Are you reaching the world’s elite customers?

  • Find out how mainstream brands can attract the world’s super rich, click here
  • Explore a case study with private jet dealership The Private Journey, click here

Marketing Week (MW): How have the demands of high net worth individuals changed since you founded the business?

Ben Elliot (BE): When we founded Quintessentially in 2000, the focus of the business was on delivering a proactive and dedicated service. That has not changed in 11 years. HNW individuals demand the very best, whenever and wherever they are. Since we launched our membership base has transformed and with offices in over 60 cities globally we’re able to cater to their demands across the globe. To ensure we were able to deliver this sort of dedicated service, we spent time hand-picking experts in every luxury division and now we have teams of experts in every industry.

MW: When did you realise there was a gap in these markets for a high-end offering?

BE: When we receive queries about where a member should invest in the wine market, whether they should buy a certain piece of art, where to book the most romantic holiday, how a member could get hold of a sold-out gift, or where a family moving to the UK should enroll their children in school, we wanted to be able to tell them for certain that we knew the answers. The increasing demand for these services drove us very quickly to know which high-end offerings were the ones to focus on.

MW: What has enabled your business to grow to this level?

BE: The driving force is demand. For example, we’ve been in Asia for some years now where the focus has been on tier one cities like Shanghai, Beijing and Hong Kong. We have recently started to get requests from HNW individuals in tier two cities, so we are looking at opening more offices there. We’ve just opened offices in Angola and the Dominican Republic, again due to demand. While many of the offices are singularly owned by ourselves, the ability to join with local partners and form expert franchises across the globe has also allowed the business to grow at such a pace.

MW: Do you think there is an opportunity for mainstream brands to target a wealthier consumer?

BE: Mainstream brands target a specific consumer, and luxury brands have a different target audience. Some mainstream companies are incredibly successful at providing products demanded by their target audience, but by changing that offering in order to make it more ‘upmarket’ they may be alienating their core consumer.

Many luxury brands have started trying to appeal to a more diverse audience by offering cheaper alternatives, but it has to be looked at on a very individual basis. Certain products appeal to certain individuals and by trying to engage the masses, they risk losing their dedicated few.

MW: What lessons can mainstream brands learn from you?

BE: Know your market, work with experts, don’t be afraid to make mistakes, never break the trust of your client, and always focus on the service you deliver.

Our members always come first and we’ll certainly do everything in our power to make sure that we continue to deliver a flawless and proactive service across the globe.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here