879: More Clients, Same White-Glove Service: Scaling High-End Offers Without Sacrificing Quality

Summary

Episode Title: More Clients, Same White-Glove Service: Scaling High-End Offers Without Sacrificing Quality
Release Date: May 19, 2025
Podcast: The Goal Digger Podcast
Host: Jenna Kutcher
Guest: Elizabeth Solaru, Founder of Luxury Business Emporium and Author of The Luxpreneur

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1. Introduction to Scaling Luxury Businesses

In Episode 879 of The Goal Digger Podcast, host Jenna Kutcher welcomes Elizabeth Solaru, a renowned business strategist specializing in luxury brands. The episode delves into the intricacies of scaling high-end offers while maintaining the exceptional quality and exclusivity that luxury businesses are known for.

2. Elizabeth Solaru’s Journey and Expertise

Elizabeth Solaru shares her diverse professional background, transitioning from a scientist to a headhunter, then to an award-winning luxury cake artist serving royalty, and finally to a sought-after business strategist. Her pivot into luxury brand consulting was catalyzed by the COVID-19 pandemic, leading her to author The Luxpreneur, which offers a founder’s perspective on building luxury businesses.

[01:02] Elizabeth Solaru: "I help people get clients who are ultra high net worth to buy from them."

3. Challenges in Scaling a Luxury Business

Elizabeth discusses the common challenge of scaling a luxury business without diluting its premium experience. She highlights that luxury is inherently about scarcity, personal touch, and white-glove treatment, making it essential to balance increased demand with maintaining exclusivity.

[07:02] Jenna Kutcher: "...how do you expand without diluting the experience that makes your brand stand out?"

4. Strategies to Scale Without Compromising Quality

a. Designing Systems Around Feelings

Elizabeth emphasizes the importance of creating systems that not only handle processes but also preserve the emotional connection with clients. She suggests developing a signature welcome experience that can be systematized to maintain a bespoke feel across different client tiers.

[09:00] Jenna Kutcher: "What is that welcome experience?"

b. Hiring a Dedicated Support Team

To maintain quality, Elizabeth recommends building a small, highly trained team or a concierge service that can uphold the luxury touchpoints. Delegating tasks to team members who align with the brand’s values ensures consistency in client experiences.

[10:57] Elizabeth Solaru: "If somebody on your team wrote those words and I knew that they followed your system... I just want that level of service."

c. Auditing Services and Offerings

Conducting an audit to identify areas where the business might be over-delivering can help eliminate unnecessary costs without affecting the client experience. Elizabeth shares her plan to gather detailed feedback to understand what clients truly value.

[18:31] Elizabeth Solaru: "What have they actually gone to implement?"

d. Implementing the Pareto Principle

Focusing on the 20% of efforts that generate 80% of the results can optimize business operations. Elizabeth suggests identifying which offers are the most profitable and which require less effort for better efficiency.

[25:01] Jenna Kutcher: "Is there certain one offer where you're like, I am pushing this so hard, but it's not worth it."

e. Structuring Tiered Revenue Streams

Creating multiple tiers of offers, such as group programs feeding into high-ticket one-on-one coaching, allows businesses to serve a broader audience without overextending. This approach also acts as a pre-qualifier for clients who can afford premium services.

[23:04] Elizabeth Solaru: "Removing the feeling that you always need to be out there to get new clients."

5. Pricing Mindset Shifts and Strategies

a. Understanding Pricing as Part of Luxury Positioning

Elizabeth discusses how pricing is integral to a luxury brand’s positioning. Higher prices can signal rarity and prestige, attracting clients who value exclusivity.

[35:40] Elizabeth Solaru: "Your pricing isn't just about you and what it is that you want to earn. It's about the perceived value to the client."

b. Overcoming Hesitancy to Raise Prices

To overcome mental barriers around increasing prices, Elizabeth advises entrepreneurs to consider pricing based on the transformation they provide rather than time or traditional fairness.

[38:36] Elizabeth Solaru: "I'm looking at a very healthy five figures... I've been paid that before."

6. Building a Team that Reflects Brand Standards

a. Hiring for Values Over Skills

Elizabeth stresses the importance of hiring team members who align with the brand’s values and have a hospitality mindset. Skills can be taught, but intrinsic values and the ability to deliver a luxury experience are paramount.

[41:20] Elizabeth Solaru: "Hire for values and train for skills."

b. Effective Interview Questions

She recommends specific interview questions to assess candidates’ alignment with the brand, such as:

• Have they experienced luxury themselves?
• Do they have a hospitality mindset?
• Can they articulate the brand ethos in their own words?

[45:07] Elizabeth Solaru: "Can they explain your brand ethos back to you in their own words?"

7. Conclusion and Final Thoughts

Elizabeth expresses immense gratitude for the coaching session, highlighting the transformative value it provided. She reiterates her mission to help entrepreneurs attract the right high-end clients and invites listeners to connect with her through various platforms.

