The Lilian Raji Agency provides strategic marketing and public relations services for luxury lifestyle brands. They help clients navigate changing market conditions and focus on building authentic relationships with customers. Their services include developing brand strategies, managing marketing communications, securing traditional and social media coverage, planning experiential events, and partnering with influencers. They take a personalized approach and focus on understanding each client's vision and passion points to effectively promote their brand.

1. Strategic Marketing & Public Relations for the Luxury Lifestyle
WWW.LILIANRAJI.COM
(646) 224-1144
info@lmrpr.com

2. Luxury is in the midst of revolution.
We at The Lilian Raji
Agency are quite
inspired by what is
occurring on the world
stage. Opportunity is
ripe for authentic
prestige brands –
those of quality,
refinement, innovation
Table of Content
and legacy – to
emerge triumphantly
after an era run amok
with excess and
vulgarity. The journey
for luxury to reclaim
its luster has begun.
 Manifesto
We are here to help  Who We Are
you navigate the  What We Do
course.
 Experience
Vive la révolution!  Contact

3. M anifesto W e once hailed the vast amount of wealth the US has seen over the
past few years and the countless opportunities luxury brands had
to fill their coffers. Times have changed, and the US is facing the
worst economic crisis since the Great Depression. We've been
asked our thoughts on this crisis and how luxury companies can
survive. Our counsel has not changed - build relationships with
your customers.
The challenges premium brands are currently facing were created
by the very opportunities that originally fueled their growth. From
the influx of overnight millionaires with demands for more, luxury
companies increased their production and created brand
extensions to meet every scale of luxury buyer – whether the
$200 handbag luxury customers or customers defining luxury as a
$75,000 wristwatch. The gilded age is over, and new values
In these troubled times, many created by hard-learned economic lessons are now redefining
what motivates a person to buy luxury.
experts will herald the death of
luxury. If you are a true luxury This coming era produces a challenge for prestige goods
purveyor, you will not flinch. companies previously captivated by the demand for more.
You will do what true luxury Projections based on earlier sales are now unrealistic and
purveyors have done for portfolios are beleaguered by brand extensions that no longer
hundreds of years in up, and move as quickly as before.
down, cycles: execute the
fundamentals as inspired and We believe prestige companies can weather the times if they
defined by your customers‘ embrace strategies to solidify relationships with existing
needs and desires, consistently customers while educating prospective customers on the history,
authenticity, quality and value of a premium purchase. The tide
and extraordinarily well. Men
will change, and purse strings will loosen once more. Yet only the
and women who achieve the companies who remained relevant to their customers’ emotional
best will always seek the best of needs now will remain strong.
everything. That is why luxury
has brands that span centuries, We are here to help those companies who wish to persevere in
while most other industries this time of uncertainty.
don't.
Milton Pedraza Lilian M Raji
Luxury Institute Founder & President
The Lilian Raji Agency

4. W ho We Are

5. W e at The Lilian Raji Agency pride ourselves on an obsessive attention
to ROI while initiating creative, innovative and cost effective strategies
to persuade prospective customers to give your company due diligence.
Choosing The Lilian Raji Agency is a smart business decision that aligns
your objectives with an agency fastidious about delivering results.
C learly the marketing challenge
today isn’t just finding an agency
that can effectively communicate
 With our understanding of luxury purchase motivators, we
develop strategies to ensure customers ask for you by
name. We remain current on spending habits of luxury
consumers by communicating regularly with our friends in
luxury sales and our “brain trust” of high net worth individuals
who willingly share insight into what they and their friends are
the value of a premium purchase, buying and why.
but also finding an agency that  We’re obsessively compulsive about delivering a return on
can unapologetically deliver a investment – so much so that you’ll hear from us regularly.
measurable return on investment. You’ll receive frequent updates on what we’re doing and
suggestions on how to best maximize our services. We come
to you with ideas, treating your business as if it were our
own.
 Because we are a boutique agency, we won’t break your
budget. Our Atlanta base allows for minimal overhead while
our relationships and monthly travel to New York City assures
the same advantages of a Manhattan address at a fraction of
the cost.
 There are six of us. While your communication will almost
exclusively be with the agency founder, Lilian Raji, rest assured
there’s a team working behind the scenes to ensure your
satisfaction is earned.
W ho We Are

