Luxury isn’t a product, it’s a mindset. In this episode ofEMIT TALKS, filmed aboard an EMIT Boat, brand strategist and co-founder of Longe Black Mo Elsamman breaks down what it truly takes to build a luxury brand with global relevance.

Mo shares the failures that shaped his journey, thepsychology behind luxury desire, and why Egyptian brands are entering a defining moment. From competition and positioning to craftsmanship and storytelling, this conversation reveals the inner mechanics of how real luxuryis built.

🎙️ In this episode, we explore:

• How failure became Longe Black’s biggest turning point

• What separates a local luxury brand from an international one

• Why brand strategy begins with human behaviour, not design

• The real reason many Egyptian brandsstay local

• How competition raises industry standards

• The mindset behind long-term brand equity

• How Longe Black works with global names like Rolex& Four Seasons

This is a masterclass for founders, creatives, and anyonepassionate about building brands that stand the test of time.