Jenny Naylor

Bio:

Jenny Naylor is founder of Graf London, a consultancy advising luxury brands and developers on branded residential projects around the world. She works with both sides of the partnership: with developers deciding whether a brand earns its premium and, if so, which one; and with brands assessing whether residential is right for them and what they will need to deliver once they commit.

With more than two decades of international experience, Jenny has shaped and launched some of the sector's landmark projects. She launched the One&Only Resorts brand for Kerzner between 2003 and 2008, then led the opening of Atlantis The Palm in Dubai as VP Marketing, one of the largest resort launches of its time. She went on to lead the European wellness brand Aspria before returning to residential.

In London she launched Four Seasons' first standalone private residences at Twenty Grosvenor Square, and later Raffles' first hotel and residences at The OWO, the transformation of Britain's former Old War Office. More recently she has worked with Bugatti and other brands entering the residential space for the first time, helping them understand what residents expect from a branded home.

She has also launched unbranded schemes for Finchatton, including The Lansbury, which gives her a clear-eyed view of when a brand adds value and when exceptional design, location and developer reputation are enough on their own.

Graf's services cover the full arc of a branded residential project:

1. Brand strategy and positioning for residential
2. Brand and developer partner evaluation, introduction and matchmaking
3. Brand entry strategy for consumer and lifestyle brands new to the sector
4. Launch strategy, creative direction and content development (with partner agencies)
5. Sales and marketing strategy through to completion
6. Resident service model and operational advisory

Jenny is a judge for the Global Branded Residences Awards and a regular speaker, panellist and moderator at industry events on how branded residences are sold, serviced and operated.

About Graf London
Graf London is an independent strategic consultancy specialising in branded residences, working with developers, investors, brands and operators across luxury real estate, hospitality and wellness. The firm advises on brand evaluation and selection, partnership structuring, creative strategy and launch, drawing on first-hand experience of delivering some of the world's most recognised branded developments.