Whether you're seeking a sweet indulgence, a fabulous feast, or an artistic event space, Birley Chocolate Shop, Bacchanalia and Mount Street Restaurants ‘Curious Rooms’ are guaranteed to exceed expectations. Allow us to guide you through what makes them our top picks for February.

I have built my career on guest experience and there’s one golden rule I hold dear: exceptional service is the key that unlocks an unforgettable experience. Of course, a stunning room and exquisite cuisine are important, but without the warmth, attention, and personalised touch of a truly great team, it’s all just a fleeting moment. And for me, that is the very essence of The Ritz Hotel in London.

In an era where consumers are inundated with choices, brands that stand out do so by fostering emotional connections. At the heart of this approach lies clienteling—a personalised, relationship-focused strategy that transforms transactional interactions into meaningful engagements.

 Clienteling is about knowing a customer’s preferences, anticipating their needs, and exceeding their expectations. Whether it’s a luxury brand remembering a client’s hobby or interest, or a hospitality brand curating bespoke experiences, these individualised gestures build trust and loyalty.

There’s a lot of buzz about the shift from personalisation to individualisation in luxury clientelling. But what is it?


We define it as the difference between customising an existing product or service (personalisation: for example adding their name to a welcome amenity), and creating a bespoke product or service to suit guests’ passions, interests or tastes (individualisation: creating a bespoke amenity specifically for them). 

Understanding how to create an emotional connection between client and brand is the secret to winning loyalty from customers, increasing revenue and ensuring positive reviews. At Parade it is our mission to help our clients (and their teams) understand how to build these connections and, by doing so, grow the success of their business.

Here’s a topic that has come up time and time again. We are often asked how we define Luxury… and we often dodge the question!
From hoardings on a building site (usually adjacent to a major A-road) advertising “Stunning Luxury Apartments” to “Luxury Toilet Tissue”, the word is certainly overused. Yet still it has power, intrigue and is aspirational. How can this be the case and why has no one yet coined a new term?

We are often asked about our experience working in different parts of the world, and our projects in the Gulf region seem to spark more interest that almost anywhere else. We thought we would put pen to paper and give some insights into our observations in the region. 

This weekend, I encountered a situation that highlighted the critical role good communication plays when dealing with customers facing challenges. I arrived at the cinema, ready for a relaxing movie experience, only to find the doors closed. The showtime had changed, and I had not been informed. Disappointment was quickly followed by frustration when the manager approached, clearly irritated, and instead of listening, simply stated, “We are closed.”