Tony Kirsch of ARI Registry Services posted an interview with Monica Kirchner of Dot Luxury. Tony was looking to get some perspective on how things are going one year into the process.

Dot Luxury names are not cheap, checking out a few registrars:

TheDomains.Luxury $780 101Domain

TheDomains.Luxury $724.99 Name.com

TheDomains.Luxury $799.99 Go Daddy

According to ntldstats.com there are 1,186 registrations.

From the article:

What was one of the key challenges you faced and how did you overcome this?

Monica: Our primary challenge is really building awareness for and helping define the value proposition of our new TLD. We’ve spent a lot of time going to luxury industry conferences, trying to learn what brand concerns and issues exist, and then have been working to further refine our messaging, ancillary service offerings and education materials to help people think through the migration process and potential benefit of joining our platform online. In this process we have engaged experts in a number of areas – including digital strategy, luxury marketing and intellectual property protection.

Was there an experience that reaffirmed your strategy or decisions?

Monica: Early on, when you are doing something really new, you are always looking for signs of validation.  Fortunately, we’ve had some really good feedback – first with regard to the real need within the luxury industry for a more trusted, focused space for luxury brands and consumers to interact; next with regard to our strategic decisions around premium pricing; and lastly around where we’ve decided to put our initial marketing emphasis – on meticulously working to build our brand presence and in focusing on building awareness through PR.

Read the full article here