Grace Louise Williams

Creative Direction Digital Strategy Hospitality
Luxury Brands Consumer Research Experience Design
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?
One instinct, many applications.

AutumnGathering & Harvest
Autumn arrangement
Brownstone steps with pumpkins
Ranunculus centerpiece
Market shopping
WinterGenerosity & Gifting
Wrapped gifts
Gifts under tree
Red Christmas tablescape
Steak with chimichurri
SpringRenewal & Beauty
Wild garden arrangement
Cherry blossom on mantle
Drinks and macarons spread
Rosé and macarons
SummerAbundance & Celebration
Peony arrangement
Tablescape with zinnias
Mango gazpacho
Grace with hydrangeas

Story

One instinct,
many applications.

I grew up watching my mother welcome guests into our home. A dialogue of delight unfolded every time the door opened — a small offering to thank the host, compliments on the home, the aromas drifting from the kitchen, drink preferences remembered, and the warmth of catching up. When it came time to dine, guests found their way to their seats with quiet appreciation for the handwritten place cards waiting for them — recognising them.

At seven, I started a jewellery business — Graceful Designs. I loved channelling my creativity into something tangible, wearable, and giftable. I learned about material costs, labour, margins, and profit — though the proceeds were donated to the animal shelter where I volunteered, since my parents were footing the bill!

Knowing that wouldn't always be the case, I went to Georgia Tech to become more commercially minded — studying business administration and consumer psychology. Not just what people buy, but what motivates them to do so.

My lifelong love of flowers eventually became a serious practice in floral design. Over two decades, I've honed my craft, training with Eastern and Western floral designers, and later at Bloom Couture where I learned the realities of running a creative studio. Once again, the medium changed — but the goal remained the same: creating moments that move people.

My Master's in Luxury Business at Sotheby's Institute was a study in social anthropology. Less about status and objects, and more about what luxury means to individuals — and how that meaning continues to evolve. My definition of luxury? Time, presence, and care.

When I moved to London, I had one specific intention: to become a local. To find a café where I'd become a regular. To know the neighbours and the hidden gems. To build a sense of home, belonging, and community. On a recent neighbourhood stroll, a close friend called me "the Mr. Rogers of Marylebone," which I consider a success.

"The details are not the details. They make the design."

— Charles Eames
Preview — Foundation & Practice

Foundation

Four layers
working together.

These four layers provide the foundation for work that is rigorous, human, beautiful, and commercially grounded.

I

Business Foundations

Commercial & Analytical Rigour

Undergraduate study · Georgia Institute of Technology

A serious grounding in how organisations actually work — accounting, finance, strategy, international business, consumer psychology, IT management, and coding. Not a broad survey, but a fluency in the commercial and technical forces that determine whether ideas survive contact with reality.

Graduated with Highest Honour, 2019.

Business Strategy Consumer Psychology Databases & Coding Finance & Accounting International Business IT Management Marketing
II

Systems & Product Thinking

End-to-End Problem Solving

Professional practice · 5+ years across product and digital

Full product lifecycle ownership at scale — validating problems before building solutions, orchestrating across engineering, design, ML, analytics, business, and third-party vendors. Extensive A/B testing, user research, and KPI frameworks. The practice of starting with the desired outcome and working backwards until the path is clear.

0-1 A/B Testing Agile Development Cross-Functional Leadership Customer Journey Mapping Data Analytics KPIs MVP Product Lifecycle Management Roadmapping Stakeholder Collaboration User Research UX / UI
III

Luxury & Consumer Theory

The Psychology of Desire

Postgraduate study · Sotheby's Institute of Art, London

A formal study in why people consume, aspire, and signal — across fashion, hospitality, beauty and wellness, and beyond. Deep research into luxury consumer behaviour, identity construction, and what creates desire and loyalty. Findings and applications across brand and commercial strategy, product development, social anthropology, and more.

Dissertation: Travel as a Status Symbol — How 25–35 Year-Olds Use Travel to Construct and Perform Identity.

Awarded Distinction, 2026.

Brand Strategy & Positioning Competitive Strategy Experience Management HENRY & UHNWI Segments Identity Construction Luxury Consumer Behaviour Omnichannel Marketing Qualitative & Quantitative Research Social Signalling Sustainability & CSR
IV

The Practice of Beauty

Making Things Worth Experiencing

Independent practice · two decades, both sides of the Atlantic

A genuine, practiced ability to create beauty — with a brief, a budget, and a deadline. Creative direction, floral design, event production, experience design, and cooking & baking. Translating a vision into an experience that resonates — aesthetics not as decoration, but as emotional intelligence.

