Luxury Unfiltered: Selling the invisible in ultra-luxury

Julie Faupel, pictured left, and Sally Foster-Jones, right, chat with Daniel Langer. Image courtesy of Daniel Langer

During my visit, I had the privilege of meeting two of the most successful people in luxury real estate: Sally Foster Jones, founder and CEO of Foster Jones International, and Julie Faupel, founder and CEO of Realm. Both have built their careers serving ultra-high-net-worth individuals who make decisions with remarkable speed and intuition.

Sally explained that her clients, many of whom own multiple residences worldwide, know within seconds whether a property speaks to them. They do not analyze specifications; they respond to feelings. The grand foyer, the play of natural light, the sound of water in a private pool, these cues stir desire in ways that no floor plan or data sheet can.

Julie reinforced that the world’s top developments succeed not because they are branded or lavish, but because they carry a timelessness that creates trust and a sense of belonging. True luxury is not about showing off features; it is about creating ease, inspiration, and security. Every detail, from safety systems to bespoke finishes, must serve that emotional promise.

The Rosewood Residences embody this philosophy. With private elevators that open directly into grand entrances and six of the seventeen residences offering private pools, the project delivers more than exclusivity. It delivers confidence, privacy, and the rare freedom to live without compromise. Even its decision to remain unbranded reflects a quiet strength: true luxury does not need to announce itself.

This philosophy becomes even clearer when we consider the broader luxury real estate market. At a recent keynote in Miami, I presented ten ultra-luxury residences to a room of developers. Strikingly, most looked the same. Websites, social media campaigns, and presentations blended into a “sea of sameness.” The lesson was clear: without daring creativity and emotional storytelling, even the most expensive projects risk becoming forgettable

The Rosewood Residences stand apart because every choice was shaped by the buyer’s feelings. Sally worked closely with developers and architects to identify unmet needs among the world’s most discerning clients. Indoor-outdoor living spaces embrace California’s climate, kitchens feature double islands to recreate the heart of an estate home, and private garages allow residents to enter discreetly. Each element was designed not for utility alone, but to answer the deeper question: how will this make the buyer feel?

From the moment a car pulls up, the experience has already been curated. A greeting at the door, a subtle anticipation of every need, and a seamless progression into private spaces all work together to create an impression of effortless perfection. Within thirty seconds, clients know if the residence resonates, a truth I have witnessed time and again through mystery shopping exercises across luxury categories.

At the highest levels of luxury, decisions are emotional, not rational. Square footage, horsepower, or thread count matter only when they support the deeper promise of transformation. Whether the product is a couture gown, a rare whisky, or a private jet, the ultimate driver of desire is the way the experience makes someone feel.

This is why emotion is the first pillar in my “4E” framework of luxury: Emotion, Engagement, Experience, and Exclusivity. Without emotion, the other elements cannot thrive. Sally and Julie embody this principle in their work with ultra-high-net-worth clients, showing that in a market where money is no barrier, desire depends entirely on feeling.

For managers across luxury industries, the lesson is critical. Stop leading with features. Instead, train your teams to create a sense of welcome, invest in storytelling that inspires, and design every client touchpoint to ignite imagination and build trust. At these levels, emotion is not an afterthought, it is the invisible engine of extreme value creation.

The most successful ultra-luxury experiences are not defined by their architecture, materials, or specifications. They are defined by how they make people feel from the very first moment. The lesson for every luxury brand is clear: value creation lies in emotion, not features. When brands embrace this truth, they can transcend the “sea of sameness” and build experiences that resonate deeply, endure across time, and inspire desire in ways that no checklist of amenities ever could.

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