[46:37] Elizabeth Solaru: "Thank you so much for bringing me on. This has been incredible."

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Key Takeaways

• Maintain Emotional Connections: Scale by designing systems that preserve the emotional and personalized aspects of luxury services.

• Focus on High-Impact Efforts: Utilize the Pareto Principle to identify and concentrate on the most profitable aspects of the business.

• Strategic Pricing: View pricing as a reflection of brand value and use it to enhance exclusivity and prestige.

• Values-Driven Hiring: Build a team that embodies the brand’s values to ensure consistent delivery of luxury experiences.

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Resources Mentioned

• Elizabeth Solaru's Book: The Luxpreneur – Available on Amazon.
• Luxury Business Podcast: Elizabeth’s own podcast focused on luxury business strategies.

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For more insights and actionable strategies, visit goaldiggerpodcast.com and connect with Elizabeth Solaru on LinkedIn.

Transcript

[Jenna Kutcher]

Thank you to Cozy for sponsoring the Gold Digger Podcast. Transform your living space today with cozy. Visit cozy.com spelled C-O-Z-E-Y.com the home of Possibilities Made Easy. I am genuinely excited to share that this episode is sponsored by the Real Real. Now you can get 25 off your first purchase when you go to therealreal.com.

[Elizabeth Solaru]

Gold Digger the realreal.com Gold Digger one of the hardest parts about that onetoone business is the feeling of like you always need to be out there to get new clients versus having like a super high retention. And so sometimes those group programs can just feed right into the bigger one which allows you to just have a little bit more security as well as you go throughout the year.

[Jenna Kutcher]

I'm Jenna Kutcher, your host of the Goal Digger podcast. I escaped the corporate world at the age of 23 with nothing more than.

[Elizabeth Solaru]

A $300 camera from Craigslist and a dream.

[Jenna Kutcher]

Now I'm running a seven figure online business that feels even better than it looks. All from my house in small town Minnesota with my family here, we value time as our currency. We mix the woo and the work and we are in the pursuit of building businesses that give us the freedom to live lives that we love.

[Elizabeth Solaru]

I've always loved turning big goals into.

[Jenna Kutcher]

Reality and I'm here to help you do the same. This isn't just a peek behind the curtain. Come along with me and my guests as we tear the whole curtain down.

[Elizabeth Solaru]

Every week we tackle practical, no fluff.

[Jenna Kutcher]

Marketing strategies and host honest discussions on what works and what doesn't. Join me and my expert guests for actionable insights to help you grow your dream business with confidence. Pull up a seat and get ready to be challenged, inspired and empowered.

[Elizabeth Solaru]

This is the Goal Digger podcast. Did you know that there are luxury brands out there? Maybe you're wondering, well, what does it take to scale a luxury brand? And how do I not lose the exclusivity and the personalization that could make it special? If you've ever wondered or pondered about growing a high end business while maintaining its premium feel, well, this is the episode for you today. I'm sitting down with one of our Gold Digger podcast listeners, Elizabeth Solaru, founder of luxury business Emporium and author of the Luxpreneur. Elizabeth's journey is nothing short of extraordinary.

[Jenna Kutcher]

She went from being a scientist to.

[Elizabeth Solaru]

A headhunter to an award winning luxury cake artist serving royalty.

[Jenna Kutcher]

Now she's a sought after business strategist.

[Elizabeth Solaru]

Helping entrepreneurs build high ticket brands that exude excellence. But here's the challenge.

[Jenna Kutcher]

Scaling a luxury business comes with a.

[Elizabeth Solaru]

Unique set of hurdles.

[Jenna Kutcher]

Elizabeth has successfully built a high ticket coaching brand.

[Elizabeth Solaru]

But as demand grows, she's facing the question so many entrepreneurs struggle with. How do you expand without diluting the experience that makes your brand stand out? In today's coaching session, we're tackling everything from creating systems that maintain a premium feel to optimizing profitability, to making sure multiple revenue streams work together seamlessly. So if you're building a brand that values quality over quantity and wondering how to scale without compromise, grab your notebook. This is an episode for you. Elizabeth, welcome to the Goal Digger podcast. I love every episode of the podcast, but I feel like coaching episodes have my heart because I get to connect with amazing people like Elizabeth who are a part of the Gold Digger community. So, Elizabeth, welcome to the Gold Digger podcast.

Thank you so much for having me on your show. Jenna. You don't know how excited I am to be here today.

Thank you. Thank you. I want to know. So paint the scene for us a little bit as to where you are in your journey, what your business is, who you serve, and then we'll dive on into some of the questions that you have today.

