HAYA AKHDAR OF HFA CONSULTANCY, WHERE LUXURY GETS PERSONAL

Haya Akhdar of HFA Consultancy which defines itself as “ultra-luxury brand consultancy specializing in PR and client relations” talked to Communicate about luxury and its new definitions and iterations. For Akhdar, if she were to define luxury today, what would it mean? “Luxury is no longer just about a product or a brand—it’s a way of life. It’s reflected in how you speak, how you treat others, how you carry yourself, and even in the choices you make daily.” More broadly, “true luxury is about quality, refinement, and a deep appreciation for the exceptional, whether in fashion, hospitality, or personal experiences”

As to how HFA consultancy makes their clients experience luxury with them, Akhdar goes on to say that their typical clients “range from global luxury brands in fashion, beauty, jewelry, and hospitality.” Practically speaking, “they experience luxury with us through bespoke, high-level strategic PR, tailored brand storytelling, and exclusive access to the right audiences, ensuring their presence resonates with the world of true luxury consumers.”

When it comes to dupes, Akhdar goes on to explain that “the rise of dupes reflects a consumer mindset where perceived value matters sometimes more than authenticity.” Yet it is very clear to her: “True luxury is about craftsmanship, heritage, and an emotional connection to a brand. Dupes may offer accessibility, but they don’t replace the experience, status, and artistry that luxury provides. The real shift is in how luxury brands adapt—by focusing on storytelling, exclusivity, and meaningful experiences that can’t be replicated.”

The Gen Z issue which favors experiences over possessions is a no-brainer for Akhdar, for her, “Gen Z values authenticity, personalization, and experiences over status symbols.” Relying on her extensive experience in the field she explains that “luxury is evolving beyond just material goods—it’s about immersive moments, exclusive access, and cultural relevance. Brands that offer experiences, from curated events to personalized services, will define the next era of luxury.”

Is luxury merely a concept? Akhdar holds the spectrum with both ends saying, “luxury is both a concept and a tangible experience.” She explains further saying that “while branding and perception play a crucial role, true luxury is distinguished by craftsmanship, heritage, and exclusivity.” One does not negate the other for her, “brand perception is powerful, but in the long run, luxury stands the test of time through authenticity and excellence—not just clever marketing.”

Yet, we live in a world where everyone craves tailored experiences, rejecting pre-packaged options. Whether this can be practical while maintaining economic viability is a broad question. For Akhdar, “customization is key, but scalability is the challenge.” In practical terms, “luxury brands must strike a balance between personalization and operational efficiency.” Living in today’s world, Akhdar demonstrates that “technology and AI are helping brands tailor experiences at scale, from curated shopping to bespoke services, without compromising economic sustainability. The key is to create a sense of exclusivity without making it impossible to maintain profitability.”

For a long while, the balance has swung between show-off and quiet statements to the point that it is worth asking if luxury can exist without being shown. Akhdar stresses her answer with “absolutely.” Regaining her pragmatic composure, she goes: “Luxury is deeply personal. While some crave statement pieces and bold branding, others prefer understated elegance. True luxury isn’t about visibility—it’s about feeling special, whether that comes from an iconic logo or a perfectly tailored, discreetly exquisite piece.” Resting back on her experience she ties everything with: “Brands that cater to both preferences, offering choice rather than dictating trends, will continue to thrive.”