What CEOs should be thinking about for Diwali

Tomorrow sees the beginning of the five-day-long Diwali festivities here in the UK – one of the most important events in the Hindu calendar, celebrated by Sikhs, Jains, Hindus and some Buddhists. With the rise of high-spending customers travelling internationally for unforgettable and unique experiences during this period, Diwali has become a significant event in the wider luxury sector with many British high-end brands creating collaborations and bespoke collections specifically for the festival. We take a closer look at how Walpole members and the wider British luxury sector are embracing the celebration.

Diwali, known as the festival of lights, symbolises the victory of light over darkness and good over evil. It’s a time for those celebrating to reflect on new beginnings, as well as personal and spiritual growth. The holiday sees millions of people around the world decorating their homes by lighting oil lamps and attending firework displays. 

Gifting and gold

Gifting is an integral part of the Diwali tradition with many people buying new clothes, luxury items and gifts for loved ones. Jewellery, especially gold, is traditionally bought during Diwali as it’s considered auspicious.

Cartier’s rich heritage with India dates back to the early 20th century, through connections with royalty. Not only offering pieces that reference this history, the jewellery brand sponsors Condé Nast Traveller’s glittering annual Diwali celebration, hosted at Walpole member, The Dorchester.

The Royal Mint combines British minting excellence with cultural traditions, and has just launched 1g and 5g gold bars featuring Lakshmi, the goddess of wealth, fortune and prosperity (pictured below) in time for Diwali 2024.

Luxury travel

Brands in the travel sector are increasingly curating hospitality experiences for affluent international clientele that offer unique insights on global culture. Walpole member Abercombie & Kent offers packages to appeal to consumers who want authenticity. James Treacy, Global Communications Director for the luxury travel company, explains:

“As a tailor-made offering, Abercrombie & Kent can arrange Diwali with a local family - a truly special experience. As one of the most important festivals in India, guests can witness the celebrations firsthand, from the festive lights to delicious food, and can hear the stories and learn about the cultural significance.”

Travel craftsmanship and education plays an important part for services for the luxury sector. Walpole member Carrier also offers bespoke and educational trips with Asia being a very popular destination choice.

The luxury hospitality sector is seeing success in organising events around cultural celebrations, and Diwali is no exception. For example, this month we saw the British Fashion Council partner with Bags of Ethics to host an intimate Diwali dinner at the Royal Automobile Club on London's Pall Mall.

In fashion, pre-owned luxury retailer Luxury Promise (which recently launched in Harvey Nichols) is giving away an exclusive discount code online this week to celebrate Diwali. They also held a glamorous dinner in Dubai recently to celebrate the occasion. Sabrina Sadiq, CEO and Founder of Luxury Promise, shares the memorable experience:

"For our Diwali event in Dubai, Luxury Promise envisioned a celebration of grace and unity, bringing together an incredible group of cosmopolitan women from various backgrounds and communities, something that is at the heart of what we do. This beautiful gathering was all about empowering connections and the elegance we each bring from our unique stories and heritage. We shared laughter, stories, and appreciation for one another, creating a warm and inspiring ambiance. It was a delightful fusion of tradition, fashion, and modernity, showcasing the beauty of diversity and luxury.” 

Fragrance has also been an integral part of Diwali traditions for centuries: the use of incense and candles is recognises as something that purifies the home and attracts good fortune.

Jo Malone London consistently connects with consumers through significant moments like Diwali and they’ve developed a strong following among south Asian communities globally through their gifting strategies. If you're looking for a present for the Diwali festivities, we got some sage advice from Emma South, Jo Malone London’s Fragrance & Lifestyle Expert: "Candlelight never fails to enchant. Now we have transitioned into the colder months, nothing can compare with the fragrant flicker of our most-loved scent, Pomegranate Noir Candle – it bathes the room in jewel-red fruits, sumptuous spice and Casablanca lily, all woven with hypnotic incense woods. It's enchanting any time of year, but particularly as a fragrant centrepiece in a room filled with the joy of celebrations."

Neals Yard Remedies offers a fragrant essential oil blend named Optimism with a central note of jasmine – an important floral with a deep historic connection to this festival. "Jasmine is a popular flower for Diwali, traditionally provided as an offering to Goddess Lakshmi," says Tipper Lewis, Brand Ambassador for Neal's Yard Remedies. "It’s also an ideal essential oil to ring in the new year, to boost confidence, optimism and joy. Jasmine even fosters a sense of playfulness and helps to release inhibitions – perfect for a Diwali party. Optimism Aromatherapy Blend combines the love and passion of jasmine with the uplifting energy of grapefruit, and the invigorating black pepper, helping us move into the New Year with enthusiasm.”

Personalisation is also key at this time of year. The House of Creed recently partnered with artist and illustrator, Jag Sihra, to create a limited collection of beautifully decorated gift boxes, available exclusively at the brand's London boutiques. These boxes featured one-off, traditional Indian illustrations, offering customers a chance to gift their loved ones with something completely unique.

Finally, food and the indulgence of sweet treats is also a vital part of the celebration. Biscuiteers, for example, has created a collection of Diwali biscuits specifically for the celebration. However, beyond product launches, culinary experiences are increasingly being curated by luxury retailers and brands to help customers authentically embrace and/or learn more about this festival of lights. This year, Walpole member The Bicester Collection is offering an array of special vegetarian options in the restaurants at its Bicester Village location in Oxfordshire to celebrate the occasion, as well as decorating the streets and store-fronts in an array of breathtaking twinkling lights. 

For more information about Walpole's work promoting British luxury in Asia and the Middle East, please email our Corporate Affairs team below.

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