CEO letter | On luxury storytelling, and Walpole’s new website

Storytelling is the heart of luxury; it is what casts its enchantment over us, conjuring up emotions that pull us towards beautiful objects and make experiences unforgettable. It’s for this reason I’m so delighted we finally have the right platform to tell the story of British luxury, and our incredible member brands.

Our new website launches today, and with it a powerful daily content programme that not only communicates what Walpole is busy doing on your behalf, and the issues affecting our sector, but also what is happening in your organisations each week. Go inside the minds of luxury’s senior leaders with ‘My Life’s Work’, our interview with Walpole member CEO’s and MD’s; see the craftspeople and creators centre stage with ‘Meet the Maker’; and learn what’s important for members right now with ‘Brand Snapshot’. Our Daily Digest also has a new look, and, in addition to our invaluable edit of the day’s important news in luxury, it will carry a Walpole story, helping us put British luxury at the front of the agenda. If you haven’t already subscribed to the Daily Digest, you can do so here.

None of this would have been possible without the skill and expertise of Walpole partner, GGMR, who have designed and built Walpole’s new website. GGMR’s leadership in digital delivery and strategic implementation has developed their work with some of Britain’s biggest brands – notably Sky and Vodafone – and also with the Royal Household, from the Queen Elizabeth Diamond Jubilee Trust, the Duke & Duchess of Cambridge’s Royal Wedding Gift Fund website, and Prince Harry’s initiative, The Invictus Games. Walpole’s mission is to promote British luxury and GGMR’s digital skills are the key to us doing that on our own channels.

It’s not only on the website and in the newsletter you’ll find Walpole highlighting the best of British luxury: looking back on our Instagram posts over the last fortnight, it seems we’ve been far from idle. We visited Walpole members Wedgwood and David Harber at RHS Chelsea Flower Show: Boodles at the elegant new boutique on Sloane Street, part of the Cadogan Estate; Linley, as part of Chelsea in Bloom; and spent time with inaugural Brand of Tomorrow, Fitzdares, at Goodwood’s Festival of Food and Racing. We hosted members at four events – including a breakfast at Home House to learn from Walpole partner, Chaloub, about how luxury brands can maximise the rapid growth of digital in the Middle East; a reception at Gieves & Hawkes to celebrate the talents of this year’s London Business School’s MBA students participating in Walpole’s Programme in Luxury Management; at The Economist to hear from Executive Editor, Daniel Franklin, on why the momentum behind Macron will make France cool again; and last, but by no means least, understanding why a sense of sisterhood has a very personal meaning for Harper’s Bazaar Editor-in-Chief, Justine Picardie at Walpole’s annual Women in Luxury lunch at The Corinthia.

I can’t believe it is nearly four months since I wrote to you for the first time. Then, I talked about how listening to you tell the stories of your brands had been such an inspiration to me during my career. I hope that by chronicling your extraordinary stories and exceptional people on our digital channels, Walpole will be able to share your stories with as wide an audience as possible, and by collecting them together, will show how much greater the whole is than the sum of its parts. I feel very proud to be able to play my own part in it.