What you’ll learn
- What does luxury mean?
- What are the different levels of luxury?
- What do different income levels expect from a luxury supplier?
- What does a luxury wedding supplier website look like?
Luxury isn’t just about a high price tag; it’s about the experience you offer at every touchpoint.
What does luxury mean?
“Luxury” for wedding businesses means providing the best, most memorable and unique products and services that make a wedding feel extra fancy and unforgettable.
- You need to “speak the luxury language” from the moment people learn about your business and contact you.
- Luxury means so much more than just a high price.
Do you have a luxury mindset?
Many wedding suppliers want to work at the luxury or “top” end of the wedding market. However, they might not have a luxury mindset. What do I mean by that?
- When was the last time you visited a luxury venue for afternoon tea?
- When was the last time you contacted a luxury supplier and experienced their service?
- Have you ever been to a Rolex store and bought a watch? (You don’t have to do that, but the experience will tell you much about luxury!)
- Have you ever visited a luxury website, for example, Patek, Rolex, Hermes?
Think about your area’s most expensive and exclusive hotel or venue. Please make a point of visiting it in the next few weeks and have coffee and cake there.
You need to be 100% comfortable in the environment. If you’re even thinking, “Why would I do that?” or “I can’t afford that” – you will never be a luxury supplier. You need to research and experience what seasoned luxury suppliers offer and how they treat you – from the moment you step foot on their premises or make a booking for their service.
You can use this as a research exercise to refine how you greet potential customers and display your services.
When you’re at the venue, really watch what’s going on. Was there someone to greet you at the door? Collect available brochures. Speak to the staff and see how they treat you and what language they speak (i.e. formal, polite, informal?).
Look at the other people who are experiencing the place with you. What is the decor like? Is there music playing? If so, what music? Are there particular smells? What is the lighting like? You can take a notebook and gather ideas.
How do people with different income levels buy luxury services?
There are different types of luxury, and each requires different marketing. Let’s have a look at the different income levels.
Low income (<£20,000 per year)
- Aspire to have luxury products and services but cannot afford them
- May save up to afford them
- View luxury purchases as special treats or rewards rather than regular expenses
- Motivated by a low price
- Might look for deals and discounts or buy second-hand
Middle Income (£20,000-60,000 per year)
- Weigh the cost against quality
- Invest in luxury items that offer long-term value, often for special occasions like weddings or anniversary gifts.
- Brand-conscious but practical
- Prioritise luxury items that are both functional and statement-making, such as a handbag or watch.
Upper-Middle Income (£60,000-£100,000 per year)
- Look for quality and craftsmanship in luxury products
- Have developed some brand loyalty for specific luxury brands
- Frequently buy luxury items and are used to them in their lifestyle.
- Luxury is “almost” standard for them.
- Use luxury products to signal success and social status.
High Income (Over £100,000 per year)
- Selective about buying luxury products
- Focus more on exclusivity and rarity
- Regularly purchase luxury items and use them in their day-to-day lives.
- No longer product-focused but experience-focused
- Likely to invest in travel and luxury dining experiences
- Prefer personalised luxury products and services
Ultra-high net worth individuals (they have millions in assets)
- Seek out the most exclusive, rare, and high-end luxury products and services
- Expect highly personalised and bespoke services tailored to their unique preferences
- Often see luxury products as investments (e.g., art, rare cars, property)
- Prefer a discreet and private luxury buying experience
- Value privacy and exclusivity
How do you recognise the different income levels?
| Income Level | Dress Code | Owning luxury items | Showing off luxury items |
| Low | Basic, everyday wear | Rarely, may save for one particular item | Occasionally, for special occasions |
| Middle | A mix of high-street and branded | Some special items like a bag or watch | Sometimes, to mark special events |
| Upper-middle | Branded, quality clothing | Several luxury items | Regularly but subtly |
| High | Designer, tailored outfits | Many luxury items | Frequently, as part of daily life |
| Ultra-high | Exclusively high-end, bespoke | Extensive collection of luxury items | Discreetly, values privacy and exclusivity |
The more income people have, the less they show off their luxury items and the more privacy they seek.