Okay, so quick background. Used to be a scientist, then became a headhunter. Then I started my own luxury business making cakes for extremely high end people. And then Covid hit and that made me pivot into something that a lot of people usually come to me for, which was coaching. So a lot of people would ask me, how do I find high end clients? How can I get rich people to buy from me? And I was given lots of talks about that on many platforms, but I never monetized. So around Covid, we all joined Clubhouse. I joined Clubhouse. I then realized that I had a lot to say on the subject, and that sparked an interest in luxury brand consulting. So that's what I've been doing for the last few years. I help people get clients who are ultra high net worth to buy from them. And then last year I put all my knowledge in a book called the Luxe Printer, and that seems to be doing really, really well. One thing I realized was that there wasn't a book on luxury brands or luxury businesses that were written from a founder perspective. They were all written from a luxury expert professor perspective. And as a founder with no money, but you have to get that client, and that's a different perspective altogether. So I've written the Lotspinner. It seems to be doing well. It's really resonating with people. So Based on the book, I've started my other coaching business and at the moment I'm doing one to one coaching. But not everyone can afford me for one to one coaching. So that's why in a way, being on this podcast is really timely for me. So that's about me in a nutshell.

Oh, that was a beautiful explanation. And oh my gosh, when you said the words clubhouse, I, I was thinking about that the other day. I couldn't even remember the name of it, but I was like, what a time to be alive when all these people would gather in rooms and you would be in these spaces with some of the greatest entrepreneurs and leaders in the world and they were just riffing and sharing. It was a really beautiful space. So I love that you had that experience. So you prepared a few questions. Let's kick off with your first question. And I always tell all of my coaching people, as well as my listeners, take what serves you and leave the rest behind. And it is okay to tell me no. So let's dive on in and we'll see where we end up.

So my first question is, I've built a solid luxury brand and I've published my book the Luxpreneur, but I'm struggling to scale beyond my personal capacity. So how can I create systems that maintain the premium experience but it allows me to reach more people?

Yes. Okay, so first, this is such a common challenge and I think any entrepreneur that is in any sort of one to one or more service based business, I think you really quickly start to see where you're capped not only with your capacity but also with your income. Right. I experienced this as a wedding photographer.

[Unknown]

I remember the first year I hit six figures. I had shot 30 weddings.

[Elizabeth Solaru]

I was so exhausted, right. I was like, I can't keep, like this is not sustainable. And also this might not be my definition of success. And so one thing that's really even more delicate about the space you're in, which is luxury, is luxury is all about scarcity, it's about personal touch and it's about this like white glove treatment. So not only are you capped in terms of like the energetic spend that you have with clients, but you're also capped with some interesting other indicators that other entrepreneurs might not really notice. So one thing I want to ask you is I'm going to turn this back to you, is just what are the feelings that you want every client to have, no matter what tier of level that they're working with you, whether they're buying your book for, you know, 20, 30 bucks or they're working with you one on one. What is that feeling that you want them to have?

Ooh, that's a fantastic question. I want them to feel heard. I want them to feel understood and listened to because I've been in their shoes before. I also want them to feel that whatever it is they're trying to do in getting into the luxury market, that it's definitely possible. I want them to feel like if I can do it, they can do it too. So those are some of the feelings I want them to feel.

Okay, I love that because one thing I think can often happen, and even just knowing that's the lens you're looking through is a lot of times what we focus on is like building systems around processes, right? So we're just kind of looking at like point A, B, C, D. We need to create a system. But I think especially in the luxury market, but I would actually argue in any business you can also create systems around feelings. So almost like these touch points, no matter what level someone's working with you at, that allows them the opportunity to feel seen, to feel witnessed, to feel heard, to feel the possibility. So some of the things that I was thinking about, because I actually did homework on this to prepare for our call, was considering designing almost a signature welcome experience that can be systemized, but it doesn't eliminate that feeling of like being bespoke, right? Like, what is that welcome experience? And again, when I look at your business, we have a few different tiers and maybe even after this call that expands or shrinks however we look at it. But like, what is that welcome experience? So maybe for a book reader, if you're able to gather their information, you can create a welcome experience that's simply through an email funnel, right? That still allows them to feel those feelings on a lower level because there's a lower level of investment. And then with the, you know, high tier clients, we create a welcome experience that is that more white glove experience, but it is systemized and still helps kind of get those feelings out. The other thing I was thinking about.

[Unknown]

And this would kind of kind of depend on where you personally want to.

[Elizabeth Solaru]

Go and what your energy looks like.

[Unknown]

But I think you could really benefit from a very small. So I'm not saying big, a small, highly trained, like concierge team to support you in the luxury touch point. And one thing that I found is a really big barrier, and I had this personally as a wedding photographer, is that you start to believe the belief that people only want us. And it's a beautiful belief.

[Elizabeth Solaru]

Right. But I think that if we unpack.

[Unknown]

It, it also can stem from our ego. And when we work above our capacity, we're likely not giving the experience we want to in the first place.

