Introducing Jenny Naylor, Marketing Strategist and Founder of Graf London
meet Jenny Naylor, Marketing Strategist and Founder of Graf London. Jenny founded GRAF LONDON in 2012 and has built a reputation for successfully delivering amazing work covering brand strategy, content and production oversight for landmark hospitality and real estate projects and luxury brands. Jenny is one of the UK’s most experienced marketing strategists in the hospitality and super-prime real estate sectors. She has consulted leading developers across their branding and marketing for landmark projects such as Four Seasons Residences at 20 Grosvenor Square, The OWO Residences by Raffles on Whitehall, One&Only Resorts and Atlantis, The Palm in Dubai.
“I am the founder of boutique brand strategy firm Graf London which helps owners, developers, and luxury brands launch landmark hospitality and real estate projects. I’ve been fortunate to have launched various high-profile hotel and branded residence ventures in my career, and my work revolves around ensuring each project exceeds the high expectations of the UHNW clients it serves. I’m married and live in Parsons Green, SW6, and spend my spare time playing (and trying to get better at) padel tennis.”
Join us as Jenny reveals how her intuition and attention to detail has led her to work on some of the most impressive marketing campaigns across luxury real estate and hospitality, including the story of the owo’s branding. jenny also shares how she is a self-taught investor and her love for contemporary art.
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The OWO & Raffles, Whitehall
How did you get involved in this space, what's your background?
I grew up in Lancashire as the eldest of four children, with parents who were both teachers and very worried about their 20 year-old daughter moving to London after graduating! My first proper marketing job was at Champneys in Tring, the first wellbeing spa resort of its kind in the UK. This was back when a spa was where you went to detox and lose weight as opposed to the holistic wellness approach that’s more common today. I then joined the international marketing team of Thomas Cook, feeding my passion for travel and giving me a more global outlook.
My lucky break came in 2003, when I joined Kerzner International as Marketing Director responsible for leading the roll-out of the One&Only Resorts brand globally, followed by the launch of destination resort Atlantis The Palm in Dubai in 2009.
I founded Graf London in 2012 when returning to the UK and working with real estate developer Finchatton. Our first brand project was the launch of Four Seasons’ foray into standalone branded residences at 20 Grosvenor Square in Mayfair. It felt like the right moment to strike out on my own as I’d worked with and built strong relationships with some brilliant creatives and content creators, so knew I could bring together the right team to make the project a success.
Since then, I’ve worked with the Hinduja Family on the branding and transformation of Britain’s former Old War Office. This incredible project opened in September 2023 as ‘The OWO’ with the UK’s first Raffles hotel, 85 Raffles branded residences, a Guerlain Spa, and 9 restaurants and bars. You have to see it to understand how The OWO is unlike anywhere else in London, so visit the Drawing Room for a coffee or The Guards Bar for a drink after work if you’ve not yet been!
What does a typical working day look like for you?
A typical day is a blend of strategy meetings and site visits. At the moment, I’m working with the team at Creative Restaurant Group on the launch of Kioku by Endo, a Japanese-influenced rooftop restaurant and a sake bar which open in May at The OWO. Whitehall has yet to be firmly established as a culinary destination, but with this latest opening adding to the choice of venues, we firmly believe it soon will be. The Society Group, a US-based PR agency, has recently been appointed to promote The OWO Residences by Raffles in key American markets, so I’ll usually have a strategy call with them to work through various initiatives in the pipeline. And there’s always someone wanting a tour of the hotel or residences, so I’m regularly hosting key partners or senior industry executives.
I’m also working with super-prime property advisory firm Rhodium, supporting their move into the branded residences sector. The branded residences arena is fascinating, particularly with so many non-hospitality brands collaborating with developers to create new living experiences. I get deeply involved in every aspect from the design details to marketing strategy which makes it very rewarding.
At the end of the day, if I finish at a reasonable time, I either play padel at the National Tennis Centre in Roehampton or tennis at Putney Lawn Tennis Club to wind down.
What do you enjoy most about your work?
Witnessing the transformation of concepts into tangible realities that delight and inspire clients is incredibly rewarding. It’s the magic of turning a vision into reality that keeps me passionate. I love bringing everything and everyone together.
