Where Brand Heritage Meets the Frontier of AI

I don't do digital transformation. I build Digital Flagships for luxury Maisons — and now, I help them navigate AI without betraying their craft.

Most brands treat e-commerce as a channel. I treat it as the sensorial extension of the boutique — where brand heritage meets commercial velocity. Most brands treat AI as a technology. I treat it as an invisible amplifier of what makes luxury, luxury.

I started my career in 2000 at Kodak — a front-row seat to what happens when a company fails to embrace digital. That image shaped a conviction I've carried ever since: digital is not a disruption to manage; it's the most powerful brand amplifier ever created — if you get it right. Today, I see the same crossroads with AI. And the same mistakes being made.

Over 16 years across Dior Couture, Vilebrequin, Christie's, and Diptyque, I've proven this at scale. At Vilebrequin, I launched the US market on Salesforce Commerce. At Christie's, I doubled online sales to $75M. At Diptyque, I scaled e-commerce revenue 8× while elevating the brand's digital experience to award-winning status. The playbook: Unified Commerce, not omnichannel patchwork.

I left Diptyque Paris in 2025 — not because the institutional role had lost its relevance, but because I saw what was coming and decided to build the instruments to navigate it before they existed. The AI Brand Monitor, the audit methodology, the KPI framework — these were not consulting proposals. They were built, shipped, and deployed as working products.