Selling to the Affluent by Thomas J. Stanley, How Luxury Lost Its Luster and The price of everything are all good choices for a luxury mug business. If you're selling mugs for 500 to 1000 per mug, how could you test in the real world whether or not this is worth pursuing? You can't just tape a banana to a wall at Art Basel, a duct tape, and have no story. There needs to be a story. Another thing that you can do is study the luxury brands, figure out who their PR firms are; go look at their case studies. So let's say I was making like 35, 40 grand a year if an ad came

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