The Scent of Strategy: Luxury PR Secrets with Nicola de Burlet

Update: 2025-11-21

Description

What happens when you mix old skool PR charm with modern digital savvy? You get Nicola de Burlet, luxury brand consultant, founder of The PR Studio and the woman who knows that true elegance never shouts, it whispers in perfectly crafted press copy.

In this episode of PR LIKE A BOSS!, we chat about Nicola’s journey from Paris (and yes, Chanel!) to helping today’s brands strike that delicate balance between heritage and hype.

Nicola’s career began during the dot-com boom before she found herself at Chanel HQ in Paris, the ultimate finishing school in brand guardianship and storytelling. Fast-forward 25 years and she’s consulting for luxury and wellness clients while writing for Hip & Healthy magazine, mentoring the next generation and proving that “quiet luxury” isn’t a trend, it’s a mindset.

She spills on what luxury really means today, spoiler: it’s about feeling, not flashing, why relationships still rule in PR and why if a brand has to keep saying “we’re premium,” it probably isn’t. (Cue her aunt’s legendary phrase: all fur coat and no knickers - I’m want that on a mug!)

Nicola also reminds us that every great campaign starts long before the glam red carpet moment. Think: strategy, spreadsheets and serious storytelling. Her golden rule? Lead the trend, don’t follow it.

And in true PR LIKE A BOSS! style, we end with a rapid-fire round of Scent or Nonsense, where Nicola calls out the PR fluff (sorry, AI influencers) and applauds the classics (skinimalism forever). Because at the end of the day, luxury isn’t about shouting loudest, it’s about staying timeless, relevant and just the right amount of mysterious.

Click play to listen now.

Patz x

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