An exclusive interview with the award-winning digital entrepreneur championing a new definition of luxury.

Recognised as one of Asia&rsquo;s top 50 women leaders, Florine Eppe Beauloye is an award-winning digital entrepreneur, praised author, international speaker, and luxury marketer. She is the founder of <a href="https://moonshotdigital.com/">mOOnshot digital</a>, a creative and digital marketing agency for luxury brands. She is also the co-founder and editor-in-chief of <a href="https://luxe.digital">Luxe Digital</a>, a discerning digital media publication for luxury leaders and modern affluent consumers.&nbsp;In this interview with L&rsquo;Officiel, we speak to her about her businesses, her book, the state of luxury, and what the future might hold for the industry.

Tell us more about your business ventures. Why did you decide to launch Luxe Digital?

We are digital natives, at home in the digital space. We are on a mission: making people and brands shine online. MOOnshot digital is a creative and digital marketing agency for lifestyle and luxury brands. We accompany brands and leaders around the world in their digital transformation by providing the digital knowledge, strategies, and tools they need to succeed &mdash; from content creation to SEO, website design, social media, and more. We have worked with amazing clients &mdash; from Maserati to International Flavors &amp; Fragrances (IFF), from Kohler to Tom Dixon. When we&#39;re not working for our inspiring clients, we like to experiment for our second favourite client - Ourselves.&nbsp;So, in 2018, we launched Luxe Digital to ignite new conversations and champion a new definition of luxury. Beyond bling. Modern. Meaningful.&nbsp;Luxe Digital is the digital-first luxury magazine we always wanted to read but never found. What started as a side project has grown into a profitable business with over 1 million monthly readers. And given this year&#39;s growth curve, the end is far from there.&nbsp;Our business section is a leading source of insights and in-depth analysis of the digital forces shaping the future of luxury, while our lifestyle stories are inspiring conscious, elevated living. We&#39;re digital storytellers, connecting and empowering an ever-growing luxury community of modern global leaders. So we can help amplify the visibility, voice, and vision of brands and leaders across cities and continents.&nbsp;I cannot wait to see where our publishing journey leads us.

How is digital transforming the global luxury industry today?

A digital-first mindset is essential - a matter of survival even - for every business to remain relevant to modern consumers. For luxury, in particular, the need to embrace digital is driven mostly by a generational shift. New generations of younger (but certainly not less demanding) affluent consumers are rewriting the rulebook of the once bulletproof luxury industry; with new needs, new behaviours, and digital-infused lifestyles. If digital has become an essential sales channel with more luxury consumers buying online, it also means multiple new considerations. Richer data capture, shortened innovation cycles, a more complex and fragmented consumer journey, expectations for more personalised experiences, seamless convenience, and real-time responsiveness. Just to state a few.&nbsp;But dearest to me is how digital levels the playing field and provides everyone new powers to innovate anywhere in the world &mdash; facilitating a smarter way for emerging brands to do business. Digital has empowered the emergence of new brands, new concepts, new nuances of luxury. In short: more opportunities. And it is still just the beginning.

What are the key trends that luxury brands need to pay attention to for the coming years?

Change is the one constant in digital. So, brands must not only embrace digital but keep abreast of the latest innovations and most importantly be agile. The current pandemic is accelerating the underlying trends we&#39;ve observed for several years, and the digital transformation of luxury is one of the most visible changes. Many luxury brands have been slow to embrace digital channels, but in light of the unprecedented times we currently live in, and with more people shopping online than ever before, they had no choice but to catch up, and quickly. Digital channels will continue to evolve both as sources of inspiration and as sales channels - raising ecommerce to a new level. They will need to offer first-class online experiences that feel exclusive. Think personal shoppers, private showings, white-glove delivery, and more customised services.We will see the continued proliferation of new luxury brands and premium private label brands that are specifically targeted to various tribes of affluent consumers. The rise of these new disruptive direct-to-consumer brands means that affluent consumers have access to endless luxury alternatives. As luxury consumers will continue to become more environmentally and socially aware, becoming more diverse, more inclusive, and more sustainable will be non-negotiable. Brands must deliver purposeful actions &ndash; not just words &ndash; for these discerning, conscious consumers.&nbsp;Many affluent shoppers will be reverting to less conspicuous, quieter forms of luxury. Luxury will be distilled to its very essence&mdash;raw, sensible, deeply rooted in craftsmanship, and fueled by innovation.

What&#39;re your views on social media influencers for luxury brands? How are digital influencers changing luxury marketing?

Influencer marketing for luxury brands is becoming more interesting as it gets harder and harder to capture affluent consumers&#39; attention online.&nbsp;Influencer marketing for luxury brands is a double-edged sword, however. It is both promising and filled with pitfalls &mdash;Selecting the right type of partnerships, avoiding inflated user base and engagement rates, and measuring a meaningful ROI often remain problematic.&nbsp;But, when done right, social media influencers can be excellent customer recruiters and powerful authentic storytellers for luxury brands. They offer brands an engaged online audience. They have the potential to produce original brand materials. They can lend luxury brands a voice of authenticity.&nbsp;I&#39;ve seen many luxury digital creators rising to the task. As people continue to embrace more intimate digital spaces that foster meaningful, life-enhancing connections with like-minded peers and brands, I believe the interest in micro-influencers will grow.&nbsp;Many luxury brands will also increase their in-house influencer programmes to answer consumers&#39; desire for a more authentic, unfiltered look behind the scenes.

What do you think luxury brands need to embrace to remain relevant in the long term?

Luxury brands are inherently of the highest quality. This excellence in craftsmanship is earned and should consistently be delivered. But luxury is above all emotional, so authenticity is key. To stay relevant in the modern context, luxury brands must lean in and transform from a brand-centric, controlled and confidential model to a more transparent, engaging and customer-centric organisation. Luxury brands will need to deliver a timeless and timely form of meaningful value and empower individual identities and expressions. Luxury brands need to continuously look for new avenues of relevance in alignment with today&#39;s expectations and an omnichannel, digital-first new normal.

Tell us more about your book. What inspired you to write Shine: Digital Craftsmanship for Modern Luxury Brands and how long did you work on it?

I am an avid believer in digital as an empowering catalyst for change. I wrote my book <a href="https://luxe.digital/shine/">SHINE</a> as a tool to drive impact. Large international brands used to get all the attention when discussing the luxury landscape. So instead, my book explores the key drivers of success and strategies for growth that can be implemented by both the Davids and Goliaths of the industry. This is not a technical book, nor it is about providing a magic formula for digital success. The Shine model provides a simple set of prerequisites to adopting the right digital mindset. It&#39;s a constellation that connects the five main components of digital marketing and puts your niche in the centre. The SHINE mnemonic summarises these five key pillars that businesses need to hone their &#39;digital sweet spot&#39;: Strategy, Holistic implementation, Intelligence, Nimbleness, and Engagement.&nbsp;I have compiled invaluable insights and lessons gained from years of experience in marketing, real-life stories from luxury clients and the digital industry. Sharing is caring, right?&nbsp;Since its publication, my book has received plenty of positive feedback from readers around the world and was praised by industry leaders from Google, Facebook, LinkedIn, and more.&nbsp;I love hearing about people that have benefited from my ideas. If writing a book has undeniably raised my visibility and credibility in the industry, what I love most about my book is that it has empowered readers from all walks of life in really meaningful ways, actually changing the way they think and do business. And that was the main goal of my book: advocating a mindset shift.

Which luxury brands do you love at the moment?

I appreciate many of the usual suspects of the heritage luxury world - from Louis Vuitton to Rolex - but I am always excited to discover new luxury brands. Especially those that are socially conscious -- combining sustainable thinking with luxury savoir-faire to redefine the industry and drive positive change in the world.&nbsp;As a digital editor, I explore and test a lot of luxury and lifestyle products on the regular. And there are a few things that get me going. One: exceptional craftsmanship. Second: timeless style and effortless functionality. Third: money well spent. I love that I get the chance to uncover up-and-coming luxury gems and support businesses of all sizes and from all corners of the world. Sustainable women fashion brand Cuyana. American footwear brand Oliver Cabell. Scandi skincare brand NUORI. British wallet and phone case brand Vaultskin. Premium Indian tea Vahdam. New-York based premium audio brand Master &amp; Dynamic. Travel gear brand Nomatic. There are so many brands to shop. And love. As a Belgian entrepreneur, I also love to see Belgian brands doing extraordinary things. One of my latest finds and one to put on your radar is the Belgian handbag brand KAAI. I have been toting around their Midi Pyramid and Mini Hero bags for a couple of months now, and they are thoroughly first-class: Sophisticated in simplicity; fashionable yet functional. Beyond products, I love to indulge in unique experiences; my latest one was an exquisite fine dining experience at Michelin-starred restaurant Bon-Bon in Brussels. Absolutely delicious. Of course, some of my most luxurious experiences were actually moments that money cannot buy &mdash; for example, walking the red carpet at Le Festival de Cannes among Hollywood celebrities.

