We at The Lilian Raji Agency are quite inspired by what is
occurring on the world stage. Opportunity is ripe for
authentic prestige brands – those of quality, refinement,
innovation and legacy – to emerge triumphantly after an
era run amok with excess and vulgarity. The journey for
luxury to reclaim its luster has begun. We are here to help
you navigate the course.
Vive la révolution!
In these troubled times, many experts will herald the death
of luxury. If you are a true luxury purveyor, you will not
flinch. You will do what true luxury purveyors have done
for hundreds of years in up, and down, cycles: execute the
fundamentals as inspired and defined by your customers'
needs and desires, consistently and extraordinarily well.
Men and women who achieve the best will always seek the
best of everything. That is why luxury has brands that span
centuries, while most other industries don't.
e once hailed the vast amount of wealth the US has seen over the
past few years and the countless opportunities luxury brands had to fill
their coffers. Times have changed, and the US is facing the worst economic
crisis since the Great Depression. We've been asked our thoughts on this
crisis and how luxury companies can survive. Our counsel has not
changed - build relationships with your customers.
The challenges premium brands are currently facing were created by the
very opportunities that originally fueled their growth. From the influx of
overnight millionaires with demands for more, luxury companies increased
their production and created brand extensions to meet every scale of
luxury buyer – whether the $200 handbag luxury customers or customers
defining luxury as a $75,000 wristwatch. The gilded age is over, and new
values created by hard-learned economic lessons are now redefining what
motivates a person to buy luxury.
This coming era produces a challenge for prestige goods companies
previously captivated by the demand for more. Projections based on
earlier sales are now unrealistic and portfolios are beleaguered by brand
extensions that no longer move as quickly as before.
We believe prestige companies can weather the times if they embrace
strategies to solidify relationships with existing customers while educating
prospective customers on the history, authenticity, quality and value of a
premium purchase. The tide will change, and purse strings will loosen once
more. Yet only the companies who remained relevant to their customers’
emotional needs now will remain strong.
We are here to help those companies who wish to persevere in this time of
Lilian M Raji
Founder & President
The Lilian Raji Agency
Strategic Marketing & Public Relations for the Luxury Lifestyle
The Lilian Raji Agency
55 Pharr Road Suite A304 (404) 806-9948 x75
Atlanta, Georgia 30305 (404) 434-3100, cell
(404) 806-9948 email@example.com
Front cover image - Mathon Paris - Brooch Libellule
he Lilian Raji Agency was inspired by firsthand witness of the emotions accompanying luxury goods purchases
~ make no mistake about it – the pursuit of luxury is a passionate endeavor. The founder’s experience as a sales
associate of Tourneau Watches Inc offered tremendous insight into the impetus behind spending tens of thousands
of dollars on an instrument whose primary purpose is to tell time.
Premium goods companies know the luxury buyer isn’t like everyone else – but it goes a little deeper than this. During
her time at Tourneau, Lilian observed how a person religious about cutting coupons before grocery shopping
transforms into another persona in the presence of prestige items, especially when the history surrounding the
product was compellingly told. After a sale, customers would return with their friends just to have Lilian tell their
friends the legacy behind the watch.
Lilian saw the impact of well written articles in delivering passionate customers through the door, and how casually
name-dropping an influential figure who happened to own a similar watch helped customers feel good about buying.
What often closed a sale, however, was giving the customer an opportunity to experience ownership – whether
through invitations to special events given by the watch company or by gentle suggestions to preen and pose with
the watch before a mirror. Ultimately, regular application of these insights helped make Lilian one of the leading and
youngest sales associate at Tourneau.
In creating The Lilian Raji Agency, Lilian recognized the contribution of each scenario in persuading customers to
buy. The services offered by The Lilian Raji Agency are based on this fundamental understanding that emotions –
whether created through a compelling story, a personal experience, or validation of one’s decisions reflected by a
similar decision from a highly respected leader – are the secret to selling premium goods.
We extend to you strategic counsel, marketing and public
relations services based on personal experiences selling
premium goods to your customers.
remium Value With our understanding of luxury purchase
motivators, we develop strategies to ensure customers ask for
you by name. We remain current on buying habits of luxury
consumers by communicating regularly with our friends in
luxury retail sales and our “brain trust” of high net worth
individuals who willingly share their insights.
We are obsessively compulsive about delivering a
return on investment – so much so that you’ll hear from us
regularly. You’ll receive frequent updates about what we’re
doing and recommendations on how you can best maximize
our services. We come to you with ideas and treat your
business as if it were our own.