When you look at this table, you can see the more income people have, the less they show off their luxury items and the more privacy they seek.
As you can see, people with different income levels have very different views about “luxury.” You need to consider which income level you want to serve and then adapt your business presence—online and offline—to match the expectations of your target customer.
- If someone on a low income is looking for a wedding bouquet, they first want to see the price to check if they can afford it.
- Someone on a middle income wants to see quality AND price.
- High-middle-income people want to see you as award-winning and well-known.
- High-income people might want proof you’ve got experience at several high-end venues considered a 5-star luxury.
- Ultra-high net worth people expect to find you on exclusive recommendation lists of other exclusive providers.
| Income level | Wedding venue preferences | Where they would look for a venue |
| Low | Affordable venues, community halls, local parks, budget-friendly packages | Local community boards, online budget wedding directories, social media |
| Middle | Beautiful settings with moderate pricing, inclusive packages, venues with good amenities and catering options | Popular wedding websites (e.g., The Knot, WeddingWire), social media, referrals from friends and family |
| Upper-middle | Elegant venues, country houses, boutique hotels, personalised packages, good reviews and reputation | High-end wedding websites, bridal magazines, wedding fairs, social media, wedding planners |
| High | Luxury hotels, historic estates, private estates, exclusive venues, top-notch service, and amenities | Exclusive wedding websites, luxury lifestyle magazines, wedding planners, high-end bridal shows |
| Ultra-high | Ultra-exclusive locations, private islands, bespoke venues, fully customised experiences, unparalleled privacy, and security | Private networks, luxury concierge services, high-end wedding planners, exclusive luxury travel and lifestyle publications |
Let’s do the same exercise for wedding cakes
| Income Level | Wedding Cake Preferences | Where They Would Look for a Cake |
| Low | Simple designs, budget-friendly, primary flavours | Local bakeries, grocery stores, budget wedding directories, social media |
| Middle | Attractive designs, moderate pricing, and a variety of flavours | Popular wedding websites (e.g., The Knot, WeddingWire), social media, recommendations from friends and family |
| Upper-Middle | Custom designs, high-quality ingredients, unique flavours | High-end wedding websites, bridal magazines, wedding fairs, social media, reputable cake designers |
| High | Designer cakes, bespoke designs, premium ingredients, elaborate decorations | Exclusive wedding websites, luxury lifestyle magazines, top-tier wedding planners, high-end bridal shows |
| Ultra-High | Customised luxury cakes, unique and artistic designs, exclusive ingredients, impeccable presentation | Private networks, luxury concierge services, high-end wedding planners, exclusive luxury culinary publications |
Let’s say you want to provide luxury services to people with an upper-middle income.
Looking at the above table, you need to be present on high-end wedding websites, featured in bridal magazines, stall at wedding fairs, be active on social media, and have an excellent reputation.
Suppose you want to offer your services to people with a high income. In that case, you need to be listed on exclusive websites, featured in luxury lifestyle magazines, on the list of top-tier wedding planners, and participate in high-end bridal shows.
What do the different income levels expect from your website?
Your website is often the first glance into your business, and it can convey much information about the type of customer you’re speaking to. Also, people from different income levels expect to see different information.
| Income Level | Website Design Preferences | Content Expectations | Price Transparency Expectations |
| Low | Simple and functional design, easy navigation | Clear service descriptions, budget-friendly options, testimonials | High, clear pricing and packages upfront |
| Middle | Attractive design, user-friendly interface | Detailed service descriptions, photos of past work, client reviews | Moderate to high, with package pricing and estimates |
| Upper-Middle | Elegant design, high-quality images, seamless user experience | Comprehensive service descriptions, portfolio of work, client testimonials, blog/articles | Moderate, with detailed package breakdowns and customisation options |
| High | Luxurious design, high-end visuals, intuitive navigation | Extensive portfolio, detailed case studies, high-profile client testimonials, blog/articles | Moderate initial estimates with detailed consultations |
| Ultra-High | Sophisticated and exclusive design, premium visuals, highly interactive | Exclusive content, high-quality portfolio, detailed case studies, privacy and security features, blog/articles | Low, custom pricing with private consultations and bespoke quotes |
How do the different income levels want to contact you and be contacted?
