What motivated you to pursue an MA at Sotheby’s Institute, and how did your experience shape your perspective on the art world?

Coming from the fashion industry, where I worked in PR at Gucci for about four years, I became increasingly aware of how fashion and the art world were blending. Clients were looking for experiences that brought both worlds together in a meaningful and unique way.

A key moment for me was working with ZONA MACO, Mexico’s biggest art fair. I saw how art-focused collaborations attracted a completely different type of client and opened up new kinds of conversations. That experience sparked my curiosity about the broader luxury landscape and how art could elevate brand experiences on a deeper level.

This led me to want a more academic and historical understanding of the art world. Sotheby’s Institute immediately stood out for its connection to the auction house, its access to industry professionals, and its strong network. Studying in London had also been a dream of mine, so everything aligned naturally.

The MA in Luxury Business program expanded my understanding of the art world as both a cultural ecosystem and a business. It shaped how I approach luxury today, with more context, intention, and appreciation for how art influences experiences and storytelling.

Can you share how the MA program shaped your understanding of the luxury market?

The year I started my MA was a challenging one for the luxury industry, which actually helped me see the market with more nuance. I learned that although luxury evolves, many of its core principles, like craftsmanship, exclusivity, and emotional value, have been present for centuries. They simply take new forms.

The program also showed me how dynamic and personal luxury is. What feels luxurious varies from person to person, and understanding those intangible elements is essential to creating something truly meaningful.

Another important learning was understanding the value chain behind luxury. Through study trips and case studies, I saw how many layers go into creating a premium product or service. Luxury is not just about the final result, but about the integrity of the entire process—from sourcing to storytelling.

Overall, the MA gave me a more strategic and holistic understanding of the luxury market, which I now apply directly in my work across events, experiences, and brand strategy.

What were the most valuable skills you gained during the program, and how do you apply them in your career?

The Master’s actually ended up shifting my career path. I wrote my dissertation on luxury wedding planning, and now I work at a luxury events and wedding agency, so the research I did became very relevant in practice.

One of the most valuable skills I developed was learning to work with clients from very different cultural backgrounds. The program helped me understand that luxury looks different for everyone. This allows me to identify what each couple values and translate that into an experience that feels personal, while maintaining our agency’s creative identity.

Another important skill was the networking mindset. The MA encouraged us to speak with industry professionals, reach out to potential collaborators, and build genuine relationships. I use this constantly, especially when partnering with hotels, venues, and brands that can elevate our own positioning.

Can you describe your current role and how the knowledge or experiences from the MA in Luxury Business support your responsibilities?

I am currently an Executive Producer at a luxury events and wedding agency, where I oversee both the creative and logistical development of high-end celebrations. Weddings are incredibly personal occasions, and they involve many luxury touchpoints—from craftsmanship to service to storytelling.

The MA trained my eye to pay attention to details that go beyond aesthetics. It taught me to think in terms of narrative and to express a couple’s personality through a visual world and a curated experience. This approach is something I use every day.

The program also gave me a strong understanding of luxury service. Working with exclusive clients means understanding their expectations, their cultural nuances, and the type of reassurance they need. The MA helped me anticipate their needs and deliver experiences that feel intentional and premium.

The knowledge I gained—from consumer behavior to service excellence—directly supports the way I produce events with both creativity and precision.

The program emphasizes a customer-centric approach, combining design thinking with an understanding of luxury’s cultural and historical context. How did this perspective shape the way you think about how luxury brands create and deliver value?

The program helped me see value creation in two dimensions. There are the timeless elements of luxury, like craftsmanship, heritage, and meaning, and then there are the personal and cultural elements that make luxury feel unique to each client.

Understanding both made me realize that true luxury comes from connecting these layers. It is about grounding an experience in something meaningful while shaping it through the client’s story. This is how brands—and in my case, events and weddings—deliver authentic and lasting value.

Luxury today extends beyond products to encompass experiences, ethics, and innovation. How did the MA in Luxury Business help you understand and navigate these evolving dimensions of the industry?

The MA helped me understand how dynamic luxury has become. Today’s consumers have access to so much information that they want to feel in control of their decisions. They also expect brands to take responsibility for the impact they create. Considering the price point of luxury, it makes sense that ethics, transparency, and innovation are now seen as the minimum requirement.

The program showed me how saturated the market is and how important it is for brands to think long-term. Loyalty today comes from consistency, responsibility, and forward-thinking value. Whether you work independently or within a large company, this mindset is essential.

The MA gave me the framework to understand these shifts as deeper changes in consumer expectations and to integrate them into my approach to luxury experiences.

What has been the lasting value of the program for you, whether in terms of professional opportunities, intellectual growth, or personal perspective?

The MA added value across all three areas. Professionally, the network was incredibly meaningful. The opportunities to connect with classmates, alumni, and guest lecturers opened my mind to new possibilities in the luxury world and gave me new perspectives that I now use in my work.

Intellectually, the visits and firsthand exposure to luxury were transformative. Seeing craftsmanship behind the scenes and meeting people who work in the industry every day helped me understand luxury from a deeper perspective. Through the projects, I could apply what I learned to topics that genuinely interested me.

On a personal level, living abroad and working with people from so many cultures was both challenging and rewarding. It taught me how to build a support system far from home, collaborate with different perspectives, and trust myself in a new environment. Over time, you realize how much you grow. In my case, it even led me to a complete career shift that now makes perfect sense.

Overall, the program gave me confidence, perspective, and a unique combination of skills that I bring into every part of my professional life.

What advice or tips would you give to Sotheby’s Institute applicants?

Take a moment to imagine the person you want to become and start stepping into that version of yourself from day one. You are entering a new environment where no one knows you yet, which gives you the freedom to grow. The faculty, the city, and the people you meet will support you along the way.

London is full of inspiration, so stay open and curious. Say yes to opportunities, exhibitions, events, and conversations. Ask questions and allow yourself to be surprised. The experience goes by quickly, so don’t postpone things.

It also helps to think early on about what you want to build after the program. Use your time at the Institute to develop the skills and connections that will help you get there. Be present, be open, and enjoy it. It can be a transformative experience if you let it.