Described by the respected UK business magazine Management Today as “one of the consultancy world’s thinkers”, Piers Schmidt is one of the world’s most experienced brand consultants. He is known particularly as a respected and recognised leader for masterminding the brand-led transformation of organisations in the luxury hospitality and high-touch service industries.

Piers’ aptitude, attitude and experience are ideally suited to advising the owners of luxury brands and to helping them create tomorrow’s luxury experiences. He has keen creative acumen and a sharp eye for commercial detail and applies these twin assets, along with the wisdom gained during a long career in luxury, to guide clients to lasting success. 

Educated at Cambridge University and a former professional classical musician, Piers Schmidt’s career began with global Public Relations firm, Charles Barker. He went on to build a strong foundation in brand working with Newell & Sorrell (Interbrand) in the early 1990s. It was while there that Piers led the rebranding of British Airways, devised the brand concept for Go, the no-frills airline, and created the name and identity for oneworld, BA’s global alliance with American Airlines.

In 1998 Piers co-founded The Fourth Room, the first ‘pure play’ brand consultancy in the UK. Four years later, he orchestrated its sale to US Interactive, a NASDAQ-quoted e-services firm.

Piers Schmidt founded Luxury Branding in 2002 and it quickly became the destination for leaders seeking to create extraordinary destinations and experiences.

Annassurra, Armani Hotels & Resorts, Belmond, C Resorts (Constance Hotels & Resorts), Celebrity Cruises, Cottonmill, Dorchester Collection, Kerzner International, One&Only, LUX* Resorts and Hotels, Paramount Hotels & Resorts, PIF, Quintessentially and Taj – these and many others have sought the advice and ideas of Piers and his team.

Piers is currently masterminding brand-led transformations for Villa Hotels & Resorts, a large Maldivian resort group and Sun Resorts, a leading Mauritian resort operator.

Piers Schmidt is an adjunct professor on the MBA programme at Ecole hôtelière de Lausanne, where he has also given well received lectures in the school’s Distinguished Speaker Series.

In 2019, with Ian R Douglas, Piers Schmidt co-founded Kingham Leigh, a new venture that is creating and developing innovative hotels across Southern Europe based on its proprietary ‘Alberghi Vini e Cultura’ platform and theme.

In 2021, Piers Schmidt joined the global Advisory Board of The Red Sea Development Company, which is driving development of The Red Sea Project, a luxury, regenerative tourism destination that will set new standards in sustainable development and position Saudi Arabia on the global tourism map.

Vanessa De Nardi graduated from Bristol University in 2011 with a BA Hons in Historical Studies, a grounding that continues to fuel her interest in how social, cognitive and emotional factors influence individual and institutional decision-making.

Vanessa acquired her early experience as a brand consultant at luxury and lifestyle communications agency, Luchford APM. Later, she joined Saatchi & Saatchi Advertising, working on premium brands including Riva Yachts, Nespresso, Orient-Express and Philippe Starck interiors.

Next, Vanessa moved in-house as Marketing and Events Executive within L’Oréal’s Professional Products Division. Here, while liaising with major portfolio clients, High Net Worth Individuals and celebrities, Vanessa managed production of L’Oréal’s prestigious Professionnel Style & Colour Trophy, which also developed her understanding of the fashion business.

In 2012, Vanessa joined BrandOpus, a multi award-winning strategic design agency specialising in small luxury and global FMCG brands. During her time at Brand Opus, Vanessa worked on some of the firm’s major accounts including Twinings, Belvedere and MoneyCorp. Over time, her role evolved naturally to include new business development, enabling Vanessa to develop her commercial acumen and ability to identify client opportunities for brand growth.

Vanessa joined Luxury Branding in early 2015 and has become an invaluable member of the team. Now, in her role as Senior Consultant, she contributes rigorous analytical thinking, insightful creativity and exacting project management to many of the firm’s most important clients.

Applying these skills with a firm hand, Vanessa has managed assignments for AB Hotels, Belmond, Celebrity Cruises, Cottonmill, La Selva Chiara, LUX* Resorts & Hotels, Lionstone Development, Macdonald Hotels & Resorts and Tenuta Cafaggiolo. She is currently leading the firm’s work with Sun Resorts in Mauritius and also manages the firm’s new business relationships.

Vanessa De Nardi is bilingual (English/Italian) and is brand leader for the Alberghi Vini e Cultura brand, which is being developed by Kingham Leigh where she is a junior partner alongside Piers Schmidt and Ian R Douglas.

While studying for her Bachelor’s degree in Fashion Contour at the London College of Fashion, Amber Humphrey dipped her toes in the fashion industry by interning and working in the marketing departments of luxury lingerie labels including Agent Provocateur.