As an entrepreneur, what does success mean to you?

I don&#39;t believe there is one secret sauce to success. There isn&#39;t just one ingredient or one road to success. As an entrepreneur, I don&#39;t see success as the end game or the destination but rather a positive side effect of doing what I love and stand for. For me, it&#39;s freedom and contributing to society. It&#39;s about the lives and businesses I have positively impacted. It&#39;s the path I&#39;m on, and the endless opportunities to build on it. It&#39;s a series of small and big victories. Success is a journey of exploration. So I make sure to enjoy the (long) run.

What&#39;s your typical Monday like?

Creative. Dynamic. Multifaceted. But also: Unpredictable. Too fast. Never switching off. There isn&#39;t such a thing as a typical Monday &mdash; or typical day for that matter &mdash; for me. Or perhaps what makes a day typical is that no days are the same. And I love this flexibility. I abide by a &quot;work hard, play hard&quot; mentality. Working in digital luxury, however, is not all glamour and luxurious as people may think (of course, there is some of that - who doesn&#39;t love being treated to luxurious experiences?). There are hours of long days and late nights spent poring over copy, dealing with client&#39;s legacy processes and deadlines, being available across time zones. Our digital business is very much global, so we need to be responsive pretty much anytime. We have embraced digital as a way of life &mdash; I have multiple browser windows open at any time. My days are usually a combination of video calls, Google Suite, hands-on work, and emails. Watching our significant growth daily has kept it all the more exciting. I have to say I have gotten a little obsessed with analytics - and the accompanying little happy-dance.

What do you like most about your job?

It is hard to say what brings me the most satisfaction &mdash; the incredible daily discoveries that I get to explore, the daily positive impacts and the conversations we spark as a global community, the versatility of the work at hand. Going from digital projects to talks to the magazine to branded content to photoshoots and back again.

You have a beautiful name. Is there a story behind it?

(Smile) Thank you. I really like how unique it is; I get loads of compliments.&nbsp;Florine is of Old French and Latin origin meaning &quot;flower&#39; or &quot;in bloom&quot;. My late father was a French and Latin teacher by trade. So it feels like I carry a bit of his passion. Plus, I love that my name is a great conversation starter in various parts of the world.

I have noticed that you have excellent writing and speaking skills. How many languages do you speak, and what is your native language?

I am a French native. But English is my language of choice for work. English is the best language for me to connect with an international audience. From Monaco to Singapore. From ESSEC Business School to Google. From empowering the next generation of global leaders in the United Nations Centre in Bangkok to inspiring retailers at NY NOW in New York. It&#39;s incredible to be able to share my insights across multiple industries and across the world.

What&#39;s on the horizon for you?

I have learned to enjoy the long ride in what I can only describe as one of the most promising and sustainable industries there is &mdash; Digital.&nbsp;Where others see uncertainty in change, I see possibilities and opportunities to create, to collaborate, and to nudge the world forward. The more we explore, wonder, pause and ponder, the more we can accomplish. I am always looking for ways to expand my businesses to offer increased value to my clients and the larger community. Constantly innovating. Rethinking. Refining. Luxe Digital is growing fast, with no signs of slowing down. I am now looking forward to building an all-encompassing destination for people to be inspired, connect, discover new brands, and shop better.&nbsp;Now that we have built an engaged global audience, there are also great opportunities for niche luxury brands and lifestyle startups to expand to international markets. We are the perfect bridge.&nbsp;I&#39;m excited to see where it takes us. &nbsp;

Digital is the only Way forward: Florine Eppe Beauloye on what's next for Luxury

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