I really hope you’re opening this somewhere on the beach. It’s summer, and the world isn’t producing much news.

I once heard someone say, “It’s extremely difficult to influence one person, but very easy to manipulate masses.” I don’t remember where I heard it, but it couldn’t feel more true than in the world we live in. I just saw on Instagram a 12-hour line outside the Labubu pop-up in Berlin. What exactly are we queuing for—and who’s pulling the strings? At a time when many consumer businesses are struggling and shoppers are growing more cautious, “highly optional” things like Labubu are still making millions. Some brands and products just have that x-factor—something that clouds judgment, overrides logic, and taps into something deeper than utility. I guess the real product is belief.

Caught my eye

New Aman hotel in the Dolomites.

Trends — what’s bubbling underneath the headlines

• Reddit, but make it marketing

  I used to trust Reddit for real talk, honest opinions, unfiltered reviews, and the occasional life advice. But now I learned that not all upvoted wisdom is organic anymore. Companies are now hiring Professional Redditors—people paid to subtly plug products into subreddits. The job requires good karma, fluency in Reddit’s “native voice,” and pays up to $84/hour. Just a reminder: don’t trust everything you read on the internet.

• Martha Stewart launches stores… at 83

  If you’ve ever thought it was too late to start something, this one’s for you. At 83, Martha Stewart—the OG personal brand is opening her first-ever standalone store, in Dubai. Developed with Marquee Brands and Apparel Group, the space brings her full lifestyle universe under one roof: furniture, home décor, kitchenware, and more. It’s a reminder that physical retail still matters—especially when it’s not just about distribution, but about building an experience.

• UK is losing again

  Just weeks after we looked at how high-net-worth individuals are fleeing the UK and companies are favoring Hong Kong over London for IPOs, another blow to Britain’s competitiveness makes headlines: the end of tax-free shopping is costing the economy billions. According to the Association of International Retail, scrapping tax-free for tourists has pushed spenders toward cities like Paris and Milan—costing the UK up to £3.7 billion a year and threatening over 73,000 jobs in retail and tourism. At a time when consumers are spending more selectively but still traveling in record numbers, destinations that reward spending—literally—are winning.

Business moves, big numbers & “wait, what?”

• The week of Louis Vuitton headlines. Louis Vuitton made a lot of headlines last week. First, because LVMH’s Fashion and Leather Goods division posted record losses. Second, the brand announced plans to open a new production facility in Texas—a strategic shift toward U.S. manufacturing. But the most surprising story? LV was entangled in a money laundering scheme. A Chinese buyer reportedly spent nearly €3 million in cash at Louis Vuitton stores in the Netherlands over 18 months, then shipped the goods to Hong Kong and China. It raises an uncomfortable question for any luxury brand: at what point does “protecting the client” cross the line into enabling criminal behavior?

• Marc Jacobs on sale as LVMH eyes a $1B Exit. LVMH bought Marc Jacobs in 1997 when it was still a small, cult label—but unlike Loewe or Celine, it never scaled into a truly global brand. Today, LVMH is narrowing its focus to top 1% customers and ultra-luxury brands, leaving Jacobs on the outside of that strategy. The setup feels similar to Donna Karan, which LVMH also sold off when it no longer fit the group’s long-term vision. With TikTok buzz driving a Gen Z revival, this could be the perfect $1B exit—especially if a licensing-focused buyer like Authentic Brands can ride that wave and scale it fast.

• L Catterton Bets on the Journey. Private equity firm L Catterton invested in private jet operator Flexjet—adding another piece to its growing portfolio of luxury transport. As I wrote recently, with high-spending consumers flooding back into travel, how you get there now signals as much status as where you're going. This isn’t new territory for L Catterton: last year, it backed luxury river cruises and safari vehicles, pointing to a bigger thesis. The experience economy isn’t just a trend—it’s an asset class and investors are putting serious money behind it.

• Pellicano Hotels Expands to Umbria. Pellicano Hotels—the Italian group behind cult-favorite destinations like Il Pellicano and Mezzatorre—has acquired its fifth property: La Badia Estate, a 12th-century abbey in Orvieto, Umbria. Known for attracting the fashion and design crowd, Pellicano has built a reputation for thoughtful, character-rich hotels that feel more like private villas than traditional resorts. The plan is to grow a collection of beautifully restored, locally rooted properties across Italy. It’s probably the first hotel group that is not scaling standardization—they’re scaling uniqueness.

Results in 30 sec (or less)

Wish I were there - pop-ups,  collabs, etc.

Pencil in, book the ticket, or just follow on social media — choose your option and let’s discuss afterwards!

• Ongoing | Rome - Bulgary Foundation exhibition

• Ongoing | Monaco - Le Cafe Lacoste

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