Craft a business that speaks to those who value legacy, not just labels.

Two creams. One costs £6. The other, over £4,000. The base ingredients? Nearly identical.

So what are you really paying for?

Not the cream.

The narrative.

This is the unspoken economy of perception, where artisans become artists, and where customers don’t just buy the product. They buy into the story, the scarcity, the symbol.

If you’re running a family business, the choice is clear: market like a hobbyist, or build like a legacy maker.

From Miracle Broth to Master Tailors: What Separates the Real from the Rest

La Mer’s famous “Miracle Broth” is fermented with light and sound. Is it skincare, or sorcery?

It doesn’t matter.

Because it’s no longer cream. It’s conversation.

The jar becomes a portal: a promise of youth, a whisper of exclusivity. And that’s the trick.

True artists don’t sell ingredients. They sell imagination.

Hobbyists? They list features and hope you’ll notice.

Old Money Knows the Game. New Money Plays It.

Old money commissions. New money consumes.

The old seek things made well. The new seek things that say they’re made well.

An old-money buyer doesn’t flash a label. They walk into Huntsman or Maison du Pastel. No slogans, no scarcity tactics. Just work done properly. Quiet craftsmanship. Timeless returns.

New money? It chases the logo, the “limited run,” the curated influencer drop.

What they’re buying isn’t product. It’s permission.

If You Trade in Fear, You Never Trade in Legacy

Much of modern marketing runs on the fuel of insecurity:

Fear of ageing

Fear of being left behind

Fear of not measuring up

This isn’t new. It’s psychology.

But legacy brands don’t need to manipulate. They invite.

They don’t promise transformation. They offer something far harder: continuity.

Lessons for Family Businesses

Ask yourself:

Do you sell to the hobbyist, who wants to feel like a craftsman?

Or the true artist, who knows what mastery looks like?

Because if you have heritage, don’t hide it behind a new font.

If you have skill, don’t bury it under gimmicks.

Your advantage isn’t novelty. It’s memory.

Frequently Asked Questions

Q: Can a business succeed without a story?

It can sell. But it won’t be remembered.

Q: Isn’t exclusivity just a marketing trick?

It depends. If it’s artificial scarcity, it’s a gimmick. If it reflects genuine craft, it’s worth protecting.

Q: How do I avoid sounding like everyone else?

Stop speaking to everyone. Start speaking to those who care. The smallest viable audience is often the truest.

Q: Can tradition compete with innovation?

Only when tradition evolves without erasing itself. That’s called integrity.

Q: What if I’m starting without a long history?

Then build one. Begin with honesty. Invest in skill. Let time do the rest.

Pause and reflect.

Is your brand built for the hobbyist… or the artist?

If you’re unsure, revisit your story. Look at your process.

And ask: is this worth inheriting?

If you’d like help shaping that story, for customers, partners, or the next generation—let’s talk.

There’s still room in the world for products that mean something.

Even if they don’t sparkle on a shelf.