[Elizabeth Solaru]

Right. And so I remember one of my best friends. She's one of my copywriters. She's incredible. And I remember when she was, like, going through motherhood, and she's like, I need to be the one that writes every single word for my clients. They only want me. And I was like, guess what? If somebody on your team wrote those words and I knew that they followed your system and you did the final sign off on them, I am a. Okay. I just want that level of service. And so that would be the second idea. The last thing that I think would be really beneficial. And this also goes for our listener today, is really taking a look at identifying what parts of your work are uniquely you and what parts could be elegantly delegated. And I love the word elegantly. I feel like it hits the lux area that we're talking about. But I also think, you know, even the other day, I talked to my mom, and she's the main caregiver for my grandparents, and she sat down and made a list of, like, here are all the things I'm doing for them. But there are only a few places that only I can do these things. And I think as women, we take on so much that we're missing opportunities to really serve at the level that only we can in this place, spaces that we desire to. And so those were the three things. One question I have for you, because I have a follow up on this, is when you think about, like, the luxury brands that you personally love, whether it be fashion or travel or hospitality, what are the specific touches that make you feel like you're in luxury hands? Like, what is that for you?

Oh, that's a great one, I think, for me. So I'm thinking of hospitality now. Yeah, I think I'm thinking of the kind of welcome I get in a hotel, because I do love afternoon tea. So I tend to go to nice hotels for afternoon tea. And it's more the welcome. It's more the whoever's been assigned to your table, regardless of personality or quirk, because different waiters have different personalities. But I think for me, it's the feeling that they really want to be there to help you, to serve you and make sure that you have an enjoyable experience. So that, for me, is the one thing that I can take that makes me feel served or seen properly. Yeah.

[Jenna Kutcher]

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[Elizabeth Solaru]

I love that. And I love that Response because I think we've hopefully experienced something like that where you feel like they're excited to be with you and in your presence and they're paying attention. And I do think that based on some of your offers, other people could take on that role in that position for you if done well. It's kind of like you said, like at afternoon tea, it doesn't necessarily matter who your server is. If they're all giving that same level of experience and feeling, you don't really care. Right. So that might be something that we can think about as we go to the next question.

Okay, so my next question is, yes, I've noticed that my revenue is increasing, but profit margins aren't keeping pace. So what strategies would you recommend for maintaining the same luxury positioning while improving profitability?

Okay, so I love this question because I think people often assume that luxury equals high profits automatically. Right. Like, isn't that funny? But I think that misconception out there, right.

Like, it's actually the opposite sometimes.

[Jenna Kutcher]

Yes.

[Elizabeth Solaru]

And that's what I. It can be so incredibly expensive to maintain that level and that experience if you aren't careful. So one of the things that I was thinking about is kind of almost auditing. So as I was thinking about this question is almost like an audit. And so things that I would love to look at is where are you potentially over delivering in ways that clients don't actually value? And I see this often in our own businesses, even in digital businesses, where we're like, hey, there's this free bonus or like this surprise and delight that actually might add overwhelm to somebody. Or we're adding in these like, valued at X, Y or Z dollars, but the client doesn't value that at the same expense. And so one thing I'd be curious about is, Elizabeth, have you ever been able to pull your past clients on, you know, like, what were their favorite parts? What? You know, like just kind of to get that insight. Because I'm just curious if there are places that you're over delivering based on your own preferences that could maybe be cut back or that people aren't expecting and wouldn't know that they were missing out on.

That, I think is a great question because I think what I need to do is get detailed feedback.

Yeah.

So rather than, oh my God, Elizabeth, that was amazing. I had an amazing session. I had a fantastic session. Yeah, I think I need to kind of reverse audit because yes, they may have had an amazing session, but what have they actually gone to implement? So what have they so out of everything I've said or out of everything, everything we've said in the session, what have they actually done? Yes, and I think we could link, I love that because it's making me think. I think we could link the effectiveness to that. So there's no point in delivering all the extras if what's making them very effective is one or two particular things. So that's one thing I definitely will be going back to do. So I need to audit my own delivery, my own self.

I love that so much for a bunch of different reasons because I think oftentimes especially too, I know like when I was a wedding photographer, as my prices got higher cuz the demand was higher then, I felt like I had to throw in everything in the kitchen sink. It's just a tendency. And honestly I think that simple sells better and complexity adds confusion. And a lot of times when we think we're over delivering, we're actually overwhelming. And so what might also be interesting is either at the beginning of a session, if it's like a returning client is asking them to brag about themselves. So my therapist actually does this where she's like, share three brags with me of like things that you have implemented. And it gives her insight into like where am I actually taking action and what stood out to me about our past session long enough past the hour that we spoke to remember. And then maybe at the end too you could ask them like what are two actions you're going to take based on this conversation? Because what they're finding valuable might be different than what you were perceiving as value. And it, it doesn't mean that anything's wrong. It just might help you go deeper on those pieces and just simplify. Another thing that I'm curious about or that would be worth auditing is a lot of times there are hidden costs within our processes that we don't necessarily see. It's almost like this kind of hidden underneath the surface of like if we're taking face value of what someone's paying and what we're making, it often doesn't necessarily equal the same because there's so much cost to doing business. And so there might be hidden costs within your process that you could eliminate that doesn't affect the client experience. And so, you know, one thing Drew and I, my husband and I laugh at all the time is like we'll partner with companies and they'll send us like a box of their swag, like their T shirts, their mugs, their hats. And it's like the last Thing I need is more swag. Like I don't. Yes, I don't want any more coffee mugs. I just brought a bunch to our local soup kitchen and it was funny like looking at all these different mugs. And so while the company thinks they're adding value, what they're really doing is adding clutter to my life. And it's by no fault. I think some people absolutely love that stuff. I'm just not one of those people. And so it just might be a place to where you're like, oh, people might not value this or do they even want it? And could I maybe skip this step? And then the final thing that I.

