We caught up with the brilliant and insightful Bhavisha Prajapati a few weeks ago and have shared our conversation below.
Bhavisha, appreciate you joining us today. When you’ve been a professional in an industry for long enough, you’ll experience an industry-wide U-Turn, an instance where the consensus completely flips upside down or where the “best practices” completely change. If you’ve experienced such a U-Turn over the course of your professional career, we’d love to hear about it.
Today, luxury is not just meaningful — it’s immersive, transformative, and memorable. It’s about creating moments that stay with a client long after they’ve interacted with a product or brand — moments they’ve enjoyed, cherished, and truly experienced, through which they’ve connected deeply with the brand. Whether it’s a personalized boutique visit, a curated event, or a unique encounter, these experiences leave clients with a lasting sense of delight and connection.
My own path has unfolded alongside this transformation. I started by designing jewelry that told stories infused with emotion through gemstones, diamonds, and precious metals, and now I consult major luxury brands on strategy and brand equity. At this time, in line with this U-turn in the industry, my focus is on helping brands craft experiences that resonate, linger, and inspire action. It’s about curating touchpoints where the essence comes alive in the present — where a client doesn’t just feel luxury, they live it.
What’s changed isn’t the essence — it’s the expression. My journey has evolved from crafting beauty you can hold to curating experiences you can feel. Today, I channel that same creative instinct into consulting for major luxury brands, shaping strategies that define how modern luxury is experienced and contribute to its brand image and equity.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My journey began long before I entered the luxury industry — unknowingly, out of pure passion, I spent hours painting as a child. That instinctive pursuit was already aligned with the principles of luxury — emotion, detail, and timeless beauty. Growing up in Gujarat, India, surrounded by vibrant colors, intricate crafts, and living heritage, I was immersed in a world where creativity and meaning were inseparable. That sensibility naturally evolved into jewelry design, where each piece became my canvas and gemstones my color palette.
I pursued a Bachelor’s degree in Fashion and Lifestyle Accessory Design, specializing in Gems & Jewelry Technology, Precious Products, and Metals, from the National Institute of Fashion Technology (NIFT), Gandhinagar, India. After working as a designer and merchandiser for several brands, I became deeply curious about how design transforms into value — how emotion, aesthetics, and business intersect to shape brand meaning. This curiosity led me to move to the United States to pursue my Master in Fine Arts (MFA) in Luxury and Brand Management (LXMT) from the Savannah College of Art and Design (SCAD), School of Business Innovation, where I explored the fundamentals of luxury, brand strategy, and the levers that shape consumer experience.
Today, my expertise encompasses strategy, shaping brand equity, and consumer experiences for major luxury brands — identifying gaps and delivering actionable recommendations to optimize retail operations, elevate client engagement, refine product and service offerings, enhance digital and omnichannel integration, and strengthen brand positioning across global markets. I help brands stay relevant and thrive through growth strategies, brand extensions, international expansions, design innovations, new product development, and the transformation of global legacy and luxury houses. I also bring a focus on advanced analytics, digital transformation, and creative problem-solving. What sets me apart is my ability to bridge design sensibility with business acumen, turning insights into tangible, measurable impact.
I am fortunate to share insights through CXG with their partners, helping to evaluate and enhance consumer experiences and luxury retail strategies for brands such as Louis Vuitton, Dior, and Tiffany & Co., along with 15 other renowned brands across fashion, fragrance, beauty, and watches.
At the core of my work is shaping the future of luxury — guiding brands toward growth, relevance, and enduring influence by aligning strategy, brand equity, and business innovation. I combine strategic insight, creative vision, and operational excellence to ensure each brand thrives, evolves, and leaves a lasting mark in the global market.
Can you tell us about what’s worked well for you in terms of growing your clientele?
I believe that good work delivered with good intent naturally attracts the right clients. Marketing can bring visibility, but it’s the quality, integrity, and intent behind the work that create lasting client confidence — the quiet assurance that they’re investing in the right partnership. When something is crafted with care, precision, and authenticity, it speaks for itself — much like a quiet fragrance that travels far beyond its origin.
For me, growth has always come from a balance of excellence and kindness, and from finding and maintaining a core competency that clients recognize as unique — a value they can’t find elsewhere. Delivering meaningful results, staying true to ethics, and treating people with genuine respect creates trust — and trust turns into loyalty. When clients feel both valued and understood, they not only return, but they also spark organic word-of-mouth growth. In the end, that combination of quality, intent, kindness, and distinct value becomes the most powerful and natural way of growing and attracting clients over time.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
For me, loyalty begins where the collaboration ends. I believe in continuing relationships beyond deliverables — staying connected, understanding how ideas have evolved, and where new possibilities are emerging.
When clients realize that I genuinely care about their growth — that every recommendation I make is thoughtfully designed in their best interest and adds real value — it naturally builds trust. They see that my intent is not transactional but purposeful, aimed at helping them succeed in a way that feels authentic to their brand.
What I’ve observed is that when work makes both logical and emotional sense, it creates satisfaction — the kind that turns projects into partnerships. And when clients can connect with you as a person, not just a professional, that connection deepens; it becomes about shared values, respect, and mutual belief in what you’re creating together.
In the end, loyalty is built on trust, integrity, kindness, and a shared pursuit of excellence — values that guide every relationship I nurture.