Private & commercial clients, including Brunello Cucinelli and Neiman Marcus.

Calligraphy Client Management Colour Theory Cooking & Baking Creative Direction Event Production Experience Design Floral Design & Mechanics Gift Curation Hospitality Menu Development Project Management Proposals & Briefs Styling Vendor Relations

Practice

Where the framework
meets the field.

Selected projects across digital experience, product strategy, creative direction, and original research.

Digital Strategy · Experience Design · Luxury Brands

Post-Purchase Experience Redesign

Diptyque Paris · London, UK · 2025

The moment after a transaction is where most brands go quiet. For Diptyque — a brand whose entire world is built on ritual, sensory memory, and discovery — it was an opportunity to deepen the relationship instead.

Working across EU and US teams, the redesign addressed six objectives: brand-aligned communication across geographies; real-time shipping visibility; post-purchase product education; relevant discovery and cross-sell; invitations into the physical store ecosystem — events, launches, new rituals; and proactive service information that reduced inbound queries before they arose.

The result was a post-purchase journey that felt less like a confirmation email and more like a continuation of the Diptyque world.

Experience Design · Digital Strategy · Consumer Research

Vertical Ad Format — Supplier Advertising Platform

Wayfair · Boston, MA · 2019–2022

Wayfair's advertising platform served suppliers who wanted to promote their products on-site — but the only available ad placements were horizontal. For suppliers whose hero products are vertical (shower doors, mirrors, wardrobes), the format simply didn't work. An entire segment of the advertiser base was structurally excluded.

This project began with that insight — surfaced through direct customer research and relationship-building with suppliers to understand their goals and unmet needs. From there, the work spanned the full product lifecycle: discovery and problem scoping, UX design, roadmap planning, resource allocation, and cross-functional delivery across design, engineering, and the business.

The new vertical format unlocked advertising for a category that had been invisible — driving a ~20% increase in advertising revenue and giving suppliers a product that finally matched what they were trying to sell.

Consumer Research · Luxury Brands

Travel as a Status Symbol

MA Dissertation · Sotheby's Institute of Art · 2025–2026

An original research project examining how 25–35 year-olds use travel to construct and perform identity — how destinations, experiences, and the language around them function as social currency online and off, and what this means for brands at the intersection of luxury and lifestyle.

The research draws on seminal frameworks across social anthropology, consumer behaviour, and digital media studies — Goffman's The Presentation of Self in Everyday Life, Belk's Extended Self, Pine & Gilmore's Experience Economy, and Bauman's Liquid Modernity — applying them to primary data gathered through qualitative interviews. The result is an analysis of travel not as mere leisure, but as a carefully curated identity instrument.

Awarded Distinction.

Creative Direction · Hospitality · Experience Design

Intimate Birthday Dinner

Independent Practice · London · 2026

A birthday dinner at a neighbourhood Libyan restaurant — the brief was to honour the spirit of the space while making guests feel considered. Not a transformation, but an elevation: keeping the warmth and informality intact while layering in the details that signal care and celebration.

The sunset colour story, hand-calligraphed custom menus, florals that fit the space, and dietary restrictions accommodated from start to finish. A homemade low-lactose cheesecake for the guest of honour. Timing and coursing designed so the meal had a shape — a sense of progression and arrival.

Constraints force creativity: a fixed venue, an existing kitchen, a modest budget. The work was in thoughtful editing — including the details that would be felt and omitting the rest.

In Their Words

Clients, mentors,
guests & colleagues.

"

Grace's best quality is paying attention to the minute details in everything she does. Every small thing has meaning to her. She is very good at adding a personal and thoughtful touch to things. People value individualized attention, and I think Grace understands what makes people happy in that way. She can make the difference from good to great for people as well as products.

Colleague & Friend

"

All aspects of the event were fabulous, including the venue, food, music, and decor. I believe Grace had a very limited budget, which forced her to work creatively. She was the most alive in interacting with all of the guests, most of whom were strangers — and she made everyone feel welcome.

Guest, Bumble Campus Event

"

Grace has a natural ability to connect with people. She listens carefully, communicates thoughtfully, and tailors her approach to each individual she interacts with. At our events, this skill is especially evident, she engages with guests in a genuine way that makes people feel heard, comfortable, and valued. Her attentiveness and interpersonal awareness help create welcoming environments where meaningful connections can happen.

Dunja Relic - Founder, When Life Gives You Lemons

"

Coming soon.

Head of Careers, Sotheby's Institute of Art

Let's work
together.