Insights from ‘The Prince of Luxury’ Noel Shu

Interview with Noel Shu



Noel Shu

(page 1 of 2)

With a moniker like “The Prince of Luxury,” it’s clear that Noel Shu is no ordinary entrepreneur. This 27-year-old self-made millionaire has accomplished more in business than many do in an entire lifetime, already boasting a client roster that includes billionaires, celebrities and royal families. So keen is his business acumen and venerable his reputation, Shu’s clout earned him a VIP invitation to the last U.S. visit of China’s president, Xi Jinping, alongside other revered titans of industry the likes of Bill Gates and Jack Ma.   

Today, Shu brings his wealth of expertise and impeccable panache to the global luxury goods market where he spearheads ultra-super-premium products such as the finest champagne, wine and spirits as well as extraordinary multi-million dollar jewelry and timepieces of unparalleled quality—all targeted to discerning consumers on both sides of the Pacific, including China’s elite, who demand the absolute best in taste and quality.

Aside from having served as a managing partner at the extolled beverage agency Prodiguer Brands (perhaps best known for selling the most expensive single bottle of Champagne in the world, Goût de Diamants, for a staggering $1.8 million), Shu’s own company, Un Joyau Majestueux, recently launched its own new wine brand, Majestic Ruby. This exciting new expression made its world debut at the 2017 Oscars Celebrity Luxury Lounge at the Beverly Hilton Hotel Penthouse where it was reportedly celebrated by an array of Hollywood A-listers.

Further demonstrating his prowess in the world of fine wine, Shu is also a lauded sommelier and one of the world’s leading experts on Chinese wine culture. In fact, he authored the book, "China Through a Glass of Wine," which offers a fascinating examination of China's burgeoning wine industry from an insider's perspective. From China's rich cultural history to its political climate, this title takes readers on a captivating journey through the country's viticultural victories and hopes for the future.

Another of Shu’s latest ventures is a film production company, 1768 Entertainment, which brings Shu’s love of luxury to the entertainment industry in the form of compelling documentaries, stories inspired by real events and suspense tales with an Asian influence.

Below is some enlightening Q&A with this millennial mastermind through which he offers insider perspectives and lifestyle advice of note for those who like to roll like royalty (or want to look like they do). 

For the high end market, there are often many different brands of similar products and services vying for attention. What are some effective ways luxury consumers can stay abreast of the newest, highest quality products and services?
This can actually be the done the good ol' fashioned way and that’s simply to read a lot. Everything that you can possibly be looking for, think you might be looking for or not even know you’re looking for is on the Internet. Every day when I wake up, I spend a good 30 minutes and go through literally everything while I’m drinking my coffee—from international news to gossip to anything I can find that’s different from what I read before. People are out there doing everything they can to appease the people.

You are a member of a network called, "The Billionaires Club."  What are some of the luxury brands you and your inner circle are paying attention to and what draws these brands apart?
I would say these days quite a few people have moved away from just so called “big purchases.” Everything is now more about personal touches. For instance, many people own a Rolex, Audemars Piguet or Hublot. More often than not, some of these are one out of however many but how many people really have something that's one of kind? Not too many. The other point is that the watch may suit you but it doesn’t reflect your own personality, likes and dislikes. So what’s actually becoming quite popular is engraving one's watches. I’ve seen some crazy designs that really add some character to a person’s wrist such as koi fish, skull heads and zodiac signs.

So back to the main question and one particular brand that has stood out is Golden Concept. Again, it’s all about personal touches these days and being unique. Golden Concept specializes in luxury cases for your phone. They have gold, snakeskin and gator cases just to name a few. All done to the highest of quality and many are customizable. So if you’re looking to stand out, make sure to check them out.

Another brand which has seen quite a bit of press and accolades is JetSmarter, one of the more successful private aviation companies. For many entrepreneurs, meetings take place in different cities, different continents and in different time zones. JetSmarter offers these services in an easy-to-maneuver application that makes flying private relatively affordable and easy.

What are the top three luxury items or brands that have captivated your own attention right now? 
Right now there are three top brands that are top-of-mind for me right now. These are Emperada Cigar Humidor by Imperiali Geneve; Astonomia Tourbillion by Jacob & Co; and Bentley EXP 10 Speed 6 Concept car.