6. The Lilian Raji Agency was inspired by firsthand witness of the emotions
accompanying luxury goods purchases ~ make no mistake about it – the
pursuit of luxury is a passionate endeavor. The founder’s experience
as a sales associate of Tourneau Watches Inc offered tremendous insight
into the impetus behind spending tens of thousands of dollars on an
instrument whose primary purpose is to tell time.
Premium goods companies know the luxury buyer isn’t like everyone else
– but it goes a little deeper than this. During her time at Tourneau, Lilian
observed how a person religious about cutting coupons before grocery
W
shopping transforms into another persona in the presence of prestige
items, especially when the history surrounding the product was
compellingly told. After a sale, customers would return with their friends
e extend to you strategic just to have Lilian tell their friends the legacy behind the watch.
counsel, marketing and public
Lilian saw the impact of well written articles in delivering passionate
relations services based on customers through the door, and how casually name-dropping an
personal experiences selling influential figure who happened to own a similar watch helped customers
premium goods to your feel good about buying. What often closed a sale, however, was giving
the customer an opportunity to experience ownership – whether through
customers. invitations to special events given by the watch company or by gentle
suggestions to preen and pose with the watch before a mirror.
Ultimately, regular application of these insights helped make Lilian one of
the leading and youngest sales associate at Tourneau.
In creating The Lilian Raji Agency, Lilian recognized the contribution of
each scenario in persuading customers to buy. The services offered by
The Lilian Raji Agency are based on this fundamental
understanding that emotions – whether created through a
compelling story, a personal experience, or validation of one’s
decisions reflected by a similar decision from a highly respected
leader – are the secret to selling premium goods.
W ho We Are

7. innovative
We hired Lilian Raji when one aspect of our sponsorship of
UNICEF’s Designs of Hope was falling short of projection – our
raffle ticket sales. With only six weeks before deadline, Lilian
executed an aggressive, strategic marketing plan that
catapulted raffle ticket sales from just under $1,000 to over
$12,000. Her creativity and innate understanding of
marketing challenges helped us succeed in an area we’re we
had almost given up hope.
Autumn Murray
InterContinental Hotels Group
Senior Community Affairs Director
quality
I met Lilian Raji at a conference where she was being honored
as International Emerging Leader of the Year, and
subsequently hired her to manage media relations and launch
for our new store opening in Atlanta. From beginning to end,
Lilian and her team ensured everything was done correctly –
from coming in under budget for the launch coordination, to
ensuring premium media presence, to voluntarily preparing an
ROI statement that validated our decision to hire her
company.
Trenesa Danuser
VP of Global Communications and Strategic Alliances
The Estee Lauder Companies, Origins and Ojon
W ho We Are

8. service
I have known Lilian for over three years now. She is a very
effective, creative and high integrity PR professional. She has
a unique combination of contemporary and proven traditional
techniques for getting it done for her clients. Through Lilian's
company, my venture was able achieve results beyond what I
expected in a very short time.
Steve Aninye, President
Ascend Systems
cost
We came to The Lilian Raji Agency with a limited budget and a
young brand that needed to be introduced to the American
market. Lilian treated us like a global brand with a much
larger budget, and delivered results as such without exceeding
our financial plan.
Franck Albert Brafine
VP of Operations, North America
Philippe Tournaire
value
The Lilian Raji Agency coordinated our most highly regarded
customer appreciation party, while spending the least amount
possible to ensure satisfaction all around. Our vendor
relationships were strengthened by Lilian bringing in editors
and reporters that not only interviewed us, but also
interviewed our vendors to discuss their newest watches. Our
customer relationships were strengthened by the gift bags
Lilian’s team put together, valued at over $500 and filled with
products from Hermes, Belisimi, Maurice Lacroix, Breitling,
Tag Heuer and other companies, all secured at no cost to us.
We were very impressed with Lilian’s work and highly
recommend her services.
Ken Grazi, Partner
KENJO – the Store to Watch
W ho We Are

9. W hat We Do
Lilian is one of the most passionate and
dynamic professionals I’ve ever worked with.
Her dedication and level of service to her
clients is truly amazing and is well-matched
by her intelligence and warmth. While her
skills, experience and knowledge of the
luxury market got us working together
initially, her personality, enthusiasm and
problem-solving abilities will keep us
collaborating for many years to come.
Cindy Wood
Brand Stylist

10. The pursuit of luxury. . . We begin every new client partnership with a Passion Point
Management Audit, an in-depth study of your company’s
founding vision.
Your Passion Point Management Audit encompasses a
strategic session with the most informed members of your
team. Depending on your needs, the session can be a
succinct overview of your established goals, current
positioning and determination of next steps, or it can be a
comprehensive analysis of your company fundamentals,
competitive landscape, industry influencers, customer profile
and other foundation elements.
The finished product of this Audit becomes your Passion
Point Management Agenda, a tactical plan of how we will
help you:
 Forge meaningful connections with luxury buyers by
creating customized, personal experiences
 Be more innovative and relevant to their desires
 Compete more strategically against the multitudes
of other companies going after the their wallet
Your PPMA include a combination of public relations services
(marketing communications, traditional and social media
relations, experiential event design and delivery, and opinion
leader outreach) and possible recommendations for strategic
partnerships. It also includes a list of deliverables and
is a passionate endeavor specific metrics in which we will measure ROI throughout our
relationship.
W hat We Do

