Want to ensure you’re delivering a luxury customer experience? Just be yourself, says Debrett’s Academy director, Rupert Wesson. Authenticity is an essential, but often elusive, aspect of a luxury brand’s identity. It should be integral to both the brand itself and to its products or services. It is a trait that can derive from craft, expertise, heritage, a notable ‘face’ or figurehead, a sense of place – or all of these elements.