The Age of Intelligent Commerce
Shopify New York · 131 Greene Street, SoHo · Invitation Only
Two teams,
two continents,
one belief.
When allure_ and Shopify decided to bring this evening to life, it wasn’t about putting on a show. It was about creating a room where the right people could talk honestly about where luxury commerce is going unified experiences, intelligent technology, and the human touch that no algorithm replaces.
Luxury was born in the ateliers of Europe. It lives today across every timezone, every channel, every screen. As a French-American agency, we sit at that intersection every day and we knew this conversation needed to happen in New York, with the brands that are navigating it in real time. We’re grateful Shopify believed in it too.
We all still long
for what is real.
In an evening centered on AI and the future of commerce, it was the simplest moment that stopped people in their tracks a piece of leather, a set of initials, a stamp.
Gigi New York and Graphic Image brought something to this event that no technology can replicate: the experience of receiving something made for you, by hand, with care. Every guest left with a personalized leather gift chosen deliberately, monogrammed on the spot, and wrapped with the kind of attention that reminds you why craftsmanship still matters.
It was a quiet but powerful reminder that as the industry races forward, the brands that endure are the ones that never let go of what makes them real.
Thank you Gigi New York and Graphic Image for your generosity, your time, and for grounding this evening in something lasting.
Nobody came to perform.
they came to share.
Two panels. Six voices. Real experience from brands that have actually done the work built the systems, made the mistakes, found what works, and were generous enough to share it openly.
Renan Goupil brought a European luxury lens through his broad experience at LVMH, Kering Beauté, and now L'Oréal, along with clarity about what heritage brands need to protect as they modernize. Tawny Brown of Paige spoke from the operator’s seat the reality of building unified commerce across channels when the customer doesn’t care about your internal complexity. Bettina Goesele of Victoria Beckham Beauty brought the digital leadership perspective what it actually looks like to deploy AI inside a luxury brand with integrity. Ganesh Patil walked the room through the technology architecture behind it all without the jargon, with the vision. Sandy Jeong brought Shopify’s roadmap into focus agentic commerce, what it means in practice, and why the window to act is now.
Emily Dawson held the room with the kind of moderation that made every conversation feel like it was meant for everyone in it.
The topics were real. The questions were harder than the answers. And that was exactly the point.
It took a village, and
we are so grateful for ours.
Events like happen because a small group of people decide to believe in it, roll up their sleeves, and make it real through every detail, every follow-up, every last-minute decision that nobody sees but everybody feels.
What made this evening particularly special was the bridge that formed across the Atlantic. Shopify’s US and EMEA teams came together to support the allure_ and this project because luxury has no borders. The brands in that room that evening were proof of that.
Born in Paris, sold in New York, loved everywhere. That is the world we work in, and it took a truly global team to honor it.
To everyone who gave their time, their energy, and their belief to this evening thank you. You know who you are.
See you in
Fall 2026.
The conversation isn’t finished. Let’s meet again.
Retail Deluxe — New York, Fall 2026.
Same spirit, wider table. If you were there, we hope to see you back.
If you missed this one, now you know.
Every moment,
captured.
Photo Credits — Lets Dew Photography