Because we are a boutique agency, we won’t break
your budget. Our Atlanta base allows for minimal overhead
while our relationships and monthly travel to New York City
assures the same advantages of a Manhattan address at a
fraction of the cost.
There are six of us. While your communication will
almost exclusively be with the agency founder, Lilian Raji, rest
Dubey & Schaldenbrand - Coupe City assured there’s a team working behind the scenes to ensure
your satisfaction is earned.
ive Ways to Remain Relevant
to the Luxury Customer
1. Tell them a story they can embrace.
When your customer is complimented while wearing your product, does she just say
“thank you” or does she go into the history of your company and why she made the
purchase? The difference between the two is that a customer who goes into detail about
the product is not only passionate about your brand, she has also embraced your legacy.
She has become your ultimate brand advocate.
We can help you weave a story so involving, so compelling, that customers become moved
to partake of the story by making your product their own. Our Marketing
Communications Service translates your story into a language for which customers
become fluent. We then communicate this story through every point of contact between
you and your customer, from development of your written materials to your website
creation and beyond.
2. Let them learn about you in their own way and at their own time.
Volna - Elite Traveler
Mathon Paris - Couture International Jeweler What is the difference between your brand and your top four
competitors? You know the answer, but your target
customers may not. Given the abundance of choices today,
customers will do their research before making an expensive
buy. And despite some apprehension luxury companies have
about the internet, please understand that a dialogue is being
had about you online. You have the power to direct its tone.
Our Traditional and Social Media Relations Service ensures
the information found about you is accurate and reflects your
best light. Our relationships span the print, broadcast and
Dubey & Schaldenbrand - Upscale
online world, putting you in front of the editors, writers,
producers and bloggers whose opinions can determine how
your company is perceived.
The pen (or in this age, the key stroke) is truly mightier than
the sword, and being able to inspire what a powerful pen
writes determines how your brand is distinguished from your
Volna - National Jeweler
Philippe Tournaire - JQ International
Mathon Paris - Robb Report
3. Give them an experience that speaks louder than words.
Pause for a moment to recall the best event you’ve ever attended. We’ll wait.
Now recall how you felt afterward.
Personal experiences are by far the single greatest determinant in making a decision to
buy. Allowing customers to experience your brand, whether through involvement in or
creation of a special event, will leave an indelible footprint in their minds that no amount of
advertising can replicate.
Our Experiential Event Services engineer moments for your customers to develop personal
relationships with your brand. We can design and execute a glamorously unique event or find
established opportunities to integrate your brand. Whichever option you choose, we ensure
your customers’ delight when recollecting the event - and your brand.
4. Show them the people they admire also admire you.
We all have our own unique style. Yet seeing someone we
highly respect and admire wearing something that we also
own, well, it’s hard to resist patting ourselves on the back for
making a good purchase decision.
Opinion leaders – those who are often quoted in the media
and have a loyal following of people who value their beliefs
– can make your brand even more desirable simply through
their association. Our Influencer Outreach Service delivers
your brand into the radar of the world’s most respected
5. Work with other companies that they like.
We believe the notion that two heads work better than one is not just sage advice, it’s also
good business. Our Strategic Partnership Service helps you find your second head.
We look for other companies that don’t necessarily do the same thing as you, yet working with
them will help you reach a larger, perhaps newer audience than before. We work with you in
defining what your ideal partnership looks like, then embark on finding companies matching
your qualifications, bringing both of you together to expand your individual market shares.
learly the marketing challenge today is not just finding an agency that can effectively communicate
the value of a premium purchase, but also finding an agency that can unapologetically deliver a measurable
return on investment. We at The Lilian Raji Agency pride ourselves on an obsessive attention to
demonstrating ROI while initiating creative, innovative and cost effective strategies that persuade
prospective customers to give your brand due diligence. Choosing The Lilian Raji Agency is a smart
business decision that aligns your objectives with an agency fastidious about delivering results.
We hired Lilian Raji when one aspect of our sponsorship of
UNICEF’s Designs of Hope was falling short of projection – our raffle
ticket sales. With only six weeks before deadline, Lilian executed an
aggressive, strategic marketing plan that catapulted raffle ticket sales
from just under $1,000 to over $12,000. Her creativity and innate
understanding of marketing challenges helped us succeed in an area
we’re we had almost given up hope.
