At the Personal Branding Summit in Portugal, ByKOKET Group founder Janet Morais shared her perspective on why authenticity—not perfection—is the ultimate form of luxury.
At the Intersection of Design, Storytelling & Human Connection
As the founder of ByKOKET Group, Janet Morais has spent her life crafting beauty at the intersection of design, storytelling, and human connection. Her brands, KOKET, Love Happens Magazine, DeMorais International, and My Object of Desire, each reflect a bold eye for form, an uncompromising respect for craftsmanship, and a profound love of people.
“That combination has shaped KOKET into more than a brand,” Janet shared during her keynote. “It’s a platform where luxury and empowerment meet—through design, content, experiences, and collaboration.”
This year, as she took the stage at the Personal Branding Summit in Portugal, Janet delivered a message that resonated across industries: authenticity is the new luxury.
Why Authenticity Matters Now More Than Ever
In a world of curated feeds, flawless filters, and polished campaigns, authenticity has become the rarest and most valuable commodity.
“The luxury landscape has changed,” Janet explained. “Audiences no longer buy only a name or a logo. They invest in a story, a set of values, a promise.”
From fashion houses opening their ateliers to the public to designers sharing their sustainable roadmaps, transparency has become essential to building trust. As Janet reminded the audience, authenticity builds trust, trust builds loyalty, and loyalty builds a legacy.
Millennials and Gen Z, especially, have redefined what it means to connect with a brand. They seek transparency, ethical responsibility, and humanity. “They reward honesty—even when that honesty shows vulnerability,” Janet said. “And vulnerability takes courage.”
She admitted that being authentic hasn’t always been easy. “There were moments I feared showing the behind-the-scenes struggle might diminish the dream. But instead, those moments became our most powerful connections. People responded because they saw a human being, not an unreachable ideal.”
Authenticity in Luxury: Refinement Grounded in Truth
For Janet, authenticity in luxury doesn’t mean abandoning refinement—it means grounding it in truth.
“Authenticity is the combination of exquisite design and clear values,” she said. “It’s about showing how something is made, who made it, and why it matters.”
This belief is at the heart of KOKET’s ethos, where design and storytelling merge to celebrate not just the finished product but the human hands and hearts behind it.
How KOKET Practices Authenticity
At KOKET, authenticity is not a marketing trend; it’s a practice woven into every decision we make. Janet outlined six guiding principles any brand can follow to build genuine connection and enduring value.
1. Live and Breathe Your Values
A brand’s identity must stem from a lived mission. “For us, that mission is empowerment through beauty and craftsmanship,” said Janet. “Every piece we create, every story we publish in Love Happens, every collaboration reflects that mission. Consistency creates coherence—and coherence builds trust.”
2. Be Transparent About Process
Today’s clients want to know the story behind what they buy. KOKET opens its doors to show the artisans in Portugal hand-finishing furniture, or the creative team developing new designs. “When you are candid about your process—the triumphs and the trade-offs—you earn respect.”
3. Humanize the Brand
Luxury can be aspirational without being aloof. KOKET shares the studio moments, inspirations, and even the occasional mistakes that lead to breakthrough designs. “Audiences form emotional bonds with real people,” Janet said. “Those bonds last longer than any seasonal trend.”
4. Demonstrate Social Responsibility
Authenticity requires accountability. From supporting ethical labor to investing in community causes, KOKET aligns action with values. “When you invest your time and resources, not just headlines, you create impact and earn loyalty,” she emphasized.
5. Leverage Real Voices
“Our customers are our most authentic storytellers,” said Janet. User-generated content, including photos of KOKET pieces in clients’ homes, reviews, and stories, creates a community and expands authenticity organically.
6. Protect the Integrity of Luxury
“Luxury is a legacy,” Janet noted. Protecting that legacy means preserving craftsmanship, ensuring authentication, and celebrating heritage. “If we promise quality, we must back it with proof and care.”
Authenticity as a Personal and Professional Compass
Janet concluded her talk with practical advice for those seeking to build authentic personal or brand stories:
- Know yourself and your mission. Let your values guide every decision.
- Tell the real story. Share where you came from and what you’ve learned.
- Embrace vulnerability. Challenges invite empathy and trust.
- Be consistent yet evolving. Authenticity is a compass, not a cage.
- Invite participation. Collaboration fuels community.
- Measure and adapt. Stay true to your values while growing with purpose.
The Courage to Be Real
“Authenticity isn’t comfortable,” Janet said in closing. “It asks us to be brave—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 create work that matters.”
Her words remind us that true luxury is not found in perfection, but in presence.
As KOKET continues to evolve, Janet’s promise remains clear:
“We will continue to design with heart, to tell stories with honesty, and to build platforms that empower women and creators worldwide. I invite each of you—makers, leaders, customers, and friends—to join this journey. Choose authenticity.”
KOKET at the Personal Branding Summit in Portugal
KOKET brought its bold glamour to the stage at the Personal Branding Summit. Upholstered in a powerful royal blue velvet with vibrant brass accents, KOKET’s Vamp Sofa and Besame Chair offered the perfect backdrop for the event’s round of speakers. Set between the upholstery, KOKET’s Yasmine Side Table radiated the brand’s authenticity with its feminine frame and beautifully crafted details and materials.