After graduating in 2014 with First Class Honours, Amber joined Luxury Branding as a Project Manager. In this role she developed quickly and was soon tasked to implement and help to launch the rebranding of SWAN, the leading insurance company of Mauritius producing photographic and film shoots in Mauritius and Cape Town. She also got her first taste of creating and operationalising innovative guest experiences for long-standing Luxury Branding client, LUX* Resorts & Hotels.

A role as Project Manager within the Creative Services team at Stella McCartney followed, where Amber drew upon her background in design to deliver brand, content and visual assets, including global print and digital campaigns, in addition to projects for licensing partners. She then moved to creative agency forpeople, where she bridged commercial, client servicing and creative remits by providing consultancy to the two founding directors. Here, Amber was also able to hone her strategic and analytical skills while guiding the agency through its next phase of development following a period of rapid growth.

Eager to return to the world of luxury hospitality, Amber joined boutique consultancy Gifted Communications in 2018. At Gifted, Amber worked closely with both the head office and resort teams for Six Senses, advising on the creative approach for corporate campaigns. She also led the development of the social media launch strategy for new openings, and was instrumental in training senior team members, including GMs and DOSMs, on key messaging and tone of voice for the brand.

Building upon her experience working in the Indian Ocean region, next Amber developed the brand concept for Tamassa Resorts, devising a new brand DNA and copywriting the brand book and website, supported by the creation of refreshed guest experiences. During this period, she also worked with The Lux Collective on the launch of LUX* North Male Atoll, which took the form of a three-day press and influencer event, as well as providing consultancy to Maldivian-owned group, Sun Siyam Resorts.

In March 2022, Amber Humphrey rejoined Luxury Branding as a Senior Consultant and is leading the firm’s continuing work with Villa Hotels & Resorts, which will culminate in a progressive launch programme from November 2022.

A native Zimbabwean, Brian Bainbridge was raised and educated in Cape Town, South Africa.

Throughout a distinguished creative career, Brian has worked as a graphic designer, illustrator, art and design director for some of the most renowned agencies in South Africa.

Demonstrating a rare depth of experience, acquired across a broad spectrum of clients with varied needs, Brian delivers consistently innovative design solutions and campaigns.

Major assignments have exposed Brian to the energy, sports, retail and food & beverage sectors as well as the fashion, financial and FMCG industries. Client credits include Coca-Cola, South African Breweries (SAB), Shell Southern Africa, British American Tobacco, Adidas and Nike.

Brian’s broad immersion into so many facets of modern marketing has enabled him to develop an innate understanding of visual communications across the realms of corporate identity and advertising. Having completed premium product rebrands for Oude Molen VOV brandy and Redd’s cider for SAB, Brian’s expertise also extends to product and packaging design.

During successive spells at TBWA and Lowe and Partners, Brian’s portfolio of design and advertising achievements has been recognised in a string of local and international creative awards, including Gold and Grand Prix awards in the esteemed Loeries (SA), two silver Clio Awards and eight shortlisted entries in the Cannes Lions and D&AD Awards.

Brian Bainbridge has collaborated with Luxury Branding since 2010. He assumed his current role as the firm’s first Design Director in early 2016, a position from which he now leads Luxury Branding’s creative studio, which is based in Cape Town, incidentally the first city in Africa to be named a UNESCO City of Design in 2017.

At Luxury Branding, Brian has designed new corporate brands for pan-African investment bank Imara and leading Mauritian commercial and financial enterprises Terra, AfrAsia and SWAN.

He has also been Design Director across the agency’s retained work for Taj Hotels Resorts and Palaces as well as Art Director for a global advertising campaign for LUX* Resorts & Hotels.

Brian is currently leading the visual rebranding of two leading Indian Ocean resort companies, as well as the creation of a mould-breaking identity for an innovative brand of CBD products under development for a long-standing client by Luxury Branding.

Brian Bainbridge enjoys working collaboratively with like-minded specialists in the luxury sector and is passionate about devising and executing refreshing and relevant solutions for an exciting roster of prestigious clients.

In 2023, Samuel Porter-Thomas graduated with an upper second-class degree in History from the University of Exeter.

Through a subject for which he continues to be passionate, Sam was able to hone his skills in research, critical and analytical thinking, writing, and argumentation while studying with a keen interest in the social and cultural dynamics of the past—instilling an acute appreciation for the contextual underpinnings of societal trends today.

Rooted in his earlier forays in graphic design, Sam has always had a perceptive eye for brands. This initially led him to work experience at Luxury Branding in 2017 when he realised his greater inclination to the strategy involved beneath the surface. Since then, Sam has completed multiple subsequent internships at Luxury Branding and other marketing and advertising roles.