Senior Community Affairs Director
InterContinental Hotels Group
I have known Lilian for over three years now. She is a very effective,
creative and high integrity PR professional. She has a unique combi-
nation of contemporary and proven traditional techniques for
getting it done for her clients. Through Lilian's company, my venture
achieved results beyond what I expected in a very short time.
Steve Aninye, President
Lilian is an extremely energetic and creative individual who is
dedicated to achieving her clients' objectives. She is detail-
oriented and can be a very strong partner for public relations and
Ed Cortese, Fashion Director
I met Lilian Raji at a conference where she was being honored as
International Emerging Leader of the Year, and subsequently
hired her to manage media relations and launch for our new store
opening in Atlanta. From beginning to end, Lilian and her team
ensured everything was done correctly – from coming in under
budget for the launch coordination, to ensuring premium media
presence, to voluntarily preparing an ROI statement that
validated our decision to hire her company.
Philippe Tournaire - Stylos Empire State VP of Global Communications and Strategic Alliances
The Estee Lauder Companies, Origins and Ojon
Lilian is a detailed PR person who brings energy and passion to
each project she takes on. She is strategic in her approach and a
great networker. It was a pleasure working with her, and I look
forward to hiring her on future projects.
Ultimate Life TV
Lilian is one of the most passionate and dynamic professionals I've The Estee Lauder Companies for Origins
ever worked with. Her dedication and level of service to her clients Proctor & Gamble for Olay*
is truly amazing, and is well-matched by her intelligence and
warmth. While her skills, experience, and knowledge of the luxury FASHION
market got us working together initially, her personality, enthusi- Ascend Systems
asm, and problem-solving abilities will keep us collaborating for Bakana Brazilian Jewelry, Purses & Accessories
many years to come. Mark Edge Jewelry
Cindy Wood IMPnow.com
Eros World Tapas Bar
InterContinental Hotels Group
COST Milan Restaurant
Lilian Raji is a passionate professional dedicated to excellence. Her The Palm Restaurant*
primary focus is in providing exceptional service to her clients cost Raffles International Hotels & Resorts*
effectively. Raffles L’Ermitage Beverly Hills*
Lucrezia Robinson, Project Specialist Teela Taqueria
JEWELRY & WATCHES
We came to The Lilian Raji Agency with a limited budget and a Aquanautic
young brand that needed to be introduced to the American market. Clerc
Lilian treated us like a global brand with a much larger budget, and Dubey & Schaldenbrand
delivered results as such without exceeding our financial plan. French Trade Commission - Jewelry Division
Franck Albert Brafine KENJO - The Store to Watch
VP of Operations, North America Mathon Paris
Philippe Tournaire Philippe Tournaire
PK Time Group
VALUE Solomon Brothers Fine Jewelry
The Lilian Raji Agency coordinated our most highly regarded ST Dupont
customer appreciation party, while spending the least amount Volna
possible to ensure satisfaction all around. Our vendor relationships
were strengthened by Lilian bringing in editors and reporters that LUXURY SERVICES
not only interviewed us, but also interviewed our vendors to discuss Intelligent Homes & Buildings
their newest watches. Our customer relationships were strength- Meilin Ehlke
ened by the gift bags Lilian’s team put together, valued at over Munson International
$500 and filled with products from Hermes, Belisimi, Maurice RMR - Real Estate Marketing Results
Lacroix, Breitling, Tag Heuer and other companies, all secured at no The Ultimate TV
cost to us. We were very impressed with Lilian’s work and highly Wes Moss
recommend her services.
Ken Grazi, Partner NONPROFIT
KENJO – the Store to Watch American Cancer Society
American Heart Association
I've worked with Lilian on several projects and her company has Captain Planet Foundation
proven to be both highly creative and very professional. Her team Emory Ataxia Center at Emory University School of Medicine
goes the extra mile to ensure the clients' needs are met, and are The Goethe Institute
never satisfied until they can show clients a ROI equal to three Hope-worldwide Georgia
times their retainer. Lilian is truly a relationship specialist, openly Italian Trade Commission
sharing her contacts to help others advance their own needs. She is National Academy of Television, Arts & Sciences
a generous and dedicated business leader for whom I have the Southern Center for International Studies
Jennifer Peterson, Marketing Director
* services performed on behalf of another agency
The Lilian Raji Agency
Strategic Marketing & Public Relations for the Luxury Lifestyle
55 Pharr Road Suite A304 | Atlanta, Georgia 30305
(404) 806-9948 | http://www.lilianraji.com