CEO of Luxury Promise, Sabrina Sadiq, on building a thriving pre-loved luxury lifestyle platform that holds curation, community and authenticity at its core.
What are the core values of Luxury Promise as a brand?
1. Community-Driven Lifestyle: We’re not just selling luxury items – we’re selling a lifestyle. Luxury Promise brings people together through our global live shows, allowing individuals to connect and share wardrobes across continents. Our platform builds a vibrant, engaged community that’s passionate about sustainable fashion and storytelling.
2. Global Connection Through Live Commerce: Our live shows are the heartbeat of Luxury Promise. Broadcasting from major cities around the world, we offer a dynamic shopping experience that blends entertainment, education, and access to rare, curated pieces – all in real time.
3. Trust Through Triple Authentication: Our customers shop with confidence. Every item on our platform undergoes a triple-check authentication process, combining AI technology with human expertise to ensure 100 per cent authenticity and quality.
4. Curated Collections with a Story: We don’t just sell products – we share the history and craftsmanship behind them. Each piece we present is hand-selected for its uniqueness and heritage, allowing us to preserve the legacy of luxury fashion while making it accessible and relevant for today’s audience.
5. Upholding Brand Heritage: We honour the craftsmanship and legacy of the world’s most iconic fashion houses. By educating our audience during live shows and highlighting each item’s story, we reinforce the value of luxury and inspire thoughtful, sustainable purchasing.
How has Luxury Promise evolved since it launched in 2017 and what has been the biggest change?
Since our launch in 2017, Luxury Promise has evolved from a traditional resale platform into a global leader in live shopping and community-driven commerce. What started as a digital destination for authenticated pre-loved luxury items has transformed into a dynamic, interactive experience that combines content, community, and commerce. The biggest change has been our shift to live show selling, which has redefined how customers engage with luxury resale. By building a loyal, global community and offering curated drops in real time, we’ve created an immersive shopping environment that blends storytelling, education, and entertainment. We’ve also invested heavily in technology – from our triple-check authentication system powered by AI and human experts to tools that enable seamless global shipping and payment. This has allowed us to scale internationally while maintaining trust and quality at our core.
Luxury Promise is the first re-sale platform to have live-shopping shows on the website. What are your other competitive advantages that set you apart from the rest?
Luxury Promise is the first resale platform to pioneer live-shopping directly on our own website – and that innovation is just one of several key competitive advantages:
1. Community-Led Commerce: Our global live shows are more than just transactions – they’re interactive experiences. Customers tune in daily to learn, engage, and shop with hosts they trust. This sense of community fosters brand loyalty and drives repeat purchases.
2. Triple authentication processes: Trust is everything in resale. Our proprietary triple-check authentication process combines AI tools with industry experts, offering unmatched accuracy and peace of mind.
3. Curated Inventory with Storytelling at the Core: We focus on quality over quantity. Every item is hand-selected for its uniqueness and heritage, and we highlight each piece’s story during our live shows, reinforcing its value and craftsmanship.
4. Global Reach, Local Relevance: Our team and hosts are based in major markets around the world – London, Dubai, Singapore, New York – allowing us to serve a global audience with regional insight, and source pieces from wardrobes across continents.
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What is the live-shopping experience like – how does this work and was this the idea from the outset?
The live-shopping experience at Luxury Promise is immersive, engaging, and community-first. It blends the excitement of a live auction with the intimacy of a personal styling session – all in real time. Our hosts – who are experts in luxury fashion – go live daily from cities around the world. They present curated collections, share the history and craftsmanship behind each piece, and engage directly with the audience. Viewers can ask questions, get styling tips, and purchase instantly with one click during the show. It’s interactive, entertaining, and educational, creating a deep sense of trust and connection.
With over hundreds of items available, how do you ensure a seamless shopping journey and product discoverability?
1. Curated Collections, Not Overwhelming Choice: We don’t flood customers with endless listings. Instead, we curate daily drops and collections, both on the website and during live shows, to highlight what’s most relevant, rare, and in-demand – keeping the experience focused and elevated.