During his gap year, Sam interned at Hoopla Digital, where he was involved in campaign planning and advertisement design. He made instrumental contributions to winning projects from Adidas, Sony Music, and luxury brands like Pandora. Sam then returned to Luxury Branding, where he became more deeply immersed in ongoing projects, including Villa Resorts, while also completing valuable market research.

Alongside his studies at university, Sam was competitively selected for Exeter University’s ‘Professional Pathways: Marketing’ programme. Hosted by the business school, this programme entailed an intensive week of specialist lectures in marketing, branding, and PR alongside concurrent assessed group projects. As part of the programme, Sam was selected as a Marketing Intern at Two Drifters Distillery, where he advised on streamlining the brand’s USP architecture.

While at Exeter, Sam also achieved the Exeter Award commercial awareness and employability certification.

Following graduation, Sam has re-joined Luxury Branding in a full-time role as an Analyst, assuming responsibilities for research and ground-level strategic thinking, drawing on his academic and professional skillsets.

Mungo Schmidt is a dynamic entrepreneur and a respected adviser to global luxury brands. His expertise centres on crafting engaging strategies that resonate with the next generation of affluent consumers.

In 2023, Mungo founded The Table, an exclusive private members’ community for ambitious young entrepreneurs, professionals and students. This distinctive network brings together a diverse group of Gen Z individuals from across the globe, all united in their drive to redefine the entrepreneurial landscape.

Following an enlightening six-month journey through South Africa, Kenya, and Mauritius in early 2024, where he immersed himself in the luxury hospitality sector, Mungo returned to the UK with invaluable insights. Leveraging this experience, he established NXGN within Luxury Branding. This innovative arm of the company offers specialised advisory board services, helping visionary luxury brands adapt and thrive in the evolving markets of services and experiences. Under Mungo’s leadership, NXGN bridges the gap between traditional luxury enterprises and the vibrant world of Gen Z, providing fresh perspectives and fostering meaningful connections with young trendsetters and thought leaders worldwide.

Apart from spearheading NXGN, Mungo continues to play a role in Luxury Branding’s conventional consultancy projects. His unique blend of instinctual understanding and creative flair enables him to contribute profoundly to the firm’s longstanding reputation for excellence in luxury brand consultancy. Mungo’s forward-thinking approach and deep commitment to innovation make him an invaluable asset to up-and-coming and established luxury brands looking to captivate a new generation of consumers.

Danica Ricciardi is a graphic designer and illustrator living and working in Cape Town, South Africa.

In 2011, Danica graduated with a BTech in Visual Communication Design from the Cape Peninsula University of Technology.

Immediately upon graduating, Danica commenced her design career in advertising and having spent three years at Radar Advertising, she spent the next few years honing her craft at a selection of Cape Town’s leading boutique design studios.

At the end of 2019, Danica decided to pursue a freelance career, focusing on collaborating with a small roster of clients for whom she has been developing bespoke design solutions and cultivating enduring relationships.

A highly versatile creative, Danica is equally comfortable illustrating children’s books or designing visual identities for corporate clients. In recent years, she has created a range of award-winning wine labels and has been responsible for the design of pop-up events for big brands including Jose Cuervo and Adobe.

Danica believes that good design starts with insightful ideas and enjoys bringing concepts to life with precision, flair and craft. Her varied skill set encompasses classic branding, packaging design, art direction and editorial design.

After hours, Danica may be found running with her two dogs in one of the many beautiful forests surrounding Cape Town.

Sarah Bartlett is a senior strategic communications specialist and integrated marketing consultant with extensive experience in the luxury fashion, retail and hospitality sectors.

Graduating with a degree in Design from Ravensbourne College, Sarah commenced her distinguished career working for some of the fashion world’s greatest luminaries, including Alexander McQueen and Paul Smith.

Deciding to transition from the creative side to a commercial role, Sarah next took up a position managing the events and marketing activities at the Como Metropolitan Hotel London, which is where she first cut her teeth in the luxury hospitality sector.

In 2001, Sarah Bartlett joined Browns, London’s iconic fashion retailer, where she served as Director of Communications.

Six years later, Sarah accepted the invitation of Lady Carole Bamford to join JCB World Brands where she became Senior International Marketing Manager for this ambitious and growing luxury brand portfolio. Here, Sarah was responsible for the international marketing of Bamford womenswear and Bamford & Sons menswear, as well as managing the launches of Bamford Bath & Body and the Bamford Watch Department across Europe, Asia and the USA.

In 2009, Sarah advised Alessandra Rich on the development of a new luxury womenswear collection, which was successfully launched at Harrods in its first season.

Later that year, Sarah joined real estate developer Value Retail Plc as Global Head of PR & Communications where, until 2015, she was responsible for overseeing the PR and Communications for the Bicester Collection, the group’s global platform of 11 flagship retail destinations.

With a proven track record driving growth for premium international fashion and retail businesses, at the beginning of 2014, Sarah made the transition from the client side to become an independent luxury brand consultant.

