A Folclore Capital Partners Podcast

Titans of Luxury

Luxury is engineered. We show you the blueprint.

Titans of Luxury is a business-history podcast by Folclore Capital Partners that deconstructs how the world's great luxury houses—starting with De Beers, Eres, Dom Pérignon, and Delvaux—engineer and defend desire across five pillars: The Myth, The Men, The Machine, The Money, and The Magnet.

How We Grade a Luxury House: The 5-Ms Framework

Every episode peels back five diagnostic questions for a single house — from myth to magnet — and issues a graded scorecard on the record.

1. What is the story, how well is it engineered — and how much of it is true?

   The Myth — provenance, founding legend, heritage, and the romance the house sells about itself.

2. Who built it, who controlled it, who controls it now — and did they have the will to defend it?

   The Men — founders, investors, architects, and designers behind the story.

3. Does the operating system manufacture and protect scarcity — or leak it?

   The Machine — supply chain, craft, and the system that keeps the house running.

4. Does capital serve desirability — or strip-mine it?

   The Money — how these houses are funded, priced, and structured.

5. What human need does the brand colonize — and do customers petition to spend?

   The Magnet — status, belonging, beauty, and desire that keeps people coming back.

Season 1 Episodes

• The House of De Beers, Part 1
  How a single house turned a mineral into the language of devotion.
• The House of De Beers, Part 2
  The monopoly, the aftermath, and reinvention.
• The House of Eres
  Swimwear as couture — fit as philosophy.
• The House of Dom Pérignon
  Vintage as scarcity, ceremony as product.
• The House of Delvaux
  The oldest fine leather luxury goods house in the world.

Hosts

Nick Walker and Dolly Moorhead — co-founders of Folclore Capital Partners and the voices behind Titans of Luxury.

Listen

Subscribe on Apple Podcasts, Spotify, YouTube, Amazon Music, Deezer, Pocket Casts, or via RSS.