Virtuoso is taking its expertise in the luxury market in a new direction: luxury goods and lifestyle.

A brand new business division, Ultra-High-Net-Worth (UHNW), will be headed up by newly appointed General Manager (and previous Virtuoso travel agency owner) Shelby Donley.

The goal is for the new UHNW division to complement what Virtuoso calls its longstanding global leadership position in luxury travel. Virtuoso aims to leverage its reputation in global luxury travel to foster collaborations with world-renowned luxury brands across jewelry, watches, fashion, art, culinary, wine and spirits, luggage, automotive, wellness and more.

“This new initiative is yet another example of how Virtuoso co-creates with its members, advisors and partners,” said Matthew D. Upchurch, Chairman and CEO of Virtuoso. “Combining the talents of our network with the talents of our dedicated team has been a winning formula, and I’m excited to see what this dedicated focus will bring.”

Brad Bourland, Virtuoso’s Chief Operating Officer, added: “The establishment of our UHNW division marks a transformative moment for Virtuoso, enabling us to build stronger relationships with ultra-luxury brands and deliver an unparalleled level of service to our most discerning travelers, and Shelby’s profound expertise in the UHNW market make her the perfect choice to lead this initiative. This is a pivotal step in our ongoing commitment to providing extraordinary value to our members, advisors and partners.”

Source: Travelweek