Luxury brands without premium domains lose credibility instantly. Budget £10,000-£100,000 for .com acquisition or choose a different name-there's no middle ground in luxury.
Founder's Name Works
Chanel, Hermès, Cartier. Signals heritage and personal craftsmanship.
European Origins
French and Italian names signal luxury. "Maison de..." or "Casa..." add perceived value.
Longer Is Better
3-4 syllables feel premium. "Lexington" > "Lex." Exception: ultra-modern luxury ("Cos," "Aesop").
Avoid Discounts in Name
Never include "affordable," "value," "budget." Instant luxury killer.
Test Pronunciation
Should be slightly difficult but learnable. "Hermès" works. "Xkzpvg" doesn't.
Premium Domain
Luxury brands MUST own .com. No exceptions. Budget £10,000-£100,000 if needed.