Nick Steyn, co-founder and partner at luxury brand marketing consultancy Anew, contemplates the enduring importance of craftsmanship in the luxury sector. In ancient Greece, the word ‘poet’ meant ‘maker’. In luxury, the makers – the craftspeople – are the true creators. The parfumiers, woodworkers, horologists, jewellers, winemakers, furniture makers and fabric designers, they are the people who actually make luxury.

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