On Transparency & Redefining Luxury

I have always felt a certain hesitation around the word luxury.

Not because I don’t value exceptional craftsmanship, I do. I deeply appreciate work that is thoughtful, refined, and built on experience. That is how I choose the services I invest in, and it is how I strive to build my own.

But over time, the word began to feel diluted. Used so broadly that it sometimes lost its meaning. Because of that, I consciously avoided it in my branding.

Instead, I focused on communicating experience, care, and expertise. I wanted it to be clear that I offer more than makeup, I offer a considered and supportive experience. For that reason, I chose not to publicly display my pricing. It felt aligned with a boutique approach: if you value the work, you inquire.

Stepping into this bridal season myself gently shifted that perspective.

When planning a wedding, having at least an indication of investment is incredibly helpful. Not to search for the lowest price, but to filter with intention. A stay at the Four Seasons will not be priced like a small countryside guesthouse, that is obvious. But between those two extremes, there is a wide and nuanced space. Knowing where someone sits within that space creates clarity, saves time, and allows decisions to be made with greater confidence.

Transparency creates ease.

So I decided to introduce starting rates for my home location. Destination weddings will always require flexibility, but clarity allows brides to understand whether we are aligned before reaching out.

This process also made me realise something important.

It was never premium positioning itself that felt uncomfortable. It was the unspoken rule within parts of the luxury industry that discretion and limited information automatically signal higher value.

For a moment, I believed I should follow that approach as well.

But becoming a bride showed me that refinement does not require distance. Clarity does not diminish value it strengthens trust.

True quality does not need mystery to validate it.
It can be transparent and still deeply considered.

This bridal season continues to refine not only my personal choices, but my professional ones.

And most of all, I am grateful to experience this season from both sides, because it allows me to understand brides more deeply than ever before.

With love

Wedding Dress Doubt Is Everywhere: Why I Chose to Trust My Intuition.

Years of working backstage at couture shows naturally set my standards high. I always assumed choosing my wedding dress would take time.

It did not.

It was actually the very first thing I chose. And even though we initially had more historic venues in mind, and my dress is quite an entrance, I do not regret my choice for a second. It feels timeless to me. It was chosen from a feeling I had the moment I put it on, not from trends or outside validation. That is exactly why it still feels right.

During this wedding season, and while working professionally within the bridal industry, I have come across countless Reddit posts about wedding dress regret. Doubt, second guessing, panic after saying yes.

I understand where it comes from.

From years of experience working on makeup counters showed me just how easily women can begin to doubt themselves. We ask friends or family for advice, only to feel more confused than before. I used to train our artists by saying, never ask a woman what lipstick she is looking for.

You will end up swatching fifty shades and both of you walk away more confused than when you started.

Instead, ask a few important questions.

Are you looking for nude, bright, or something in between?      

Which shades do you love on yourself, and which do you dislike?
Is it for a special occasion?
What colour is your outfit?

Based on that, a professional selects three shades that truly suit her, reassures her they look beautiful, and then lets her decide.

I believe asking for advice works best when it is intentional and limited, and ideally comes from professionals rather than from everyone around you. Family and friends mean well, but their opinions are often shaped by their own taste, memories, or expectations. A true expert is trained to look at you; your proportions, your style, your energy, and what will stand the test of time.

There is also something incredibly important about the feeling a true professional gives you. It is not just about trusting their taste in that first moment, but feeling safe enough to trust them with what comes after. Alterations, details, final decisions. That sense of calm allows you to fully let go. When you trust the person guiding you, trusting the process becomes much easier.

So I decided to practice what I preach.

I applied this same lipstick theory to wedding dress shopping.

My first appointment was in the Netherlands. I mainly went to categorise my likes and dislikes, narrowing many options down to just a few, and to share that emotional experience with my mother and two sisters, because unlike a lipstick, this is a big moment. I tried on about five dresses in different styles.

My second appointment was in Rome, with my sister in law. I was lucky to be helped by a woman who truly understood her craft. I explained what I liked and did not like, my preferred and maximum budget, and that I trusted her judgment. Again, I tried on about five dresses.

The fourth dress caught my eye the moment she brought it into the room. And when I put it on, especially with the veil, I became emotional for the first time. That was a clear indicator for me.

The right choice often reveals itself trough a feeling, not through contemplation.

Of course, it was at the top of my budget. Expert craftsmanship speaks for itself, so I wanted to sit with the decision.

As we left, my sister in law, who married two years ago and has an incredible sense of style, advised me not to rush, simply because wedding dress shopping can be such a joyful experience. Even though her own dress was one of the first she tried on, she continued shopping only to return to that first dress in the end. I took her advice to heart and planned to visit shops in Milan and Naples, but quickly noticed I was only looking for variations of that same dress.

Deep down, I already knew.

I also realised that while wedding dress shopping can be fun, it is costly, both financially and mentally, to keep travelling and trying. Searching for something almost identical, in the hope it might be slightly less expensive or even better, did not feel worth it. And the organised part of me loved the sense of closure that came with making the decision

So I listened to my intuition. I returned to the store, ordered the dress, and now I am waiting for it to arrive in May so we can make a few alterations I already have in mind.

Everyone is different, and for some, trying on many dresses is part of the joy. While we should not rush this experience, the wedding dress doubt I see online often comes from having too many options rather than too little time.

What matters most, in my opinion, is building a strong inner compass.

Knowing what you like. Narrowing it down to a style. Applying a filter. Being intentional about who you bring with you.

There is no one size fits all way to choose a wedding dress. But I hope that by sharing my filtering technique, trusting intuition, and being mindful about whose voices you invite in, this helps you make a choice you can stand firmly behind, even months later.

With love