DON'T MISS A THING

At Portugal’s Personal Branding Summit, the founder of Love Happens’ publisher, the ByKOKET Group, shared her insights on authenticity, vulnerability, and how true luxury begins with truth.

In a World of Perfection, Authenticity Shines Brightest

Luxury today is evolving. It’s no longer defined by logos or price tags, but by meaning, emotion, and purpose. For Janet Morais, founder of the ByKOKET Group—which includes the global luxury furniture brand KOKET, our very own Love Happens Magazine, the branding agency DeMorais International, and e-boutique My Object of Desire—this evolution has always been personal.

At the Personal Branding Summit in Portugal on October 17, 2025, Janet took the stage to speak on a theme that sits at the heart of both her life and her brands: Authenticity.

“In a world of curated feeds, perfect packaging, and glossy campaigns, authenticity is the true luxury,” Janet began. “It’s what makes design meaningful, content memorable, and communities loyal.”

Why Authenticity Matters

Over the past decade, the luxury landscape has experienced a seismic shift. Consumers today seek depth over display, values over vanity. They invest not just in objects but in the stories behind them—the craft, the care, the intention.

Janet believes this is not a passing trend, but a long-overdue return to substance.

“Authenticity builds trust; trust builds loyalty; loyalty builds legacy,” she shared.

Younger generations—Millennials and Gen Z—are especially drawn to brands that show transparency and humanity. They want to see the people behind the products, the real journey behind the image.

But, as Janet noted, authenticity isn’t always easy.

“Being your true self publicly takes courage,” she said. “There were moments I wondered whether showing the behind-the-scenes struggle would diminish the dream. Instead, those moments became our most powerful connections. People respond to honesty. They see themselves in it.”

The Truth Within Luxury

For many, luxury has long been synonymous with perfection. But as Janet explained, authenticity in luxury is refinement grounded in truth.

“It’s not about abandoning elegance,” she said. “It is about pairing exquisite design with clear values. It’s transparency—how something is made, who made it, and why it matters.”

This perspective reflects a growing movement across the world’s finest maisons and ateliers: from fashion houses championing craftsmanship to design brands opening their studios to the public. The more a brand shares its humanity, the more meaningful its creations become.

Living Authentically: Lessons from Janet Morais

Janet outlined six principles that every brand—and every individual—can adopt to nurture authenticity in a modern, competitive world:

1. Live Your Values

A brand—or person—without a clear mission is easily lost. “For us, it’s empowerment through beauty and craftsmanship,” Janet said. “Every piece, every story, every collaboration reflects that mission.”

2. Be Transparent

Consumers want to understand the process. Who made this? How was it created? Transparency builds credibility and invites connection.

3. Humanize the Work

Show the faces, the flaws, the real conversations. “Luxury can be aspirational without being aloof,” she said.

4. Give Back with Purpose

Authenticity requires accountability—ethical labor, community engagement, and genuine care. “When a brand invests in causes it believes in, it earns something far greater than attention: respect.”

5. Amplify Real Voices

“Our clients are our greatest storytellers,” Janet added. “User-generated content brings a human layer no campaign can replicate.”

6. Protect the Legacy of Craft

True luxury honors heritage and skill. “If we promise craftsmanship and quality, we must protect it through authenticity and transparency.”

The Courage to Be Real

As the talk came to a close, Janet reminded the audience that authenticity isn’t always comfortable—but it’s always worth it.

“Authenticity asks us to be brave,” she said. “To speak when our voices shake. To show our true selves, and to accept that not everyone will agree. But when we stop performing and start living our truths, we attract people who resonate with us deeply. We build communities that last. We create work that matters.”

A Message Beyond Luxury

For Janet Morais, authenticity isn’t just a business strategy—it’s a life philosophy. It’s what built KOKET into a global voice for feminine strength and design empowerment, what inspired the founding of Love Happens Magazine, and what continues to guide her work mentoring other creatives.

“Luxury begins with honesty,” she said simply. “When you design, write, lead, or live from a place of truth, you create beauty that endures.”

KOKET on the Stage at the Personal Branding Summit

Words by Anna Bimba

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