a deeper level there.
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