Today, Sarah continues to partner closely with Value Retail advising on strategic positioning initiatives within the Group Business Innovation Team. Other recent clients have included
Cara Mila and the Arab Fashion Council. Sarah also supports social enterprise Brides do Good.

Craig Allen is a specialist in brand management and repositioning in the Luxury Goods and Design Retail sectors. As a senior Creative Director, he has a proven track record in reconciling creative processes with commercial demands in order to achieve outstanding performance.

During a diverse career, Craig has developed creative direction, design management and product development skills in furniture, interiors, hospitality, accessories, bath and body products, graphics and packaging. His interior design skills have ranged across domestic, hospitality and retail environments. In addition, he has global operational and merchandising experience of the premium/luxury sector in directly-operated points of sale, franchises and third party distribution.

Craig graduated from Durham University with an Honours Degree in Sociology before taking a Masters Degree in Design History at the Royal College of Art. On leaving the RCA, he joined The Conran Shop as a buyer and product developer and oversaw a period of rapid international expansion as Group Buying Manager. He also started The Conran Shop Contracts division to focus specifically on the commercial and hospitality markets.

In 1996, Craig joined GUCCI as a Worldwide Product Director responsible for the categories of Home, Jewellery, Watches and Licensed Products (sunglasses and fragrances). During this period, he contributed significantly to a huge growth in revenues and reputation, as GUCCI became one of the world’s leading luxury brands.

During 2000, Craig Allen was approached by David (Viscount) Linley to become his Creative Director and initiate a repositioning in order to establish LINLEY as a modern luxury home furnishings, accessories and interior design brand. Clients included Claridge’s, Kempinski, Burberry and Christie’s, in addition to numerous high net worth individuals. In 2008 he was appointed Managing Director.

In 2009, Craig was head-hunted by Molton Brown to be their Group Creative Director and was charged to reshape the brand. This involved defining a distinctive creative vision while restoring Molton Brown’s prestige positioning through aspirational design and category diversification.

During 2012, Craig established himself as an independent luxury consultant for Davidoff Cigars, Gilpin’s Gin, Luke Hughes (Furniture in Architecture), Matthew Hilton Studio, ROX Jewellers and LINLEY.

Now an Associate Consultant of Luxury Branding, Craig Allen is a contributor to LuxurySociety and also serves as Non-executive Director of Luke Hughes Ltd.

During an impressive international career, Tim Watson has acquired more than 20 years experience of developing global brand strategies.

Having commenced his career as a designer and illustrator in the advertising business, Tim quickly migrated towards brand strategy and management.

In 1995, Tim was headhunted to run the renowned design firm Attik. Over the five years of his leadership, he grew the operations of Attik to five offices and 250 people and, under his direction, the agency was retained worldwide to work with Nike and MTV.

After leaving Attik, Tim joined global advertising agency Fallon, part of the Publicis Group, where he ran Duffy, the company’s specialist brand division for five years. While at Duffy, he led complex branding assignments for Sony, Innocent drinks, Ben & Jerry’s, Starbucks, United Airlines and Skoda.

Since 2006, Tim Watson has worked as an independent brand strategy consultant partnering successfully with leading design and advertising agencies as well as working directly with clients to help them establish differentiated brand propositions together with the strategy and plans to deliver them.

Tim has collaborated with Luxury Branding’s founder, Piers Schmidt, since the early 2000s and their relationship has developed into a successful partnership that endures to this day.

Tim has recently completed strategic brand work with Opera Technology in Norway, British Telecom, Eurosport, MTV and Exclusive Collection, a family-owned, independent collection of beautifully situated country house properties, spas, a golf club, cookery school and classic English pub.

Alex Giacchetti comes from an impressive background in corporate communications with extensive public relations and management experience.

Having held CEO and director level positions at a number of London’s leading City PR firms, Alex has acquired a wealth of experience in reputation management, crisis management, corporate communications and strategic communications.

Alex is commercially driven and focused on developing communications strategies that deliver exceptional results for the brand. His 18-year career has also included COO positions within the marine sector as well as senior management positions at global brands including Callaway Golf and CANON.

Alex has a thorough knowledge and understanding of customer service, marketing, brand and business development.

Of Italian extraction but South African born and educated, Alex has lived in London for most of his professional life developing and refining his skills in highly professional and demanding environments. He brings with him an excellent list of contacts across the media and investment community and an invaluable international perspective on global market places and consumers. Most recently, Alex is the Founder of Crest Research, a London-based business providing company research, valuations and due diligence services to public companies, private companies, investors as well as M&A professionals.

Alex joined Luxury Branding in late 2011 as an Associate Consultant with a focus on special projects and managing senior client relationships in Africa and emerging markets.