[Unknown]

Was thinking about for you is because.

[Elizabeth Solaru]

Because the one to one is impossible.

[Unknown]

To scale without scaling your capacity. I was thinking about like if this were me, if I were Elizabeth, would there be an opportunity to create a higher margin digital offer that can complement your luxury one on one so that you're serving with different levels without adding a ton of work? And so it almost be the lower tier. And what I would personally do is use those group sessions to be a great facilitator to pay attention to what your ideal client is thinking. But then once they complete the group session, the people that are the best fit can graduate to the one on one to stay on and work with you. So it could also be almost a pre qualifier to the right level of clients that can also maybe afford your investment. Because the way that I see your business being sustainable and this could be wrong, but this is based on my own experience is as the years go on, being able to take on less clients. But charge.

[Elizabeth Solaru]

Yeah.

Is ultimately the goal. Is that in alignment kind of.

Oh, absolutely, absolutely. I mean you've, you've hit the nail on the head and I think that's a very good thing. Looking at that sort of not quite mid tier, but at least looking at it as another high level funnel.

Yeah.

For the one to one. I think that works really, really well. I think that could work.

Yeah, it's a great. That could work pre qualifier too. Because certain people aren't necessarily ready to invest at a super high level or they want to make sure that that investment is the right one, which is.

The right one for them.

Right. And so I think too that's a lower risk, lower emotionally spent opportunity. One of my best friends last year, she had launched two different offers. One was a bigger mastermind, which was a higher ticket. They had more in person events, more one on one touch points, and then she did a lower tier version of that where it was less in person events, less high touch, you know, less one on one coaching opportunities. Both were incredibly successful. And now she's seeing people almost graduating from that middle tier up into the next one. And so it also gives you continuity. And I think one of the hardest parts about that one to one business is the feeling of like, you always need to be out there to get new clients versus having like a super high retention. And so sometimes those group programs can just feed right into the bigger one, which allows you to just have a little bit more security as well as you go throughout the year. Because I know it can easily ebb and flow based on how many clients you have and if people renew or stay, stay on. Okay, so my question would be for you to ponder afterwards is just when you look at your offers, is there one that you feel like you're working the hardest on for the least amount of a return? Because that's usually the one you want.

[Unknown]

To start optimizing is like from an energetic, a time standpoint, like, is there certain one offer where you're like, I.

[Elizabeth Solaru]

Am pushing this so hard, but like when I look at what I'm actually earning, it's not, not worth it.

[Unknown]

And that's where I would start optimizing.

[Elizabeth Solaru]

Just to focus on like efficiencies and things like that.

I love that. Thank you. That's very, very useful. And I can easily think of one offer right now. I've literally, it's on the website, but I've pulled it.

Really?

Because. Yeah, so, yeah, I love that. Thank you so much.

You're already doing that then. All right, let's go to the next question.

Okay, so the next question is I'm juggling multiple revenue streams. So I've got the speaking the book consulting podcast, but I don't know if I'm diluting my impact. So how can I create more synergy between these offerings while staying true to my core expertise?

Okay, so my first question is, do you like doing all of the things I do? Yeah. That's good. No, no, no, I do.

I actually, I love the fact that, you know, for example, the podcast, that is so natural to me because, you know, I had a great time. Like you said on Clubhouse. Yeah, I love the consulting because again, I get to meet different people, et cetera, et cetera. And then I loved writing the book because for me that was.

Yes.

I don't know, it was something I just felt I had to get out. And with the book, once it's done, it's done. But I find book is a very good introduction to the other things that I do for some people. So it's almost like my business card.

Yeah.

So. Yeah. Yeah.

