#E180 – Beyond Heritage: What Makes a Luxury Brand Desirable Today?

What happens when the things that once gave your brand a competitive edge become available to everyone?

 

In this episode, we sit down with Victor Halvarsson, founder and CEO of VANBRUUN, to explore how a digital-first jewellery brand evolved into something much harder to replicate - a modern luxury experience built around taste, hospitality and human connection.


victor halvarsson
PODCAST35 min | Season 12 | Episode 180
Play on Spotify

VANBRUUN started by selling engagement rings online, competing on price and efficiency. Thirteen years later, the thinking has shifted. 

As AI makes content, technology and digital experiences easier to copy, the brand is doubling down on the things that don't scale: the physical spaces, the smallest details, the feeling you get when you walk through the door.

We get into what that looks like in practice - from building desirability without a hundred years of heritage, to why the hardest things to scale might become the biggest competitive advantage.

 

 

We cover:
35 min | Season 12 | Episode 180
Why competing on price and efficiency wasn't enough to build the brand Victor wanted
What hospitality can teach us about modern brand building
Where VANBRUUN uses AI, and where it deliberately doesn't
Why the things that are hardest to scale might become the biggest competitive advantage
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