Behind the Scenes with the Top South Carolina Marketer for World’s Luxury Auto Giants
In the dynamic world of luxury auto branding, South Carolina native Emma Gwyther leads the pack through her marketing firm, Interluxe Group. The Bluffton-based boutique agency creates experiences that move people, connecting them with some of the world’s most loved luxury auto brands, such as Ferrari, Maserati, Bugatti, Aston Marton, and Rolls-Royce.
The Rise of Interluxe Group
Gwyther’s journey with Interluxe Group began with a small start and eventually scaled up owing to her relentless persistence. Having commenced her career in the UK, the magnetic pull of the United States and its entrepreneurial spirit was irresistible to Gwyther. In 2008, with no contacts, funding, and facing a new continent and culture, she arrived in the U.S., had an initial struggle but turned it into impressive success.
Creating Immersive Experiences
The core ethos of Interluxe Group is to craft experiences that immerse their clients’ target audience in the luxury lifestyle. For example, at their driving events, an emphasis is laid on getting people behind the wheel of their featured luxury vehicle, sparking an emotional connection within the audience. This, Gwyther explains, is the true manifestation of the luxury experience they strive to create.
Thriving Amidst a Pandemic
Today, Interluxe Group commands a staggering $30-million business which boasts significant growth even during the COVID-19 pandemic. Despite initial fears that the pandemic could spell an end to the business, the marketing firm transitioned deftly to organize smaller, high-touch-point events. The experiential format of these events where small groups would go behind the wheel of their featured vehicles eventually became a saving grace for the company in these trying times.
Growth and Outlook
Given the nature of their business, having regional staff is imperative for Interluxe. Therefore, despite their headquarter in South Carolina’s fastest-growing city, Bluffton, Interluxe’s employees are spread across Charleston, Hilton Head, Bluffton, and Savannah with other staff members working remotely in California, Colorado and Florida.
Fostering a Culture of Respect and Collaboration
Apart from working with renowned luxury brands, Gwyther takes immense pride in her team and the culture nurtured at Interluxe. The atmosphere of trust, respect, and collaboration afforded her the environment to realize her dream of shaping a venture from scratch.
Astounding Success despite Challenges
Gwyther’s confidence that good ideas would find their voice, regardless of age or gender, saw her through the initial years of struggle. While the early days had their share of hurdles, she believes the contemporary marketplace demands diversity, equity, and inclusion, which provides for a more balanced and productive business environment.
Future Ventures
Looking to the future, Gwyther is keen on addressing new client needs with tailored solutions and building on their experiences with the world’s most recognized luxury brands. As Interluxe continues its tryst with creating remarkable brand experiences, the luxury auto industry can look forward to even more innovative and magnifying marketing strategies in the coming years.