Okay. Well, I. I love that you love doing them all, because I was first gonna just say eliminate any of the parts that you don't like. But, Elizabeth, you are like all of us in that you're multi passionate. And I feel like a lot of times women shy away from that because we feel like it's kind of confusing. Right? Like, it's like we're not in the box. It's hard to describe who we are and what we do in one clean sentence because we want to do it all. And so the problem with it, and this is one that I often face as well, is that it can often end up feeling like we're running, like, five different businesses. Right. And so it's like, where does one start in one end? And how does this all make sense? And so one shift that helps me so much was asking, okay, what is the through line in my entire business that connects every offer? Like, what is. If somebody picks up your book or listens to your podcast or hears you speaking or lands on your website, like, what is the through line? And if that can be really clear, you are not diluting the space at all. You're reaching people at different stages of their journey and at different areas where they're able to invest. And so I think there's no fear in that.

[Unknown]

But I want for us to think about, like, if somebody reads your book or somebody listens to your podcast or they hire you, what is the one belief or transformation they walk away with? No matter what format they're getting you in, is that something you feel clear on, or is that something you want to, like, hit the writing board with?

[Elizabeth Solaru]

I think I'm clear on it. I may be clear on it, but I think sometimes it's about the potential client. Are they clear on it? But with. To me, yeah, it's always been about helping them within the luxury space. So. And that is helping them to get the right clients for them. So that's always been my mission. That's always been clear with the podcast. I bring on experts who give their own roadmap to how they made it and how they got the right clients for them. And with the consulting, the same thing with a book. The same thing. So I think it's fairly clear to me.

Good, good. And that's where I think, too. I agree. I don't think there's any issues in you doing all the things. And I love that the two things I would say is do a potential audit. I feel like we're going to just use audit throughout this whole thing, but I think it's going to prove valuable in making sure that that message is clear, no matter how somebody stumbles upon you, and maybe even coming up with some sort of tagline or through line that you can say no matter where you're speaking or who you're speaking to. So just making sure that that's really clear. One thing that's helped me is that oftentimes in our own businesses, we see every piece of copy, every Instagram post, every podcast episode. So to us we're like, of course it's clear. But I like to assume that somebody knows nothing about me. And so then when I read an email through that lens, I'm like, wait, wait, wait, I'm assuming they know what I'm talking about when I say this or when I reference this story. And so how do we make that abundantly clear? The second thing that I would just say is that it would be really interesting to see if Pareto's principle is playing in your business at all, where 80% of your results are coming from, 20% of your efforts. Because I did a whole podcast about this. But I think that this principle, if entrepreneurs can hone it in, whether it's through their offers or their marketing strategies or their time, we often are missing the trends that are showing us. Like I need to actually just go deeper on this part of it. And so I have no problem with being multi passionate. I think it makes our lives so much more interesting. But there might just be one area of your business that requires more time and attention because it leads to greater results. And so if you know that confidently, then you can maybe kind of separate your time in a way that reflects that in a better way.

[Jenna Kutcher]

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[Elizabeth Solaru]

So I am genuinely excited to share.

[Jenna Kutcher]

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[Elizabeth Solaru]

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[Elizabeth Solaru]

Like a house with an indoor pool.

[Jenna Kutcher]

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[Elizabeth Solaru]

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[Jenna Kutcher]

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[Elizabeth Solaru]

I love that. That's. Again, I, I talk about that with my clients as well, the 8020 rule. So, yeah, I think I definitely need to, and I think I kind of did because there was one that I was spending a lot of time on, but it wasn't really anything. But now. Yeah, you're absolutely right. It's about having that balance and, yeah, checking to make sure that my, my, you know, because 80% of my clients, I'm suddenly thinking, oh, my God, my 80% have come from X Y, whereas I've been putting effort on Y. So, yeah, that's one thing I definitely need to think about.

Amazing. All right, next question.

Okay, so my next question for you is I've built significant authority in the luxury business space. And in fact, yesterday I was named one of the top speakers on luxury in the world. However, when it comes to raising my prices further, there's a bit of a. I still have a bit of hesitancy. So what mindset shifts or practical steps would you recommend for me to overcome this ceiling?

Yeah. Okay. First off, massive. Congratulations. That's incredible. I'm so excited for you. And I often feel like too, as entrepreneurs, we don't often get awards or recognized, and so when we get them, we need to take it in and like, actually pause. Like, what that really means is massive and beautiful. I think this question is so juicy because I think luxury pricing is such a mental game.

[Jenna Kutcher]

Right.

[Elizabeth Solaru]

