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3 Months Lessons

Two new Expert Masterclass Lessons are released each week on Monday and Wednesday and cover a different element of the curriculum.

This systematic approach to releasing subject matter allows you to reacquaint yourself with the learning process, absorb lessons in a manageable way and put your new learning into practise.

Weekly Live Tutor Session

Live tutor question and answer sessions are conducted each week on a Friday evening and last for 60-90 minutes.

The live Q&A sessions are an excellent way for you to get answers and feedback on any aspect of the curriculum where you may need clarification or further explanations.

1 x Live Mentor Session

A live mentoring session is included on a one-to-one basis with your tutor. The mentoring session takes place towards the end of your diploma.

This is an excellent opportunity for you to discuss your ambitions and career development with a luxury expert and get advice and guidance on how to succeed in the luxury industry.

Creating Your Luxury Strategy Step by Step

Knowledge & Expertise

Talk to any entrepreneur or small business owner and you’ll quickly learn that starting a business requires a lot of work. You probably know this already if you have started the journey. 

Having a wonderful idea for a business is a good place to start, but an idea doesn’t become a business without hard work, knowledge and some expert guidance.

Of course quite a few business owners and entrepreneurs, whether you are brand new or have been up and running for a while, understand the effort required to create a business, but you may not be familiar with everything else required to launch a successful business in the luxury space. 


Guidance & Advice

Tasks such as your business name and creating your logo are obvious ones to think about, but what about the less-thought of but equally important elements? 

These steps include determining your business structure putting together a business strategy, business plan and marketing strategy. The workload can quickly pile up and become very stressful.

The Diploma in Luxury Strategy will help you understand the steps you need to take and give you the guidance and advice you need to turn your idea and passion into a business.

Remember, Vision without action is just a dream, action without vision just passes the time, and vision with action can change the world.

Reputation & Relationships

Luxury is not about selling a product or a service, regardless of what it is. It’s about selling a lifestyle. Whether your business sells luxury property, luxury cars, private jets or is a new fashion brand, it’s important that as a luxury company, you understand that high net worth clients are different from the considerations of mid-market clients.

The luxury industry is a diverse and exciting industry to be part of.  The opportunities are almost endless.  But the luxury industry is also reputation based and about relationships. One wrong turn can ruin your reputation overnight.

Luxury is the best product, the best service, the best feeling, not just some of the time, but all of the time,   Your luxury clients don’t care how busy you are or the problems you are having.  This is an important lesson to keep in mind.

Diploma Segments

Academic Segment

  • 24 Classes
  • 2 Classes Per Week
  • 12 Week Duration
  • Weekly Live Tutor Q&A Sessions
  • Approx 50 Hours of Study
  • Assistance throughout the Course

One-to-one mentoring 

  • One-to-One Mentoring Session at the end of your diploma to discuss your career and ongoing success.

Course Content

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Paul Russell

Managing Director  – Luxury Academy London

Learn more about Paul at:

Course Tutor

Paul Russell is an international luxury trainer and speaker with approaching 20 years of experience working with some of the world’s most recognisable international brands and companies.

Paul is co-founder and managing director of Luxury Academy London which specialises in luxury skills development across the world.

Paul was born and spent his formative years in Mumbai India where he was privately educated by a team of three international tutors until 12 years of age. At twelve he was sent to England to complete his education and A-Levels at boarding school.

Paul holds a BSc, MSc and Doctorate in Workplace Psychology.

Paul regularly features in the media and has been interviewed by Sky, BBC, ITV, Times of London, Daily Mail, Entrepreneur Magazine, Family Office Magazine and Luxurious Magazine.

The Lure of Luxury


With people’s growing romance with luxury, more and more entrepreneurs are choosing to start businesses in the luxury sector. It offers the gratification of being associated with something they and their peers aspire to.
But beware, half of all businesses fail in the first five years unless you exceed the expectation of this extremely demanding market segment.

What is the luxury expectation?

If you are providing products or services in the  luxury market and are describing yourself as a luxury company, you are expected to provide a unique ambiance and atmosphere, reflecting and reinforcing the values of your brand.  There is no room for error here.

 You have to be competitive enough to offer an exceptional and unparalleled experience in which consumers develop long-lasting and emotional ties and relationships with you and your company.

What do I need for a Successful Luxury Business?

You need to have presence, demonstrate resilience and show a real passion for maintaining high standards. You’ll also need incredible attention to detail.

Primary skills of successful brands are:

  • Deep knowledge and understanding of trends
  • Vested interest in luxury and luxury lifestyles
  • Excellent communication skills
  • Well informed about your brand and your segment
  • The ability to inspire trust and confidence
  • Passion to create unforgettable experiences
  • The ability to build and nurture long-term relationships


Do I get a certificate?

Yes.  Once you pass all elements of the course with a 100% attendance rate, together with an 80% pass rate, you will be awarded a diploma from Luxury Academy London

Can participants message the Tutor?

Yes you can.  Throughout the entire duration of the diploma, students will be given access to the tutor


Live tutor Q&A sessions take place weekly on a Friday evening.  There are 12 live tutor Q&A sessions throughout the duration of the diploma course.

Is there an an admissions interview?

Yes there is.  You will be interviewed by the programme tutor to ensure you are a suitable fit to participate in the diploma course.

Luxury is a competitive industry and we must ensure that any students we place on our diploma courses fit the profile for success within the luxury market.

How long is the one-to-one mentor session?

Mentoring sessions last as long as is required to answer your questions, give you advice and ensure you understand your next steps.  There is no time limit on a mentoring session, this is determined by the tutor directly based on your own individual needs.

What is the class language?

Classes are conducted in English and a fluent command of written and spoken English is required for all work experience placements.  Students will be required to demonstrate language competency at interview stage.

Course Fees:

3-month Diploma Programme
Weekly Online Self-Paced Lessons
Weekly Online Live Tutor Class 

3-month Diploma Programme
Weekly Online Self-Paced Lessons

Note: This subscription does not include weekly online live tutor class. Your tutor is available via email to answer any questions you have throughout the duration of your diploma. 

Course Content

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