Atlantis, The Palm, Dubai
You’ve recently overseen the hugely anticipated launch of The OWO and Raffles – what were some of the challenges and successes with this project?
One of the main challenges at the start was how to create a new brand identity for the Old War Office that respected the building’s history but which didn’t include the words ‘Old’, ‘War’ or ‘Office’! We explored archive materials and discovered numerous documents where the building’s name had been abbreviated to ‘OWO’. When compared to other names being considered, ‘The OWO’ was a no-brainer.
The pandemic presented another challenge as we’d literally just completed the interior fitout of an entire floor of a building in St James’s Square, designed in the style of a private members’ club, where we’d planned to provide prospective residence owners and VIPs with an immersive experience to showcase The OWO (which was still a construction site at the time). Fortunately, much of the content could be used in a virtual environment so we quickly pivoted towards offering a wholly digital experience, presenting the The OWO Residences to clients from around 20 different countries worldwide.
The biggest success has to be the grand opening on 26th September where Princess Beatrice, Edoardo Mapelli Mozzi and the Princess Royal led a starry celebration to inaugurate The OWO. This was the first time this significant landmark was open to the public, and it was a celebratory moment for those of us who’d worked on the project since inception.
What are some of the most memorable partnerships you‘ve worked on to date?
It has to be The OWO and the partnership with Raffles Hotels and Resorts. It was a collaborative effort that combined Raffles’ legendary service with the historical significance of the Old War Office. This partnership not only set new standards in luxury hospitality, but also preserved a piece of London’s history. It really is one of the greatest new destinations in London and is a legacy to be enjoyed for generations to come.
Launch Campaign for One&Only Resorts
What do you think U/HNW audiences are looking for when it comes to hospitality experiences?
They prioritise personalised services tailored to their preferences, whether that’s bespoke travel itineraries or unique cultural experiences. They seek authentic experiences that offer a genuine sense of place and local culture. Impeccable service is non-negotiable, with staff expected to anticipate and cater to every need. This in itself is a skill as the service needs to be discreet and delivered intuitively to make the experience seamless and hassle-free.
Increasingly, there’s an emphasis on sustainability and ethical considerations and it’s encouraging to see many of the leading hotel groups address these in their day-to-day operations. Few hotels nowadays provide single use plastic amenities for guests in bathrooms, for example.
Health and wellness offerings are increasingly important, whether wellness retreats, fitness facilities, nutritional cuisine, and/or spa treatments catering to both physical and mental health.
At the ultra-luxury end of the market, the accommodation, amenities and overall experience need to be exceptional. The homes of these clients will have incredible interiors, state-of-the-art technology, and amazing amenities (pool, gym etc) so they expect nothing less when they’re away from home!
Where do you see the future of hospitality, property and lifestyle heading?
The future is heading towards an even greater emphasis on personalisation, sustainability and technology.
In hospitality, the demand for unique, authentic experiences will continue with travellers not only seeking a place to stay but memorable experiences offering a deeper connection to local culture and community.
In real estate, branded residences is the fastest growing sector right now with a plethora of hotel-branded schemes launching across the world’s capital cities and resort locations. With non-hotel brands also venturing into the space, the trend looks set to continue. Fashion, automotive, watch and jewellery brands bring with them a unique blend of design aesthetics and innovation, offering consumers a new way of engaging with their preferred brand in the luxury living space.
Lifestyle trends will increasingly lean towards wellness, with an approach that integrates physical, mental and spiritual health. I think we’ll see this reflected in the design of living spaces, hospitality offerings and workplace environments with spaces purposefully designed to promote well-being. At Raffles London there’s actually a wellness suite you can stay in which comes with a personalised wellness programme.
Artwork by Yong Rae Kwon
WEALTH
Describe your relationship with money and personal finance in three words?
Informed, cautious, improving.
What does Wealth mean to you?
To me, wealth means having the freedom and resources to pursue my passions, help others, and create a positive impact in the world. It’s not just about financial abundance but also about richness in experiences, relationships and personal growth.
What money lessons did you learn when growing up?
