What if much of what we’ve been taught about luxury simply isn’t true?

Anne Sisteron has spent decades inside the world of fine jewellery — first training as a gemologist before building her own successful independent jewellery brand. But today, she has also become an outspoken critic of some of the conventions, marketing strategies and behaviours that define the modern luxury industry. In this episode, Shaun Borstrock sits down with Anne to discuss why she describes herself as a “luxury warrior” — challenging consumers to question what they’re buying, how products are made and whether an expensive name necessarily makes something luxurious.

The conversation moves from natural and lab-grown diamonds to engagement rings, luxury mark-ups, pearls, craftsmanship, beauty, animal welfare, handbags, dupes and the changing meaning of authenticity. Anne also explains why she has turned away from some of the luxury products she once collected, why she believes consumers should “vote with your dollars,” and why greater transparency could create an opportunity for independent designers and craftspeople. The discussion ultimately asks a much bigger question: if price, scarcity, branding and status aren’t enough to define luxury anymore, what should?

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