Carlo Pignataro

Carlo Pignataro works where luxury lives. Based between Italy and Dubai, two capitals of the luxury world, he advises leading maisons on the art and discipline of selling to those who can buy anything.

An Italian luxury advisor, trainer, and keynote speaker, Carlo specialises in three things that decide whether a high-end sale succeeds: luxury selling, client experience design, and negotiation. His work spans jewellery, fashion, eyewear, and beyond, and increasingly he is called on by companies outside luxury too, seeking to raise the perceived value of what they offer. Across every sector, his aim is the same: to turn a transaction into a relationship, and a customer into a devotee.

He is the author of the Style series, including Sell with Style and Serve with Style, and the host of Lux & Friends, a podcast exploring the people and ideas shaping modern luxury. Whatever the product, his conviction holds: at the top of the market, it is never what you sell, but how you sell it.