Grace Louise Williams

Creative Direction Digital Strategy Experience Design
Hospitality Consumer Research Luxury Brands
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Grace Louise Williams

Craft

Hospitality is
the root.

Everything I create — a digital journey, a brand strategy, a dinner table — begins from the same orientation: how does this make someone feel? I've been learning this my whole life, watching my mother host. The instinct is old. The application is current.

Floral Design · Private Client

Garden Estate Installation

Full-scale hydrangea installation for a private summer event. Sourced, designed, and installed on-site — each arrangement built to the scale and energy of the space, not a formula.

Private client · Seasonal installation · Landscape-scale

Table Design · Private Dining

Autumn Dinner Party

End-to-end hosting for an intimate dinner — menu concept, floral centerpiece, table styling, and service. The brief was warm but not precious. Orange ranunculus, plum hydrangea, candlelight.

Private host · Seasonal menu · 12 guests

Floral Design · Wedding

Intimate Wedding

Bridal and event florals for a small ceremony and dinner reception. Cool palette — blue hydrangea, white anemone, calla lily — chosen to feel quietly romantic rather than conventionally bridal.

Private client · Ceremony + reception · Bloom Couture

Catering · Hosting

Seasonal Table

Cooked, styled, and hosted a seasonal lunch gathering. Garden zinnias on a silver platter alongside grilled flank and guacamole — the kind of effortless that takes real effort.

Private host · Seasonal ingredients · Al fresco

Story

Equal parts
left brain,
right brain.

My career spans product management at Wayfair, digital experience at Diptyque Paris, luxury consumer research at Sotheby's, and years of hands-on creative work — floral design, private events, catering, and hosting for clients ranging from global retailers to intimate dinner parties.

The thread is hospitality in its broadest sense: the discipline of making someone feel they are exactly where they should be. In a product, in a room, in a brand — the question is always the same. The tools change. The orientation doesn't.

01
Brief & Discovery

What is this brand promising? Where does the experience fall short? What does a person feel that they haven't said yet?

02
Research & Synthesis

Journey mapping, qual and quant research, competitive analysis. The intelligence that makes strategy durable rather than reactive.

03
Design & Execution

Programs built, creative directed, details held. The difference between designed and merely done.

Practice

Where rigour
meets elegance.

Brand strategy, digital experience, and consumer research — across luxury, lifestyle, and global markets.

Digital Experience · Luxury

Diptyque Paris

London · 2025

Digital touchpoint optimization across EU, US, and UK — translating a singular brand world into local consumer contexts without losing the tone that makes Diptyque, Diptyque.

Product Management · E-commerce

Wayfair

Boston · 2019–2022

End-to-end product ownership across digital supplier and e-commerce platforms — from research to roadmap to release, with a consistent focus on the experience on both sides of the transaction.

Consumer Research · Luxury Psychology

Luxury Consumer Behavior

Sotheby's Institute of Art · Distinction

Graduate dissertation on why people buy luxury — identity, aspiration, and the quiet mechanics of desire in prestige markets. Academic rigour applied to real strategic questions.

Client Experience · Creative Operations

Bloom Couture Floral Studio

Boston · 2023

Studio management and client experience for a luxury floral studio — corporate clients, private events, and the kind of high-touch service where every detail is a decision.

In Their Words

What it feels
like to work together.

Across digital strategy, creative direction, and private client work — what people remember is never the deliverable. It's how the process felt.

"

Grace has an unusual ability to hold the strategic and the sensory at the same time. She'd walk into a brief about digital conversion and leave you thinking about the emotional texture of the whole experience. That's rare — and it's exactly what luxury brands need.

[Name, Title]

Placeholder · Professional Context

"

She doesn't just execute — she anticipates. Every detail of the dinner was considered in a way I'd never experienced from someone who wasn't a professional chef or event planner. She's both.

[Name]

Private Client · Hosted Dinner, Boston

"

Her dissertation was one of the most intellectually rigorous pieces of work I reviewed that year — but what set it apart was that it never lost sight of the human being making the purchase decision.

[Name, Title]

Academic · Sotheby's Institute of Art

"

Working with Grace is what good hospitality actually feels like — you never see the work behind it, you just feel taken care of. That's the hardest thing to teach and she already has it.

[Name, Title]

Professional · Creative Industry

Connect

Grace Louise
Williams

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