Unlock Your Brandʼs Why
Grow with Purpose
At Luthentic, we help you discover your true purpose and turn it into a powerful story that drives meaningful growth and connect with your audience emotionally. We work with conscious founders, wellness brands, and creative businesses ready to reconnect with their message and lead with authenticity.
And with two decades of buyer experience, we help you build a brand the market actually wants — commercially sound, beautifully curated, and retail-ready
01
Two decades of expertise in brand strategy and storytelling.
02
Tailored strategies that align your brand purpose.
03
Clear communication that connects and inspires your audience.
Our Services
Market Growth Strategy
We’ll build a roadmap that aligns with your values and turns confusion into clear, confident expansion.
Strategic Partnership
We help you craft, pitch, and land the right partnerships to elevate your brand and expand your reach.
Storytelling that connects
We help you find your ‘why’ and shape a message that lands—with your audience, your team, and yourself.
Assortment Strategy & Product Creation
Built from real buyer insights to make your line commercially strong and sellable.
The Luthentic Edit
We offer ongoing, light-touch guidance to help you stay grounded, aligned, and moving forward
How It Works. Let’s Make It Simple.
- Book a Free Clarity Call — No pressure. Just a human-to-human chat.
- Receive a Custom Proposal — Aligned with your needs and stage.
- Start with a Story-Led Sprint — Fast traction, deep insight.
Our Values
At luthentic, we believe in the power of authenticity. We’re passionate about helping brands uncover their true purpose and share their story with the world. Our values are rooted in honesty, creativity, and connection. We listen deeply to understand your vision and align it with your audienceʼs needs. With every project, we strive to create meaningful relationships, ensuring your brand resonates with intention and clarity. Together, let’s make a lasting impact that reflects your core beliefs.
With over 20 years across Lane Crawford, Joyce, Harvey Nichols, Lululemon, and global brands, we bring a unique buyer’s perspective to every project. We don’t just tell your story — we help make sure your brand is built to sell, scale, and stand out in this over saturated market.
TESTIMONIALS
I’ve worked with Lu for many years across fashion projects. She brings a thoughtful, refined approach to luxury branding and a clear understanding of what resonates in both sales, buying and marketing. Her work is always considered, impactful and emotionally resonant – an unique combination in any industry.
—
amiee squires wills, founder at www.amieesquireswills.com
Working with Lu was a game-changer for our business. She brought clarity, strategy, and expertise exactly when we needed most when the retail scene in Hong Kong was having one of its most challenging times. With her branding and retail experience, she has brought new perspective and diversification to our business development. She has also given us practical, cost efficient and insightful advice throughout her consultation as well as providing implementation solutions. With her professionalism and commitment to strive, she will be an invaluable asset to any organisation, a true hidden gem.
—
christy gan, founder at so coco
I had the honour of working with Lu. Her authenticity and enthusiasm made every interaction feel energised and collaborative. Lu’s creative merchandising skills are invaluable, blending strategic insight with a fresh, innovative approach that delivers real results. She brings so much fun and positivity to her work, turning challenges into opportunities with her can-do attitude. Any brand would be lucky to have her visionary buying expertise guiding their strategy!
—
KRISTINA LIM, SENIOR BUYING MANAGER AT LULULEMON
Posts
What Buyers Really Look For in the First 5 Minutes of Seeing Your Collection?
Buyer’s Brain™ Insights for Fashion & Lifestyle Founders
Introduction: Why the First 5 Minutes Matter
Whether you’re a designer, founder, or a growing brand, the moment your collection enters a buyer’s hands is pivotal.
Not because buyers want to make snap judgments — but because years of experience create instinctive pattern recognition.
After two decades buying for global retailers across Asia, one truth remains constant:
A buyer’s decision starts forming in the first five minutes.
In those minutes, we’re scanning for clarity, coherence, commerciality, and story — long before we dive into line sheets or pricing. Yet these are the exact areas many brands don’t understand deeply enough.
So, what do buyers really look for?
Let’s Stay Connected — Subscribe for Honest Notes & Ideas
No spam. Just the kind of emails I’d send a friend building a brand.