As a native Scotsman, Richard Crawford grew up with an innate respect for heritage and appreciation for tradition. Throughout his childhood, Crawford became increasingly interested in culture and history. He often visited the local airport where he would sit for hours, fascinated by the travelers, captivated by their sense of sophistication and venturous energy, and curious about their backgrounds.
“I had so many questions— ‘Where are they from? What is their background, their history?’ I learned by listening to their stories.”
Crawford relished the opportunity to travel, to experience the world firsthand, and to share with others his own stories and adventures.
“I not only wanted to listen to their stories, I wanted to retell and integrate them with my own. I wanted to teach others who shared my inquisitive nature and appreciation for diversity.”
In 2005, Crawford was awarded this dream! He became the United States Ambassador to Glenlivet Single Malt Scotch Whisky.
As The Glenlivet spokesperson, Crawford embraced his role as seanchaidh (pronounced shan-chee, traditional Gaelic word meaning storyteller). He traveled the world, introducing Glenlivet, not only as a brand, but also as part of a more complete lifestyle.
Crawford personified the brand’s classic sophistication and style. Furthermore, he possessed the quintessential characteristics of his market—adventurous spirit, authentic sensibility, and appreciation for the finer things in life.
As he traveled, Crawford shared stories of living lifestyle of luxury with his audience.
“Luxury is a state of mind. The value of a brand lies in the presentation of its greatest asset, it’s story.”
For Crawford, a true luxury brand is more than the product or label. It is a dedicated tale of quality, craftsmanship, heritage, authenticity, and experience.
Richard Crawford believes luxury brands are part of a culturally rich experience. Passionate about the lifestyle behind their labels, Crawford aspires to share the stories of heritage and unique artistry that define the most iconic luxury brands. Retelling these stories with authenticity, credibility, and charm, Crawford builds an emotional connection with his audience, ultimately transforming luxury brands into an enriched experience of life with style.
For Richard Crawford, the true value of a luxury item is defined through five prominent attributes, quality, craftsmanship, heritage, authenticity, and experience.
Luxury brands aspire to create elite products. Crafted from the finest materials, the quality of luxury items is a result of a discerning and laborious process.
Luxury items are a result of perfected skills. A craftsmanship is developed, learned, and taught across generations, proving a passion for the labor through dedication of time and focus of energy.
Luxury brands offer homage to a heritage. Representing foundations for the ideal lifestyle, luxury items are a celebration of victories, tribute to hardships, and proof of perseverance.
Luxury brands create innovative and imaginative products. Altruistically inspired, luxury items are the authentic result of personal passion presented through unique approach.
Luxury brands stimulate their consumers, enhancing their experiences of the world. These brands inspire confidence to embrace adventure, explore the unknown, and follow inquisitive notions of the heart.
A concierge of class, Richard introduces your customers to an obtainable, elevated lifestyle. With his transparent online personality and charisma at live events, Richard delivers stimulating, firsthand experiences of fascinating places and events from around the globe. Richard also empowers his audience to embrace luxury into their own lives, ultimately transforming your customers into admired advocates and loyal ambassadors of your luxury brand.