How We Work

Beautiful World Collective hall

We'd love to help you develop your aspirational brand and solid business with sustainable commercial growth

We are the world’s only strategic consultancy to take a holistic and expansive approach to building high-end and luxury independent brands and businesses, focusing on the creative leadership at the helm.

Whether you are an established brand, a scale up or at the beginning of your business journey, we concentrate on what we are best at: developing aspirational brands through market-leading brand strategy and development – combined with sustainable commercial growth.

Creative Vision — Luxury Strategy — Stable growth

We see ourselves as your leadership partner through this process. Our first step is to fully understand what it is you are trying to achieve, before mapping out where you are now and how to get where you want to be.

We focus on optimising these three areas:

Business Diagnostics:

Across operations, commercial & product strategy; balancing halo brand building with offer accessibility to secure business longevity.

Brand Strategy:

Identifying target market for growth, brand heritage and positioning – distilling a clear DNA to be woven through the full brand experience internally and externally.

Brand Development:

Through rich world-building and focused marketing activity. Includes creative direction and storytelling, underpinned by luxury qualifiers across all touchpoints; partnership/ relationship direction to build credibility across industry (collaborations, high-end media, industry gatekeepers, HNW audiences, trade orgs etc).

We can work with either your internal teams and existing agencies or introduce you to our expert network as needed. 

We will steer the key activity we have mapped out for your brand and business growth, working with you until your brand and business are in the position we set out from the start. We also offer ongoing Strategic Advisory as needed.

For further info and to discuss how we can help you:


"Very happy to recommend Joon and the great work of her team. Our brands range from contemporary lifestyle to niche luxury for UHNW. The strategy and marketing plans for each are strong - all with a focus on ESG which was important for our development. We've worked with a number of consultants in the past and none that have used this approach. Wish we'd found you years ago."
Investment Portfolio
"A rare breed of business minded and a creative whizz. It's uncommon someone has both sides of understanding what makes a commercial success as well as being a creative force, but Joon presents both in one person. And she's down to earth and great to work with. Always positive and level headed in any situation, she's brilliant."
Men's Grooming Brand
"What a joy. If you are looking for practical business building advice, solid strategy and a flair for creativity - this is it. You found it. Joon and Beautiful World Collective are inspiring and genuinely want you to do well. So generous with ideas. If only more consultancies were like this."
Leather Accessories Brand
"Working with Joon has always been a pleasure. She has a knack for uncovering the main challenges in a business idea, before working up a simple and effective strategy to ensure all parties know what they're doing and can move forwards. If you want clarity in your business and to build brand appeal, this is your woman."
Interior Design Studio

Get in touch to discuss how we can help grow your brand & business