11. marketing communications
We craft your story, or “Passion Proposition”, through insight
gained by your Passion Point Management Audit. Your Passion
Proposition becomes the story we tell to engage the interest of
both media and your target customers. Every point of contact
with your company reiterates this story. We help you ensure
consistency as we review your existing materials and develop
your press kits and supporting materials. Our capabilities
include:
Award Entries Newsletters
Backgrounders Op-ed Pieces
Biographies PSAs
Brochures Press Releases
B-Rolls Press Kits
By-lined Articles Presentations
Corporate Profiles Speeches
Fact Sheets Trade Show Support
Feature Stories VNRs
Message Points Website Design
experience
Eros World Tapas Bar had a vision to create a restaurant for
lovers of culinary variety, infused with a Bacchanalian
atmosphere where guests could surrender their cares to great
food, music and great company. We helped translate this vision
into the Eros website, working with rich earth tones, sensual
music and a regularly updated photo album of restaurant
guests. We then integrated this message into their press
materials, ultimately securing live television coverage on Fox
5’s Good Day Atlanta, CBS’s Better Mornings, NBC’s Atlanta &
Website design for Eros World Tapas Bar
Company as well as articles in Atlanta’s most read magazines
and newspapers.
W hat We Do

12. traditional and social media relations
As we’re developing your Passion Proposition, we are also
researching journalists who would be most receptive to your
message. We’re creating your own personal database of
journalists and bloggers in A, B, and C categories, defined by
the their reach or website hits, past coverage of your industry,
and opportunity to make them an ally. Your A-listers will be the
ones we share your achievements with regularly and can count
on to give you coverage when you need it most.
Our relationships extend from Architectural Digest to Women's
Wear Daily, and we continue adding more in between by
scheduling monthly meetings with editors at top publications.
We travel to New York City regularly to meet with these editors
and personally introduce them to your latest products and
services.
experience
We believe in building relationships long before they're needed
so that when you have a story to tell, they will give you an
audience to hear it. This philosophy helped us considerably in
planning a media lunch for the cosmetic company Origins new
store opening in Atlanta.
Our relationships helped convince several top Atlanta reporters
and journalists, including a producer for NBC affiliate WXIA, to
travel 20+ miles to attend the store launch, and helped secure
editorial placements in several of Atlanta’s most circulated
publications, including Jezebel Magazine, Points North
Magazine, and the Atlanta Journal Constitution.
W hat We Do

13. experiential events
From new product launches and in-store promotions to
anniversary events and publicity stunts, we design events that
create a positive, memorable experience for your customers.
We do as much, or as little as you need---from designing and
managing the event from top to bottom, to working with your
team in coordinating the guest list, managing RSVPs, putting
together extraordinary gift bags and securing a media partner
to add an extra dose of prestige to the event.
experience
For New York based luxury watch store Kenjo, we produced a
spectacular holiday party to rejuvenate their customers' love of
the store. We secured Robb Report as our media partner,
brought in watch aficionado Alex Kanakaris to tape live from the
party for his new online program dedicated exclusively to Swiss
watches, and sent guests home with gift bags filled with
Hermes scarves, Belisi ties, Wolf watch rotators, Maurice
Lacroix pens, Breitling jackets, and several other valuable gifts,
all secured by us at no additional cost to Kenjo.
W hat We Do

14. influencer outreach
We offer two types of Influencer Outreach services. The first
focuses on opinion leaders within your industry. These are the
people who are often quoted in media, and have a loyal
following of people who trust their advice. We make contact
with these opinion leaders on your behalf, and encourage them
to discover more about your company.
The second is based on establishing relationships with
celebrities. While it is true that there are those not easily
influenced by celebrity endorsements, in some cases, (such as
the perfect relationship between Nicole Kidman and Chanel,
who saw a 16% increase in sales during Ms. Kidman’s tenure as
the face of No. 5), celebrity presence can add influence. We
will help you determine if celebrity endorsement would be
useful to you, and if so, which celebrity best embodies your
Passion Proposition. Through our Hollywood relationships, we
will work with you in crafting an ideal partnership.
experience
Struggling start up Bakana Brazilian Jewelry & Accessories
quickly needed recognition for their jewelry collection. We
tapped our relationship with the wardrobe stylist at Desperate
Housewives, and Terry Hatcher's character soon wore a Bakana
necklace during the show, bringing Bakana Jewelry more orders
than they could possibly imagine. Further, enchanted by the
Latin American company, Eva Longoria requested special
pieces for herself and friends, giving Bakana additional A-list
endorsement.
W hat We Do

