I feel like the ambiance of a place makes all the difference. The vibe, if you will, must be on point. From the decor to the music and the small little details. The product is one thing, yes, but I myself as a consumer love to experience the space and ambiance just as much as the product. It’s why people shop at Erewhon. Great product and great vibe. When choosing a coffee shop, I go for the people and the ambiance. Good coffee first and foremost, but there are plenty of those around, and if you’re going to sell luxury you need to tell the story through the ambiance. What does ambiance mean: “the character and atmosphere of a place” and with that, it’s so true. An empty restaurant has no atmosphere but a bustling one does. And perhaps they created the kind of space that drew people in and had a good product to match, so the people would fill it and add to the vibe.

Fresh flowers, Aesop hand soap, carefully curated playlists, beverages, friendly staff all in the right setting sets the vibe of luxury that will bring people back, especially if you have a great product. The product itself is a non-negotiable in terms of quality, but the ambiance has to do the great product justice. Location is important and so is the ambiance. The location itself adds to that character. For example, if you’re in Beverly Hills, there is a totally different vibe than in a different part of the city. You have to read your audience and where they are and where they want to be.