In this episode of What The Luxe, we sit down with Winston Chesterfield—founder of Barton and one of the most incisive minds in wealth intelligence and luxury brand consultancy. Together, we unpack the nuanced behaviours of high-net-worth individuals, and why understanding their motivations requires far more than just access.

Winston argues for the enduring power of heritage and storytelling in luxury, cautions against AI-induced homogeneity, and challenges the notion that transparency is always a virtue. From the ‘engineered mystique’ of luxury to the ethical paradoxes of indulgence, this conversation offers rare insight into the psychology of value—and how the world’s most discerning audiences navigate it.

Expect candid takes on category clichés, intelligent provocations around brand behaviour, and a potent reminder that luxury isn’t about price—it’s about perception.