Ari Murray (@arihappywick) / X

Ari Murray

3,007 posts

Ari Murray

@arihappywick

Chief Digital Officer at SALT & STONE, Resident Shopper at Go-to-Millions (read by 60,000 marketers) 🧙‍♀️The Marketing Millennials wife, Talks about DTC

Miami, FL

gotomillions.co/newsletter-sub…

Joined September 2020

Pinned
Ari Murray
@arihappywick
Dec 27, 2023
When you think of "quiet luxury," you're thinking of The Row. They never advertise. They barely do press. But they're your favorite fashionista's favorite label. This is the story of two mogul designers who silenced critics and created one of the most coveted brands on earth:🪡
7.5M
Ari Murray
@arihappywick
Nov 14, 2022
Cartier is worn by celebrities. But Van Cleef & Arpels is worn by royalty. Let me introduce you to the world's oldest invite-only jewelry brand.
Ari Murray
@arihappywick
Nov 21, 2022
The most prestigious luxury brands in the world can agree on one thing: “Money talks, but wealth whispers.” Let me explain...
Ari Murray
@arihappywick
Nov 21, 2022
Replying to @arihappywick
Money is, "Do you know who I am?" Wealth is, "If you know, you know." Here are some of my favorites:
Ari Murray
@arihappywick
Dec 22, 2022
Over the past few days, I set out to answer a burning question that I've had for years: Why are perfume ads so weird? It's a pretty wild story 🧵
2M
Ari Murray
@arihappywick
Nov 14, 2022
Replying to @arihappywick
So, what makes the Van Cleef brand so special today? Van Cleef is not a jeweler. It's a 126-year-old luxury art house that happens to sell jewelry. One of their most famous recent pieces is an automatic watch that mirrors the movement of the planets. It costs $333K!!
Ari Murray
@arihappywick
May 27, 2024
They're world-famous brands. They have stores across the globe. But no matter how much cash you have, you can't buy their stuff. Meet the Unshoppables: luxury so elite, you can't buy it. (and what that reveals about the counterintuitive laws of luxury branding.) ⌚️🏎️ 👜👇
3.9M
Ari Murray
@arihappywick
Nov 21, 2022
Replying to @arihappywick
Wealth, on the other hand, is silent and subtle. Wealth buys brands that are both a product and a work of art. And, like any good work of art, the brand's signature appears as a subtle design choice — Something that elicits a compliment from the maître d' at Le Bernadin.
Ari Murray
@arihappywick
Nov 21, 2022
Replying to @arihappywick
Talks — Louis Vuitton Keepall 55 ($2,170) Whispers — Rimowa Trunk KX ($2,400)
Ari Murray
@arihappywick
Nov 14, 2022
Replying to @arihappywick
They're the true definition of the phrase, "Money talks, but wealth whispers." Money is loud, but it doesn't have much to say. Wealth, on the other hand, is silent and subtle. Money is, "Do you know who I am?" Wealth is, "If you know, you know."
Ari Murray
@arihappywick
Dec 27, 2023
Replying to @arihappywick
It seems counterintuitive that avoiding PR helped engineer their popularity. But The Row has followed the rules of luxury branding: ‧ Scarcity (rare, not everywhere) ‧ Quality ‧ Timelessly chic, not trendy ‧ Anonymous, not obvious ‧ Lofty prices (or eye-watering, whatever)
390K
Ari Murray
@arihappywick
Dec 27, 2023
Replying to @arihappywick
Today, estimates put The Row's annual revenue as high as $300m. They're a fave of celebrities and tastemakers. One of their bags just got called the new Birkin(!) in British Vogue. (It's the Margaux, priced between $3500 & $6k, if anyone wants to get me a belated gift.)
416K
Ari Murray
@arihappywick
Dec 27, 2023
Replying to @arihappywick
If you didn't know Mary-Kate & Ashley Olsen started The Row, you're not alone. Their anonymity is by design. Once a side project, The Row is a case study in building a luxury brand—and setting trends by being anti-trend. And 17 years ago, it all started with one white T-shirt.
586K
Ari Murray
@arihappywick
Oct 29, 2022
A beautiful woman arrives to Paris for the first time from South America. She meets a dashing, Moroccan-born Frenchman. They fall in love and start a boutique together in Paris. But this ISN'T a RomCom. It's the story one of the greatest luxury brand you've never heard of...