My father emphasised the importance of living within your means, so I learned early on the importance of saving for the future, and the value of hard work. I think it’s served me well.
Do you collect art or antiques? If so, what, and can you share a little about your collection?
I love contemporary art and have one piece in particular from a Korean artist, Yong Rae Kwon. It’s made of small pieces of stainless steel protruding from a canvas, but when light hits it, it comes alive with reflective colours and an illusion of flames. It gives me a lot of joy, and it always sparks conversations!
I also bought a Mark Vessey artwork some years ago from the Affordable Art Fair in Battersea (which is more often than not the unaffordable art fair!). It immortalises albums from the 1980s and includes George Michael’s Faith, Springsteen’s Born in the USA, and Queen’s A Kind of Magic, all of which remind me of my years as a student in Newcastle, making it a very personal piece.
Who manages the finances in your household?
The household finances are jointly managed with my partner through a ‘house account’ we both contribute to. We have our own personal accounts to cover things like our respective sports activities, and non-household spend.
We have an independent financial advisor to help steer us when it comes to pensions, and have used Springtide Capital mortgage advisory for the past decade.
How confident are you with investing? What’s your experience been to date?
I’m self-taught and am learning to trust my own instincts. I was involved in the marketing of a real estate investment platform some years ago which democratises access to investments that were traditionally only available to the very wealthy or institutional investors. As I know and trust the players behind this investment platform, I’ve been able to participate in the higher returns of the luxury property market. Nearly all the investments I’ve made have been with the long-term view of growth.
What is the best money decision you have made?
I was fortunate that I was able to get on the property ladder 25 years ago, and anyone else who bought property at that time will have been happy that they did. I also bought a small amount of Bitcoin a few years ago as I was curious about blockchain technology. It’s not brought me any life-changing profits, but it was a good decision.
What is your number one financial priority?
To feel secure and know that if and when I stop working, I can enjoy retirement without any financial stress.
How often do you talk about money with your friends?
Very rarely – it still seems to be off limits to talk about earnings and investments. It’s “not very British”. As I get older, I am more comfortable talking about it though with anyone who wants to listen and share.
Which area of finance do you wish you knew more about, and why?
Share dealing remains a bit of a mystery and I’m curious about it. It’s only recently that I’ve started dipping my toe into personal investments outside of having my pension in ‘safe’ funds.
Jenny and her husband on the courts.
WELLNESS
Where do you go to switch off?
Anglesey. My grandparents retired to the island and my parents have a small cottage near Rhosneigr which we used to stay at every school holiday. It’s a long drive from London but once I’m walking on the Anglesey coastline, breathing in the sea air, with a view of Snowdonia on the horizon, I feel completely de-stressed and at peace. It’s a place that holds many happy memories for everyone in the family.
What is the most important life lesson you have learnt?
I’d say it’s the value of resilience. I’m not always great at applying it, but persevering when faced with challenges in both my personal and professional life has served me well.
Do you have a mentor or inspirational figure that has guided or influenced you?
Helen McCabe-Young was Executive Vice President Sales & Marketing at Kerzner International and my boss when I was Marketing Director for One&Only Resorts. She was a great motivator and profoundly influenced my career path. We’re still friends today and catch up whenever she happens to be passing through London.
Anglesey with Snowdonia in the background
Can you share a book that has influenced your life?
I will have been around 10 when I first read ‘The Lion, the Witch and the Wardrobe’ by C.S. Lewis, and got drawn into the fantasy world of Narnia. It was a book I read and re-read numerous times and I still have it on my bookcase. It showed me the power that storytelling can have to bring a place and characters to life. My rather tattered paperback has “in case this book is lost, please return to Jenny Naylor” carefully written on the inside cover so it was precious to me back then and still is now.
What resources or tools could you not live without?
Sadly I have to say my iPhone. And more recently, my glasses.
What are you currently reading and listening to?
I have just finished a lovely book called “St. Agnes’ Stand” by Thomas Eidson which is about faith and humanity fighting for survival in the American West. I’m about to start reading the spy thriller Damascus Station by David McCloskey.
My favourite band is The National which I listen to constantly much to the annoyance of my husband.
Four Seasons Residency, Grosvenor Square