| Income Level | How They Search for Luxury Service | How They Expect to Contact the Business | How They Expect to Get a Reply | Expected Response Time |
| Low | Social media, budget directories, local recommendations | Email and contact forms on websites | Email response or phone call | Within 48 hours |
| Middle | Popular wedding websites, social media, referrals | Email, contact forms, phone calls | Email response, phone call, or text message | Within 24-48 hours |
| Upper-Middle | High-end wedding websites, bridal magazines, wedding fairs | Email, contact forms, phone calls, social media | Personalised email response or phone call | Within 24 hours |
| High | Exclusive wedding websites, luxury lifestyle magazines, planners | Direct email, phone calls, through planners | Personalised email or direct phone call | Within 12-24 hours |
| Ultra-High | Private networks, luxury concierge services, high-end planners | Personal assistant or planner contacting directly | Direct phone call or personalised email from a senior team member | Within a few hours, preferably same-day |
What marketing materials do different income levels expect?
| Income Level | Marketing Materials Expected | Social Media Activity Expected |
| Low | Basic brochure or website with clear pricing and options | Occasional posts highlighting budget-friendly options and client reviews |
| Middle | Professional website, informative brochures, clear pricing | Regular posts featuring designs, client testimonials, and special offers |
| Upper-Middle | High-quality brochures, detailed website, design portfolios | Frequent posts showcasing bespoke designs, client stories, and behind-the-scenes content |
| High | Luxury brochures, elegant website, detailed portfolios, press mentions | Active presence with high-quality images, client features, and collaboration with influencers |
| Ultra-High | Bespoke brochures, high-end website, exclusive lookbooks, media features | Highly curated feed with exclusive content, private previews, collaborations with top-tier influencers |
What level of service do different income levels expect?
| Income level | Expected Level of Service | Additional Service Expectations |
| Low | Basic service, standard designs, limited customisation | Clear pricing and options, basic delivery service |
| Middle | Good service, some customisation, attractive designs | Cake tasting sessions, moderate delivery options, clear communication |
| Upper-Middle | High-quality service, personalised designs, flexible customisation | Detailed consultations, cake tasting, premium delivery service, design mock-ups |
| High | Exceptional service, bespoke designs, high customisation | In-depth consultations, multiple tastings, luxury delivery and setup, design sketches and revisions |
| Ultra-High | Ultra-exclusive service, completely bespoke and unique designs | Private consultations, unlimited tastings, personal delivery and setup by the designer, complete customisation, confidentiality and privacy |
What do different income levels expect?
