Specialty coffee, although often burdened by coffee's "commodity" status, still needs to compete in the premium market--but is there a way to move beyond? Just like our understanding of "specialty" has changed, so too, has our understanding of "luxury." What can specialty learn from "New Luxury" and its relationship to culture? Dr. Thomaï Serdari explains the role of cultural pioneers and some of the ways luxury brands are attracting them, with recommendations for specialty brands interested in leveraging the magic of luxury.

Dr. Thomaï Serdari

Thomaï Serdari, PhD is committed to futureproofing companies across luxury industries with frameworks she has developed based on design, the humanities, and business methodologies.

As advisor, speaker, and author she helps clients launch, grow, and successfully manage luxury brands. She leverages her training in business, design, and art/cultural criticism as well as her field work to provide clients with cultural insights that help build brands and future value.

Her consultancy, Brand(x)Lux, has helped international clients in a variety of industries. Thomaï is the editor-in-chief of the journal Luxury: History Culture Consumption and has a long record in teaching and mentoring young business professionals and young creatives.