Brand strategy, Marketing & communication consultant for luxury
A systemic approach to luxury
Justine Grosset
I am Justine Grosset, a marketing and communications consultant expert in luxury and art de vivre.
I support entrepreneurs, agencies and business leaders in structuring their brand, editorial and digital strategies in France and internationally. My work spans brand platforms, storytelling, press kits, web and editorial writing, newsletters, SEO and GEO.
Background & Perspective
A path shaped by meaning
My journey originates in the Alps, where I grew up with my gaze drawn to the mountains, and later unfolded through the pages of my favourite books. Now based between Paris and Geneva (Megève), I draw from these cosmopolitan environments a way of observing, thinking and gaining perspective.
Graduated from emlyon business school (MSc in Luxury Marketing Management), and shaped by international experiences, particularly in Shanghai, I have developed a lasting curiosity for cultures, narratives and value systems that shape brands. This openness continues to inform and guide my approach to strategy and consulting.
Brand strategy & editorial direction
From the Object to Luxury: A Systemic Reading of the Brand
My attraction to the "objet d’art", born from the union of craftsmanship and intention, naturally led me to the world of luxury.
Beyond aesthetics, it is the invisible mechanisms of brand construction and storytelling that have shaped my vision. I began my career in luxury through marketing roles, from CRM to product management, complemented by hands-on retail experience, before moving into training and customer experience leadership for prestigious fashion and watchmaking maisons. From my international journey within the teams of CHANEL, THE KOOPLES and later the RICHEMONT Group, between Paris and Zurich, I have retained a strong commitment to brand meaning and consistency.
These pivotal roles, at the intersection of strategy, marketing deployment and the daily reality of sales teams, have given me a concrete and holistic understanding of brand: one that connects the product, the narrative, the people who embody it, and the experience truly lived by the client.
Today, my role as a freelance brand strategist is to support brands and their leaders when they feel the need to restore meaning, clarity and alignment. To think of brand as a system is to allow it to evolve, transform and deploy itself coherently over time, without ever losing its singularity.
«In luxury, nothing exists in isolation.
"A strong brand is built when strategic vision, offering, narrative, teams and experience all move in the same direction.»
In the media
Shared vision
My approach and professional journey were notably highlighted in Forbes France through a feature dedicated to my vision of marketing and contemporary luxury.
The brand as a living ecosystem
In an environment saturated with messages and images, the brands that endure are not those that multiply actions, but those that structure a clear and intelligible system around what makes them unique. I firmly believe that marketing is a deeply transformative tool when conceived as a system rather than an accumulation of disconnected initiatives.
My experience in the luxury sector has taught me that nothing exists in isolation. A product, a narrative, an image or an experience only truly make sense when they are part of a coherent and lasting whole. This concrete, sensitive and strategic vision underpins my approach to brand strategy consulting and the way I oversee editorial direction for luxury and lifestyle maisons.
Brand identity, positioning, narrative, storytelling and customer experience are inherently interdependent. Dissociating them weakens the brand ; aligned, they give it reach and resonance. It is this global, systemic approach that I apply to every project.
My approach is grounded in a systemic reading of brand, articulated around three complementary dimensions
Imagine
Structuring the brand's vision and identity foundations
Express
Giving the brand a clear and coherent voice, allowing it to resonate across all channels
Experience
Deploying an aligned, authentic and memorable brand experience
«Every project is a blank page, but never an empty one : it is always shaped by a history, a culture and an intention that must be respected and, above all, revealed.»
Your project
A strategic and sensitive approach
With humility and sincerity, I work in close collaboration with the teams and leaders I support.
Driven by a strong ethical commitment and a close attention to detail, I design bespoke strategies, bilingual editorial content and tailored communication frameworks, conceived to stand the test of time. These omnichannel expressions translate brand identity with precision and durability, from websites and press kits to digital and in-store experiences.
Collaboration
Discussing your project
My work is intended for brands and entrepreneurs for whom brand strategy is a structuring lever, not merely a communication tool.
If your project calls for a global reflection, at the intersection of meaning, strategy and expression, I invite you to share with me the context and challenges that shape your ambitions.
"A brand is never abstract: its identity is continually embodied in the product, the narrative and the experience lived by the customer."
FAQ
Experience and expertise
As a freelance marketing and communications consultant, after a career in the luxury goods industry in France and abroad, I've been helping luxury and lifestyle brands and creative entrepreneurs with their strategic and editorial projects for over seven years.
Location and reach
Based between Paris and Geneva, I work on site or remotely with prestigious companies in France and abroad, particularly in the fashion, watchmaking, jewelry and beauty sectors, as well as in high-end hotels, hospitality and architecture. New York, London, Milan, Geneva, Lisbon, Mexico... the entrepreneurs and leaders I support are based in a wide variety of regions, sharpening the deeply international angle of my work.
Working approach & creative vision
My customized support combines strategic precision, technical expertise and editorial creativity to develop distinctive omnichannel strategies and content, always in line with your brand identity. From the writing of a press kit to its layout, I ensure that my production is aligned with your vision.
Collaboration languages
As a French-speaking marketing and communications consultant, I am bilingual in French and English. I develop and write content in either of these two languages to meet the communication challenges of companies and organizations with a demanding international audience.