4: Selling Luxury with Tom Chapman: Creating the Impossible Luxury Experience Online
- Jeffrey Shaw
- Sep 30
- 2 min read
Introduction
ABASK has achieved what most considered impossible: a truly luxurious experience, entirely online. In this episode, I speak with co-founder Tom Chapman to unpack how ABASK blends craftsmanship storytelling, meticulous curation, and UX discipline to deliver experience, trust, and delight online, offering lessons any brand can apply to elevate their digital (and in-person) experience.
Episode Summary
Tom traces ABASK’s origin to a real-life need: outfitting a newly designed home with pieces that felt personal, interesting, and well-traveled without months of delays or “showroom sameness.” That insight became ABASK’s north star. Respect the customer’s time and taste while offering immediate availability, intelligent curation, and depth of story.
We explore how ABASK recreates the tactile qualities luxury buyers expect through excellent photography, maker videos, and rich product narratives that speak to an educated clientele. Tom explains the retailer’s role as a curator and advocate for artisans, using content to justify price via demonstrated craft, provenance, and process.
On the operational side, ABASK relentlessly studies customer journeys—conversion, repeat rates, and where the experience breaks, to refine navigation, category design, and recommendations. Yet data never overrides taste. The buying team prioritizes beauty, future heirlooms, and inspiration over sheer volume. Throughout, Tom argues that true luxury is every touchpoint, from first impression to the unboxing and always organized around one thing: the customer.
Key Takeaways
The intersection of magic and logic: ABASK succeeds by balancing creative “magic” (buying, storytelling, photography, video) with operational “logic” (UX discipline, funnel analysis, retention). Data informs decisions, but craft and taste set the standard.
Challenge culture: A company-wide habit of asking, “What broke? How do we make it better next time?”, owning mistakes, solving logistics and continually improving every touchpoint so a customer with unlimited choices keeps choosing you.
Storytelling that justifies price and builds trust: Maker videos and rich product narratives turn “objects” into heirlooms, letting customers see (and value) the craftsmanship they’re paying for.
Curation that respects time and taste: ABASK’s multi-brand edit (with immediate availability) enables a layered, “collected over time” aesthetic—cohesive without showroom sameness—serving luxury buyers’ twin needs: time and choice.
Spotlight Guest
Website- https://www.abask.com/en-us
Contact Host
Website- www.jeffreyshaw.com
Speaking- www.jeffreyshawspeaks.com
Books- www.jeffreyshaw.com/books
To write management assignments excellently, you must have adequate knowledge and skills. Not being able to solve management assignments, you should only connect with a reliable Management Assignment Help service in the USA. The trustworthy service provides outstanding support and features for assignments. They provide customized solutions for your management assignment according to your demand. They ensure accuracy and timely delivery of work. It helps you to meet academic demand and maintain quality standards.
What an insightful exploration of crafting a luxury online experience—your breakdown of storytelling, craftsmanship, and UX resonated deeply. It’s intriguing to think how even when working with Self Publishing Services Companies, the narrative-driven mindset and attention to every touchpoint can elevate a project beyond simply “published” to truly memorable.
Each piece of writing is different and must follow certain guidelines, even though they may have identical formats and structures. Coursework is a complicated with several parts, each with a unique set of guidelines. Drafting a decent paper can be hampered by a constrained word count, inadequate access to pertinent sources, and the requirement for thorough research and sound analysis in addition to extensive subject-matter expertise. Have no concern if you're stuck and uncertain if you'll complete your assignment on schedule. When you contact online coursework writing services for assistance, their professionals are prepared to pick up where you left off with your coursework. Their professionals are skilled in using phrase transitions, brief phrases, and pertinent subsections that make the content…