| Income Level | Expectations of Personalisation and Customisation | Preferred Payment Options | Post Purchase Expectations |
| Low | Low to moderate; basic customisation options | Upfront payments, occasional instalment plans | Basic follow-up; satisfaction with initial service |
| Middle | Moderate; some personalisation desired | Upfront payments, instalment plans | Moderate follow-up; some aftercare support |
| Uppper-middle | High; expects significant customisation and personalisation | Upfront payments, flexible instalment plans | High; expects comprehensive aftercare and support |
| High | Very high; extensive customisation and bespoke services | Upfront payments, custom payment arrangements | Very high; expects premium aftercare and follow-up |
| Ultra-high | Extremely high; complete bespoke and unique offerings | Customised payment plans, private arrangements | Extremely high; expects exceptional and ongoing support |
| Income Level | Sustainability Expectations | Importance of Testimonials and Reviews |
| Low | Moderate; interested if cost-effective | High; relies heavily on reviews for decision-making |
| Middle | Moderate to high; prefers eco-friendly options | Very high; uses reviews to validate choices |
| Uppper-middle | High; actively seeks sustainable practices | Very high; detailed reviews and testimonials are crucial |
| High | Very high; prioritises sustainability | Extremely high; relies on detailed and high-quality testimonials |
| Ultra-high | Extremely high; demands top-tier sustainability | Critical: depends on trusted sources and detailed reviews |
Marketing expectations
| Income Level | How do different income levels research and educate themselves about luxury services? | What are the most effective marketing strategies for each income level? |
| Low | Online searches, social media, budget wedding blogs, word of mouth | Social media ads, online reviews, budget-friendly promotions |
| Middle | Wedding websites (e.g., The Knot, WeddingWire), social media, recommendations | Engaging social media content, targeted online ads, referrals |
| Upper-Middle | High-end wedding websites, bridal magazines, wedding fairs, social media influencers | High-quality content marketing, influencer partnerships, bridal fairs |
| High | Luxury lifestyle magazines, exclusive wedding websites, professional planners | Personalised marketing, luxury event sponsorships, high-end collaborations |
| Ultra-High | Private networks, luxury concierge services, high-end wedding planners | Bespoke marketing, private events, direct outreach via exclusive networks |
What are the typical mistakes you could make on your website when targeting certain income levels?
| Income Level | Top Mistakes That Could Deter Potential Clients |
| Low |
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Middle |
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Upper-Middle |
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High |
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| Ultra-High |
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How do couples start searching for luxury services?
The first impression is essential when a couple looks for a luxury wedding supplier. Here are a few “firsts” they might come across:
- Your website must be beautifully designed, user-friendly, and feature high-quality images. It also needs detailed descriptions, prices, and customer testimonials.
- Your social media presence must convey that you only provide luxury products or services. Show only your best photos of past weddings, behind-the-scenes content, and client photos.
- Collect Online Reviews and Testimonials on platforms like Google, Yelp and wedding-specific sites like The Knot or WeddingWire.
- Work on your search engine results and ensure your website ranks highly so customers looking for luxury services can easily find you. Also, work on your meta descriptions so that customers feel spoken to instantly when they see your website in the search results.
- Get featured in high-end wedding blogs and magazines
- Showcase your work at bridal shows and events and show your premium products and services.
- Your initial enquiry response is super important. It needs to be prompt, professional, and personalised via email, phone, or contact forms on your website.
- Work on your branded content and ensure that your marketing materials, such as (online) brochures, business cards, and lookbooks, exude luxury.
- Offer virtual tours and consultations, especially if you’re a wedding venue. You can provide a shop tour or good-quality video content for other services. Make sure to offer video consultations for couples who cannot meet you in person.
These are called “touchpoints”, and they help establish your business as a luxury one, attracting couples seeking a premium wedding experience.
Let’s look at some examples of luxury vs. non-luxury.
| Marketing Material | Not Luxury | Luxury |
| Website Design | Basic template, stock photos | Custom design, high-quality images, elegant layout |
| Business Cards | Standard paper, plain design, cheesy tagline | Thick cardstock, foil stamping, embossed logo |
| Brochures | Simple design, low-quality paper | Sleek design, high-quality glossy or matte paper |
| Social Media Posts | Casual language, unedited photos | Professional photography, refined and polished captions |
| Email Newsletters | Generic template, informal tone | Custom template, personalised and sophisticated tone |
| Product Packaging | Basic packaging, no personal touches | Luxurious packaging, personalised notes |
| Client Proposals | Standard document, basic formatting | Professionally designed proposal, high-quality print |
| Ads | Simple graphics, a standard font | Stylish graphics, custom fonts, high-end imagery |
| Showroom/ Shop Decor | Basic furniture, standard decor | High-end furniture, luxurious decor and ambience |
How to create a luxury brand identity?
After looking over the information above, you will need to decide which income level you want to serve. Then, you can develop your different brand elements.
I am not going into every possible element here, but I will delve deeper into website design.