15. strategic partnerships
In evaluating strategic partnerships, we take your Passion
Proposition and look for other non-competing companies who
have your same values. We then bring you together.
Sometimes, the relationship is for a one-time project, and
sometimes it’s for the long haul. We’ll help you determine what
works best for you. Some ideas include
 Co-branding Opportunities
 Marketing Alliances and Partnerships
 Joint Loyalty Programs
 Entertainment Marketing
 Sponsorship Procurement
The old adage “two heads work better than one” is very
valuable wisdom. Let’s find you your second head.
experience
Ascend Systems Inc created a device to help monitor and track
Alzheimer and Dementia patients in the event of wandering.
Realizing the device offered many potential brand extensions,
Ascend Systems came to us to recommend other market
opportunities for the device within the luxury market. Our team
helped them identify and meet with potential strategic
partnerships for brand extensions in areas including leather
goods and watch manufacturing.
W hat We Do

16. E xperience
I’ve worked with Lilian on several projects and
her company has proven to be both highly
creative and very professional. Her team goes
the extra mile to ensure the clients’ needs are
met and are never satisfied until they can show
clients a ROI equal to three times their
retainer. Lilian is truly a relationship specialist,
openly sharing her contacts to help others
advance their own needs. She is a generous
and dedicated business leader for whom I have
the greatest respect.
Jennifer Peterson, Marketing Director
Galaxy Bright

17. beauty
The Estee Lauder Companies for Origins
Proctor & Gamble for Olay*
fashion & accessories
Ascend Systems
Bakana Brazilian Jewelry, Purses & Accessories
Mark Edge Jewelry
IMPnow.com
hospitality
Eros World Tapas Bar
InterContinental Hotels Group
Fishmonger Restaurant
Milan Restaurant
The Palm Restaurant*
Raffles International Hotels & Resorts*
Raffles L’Ermitage Beverly Hills*
RafflesAmrita Day Spa*
Teela Taqueria
luxury products
Aquanautic
Bellissimo Fine Jewelry
Clerc
Concordia Jewels
Didier Peiro
Dubey & Schaldenbrand
French Trade Commission – Jewelry Division
KENJO – The Store to Watch
Lotus MJYX
Mathon Paris
Philippe Tournaire
PK Time Group
Solomon Brothers Fine Jewelers
S.T. Dupont
Volna
Portfolio *services performed on behalf of another agency

18. luxury services
Intelligent Homes & Buildings
Jani Caroli
Meilin Ehlke
Munson International
RMR-Real Estate Marketing Results
The Ultimate Life TV
Wes Moss
nonprofit
American Cancer Society
American Heart Association
Captain Planet Foundation
Emory Ataxia Center at Emory University School of Medicine
The Goethe Institute
Hope-worldwide Georgia
Italian Trade Commission
National Academy of Television Arts & Sciences
Southern Center for International Studies
Portfolio

19. Raffles International Hotels & Resorts introduced their first
North American Raffles spa concept, RafflesAmrita, in their
ultra luxury Raffles L’Ermitage Beverly Hills. They wanted
the launch to be BIG, and their PR Team turned to us for
results.
We immediately got on the phones with our contacts at top
luxury magazines, scheduling desk-side appointments with
editors to personally introduce them to RafflesAmrita. W
Magazine took the introductions a step further, giving
L’Ermitage a coveted feature on the highly anticipated
Annual Spa Review; and SpaFinder Magazine chose
L’Ermitage for a feature story. We negotiated an ultra-
exclusive spot on Live with Regis and Kelly, where 6.7 million
viewers learned first hand why the L’Ermitage was the choice
destination for luxury spa services in Beverly Hills. And the
pièce de résistance? We opened communication lines
between L’Ermitage and the Style Network to shoot regular
programs at the hotel. All of this coverage kept the Spa
booked for months.
Case One

20. Solomon Brothers Fine Jewelry asked us to create a fabulous
in-store promotions. The problem? A $300 budget, reserved
solely for invitations. A successful event requires at least
food, alcohol, and a photographer. With no budget for any
of this, the event still took in over $90,000. Here’s how we
did it:
We convinced Pernod Ricard to be the wine sponsor for this
“Wine & Diamonds Affair”; we tapped our relationship with
president of Glorious Events Catering to be our food sponsor;
photography was taken care of by our magazine sponsor,
Travel Girl; and we secured donations of $400 handbags
from accessories companies Bakana, Curlie Girl, Neym NY,
and Yen Linh Creations, given to all purchases over $5,000.
Just to make it interesting, we brought in exclusive
collections from celebrity jewelers Scott Kay, Damiani, Daniel
K, Martin Flyer, Christopher Designs and Chad Allison
Couture. The event was a smashing success.
Case Two

21. Case Three

22. Contact
WWW.LILIANRAJI.COM
(646) 224-1144
LILIAN M RAJI
PRESIDENT
(646) 224-1144 x75
LILIAN@LMRPR.COM