Your Business Is Worthy of Being Someone’s Non-Negotiable

Redefining Luxury

“𝙔𝙤𝙪 𝙢𝙖𝙮 𝙤𝙧 𝙢𝙖𝙮 𝙣𝙤𝙩 𝙗𝙚 𝙖 𝙡𝙪𝙭𝙪𝙧𝙮 𝙗𝙪𝙨𝙞𝙣𝙚𝙨𝙨, 𝙗𝙪𝙩 𝙙𝙤𝙞𝙣𝙜 𝙗𝙪𝙨𝙞𝙣𝙚𝙨𝙨 𝙬𝙞𝙩𝙝 𝙮𝙤𝙪 𝙨𝙝𝙤𝙪𝙡𝙙 𝙗𝙚 𝙖 𝙡𝙪𝙭𝙪𝙧𝙮.” — Jeffrey Shaw, Author & Luxury Strategist

I’ve been having some delicious conversations about what being a luxury business means to me, and I’ve boiled it down to one thing: being non-negotiable.

At first, my definition was pretty shallow—ego based, even. Because when I think of “luxury brands,” I don’t see the appeal. I don’t care about fancy shoes or designer clothes.

Then a friend said to me, “Shaneh, I’ve seen your skin care shelf—that shit ain’t cheap.”
Another told me, “Shaneh, your view is a luxury I would kill to have.”

Both of these are non-negotiables for me.

In a time when interest rates are high and housing prices are brutal, I chose a home that inspires me to expand what I believe is possible. As for skin care, there’s a reason people are surprised to find out I’ve been in business for 30 years. ;-p

Luxury is less about labels, more about what you refuse to compromise.

And it’s the same in my work. After the necessities are handled, I have a few non-negotiables. One of them is working with a coach who holds the vision of my highest potential and then calls me to rise. Jeffrey Shaw is one of them.

When Jeffrey says:

“People think luxury brands are successful because they’ve focused on image. The truth is, luxury brands are successful because of the inner work that translates to the exterior. You have to embody the luxury, the abundance, the exceptional in you.”

I feel it in every fiber of my being. The resonance woke something up in me.

Luxury isn’t always what’s visible—it's the invisible standard underneath it all.
It’s choosing to double down on what makes your business exceptional.
It’s refusing to compromise your values for convenience.
It’s the quiet power of staying in integrity, even when no one’s watching.
It’s knowing your work changes lives, and treating it with the reverence it deserves.

And here is what I know about you and your business: Your business is worthy of being someone’s non-negotiable.

Even if you’re still finding the words for it—trust that what you’re building already carries the frequency of excellence. The fact that you care this much? That you’ve built with heart, with vision, with sacred intention? That’s the root of luxury. That’s what sets you apart.

👉 Reflection prompt: What are your non-negotiables—the things that expand you, ground you, or make your business feel like a luxury to those who choose you?

🔥 Daily Affirmation: I honor my non-negotiables as portals to expansion, abundance, and excellence.

PS: Profit is Protest. Refusing to compromise on your non-negotiables is how you become unreasonably resourced.

🎧 Song of the Day: “Iconique” by Emeline