Connecting Luxury Leaders | Jemma Lester, Luxury Marketing House

You began your career in the fascinating world of broadcasting, what inspired you to establish LMH and The Circle?

My background in broadcasting gave me a deep appreciation for storytelling—how it can inspire, engage, and shape perception. After working both client-side and agency-side in the luxury sector, I saw a real need for a more holistic approach to marketing. I founded Luxury Marketing House to bring strategic content and brand positioning under one roof—ensuring clients didn’t have to juggle multiple agencies. We work across different industries, but always with premium brands and HNW audiences in mind.

The Circle evolved naturally from this. Pre-pandemic, we facilitated a lot of collaborations between our clients, but as the world reopened, we saw a real hunger for meaningful, in-person connections. The Circle was created to bring business leaders together in a way that blended physical and digital networking—allowing our members to build relationships in an authentic yet structured way.‍‍

Over the course of your career, what would you consider one of your standout moments or defining achievements?

This year marks 10 years of Luxury Marketing House, which is a huge milestone. It’s been an incredible journey, and I’m so proud of how we’ve grown, the clients we’ve worked with and the relationships we’ve built along the way.

Who or what has had the greatest influence on shaping your approach to the luxury industry?

People. I’ve always believed that listening is the most valuable tool in business. I make it a priority to meet people, hear different perspectives, and stay ahead of industry shifts. I also start every morning with the FT—it’s the first thing I read to stay up to date with global movements. And of course, I learn a huge amount from our team—especially in the digital space, which is constantly evolving.

In an industry that demands so much, maintaining a work-life balance can be a challenge. How do you manage to achieve this?

It’s all about boundaries and making time for yourself. I wake up at 4am most mornings for Pilates or a walk, which gives me a couple of hours to reflect, plan, and start the day feeling grounded. When I travel, I always make time for wellness-whether it’s a gym session or a quiet walk. Those small moments make a huge difference.

You travel internationally on a regular basis for work, but where is your ultimate getaway for unwinding?

I love going back to Australia whenever I can-but with family and friends to catch up with, it’s never quite a ‘switch-off’ trip! For a real break, I love the Amalfi Coast. There’s something about the combination of stunning scenery, incredible food and that effortless Italian way of life that makes it the perfect place to unwind. Long, lazy lunches by the sea, scenic boat trips and the slower pace of life there always feel like the ultimate reset.

In the luxury world, we believe that meaningful connections and shared storytelling are at the core of every great brand. While technology has made it easier to stay in touch, nothing quite replaces the value of face-to-face interactions.

How valuable is The Circle for global business leaders and entrepreneurs and what does it offer members that other networks don’t?

Connection is everything in the luxury industry. The Circle is a highly curated group of thought leaders-people who are experts in their fields, but also collaborative and forward-thinking.

What makes us different is the blend of physical and digital. Our in-person events are intimate, carefully planned and designed for real business opportunities. Every seating plan is curated to ensure the right people meet. We also help our members refine their digital presence, offering social media evaluations and professional photography-so they’re presenting themselves at their best, both online and offline.

Another unique aspect is our ‘field days’, where members can attend exclusive global events with colleagues or clients. And beyond B2B, we have a strong HNW and investor presence, opening up opportunities beyond traditional networking.

You host events at some fabulous locations with exceptional hospitality. In your view though, what is it that makes an event truly successful for The Circle?

A successful event is one where people leave feeling inspired and having made meaningful connections. The best moments happen when business and engagement naturally blend-our lunches are full of laughter and that balance between professional and personal connection is what makes them special. We also make sure every event has a mix of long-standing members and new faces, so it always feels fresh.

You’ve welcomed many inspiring speakers to your events. How do you select them and what key insights do you hope they provide for your members?

We always start with what’s relevant to our members-whether that’s design, property, investment, or digital innovation. Our network is full of incredible people, so we tap into that to bring in true thought leaders. We want our speakers to challenge perspectives, provide valuable insights and leave our members with new ideas to take forward in their businesses.

The digital landscape is crucial for brands today. What do you believe is most important for luxury brands in navigating this complex space?

Luxury brands need a clear, tailored strategy. Digital presence is no longer optional, but it has to be approached in a way that maintains brand integrity. The key is balancing authenticity with innovation-leveraging new trends while staying true to brand values.

What strategies do you find most effective in engaging the next generation of luxury consumers?

It’s all about integration. Social media is an important touchpoint for Gen X and Gen Z, but it’s just one part of the puzzle. The best strategy combines digital and traditional elements, ensuring a seamless journey from brand awareness to long-term loyalty.

You recently expanded The Circle into new territories including; Dubai, Monte Carlo and Sydney. Where next?

We’re expanding into North America this year, with events planned in New York and Miami-both key hubs for luxury, investment and business growth. It’s an exciting step and we’re looking forward to building new relationships there.

There has been much discussion about the next generation of wealth in various regions. In your opinion, where are the most exciting developments occurring and why?

The Middle East is still a major hotspot, with luxury investments growing year on year. But we’re also seeing fascinating shifts in Southeast Asia, where new wealth is bringing fresh perspectives to the industry. These regions are driving demand for experience-led luxury-blending heritage with modernity in exciting ways.

How do cultural nuances influence the way luxury brands operate in different markets?

Luxury is deeply personal and cultural understanding is key. What resonates in one market might not work in another. For example, heritage and craftsmanship are highly valued in Europe, while in Asia, experience-driven luxury is in high demand. In the Middle East, ultra-personalised service is crucial. The most successful brands take a global approach while respecting local nuances.

What are some of the biggest lessons you’ve learned from The Circle’s global expansion?

The biggest lesson? Agility is everything. The luxury industry is international and HNWIs are more mobile than ever. It’s crucial to maintain a global presence but adapt to each market. We’ve learned that success comes from listening, adapting and ensuring that every touchpoint-whether an event or digital interaction-feels tailored and considered.

What advice would you give to brands looking to enter unfamiliar international markets?

Do your research-but more importantly, build real relationships. Data and insights are crucial, but nothing replaces genuine connections. Partner with local experts, engage with key stakeholders and take time to understand the culture. A luxury brand’s strength lies in its authenticity and that comes from truly understanding its audience.

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JEMMA LESTER

Founder & MD - Luxury Marketing House

W: The Circle

E: hello@luxurymarketinghouse.com

LI: TheCircle-Luxury

IG: LMH_TheCircle

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