Because in the luxury space, price is a part of the positioning. Right. You probably. And so it's like if you're too accessible, you risk losing the very people who want to pay for the exclusivity. And so one mindset shift that helps is really realizing, like, your pricing isn't just about you and what it is that you want to earn. It's about the perceived value to the client that you want to serve. And so sometimes the act of raising your rates increases demand because it signals rarity and prestige, which again, you teach for all the, the markets you're in. But it can be harder for yourself. I just this last week I was negotiating this offer and someone had sent in this like, partnership offer and it was like, way lower than what I usually charge. And so I responded back and was like, super kind and gracious and was just like, all right, here's what my rates are. But also here's the value you get. Like, here's what comes with this. And so when we figure out how to communicate that with confidence, I think oftentimes the perceived value does go up because the actual value is increasing than what the person might have actually thought at the beginning. And so we want to figure out ways to decrease your accessibility in a way that feels really great. One really easy way to do this, especially if we stay on the lane of speaking, since that's what you're recognized for, is one of the things that I said for many years is like, I only speak on five stages a year. Like, I put a limit to that and just let people know, like, you're not going to see me on 50 states stages. This isn't what I'm going after. I speak on a very limited amount of stages, especially because I'm a mom and I don't like to travel to be away from my kids. So if I'm going to be gone, it's got to be worth it for me. And so kind of setting parameters around that can decrease your accessibility, which can again increase your perceived value. But I. My question for you is this is like, if you had to price based purely on the transformation that you know, and you're confident that you can deliver, not your time, not what feels, quote, fair to you, what would that number be? And you can share it out loud if you want to, or you can keep it to yourself as you work through it. But I feel like there's probably a story that we're telling ourselves around why that number feels too high.

Oh, I'm looking at a very healthy five figures. I mean, I'm looking at. I mean, that was the number that just popped into my mind. And I'm going by instinct here that something is telling me that that is what I deserve to charge. So, yes, I'm thinking of very healthy five figures.

And I mean, I'll tell you that people pay that.

Why not?

I've been paid that before. So, yeah, I think too, when we can talk to other women who are in that world and know what offers they're getting, it can also bolster our confidence. I remember seeing sitting in a room with some of my friends and we were Talking about keynotes and speaking and just, you know, it's, it's a lot of effort. It's not just speaking an hour on stage, it's the days to get there, preparation and the out mic checks and the meet and greets and all of these different things. And even just hearing some of their numbers, it like pushed me to be like, oh my gosh, I'm not charging enough. And so when you see that there are opportunities out there that are willing to pay, that it will naturally decrease your accessibility to other opportunities. And I also feel like it gets you in front of the other clients that are also able to pay that. So it's almost like once you get into that league, you can easily stay in that league and stay in that realm, but it's just staying firm to get there in the first place.

Thank you. That's mind blowing. That's mind blowing.

I want you to write that number down and put it on a post it note on your computer.

Yeah. A shift has occurred in my. I'm thinking, oh my God. Yeah. Yeah, something happened. Thank you. Yeah, that was. Yeah, that was, that was. Yeah, something happened in my brain.

Good. Well, and stick with that too. I think, you know, it's interesting because a lot of times we almost are prone to be like, well, what is your budget? Or lead with that first? Instead of here's what I charge. Right. And so it's interesting how we can often devalue our own work or not even present the numbers that we need or want to hit. And so I think that that's a good step. You have one final question. Let's hit it.

Okay. So I'll try and make it a great one. So this is a one about building a team.

Okay.

That truly represents my brand standards. Because as you grow, as you said earlier, you got to delegate, you got to devolve, etc, etc. So how do I go about building a team that reflects my brand standards?

Yeah, I love this and I think this was a really good question, especially in the market you're in, because we were kind of talking about like elegantly delegating. Right. It's not anyone can do it. You want people that do it in the way that you want. And I feel like, especially with luxury, it is fine attention to detail. And I mean all of that matters. And so one thing that has worked really well for me and I have people on my team that have been with me for almost nine years. So like I hire people that stay. And what I look at is hiring for values and training for Skills. And I am willing to do that. And I feel like, especially with luxury, skills can absolutely be learned. But if you don't have, like, the attitude and the intuition and the natural tendency towards the delivery that you're desiring, like, I think that would be harder to train. I feel like anyone out there that cares can learn how to follow, like, your SOPs or your different systems, but you want to make sure that those values are in alignment and just, like, the understanding of, like, what a customer means to you, what a client means to you and the brand in the business and how you want their experience to unfold. So I would say, like, you want to look intuitively. And I think your hiring is going to be way more intuitive than different companies who might just be looking for the skills. Like, they just need a button, a seat, and somebody on their laptop. And. And so I think that you've got to really tap into your intuition around, okay, do they get the vibe? Do they notice the details? Do they understand what this experience needs to be for somebody? And so I wrote down three questions that I would ask for hiring that will be for you. So I would ask, have they experienced luxury themselves? So not have they delivered a luxury experience, but have they experienced it themselves? And can they articulate what in that experience made it feel special? And so even as you were talking about going to tea, I was just thinking about this awesome hotel Drew and I recently stayed at where, like, we walked in and they had, like, warm towels, like, waiting for you, and somebody greeting you and letting you know, here's exactly where you go, and I'll be right here if you need anything. And so that's the first question I would ask. The second one is, do they have a hospitality mindset? Meaning, can they anticipate needs before they are spoken? And so one thing I think, although our businesses are very different, one thing that my team is incredible at is anticipating needs and figuring out, okay, what, not only what do we need to get done, but what does our clients need? And so you want somebody that can pay enough attention, not just to follow step by step, A through Z, but to pay attention to that nuance of, like, can you anticipate needs? And then the last one is, is, can they explain your brand ethos back to you in their own words so you know what it is? And I think, too, this will naturally come as you expand on, like, the through line of your business and making sure that that's there. But can they explain it back to you? And I think those are three things that I would bring into any interview because I think off of those three things, your gut is immediately going to know, like, are they a fit? Do I feel comfortable with them now with that, I would say that the releasing of the control is going to be the hard part, especially in this experience. And so if I were you, like, if you signed on a new one, on one coaching client, I would have you deliver that first call and then make the introduction to someone who will be there for invoicing and scheduling and all of that stuff. And that would free you up on all that in between stuff so that you can show up to the coaching call and then like again, hand the torch off to somebody else. They can deliver notes and feedback from the coaching session, next steps, all of that for you. And so again, once you get really clear on the places that only you can serve and show up, which are actually pretty limited to speaking, your podcast and the actual coaching.

