I’ve spent most of my career championing and thinking about luxury. What it means, who makes it, why it matters. I’ll admit there are days when I wonder whether the rest of the world is paying attention.That might sound strange coming from someone who has worked in this sector for over four decades. But the people who care most about something are usually the ones who worry about it most, too. And right now, British luxury deserves a great deal of care.British luxury is extraordinary. I don’t mean that in a flag-waving way – I mean it as a statement of fact. The craftsmanship, the heritage, the creativity, design, innovation, technology, engineering and manufacturing skills. The unyielding determination and single mindedness of the people who wake up every morning and refuse to cut corners. The hours of work making a bespoke suit or handcrafted bed. From the couture houses to the country estates, from the silversmiths to the perfumers, this is an industry built on standards that most of the world can only aspire to.But it is under acute pressure: from the economy, shifting consumer habits, and the noise of a thousand brands claiming to be luxury when many are simply expensive. Standing out has never been harder; being seen by the right people has never mattered more.