Targeting the New Generation of Affluence
Saturday, October 25 8:30am
Verellen Showroom
1 CEU Credit
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Today’s affluent clients are making high-investment design decisions through a new lens; one shaped by values, wellness, and emotional connection. This CEU presentation explores how luxury has evolved post-2020 and how designers can align enduring craftsmanship with modern priorities. We’ll unpack shifting consumer psychology, the role of storytelling and identity in your sales and marketing approach, and how to reframe pricing as a conversation about value and longevity. Backed by behavioral insights and market data, this session equips designers to confidently guide clients toward meaningful, timeless investments.
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Ericka Saurit is a designer, educator, and brand strategist obsessed with how our built environment shapes the human experience. Over a 25 year global career, she has worked with culture-shifting brands including Airbnb, Tag Heuer, Estee Lauder, and Procter & Gamble.
Her boutique brand strategy agency, Saurit Creative, helps home and lifestyle brands transform their position in the marketplace with story-driven brand and marketing services, and creative professionals around the world learn how to grow their business and their careers under her guidance on her interactive learning platform, Marketing School for Creatives. She is a co-founder of the award-winning Vacation Rental Design Summit held around the US in partnership with HPXD and ANDMORE.
A Southerner at heart and traveler by trade, she maintains residence in both North Carolina and the south of France.