Yeah.

All of the other things that you're doing day to day, I would argue could be delegated and they would free you up to do more of that stuff that you love. So how does that feel when it comes to hiring? Like, does that stress you out? Does it feel good?

No, no, it feels great actually. And I think what you've done is absolutely clarify the basis on which to hire as opposed to just asking technical questions. Again, I love the values based hiring and then the training can follow. And I think for me, I sum it up as somebody with a teachable spirit. I love that. So that's fantastic. I mean, I can't thank you enough for that. That's amazing. Thank you.

Yes. I am so excited for you. Do you have any final questions that came up during our conversation today?

No, but I just want to say when you tapped me for this opportunity, I couldn't believe it. Number one, this is so much value. I think it's probably one of the best days that I've had so far this year. It's just incredible because this is so unexpected and the value alone, I know how much I would have had to pay for this. So I'm just so grateful and very thankful to you for taking the time to offer me this coaching. I just want to say thank you so much.

Thank you for being a part of my community. And when I saw your thoughtfulness and your questions and where you are in your business, it just absolutely excited me. And I feel like it's so beautiful to connect. Like, I just, I. I feel better off in connecting with you. Where can everybody find you and follow you? I know there are listeners that are like, wait, what is this world? And how do I get into it? Give us all the places, including your podcast. Remind us of your book. Let's all get connected with Elizabeth.

Okay, so you can find me on LinkedIn. That's my home for now. I write every day. I do posts on something about luxury business that can help you. So I'm on LinkedIn as Elizabeth Solaru. You can find my book, the Luxpreneur on Amazon, so Amazon.com Amazon.co.uk and another platform that I kind of got into recently is Tik Tok, for some weird reason. But I find that if I speak about Meghan Markle as an example of a luxury brand and a luxury business that tends to connect more with the audience. So I've been doing that recently, explaining luxury principles, using her and her newly launched brand as an example. So again, I try to make what I do very practical so people can apply that straight away to their own luxury business.

Amazing. And your podcast is.

The podcast is called the Luxury Business Podcast.

Amazing. I am so grateful for you. Thank you for coming on, asking brilliant questions, and now we all get to watch you run with this. So thank you again, Elizabeth.

Thank you so much. This has been incredible. And what a day. Thank you so much.

As soon as we finished recording, Elizabeth was telling me just how amazing our Facebook community is. In fact, that is exactly how we found her for today's coaching episode. If you are not a part of our Gold Digger Podcast Insiders Facebook group, what are you doing? Get in there. There are tens of thousands of listeners to this show that are waiting to collaborate, to meet you, to troubleshoot with you, to befriend you. It is just an amazing place on the Internet, a place of positivity, a place where we can work together. It is an amazing community. So hit the link in today's show notes or show description. Jump on into our Facebook group. We would love to have you in there. And if you've ever wanted to be coached on the Gold Digger podcast, that is where you need to be in order for me to meet you. You. Thank you so much for tuning in to this episode of the podcast. If you know someone that could benefit from it, please take a second to share this episode with them. It makes my heart so happy knowing that these episodes are going out to your friends and family that you love. And of course, until next time, Gold Diggers, keep on digging your biggest goals and I'll look for you inside of our Facebook group.

[Jenna Kutcher]

Thanks for pulling up a seat for another episode of the Gold Digger podcast.

[Elizabeth Solaru]

I hope today's episode fueled you with.

[Jenna Kutcher]

Inspiration, gave you information that you can.

[Elizabeth Solaru]

Turn into action, and realigned you with.

[Jenna Kutcher]

Your true north in life and business. If you've enjoyed today's episode, head on over to gold diggerpodcast.com for today's show notes, discount codes for our sponsors, freebies.

[Elizabeth Solaru]

To fuel your results, and so much more. And if you haven't yet, make sure you're subscribed so that you never miss a future show. We'll see you next time. Gold Diggers.