What The Luxe

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96. Sonic Branding: The Neuroscience of Sound with Aifric Lennon, Managing Director at father

August 17, 2026

Aifric Lennon began her career in neuroscience, researching how music affects the brain at Goldsmiths before becoming managing director at Father, a music and sound design studio.    In this episode, Fred Moore sits down with Aifric to unpack why sound is still "grossly undervalued" by brands, and how a landmark IPA study she led found that music perceived as surprising or distinctive drove measurable uplift in brand fame and sales. They also discuss what separates luxury sound from mainstrea...

95. Aja Raden on Diamonds, Luxury and Lies

August 03, 2026

Aja Raden began her career designing engagement rings before turning to writing, using books like Stoned and The Truth About Lies to trace how objects come to be considered valuable, and what happens when that agreement breaks down. In this episode, Anant Sharma sits down with Aja to unpack the myth-making behind the modern diamond industry, how De Beers and N.W. Ayer engineered scarcity where none existed and tied it so tightly to love that "diamonds are forever" became gospel. They also d...

94. Ritual and the Rise of 0% Wine with Luke Hemsley, Founder of Wednesday's Domaine

July 20, 2026

In this episode, Luke Hemsley, Founder of Wednesday's Domaine, joins Fred Moore to unpack the behavioural tension driving the alcohol-free wine movement, the desire to participate in the ritual of drinking without overdoing it, and why that shift has as much to do with psychology as it does with taste. From sourcing high-quality base wines to using vacuum distillation to strip out alcohol without stripping out flavour, Luke breaks down what it takes to make a 0% wine that tastes like wine. T...