Thelma West combines jewelry design, gemology and hotel ownership with the launch of Casina Cinquepozzi, a restored estate in Puglia that expands her luxury vision into hospitality. Her brand integrates bold diamond work and curated travel and gem‑sourcing imagery on Instagram to form a unified lifestyle narrative. Multi‑hyphenate professionals use platforms like Instagram and LinkedIn to build personal brands that support career growth and reputation. Entering luxury demands depth over polish, emphasizing expertise, defined perspective, heritage, detail and emotional storytelling. Credibility arises from distinct perspective rather than flawless imagery, and a clear point of view plus ambition drives authentic, engaged followings.
With the unveiling of the enchanting Casina Cinquepozzi, a lovingly restored estate in Puglia, multi-hyphenate Thelma West added the role of hotelier to her activities as a jewelry designer and gemologist. Known for bold diamond creations worn by the likes of Rihanna, West has extended her vision into luxury hospitality. On Instagram, her world comes alive, blending jewelry design, gem-sourcing trips, and travel into one coherent narrative.
For multi-hyphenates such as West (professionals who wear several hats and blur boundaries), platforms like Instagram and LinkedIn have become critical stages for crafting personal brands that are both career-expanding and reputation-building. But in a world saturated with glossy images and fleeting trends, how can professionals hoping to enter the luxury world - or expand their presence within it-stand out in ways that feel truly aligned with the values of luxury?
To enter the luxury world, showing up online requires depth rather than just polish. Showcasing one's expertise and unique perspective is key to earning trust, West notes. She also sees storytelling as central to social presence. "Lean into storytelling that shows your understanding of heritage, detail, and emotion. For example, if you're coming from architecture and moving into interior design, speak about form, light, and space in ways that evoke feeling and sophistication. And above all, don't try to 'look luxury,' be luxury," she says.
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