Luxury Marketing That Actually Works with Natalia Chappell

So… what even counts as luxury now?

Luxury has changed. Big time. Natlaia explains;

“Luxury isn’t only about price - it’s about the experience and how you make people feel.”

Where brands used to rely on exclusivity and shiny storefronts, today’s luxury customer expects authenticity. They want transparency, storytelling, and (whisper it) a bit of personality.

Social platforms like TikTok have made luxury more accessible - and that’s not a bad thing. Natalia explained how even the most prestigious brands are learning to talk to younger audiences without losing their status.

“If you’re not showing a bit of personality, you become irrelevant.”

The key, she says, is to make your audience feel something. Whether that’s trust, aspiration or belonging - because in 2025, luxury isn’t just what you sell, it’s the world you invite people into.

Why holistic marketing matters (and what that actually looks like)

“If your ad says one thing and your product page says another, you’ve already lost.”

Natalia’s approach is simple but effective: make your channels work together.

For a luxury brand, that means the ad, the website, the email flow, and even the packaging all have to tell the same story. You can’t spend thousands on Meta ads only to send people to a clunky website.

She shared that many of her clients come to her wanting to “fix” one channel, but what’s really broken is the connection between them.

“You can’t just switch on ads and expect results. It’s about the full journey - from first touch to repeat purchase.”

The takeaway? Stop chasing single-channel wins. Instead, think about how each part of your marketing supports the next.

Listen to the full episode to hear how Natalia maps full-funnel strategies for luxury brands - including how she talks finance teams through “brand spend” without getting eye-rolls.

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Where luxury brands are winning right now

“Instagram converts. TikTok convinces. LinkedIn finds buyers you didn’t expect.”

We got into the platforms that are actually delivering for luxury in 2025.

Natalia says Meta (Instagram + Facebook) still leads the pack for driving conversions - especially with short-form Reels and strong creative hooks. But TikTok is shaking up brand discovery, helping even legacy brands feel fresh again.

“TikTok isn’t necessarily about converting immediately. It’s about staying relevant and building awareness that pays off later.”

She also dropped a surprise mention - LinkedIn. Yes, LinkedIn. High-net-worth audiences scroll there daily, and for certain luxury verticals, it’s become a secret weapon for reaching the right decision-makers or self-purchasing execs.

The key across every channel? Consistency. Keep your visuals strong, your tone confident, and make sure the first touchpoint feels as premium as the product.

Content doesn’t have to mean couture

Luxury marketing often looks expensive - but it doesn’t have to be. Natalia’s advice? Mix it up.

“You don’t need a blockbuster. You need believable stories at scale.”

She swears by a blend of UGC (user-generated) and EGC (employee-generated) content. Let your customers and team do some of the storytelling for you. Pair that with a few well-shot videos that showcase craftsmanship, and suddenly you’ve got a bank of content that feels both aspirational and real.

“If your lighting’s good and your story’s strong, you don’t need to hire a whole film crew.”

It’s about keeping things reactive and authentic, not overproduced. After all, the most-watched content on TikTok isn’t filmed in a studio - it’s filmed in the wild.

Listen to the full episode for Natalia’s tips on briefing content creators and spotting which visuals will actually stop the scroll.

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Let’s talk retention

“Acquisition is expensive. Service makes it worth it.”

One of the best parts of the chat was about retention. Because in luxury, it’s not just about getting new customers - it’s about keeping them.

Natalia broke it down perfectly:
Focus on the experience after the sale. What does that first post-purchase email say? Do your customers feel looked after or forgotten?

“If your post-purchase flow isn’t making you money in your sleep, you’re missing out.”

Think care guides, styling tips, or a simple “thank you” that feels personal. The goal is to make customers feel proud they bought from you - not like they’ve just completed another checkout form.

Brands doing it brilliantly

“Make it feel like culture, not just commerce.”

We couldn’t not mention Loewe. Their TikTok content is pure storytelling - creative, playful, and perfectly in tune with their audience. Then there’s Jacquemus, whose TikToks blends AI visuals with real-life experiences in ways that keep people constantly talking about the brand.

Even smaller names like Refy are proving that smart pop-ups and collabs can deliver both reach and conversion. Whether it’s partnering with a café or running creative IRL events, they’re proving luxury doesn’t have to mean untouchable.

Listen to the full episode to hear Natalia break down exactly why these brands are leading - and what you can learn from them (no huge budget required).

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Vs The World

At the heart of every Marketing vs The World episode is the human story - and Natalia’s is one so many of us can relate to. Leaving behind stability to start something of your own is no small thing, especially when you’re trying to balance ambition with the reality of life outside work.

“I left the safety of a big corporate job to build something that worked on my terms.”

As a female founder, Natalia is part of the small but growing group of women rewriting what modern leadership looks like. She spoke passionately about the need for more flexibility, empathy, and representation - not just in marketing, but in how we run businesses full stop.

“You can’t put a price on flexibility. Running my own business means I can do it on my terms - and that’s everything.”

If you’ve ever felt like the system wasn’t built for you, you’ll love this part of the chat. We get into the challenges, the trade-offs, and why Natalia believes women really can have it all - just not in the traditional sense.

Listen to the full episode to hear her unfiltered take on motherhood, business, and breaking that 2% statistic for female-founded VC-backed businesses.

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The Good Stuff, Summed Up

• Luxury in 2025 is about experience, not just exclusivity.

• Your channels should work together, not against each other.

• Instagram still drives the sale, but TikTok drives the story.

• You don’t need big-budget content - you need real, consistent content.

• Retention isn’t optional. It’s where your profit lives.

• And please, don’t put all your eggs in one channel.

Before You Go…

Loved this episode? Listen to the full chat with Natalia Chappell for more behind-the-scenes insights on how luxury brands really grow - and what it’s like being a female founder in an industry still dominated by old-school models.

You can follow Natalia and her work at NC&Co for more honest, data-meets-design marketing insights.

And if you fancy chatting with us about SEO, content, or brand strategy that actually works, get in touch with the Monday Clicks team. We love talking shop - especially over coffee!

Don’t forget to connect with Abbie on LinkedIn to stay up to date with new Marketing vs The World episodes, SEO tips, and all the behind-the-scenes bits we don’t always share elsewhere.