Brand & Commercial Strategy
for the Luxury & HNW World
What we do
Commercial Growth
Assessing where you are now, then building the roadmap and commercial foundations to get where you want to be - and in what timeframe.
Brand Development
Diagnosing whether your current brand can take you there and if not, how it needs to evolve to resonate with your target audiences, build their desire and grow the business.
Marketing Leadership & Transformation
Translating brand and commercial ambition into integrated full funnel marketing that converts to sales, with your actual budget and resource reality. Where the right team or partners aren't in place yet, we connect you. That's the Collective.
Industries
Luxury & Fine Jewellery • Art & Design • Hospitality & Wellness • Fashion & Lifestyle
About
Joon Rajkovic is a senior commercial and marketing advisor with over 20 years building global luxury, lifestyle and arts brands - from large global enterprises to independent owner-led and PE-backed businesses.
She works with CEOs and senior leadership on an interim, fractional or advisory basis, focusing on the commercial and brand foundations that drive consistent growth - bringing deep knowledge of HNW and UHNW audiences and the luxury ecosystem.
Experience spans Burberry, Ralph Lauren, Paul Smith, Volvo, IHG, William Grant & Sons and Wedgwood, alongside emerging and high-growth businesses across luxury, lifestyle and the arts.
There are three main ways to work together
As Interim Leader or a Board Advisor for as long or short as the business need (Interim & Board)'
Through a structured Brand & Commercial Strategy Program delivered in weeks, not months (Distilled)
Ongoing advisory with weekly strategic guidance through Private Membership (The Point) Join waitlist; launches November 2026
What clients say
“We worked with Joon to develop our commercial strategy and build up our marketing team when we were expanding our business.
From day one she was focused on understanding our brand before developing a clear structured plan - advising on what we needed at each stage.
We have all been grateful to have her as part of our team and look forward to working with her again when we take on the next market.”
CEO, Fine Jewellery“Joon came in as a consultant to lay down the foundations to evolve the brand and quickly became a valued and trusted member of the leadership team.
She has a presence that exudes confidence and makes people want to follow her. Her words are thoughtful and insight-driven. She has a deft ability to speak to people on their level - knowing when to lead, when to follow and when to compromise.
Change agents are a rare commodity. Joon is a savvy, articulate change agent who has proved her worth.”
Global Marketing Director, Fashion“A rare blend of strategic thinker and creative mind, with a talent for delivering ready-to-use concepts under super tight deadlines. Always focused on business objectives.
Equally strong as an advisor and collaborator - she knows when to challenge, refine and execute.
A true asset to any team looking to elevate their brand.”
CMO, Global techBeautiful World?
Because it is, isn’t it.
If you lead a luxury, lifestyle or HNW business ready for a new era of growth, let's talk.
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