Humble Beginnings: Building a Legacy in Luxury and Fine Art.

In the ever-evolving world of luxury, few leaders have demonstrated the ability to adapt and innovate quite like James Matthewson, CEO of SUPERLUXE & Partners. With a career spanning decades and a track record of success in digital transformation, fine art, and luxury brand development, he shares his journey from a humble upbringing to becoming a key figure in the luxury industry.

Raised on the south coast of England in a working-class family, James recalls a childhood filled with love, tradition, and the close-knit community that shaped his values. "We had Sunday Roasts every weekend and family popping in for tea and a catch-up. It was a safe and loving home," he says.

Founder and CEO, James Matthewson

His early years at school reflected his natural entrepreneurial spirit. "I was not the academic type. I loved sports—football, cricket, tennis, and basketball. But I didn’t love the classroom. My entrepreneurial side came out early when I started making coconut ice sweets and selling them at school." With a keen business sense, he skipped college and university, eager to get out into the world and start earning.

James’s defining career break came in 2006 when Richemont invited him to help digitally transform their luxury group. "That role took me around the world—from Dallas and New York to Geneva and Milan—for the next 15 years," he reflects. "It was this experience that positioned me as the go-to for digital in the luxury industry." His expertise eventually led him to academia, serving as a professor at the International University of Monaco, London, and Geneva, where he shared his knowledge with the next generation of luxury professionals.

When asked about his influences, he credits his father, a hardworking, practical man who enjoyed life. "Over the decades, I’ve admired those who follow their passions and take risks. Being an entrepreneur is not an easy calling—it takes courage and conviction."

His leadership philosophy is rooted in fairness and transparency. "I practice fairness and freedom. I hate company politics and don’t play games. Firm but fair—that’s my approach. If you’re delivering on your end, I deliver on mine." A principle he learned early in life—'parallel reciprocity'—guides his professional interactions: ensuring that both parties in a relationship walk away without feeling outdone.

Throughout his career, James has built and sold several businesses, published a book on e-business, and mentored thousands of professionals. "I take pride in educating and mentoring professionals, knowing I’ve made a tangible impact on their careers and businesses."

The pandemic forced his company to pivot dramatically. "Originally, SUPERLUXE & Partners was about curating luxury experiences for ultra-high-net-worth individuals (UHNWIs). But lockdowns changed everything, and we pivoted into fine art. It wasn’t planned—it was an opportunity that presented itself. Now, we represent 15 incredible artists, manage $50M worth of art, and have built a digital art platform, SUPERLUXE.io, complete with our own cryptocurrency, $ARTX."

The luxury industry faces unique challenges, especially in fine art, where scarcity and provenance determine value. "Provenance has always been difficult to verify. That’s why we’re using blockchain technology to create immutable records of artwork. Our collectors love this—it removes the concern around authenticity and ownership."

His biggest challenge? "Our goal is to build the Reputation, Reach, and Revenue of our artists—the 3R Model. Ensuring everything we do aligns with these goals is what keeps me up at night."

As a father of four, James admits that personal time is limited, but when he gets the chance, he enjoys watching rugby and walking on the beaches of St. Brelades in Jersey, Channel Islands. "That’s my happy place."

Defining true success, he says, goes beyond material wealth. "Houses, cars, and watches suggest material success, but for me, true success is ensuring those around me are happy, safe, and secure."

James’s advice to those looking to disrupt their industry is simple yet profound: "Test the use case. Will people buy what you’re creating? If they will, you have a business. From there, it’s about execution—how you go to market, funding, scaling, and hiring. But the first step is always determining whether people need or want your product. A disruptive idea isn’t enough—it has to be commercially viable."

For those on the entrepreneurial journey, he offers a final piece of guidance: "Business is tough. Leadership requires steely determination, conviction, and absolute commitment. Many won’t understand why you’re doing it. But don’t let anyone make you feel bad for following your dream. Take risks, but don’t risk everything. Work hard, but work smart. And most importantly, surround yourself with the right people—because half the battle is won by the company you keep."

With a track record of innovation, adaptability, and leadership, the future looks bright for both James Matthewson and SUPERLUXE & Partners. Whether pioneering blockchain technology in fine art or mentoring the next generation of luxury leaders, one thing is clear: his impact on the industry is far from over.

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