Beyond A Million 210: How to Build a Luxury Brand That Attracts the Ultra Wealthy with Larry Walshe
Today, I'm sitting down with Larry Walshe, founder of Larry Walshe Studios, a global event design firm producing large-scale, luxury weddings and private events for ultra-high-net-worth families, celebrities, and royal households.
While Larry's roots are in floristry, his work goes far beyond flowers. His studio designs fully customized experiences—shaping the creative vision, transforming spaces, and defining how guests experience an event—while bringing together specialized artisans from around the world to execute complex, high-stakes productions.
In this episode, Larry breaks down what it actually takes to build and protect a premium brand at the top end of the market, how he orchestrates massive productions with a small team, and why learning to say no early was essential to attracting the right clients and scaling without lowering the bar.
If you're building a service business or premium brand and want a clearer sense of what it takes to operate at the highest level, this conversation offers a grounded look at how that kind of work actually gets done.
Key Takeaways
00:00 Intro
00:55 Why Saying No Builds a Luxury Brand
03:28 Don't Chase Revenue That Dilutes Your Brand
07:08 Consistency Is the Real Competitive Edge
08:20 Why High-End Clients Pay 10X More
13:07 Defining the Client You Actually Want
17:24 How to Shift Into a Higher-Paying Client Category
19:37 Inside Multimillion-Dollar Events
22:10 Running Global Operations With a Small Team
26:23 Becoming the Creative Director, Not the Doer
33:01 Managing Clients Who Want the Wrong Thing
35:03 The Sales Approach That Works at the Top End
40:02 When to Walk Away From Work
45:04 Handling Last-Second Client Demands
52:00 The Non-Negotiable's of Elite Client Work
57:15 Larry's Advice for Founders Moving Upmarket
Watch on YouTube: https://youtu.be/kmYqmgFjDIM
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