In August 2024, we examined close to 200 websites of luxury wedding suppliers in the UK, including wedding planners, photographers, cake makers, florists, and more. We only looked at websites that ranked in the top ten Google results.
We checked the design of their website and have found some interesting information.
We looked at 25 different data points:
- Logo Position
- Background Colour
- Logo Contains Symbol
- The logo contains a strapline
- Font type in logo
- Handwriting Font is used on the website
- Logo size
- The logo and/or business name is repeated in the header image of the website.
- Hero Section contains
- On top of the hero section, there is
- The homepage comprises publication logos
- Main navigation is
- Number of testimonials on the Homepage
- The primary text colour is
- The website has a blog
- Number of fields in the contact form
- The website has a dedicated pricing page (sometimes called “investment”), which shows prices.
- Website shows telephone number in header or footer
- The website shows the business location and/or address in the footer
- The website shows legal links in the footer (data protection, privacy, etc.)
- Social Media icons are
- The website has a chat option
- The website has a popup
- Instagram followers
- Facebook Followers
What are the design trends of luxury wedding supplier websites in 2024?
| Logo position | Centre (127) |
| Background colour | White (149) |
| Do suppliers use a symbol in their logo? | Half and half. |
| Does the logo contain a strapline? | Half and half. |
Which font is used in logos? (Serif fonts have decorative lines or tapers, while sans serif fonts don’t. The font you’re seeing here is “sans serif”). |
|
| What is the logo size on the website? | Very small logo (150) (smaller than 4 cm width and 2 cm height) |
| The main navigation is | Horizontal (160) |
| The homepage contains publication logos | Yes (115) |
| The website uses a handwriting font | No (126) |
| The hero section contains | Image (135) |
| On top of hero section, there is |
|
| Number of testimonials on the Homepage |
|
| The main text colour is | black or dark grey (165) |
| The website has a blog |
|
| Number of fields in the contact form |
|
| The website has a dedicated pricing page (sometimes called “investment”) which shows prices |
|
| Website shows telephone number in header or footer | Yes (149) |
| The website shows the business location and/or address in the footer | Yes (117) |
| The website shows legal links in the footer (data protection, privacy etc.) | Yes (129) |
| Social Media icons are | Footer (126) |
| The website has a chat option | No (172) |
| The business has won awards | No (144) |
| The website has a popup | No (159) |
| Instagram followers |
|
| Facebook Followers |
|
Let’s “design” a website based on the above information
As you can see, clarity of navigation, similar colour hues and a small logo, as well as all the required legal information, are included in the website footer.
Website elements of a luxury wedding provider
- High-quality images and design
- Fast web hosting
- Luxury and easy-to-read typography
- (Interactive features)
- Personlisation tools
- Booking solutions (easy calendar booking)
- Client engagement tools (for example live chat)
- Security & privacy tools
- (Virtual tour tools)
- Premium testimonials, video reviews
Should you redesign your website?
I am a big fan of evolution rather than revolution!
Evolution means you can focus on one element at a time and improve it. You don’t get overwhelmed; you can fix the header this week, the footer next week, and so on.
Decide which income group your target customer belongs to, and then amend your marketing materials accordingly.
Over time, you will learn increasingly more about your target customer – regardless of their income group. You will know the language they speak and how they want to be spoken to.
If you want to be a luxury supplier, visit luxury providers in different industries, learn what luxury means and be comfortable with it.
As a luxury wedding supplier, your brand’s identity must reflect elegance, exclusivity, and unparalleled service. By understanding the expectations of different income levels, you can design a website and craft marketing materials that resonate with your target audience. From the design of your logo to the way you display testimonials and handle client communication, every detail matters.
Luxury isn’t just about a high price tag; it’s about the experience you offer at every touchpoint. Whether you aim to evolve your website design or fine-tune your services, approach each step with the mindset of a luxury provider.
By consistently delivering exceptional quality and embracing a luxury mindset, you’ll position your business at the top of the wedding market, appealing to the most discerning clients.
