• by Barbie Romero , 9 hours ago

Reid Myers, Head of Marketing, Baccarat North America shared insights on Baccarat’s collaboration with Usher, the brand’s strategic New York expansion, and how authentic storytelling drives meaningful impact for luxury audiences.

Since its founding in 1764, collaboration has been core to Baccarat’s DNA. Even our name reflects this heritage, originating from the village of craftspeople in eastern France where Baccarat was established—and where our crystal continues to be crafted today. Over the centuries, we’ve partnered with a wide range of creative leaders, from fashion houses like Thom Browne and Saint Laurent to fragrance creators such as Maison Francis Kurkdjian, as well as designers including Philippe Starck, Virgil Abloh, and others.

Our collaboration with Usher didn’t begin as a top-down marketing strategy—it evolved organically from a long-standing, genuine relationship. He has been a passionate supporter of the house for decades. From his earliest performances, he’s celebrated milestones with a toast in a Baccarat tumbler, and he has consistently brought Baccarat into cultural moments, from magazine interviews to podcast appearances.

While the partnership certainly allows us to reach a broader and younger audience, the foundation was authenticity. Rather than simply amplifying an existing product, we co-created something that feels unmistakably Baccarat while reflecting Usher’s personal connection to the brand. That authenticity is what naturally bridges our audience with his.

2. What guidance would you offer to marketers working with celebrities? What best practices help ensure the partnership feels authentic, aligns with brand values, and delivers meaningful impact for both parties?

The most important factor in any celebrity partnership is, to your point, authenticity. The relationship should feel like a true creative collaboration, not a transactional endorsement. Ideally, the individual already has a personal connection to the brand and a genuine understanding of its values.

Audiences are incredibly perceptive, and they can immediately sense when a partnership exists solely for a paycheck. When alignment is real—when the partner is proud to use, share, and stand behind the product—it creates credibility and long-term value for both sides.

3. Baccarat recently opened a new store in New York’s Meatpacking District. What was the strategy for expanding downtown, and how does this location fit into Baccarat’s broader retail vision? What marketing tactics did you use to drive awareness and encourage local New Yorkers to visit the new store?

We recently relocated our New York flagship from Madison Avenue to the Meatpacking District, and the move was both strategic and symbolic. As our North American CEO Adam Banfield has said, “It’s a statement of intent.” Baccarat’s evolution into a full luxury lifestyle brand—with multiple expressions across categories—naturally aligns with the Meatpacking District, which has become a major destination for luxury retail and culture.

At the same time, this expansion complements our continued presence uptown, including our 53rd Street boutique at Baccarat Hotel New York and our shop-in-shop at Bloomingdale’s 59th Street.

To drive awareness around the new flagship, we partnered as the presenting sponsor of the Meatpacking District’s “Lights on the Cobbles” holiday activation. This gave us high-impact visibility through OOH banners, sculptural installations, and a centerpiece moment: a monumental 84-light Zénith chandelier encased in a 15-foot glass structure at the corner of 14th Street and 9th Avenue—one of downtown’s most heavily trafficked intersections.

We extended that physical presence digitally by capturing content from the activation and boutique opening, which we used in targeted drive-to-store campaigns across Meta to reach locals in NYC and the tristate area.

4. How do you balance luxury storytelling with performance goals?

It comes down to time and place. Storytelling—our heritage, craftsmanship, and savoir-faire—is essential to Baccarat and underpins everything from clienteling and training to brand communications. That education typically lives at the top of the funnel and throughout the broader customer journey. 

Once consumers are familiar with the brand story and emotionally connected, performance-driven tactics become more effective at the bottom of the funnel. This is where tools like digital retargeting play a role—meeting consumers with more direct messaging after they’ve already engaged with our narrative.

5. Do you have a favorite Baccarat piece that you personally love using?

My personal favorite Baccarat pieces are the Louxor tumblers. You’re immediately drawn to their design—the faceted base, the subtle taper at the top—and then you notice their weight when you pick one up. They have a real presence. You can’t help but feel a sense of occasion when using them. 

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