Working in Luxury today means understanding the dynamics of customer expectations that might be completely different from the ones observed from an office desk. Customers in luxury are expecting more: more service, highly educated sales assistants, interaction in different languages. On the other side, stores need more support than in the past. More than ever, selling luxury is an art. Therefore, companies investment should not only be done in hiring new and more educated staff, but also in supporting their staff growth inside the organisations. The store management requires understanding of management dynamics (soft skills), ability to lead people and understanding of the retail environment. At the end the store is the terminal of most of the strategies of the company and the sales associate is the pure ambassador of the brand.