2. Live Shopping Drives Real-Time Discovery: Our live shows act as an interactive discovery tool. Shoppers don’t have to scroll – they watch, engage, and purchase in real time, guided by trusted hosts who showcase items with expert insight and styling tips.
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Do you see buying/selling trends or habits on a global scale and how is this similar or different with Middle Eastern clients across generations?
Yes, we see distinct global trends in how people engage with luxury resale – and the Middle East stands out as a particularly dynamic and influential market.
Across the board, there’s a growing appetite for circular fashion and a shift toward value-driven luxury purchases. Buyers are becoming more savvy looking for rare, timeless pieces that hold or increase in value. Gen Z and Millennials dominate live shopping, drawn to transparency, sustainability, and digital experiences. There’s also a rise in resale as a form of self-expression, with shoppers curating wardrobes from multiple eras and brands.
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What is your approach to leadership, and how do you ensure your values filter across the organisation?
At Luxury Promise, our leadership philosophy is grounded in authenticity, empathy, and empowerment. We believe in building a company where real women are selling to real women – meaning our business is not only by women, but for women, with a deep understanding of how they shop, connect, and grow.
1. Leading by Example: As a founder, I lead by living the values we stand for: community, trust, transparency, and confidence. I make it a point to be hands-on in everything from hosting live shows to supporting our team – showing that leadership isn’t about hierarchy, it’s about action and alignment.
2. Empowering Women at Every Level: Our team reflects our customer base – diverse, passionate, and driven. We invest in creating an environment where women feel sup- ported, heard, and able to lead in their own right, whether that’s in authentication, styling, operations, or presenting on camera.
3. Community as Culture: We bring our customer-first mindset into our internal culture. Just like our community connects through live shows, our team connects through collaboration and shared purpose. Everyone at Luxury Promise knows we’re not just selling luxury, we’re building relationships.
What should we be looking in when it comes to investing in high-value pieces with enduring power?
When investing in high-value pieces, focus on iconic brands like Hermès and Chanel – brands that have consistently demonstrated strong demand and timeless appeal. Look for models that are not only classic but also rare, such as limited-edition collections or discontinued items that hold significant value. Additionally, always prioritise items in excellent condition. Pieces that show minimal wear and tear retain their value better and are more desirable to buyers. Lastly, seek out items that have a story – whether it’s a unique history, provenance, or association with notable figures or events. These elements add an extra layer of value and appeal, making the piece not just a purchase, but a collectible investment.
Community and social media are at the forefront of the brand. How do you leverage social media to engage with buyers and sellers?
Our live-shopping shows on platforms like Instagram, TikTok, and our website allow us to engage buyers and sellers in real time. This interactive format lets us showcase curated luxury items while directly communicating with our community. Customers can ask questions, comment on products, and get immediate responses, making it a dynamic and personalised shopping experience. We use social media as a platform for storytelling – telling the history, craftsmanship, and value behind each item. Whether through Instagram posts, stories, or reels, we highlight the unique features of luxury items, educating our audience about the importance of heritage, quality, and sustainability. This helps buyers connect emotionally with the products they’re purchasing.
This is The Discovery Issue – what is your latest and greatest discovery?
Our latest and greatest discovery has been the power of offline connections through our in-store activations. While we’ve built an incredible online community, we realised the importance of bringing that digital energy into the real world – connecting with our customers face-to-face and strengthening the bond we share with them. This year, we hosted incredible activations at our London and Dubai HQs, where we brought our community together for exclusive events, live shows, and networking opportunities. It was an unforgettable experience to engage with our customers on a deeper level, giving them the chance to connect with the Luxury Promise team, meet like-minded fashion lovers, and experience our curated collections in person. These activations allowed us to build relationships offline, showcase the luxury resale experience in an entirely new way, and expand our global network – from collectors to influencers, everyone came together to celebrate luxury, sustainability, and community. The response was overwhelming, and we are excited to continue growing our presence both online and offline, creating a seamless blend of in-person and digital experiences that keep our customers at the heart of everything we do.
May’s – The Discovery Issue – Download Now
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