Premium isn’t about price anymore.
It’s about pulse.

Desire today is designed, not declared.

Look at Zoya :  it doesn’t sell jewellery, it sells emotion, artistry, and aura.
Massimo Dutti a brand that turns everyday essentials into elegant expressions
They’ve both mastered the subtle art of creating want before need.

Because you don’t sell premium you stage it. Listing a few actionable which according to me is key to design desire.

One:

Two :

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Five: