Insights from a conversation hosted by the French Chamber of Commerce in Japan
On July 22nd, I had the pleasure of interviewing Akiko Yamamoto, President of Van Cleef & Arpels Japan, as part of a special event hosted by the French Chamber of Commerce in Japan.
Van Cleef & Arpels is not just a luxury brand—it’s a maison in the truest sense: a company rooted in heritage, artistry, and emotional storytelling. My conversation with Ms. Yamamoto offered valuable insight into what makes a luxury business truly exceptional—from internal leadership to customer connection.
Here are some key lessons that stood out:
1. Create Space for Every Voice
Appointing a neutral moderator during internal meetings ensures a psychologically safe environment. When no single stakeholder dominates, everyone feels comfortable contributing—and real dialogue emerges.
2. Read Beyond Business
Rather than business books, literature, history, sociology, psychology, and biography as the most instructive for business and leadership, and make you a more engaging person to talk with.
3. Lead with Authenticity
Authentic leadership is not about image—it’s about integrity. When how you present yourself aligns with who you are, people trust you. But authenticity requires vulnerability. Authenticity is about being real. That’s what earns trust.
4. A Maison Is More Than a Brand
All maisons are brands, but not all brands are maisons. A maison carries artistic vision, cultural heritage, and an enduring identity. It’s not simply about selling products—it’s about crafting meaning.
5. Sell the Emotion, Not the Product
In luxury, sales are not the goal—they are the byproduct of creating emotionally resonant experiences. Customers buy based on feelings and justify their decisions with logic afterward. Connect with their emotions first, and the rest follows.
6. Relationships Matter—Even at the Call Center
Even call center staff can form personal bonds with customers—if they’ve met them in person. That’s why, for Van Cleef & Arpels, call centers must be staffed locally. Personal relationship, not efficiency and productivity, define excellence in luxury service.
7. Own the Experience
To control the brand experience, you must control the retail experience. Wholesale may scale distribution, but it dilutes the brand. In luxury, that loss of emotional consistency carries a heavy cost.
8. Technology Can’t Replace the Human Touch
Transactional sales may work for commodities, but not for luxury. And while AI may simulate interaction, it cannot replicate the emotional richness of a human relationship. The human connection is not just important—it’s essential.
In a world increasingly obsessed with speed, scale, and automation, the philosophy of a maison offers a powerful counterpoint: focus on meaning, human connection, and craft. That’s how loyalty is earned, value is created, and passion is cultivated—one personal relationship at a time.
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