21 September 2022 |

S3 E2: Luxus: How Dana Auslander is Creating Equity In Luxury Assets


Dana, through her company Luxus, has blown the world of luxury asset investment wide open. And she’s not stopping there. Find out how this fintech founder is smashing down barriers.

Luxus partners with the world’s premium brands, offering fractional ownership of assets including jewelry, rare watches and precious gems.

Nicole and Dana get into conversation about Dana’s experiences opening investment doors for women, why luxury investments should be fun, and why hiring amazing people is at the heart of her long term strategy for success.

And if you love listening to Humans of Fintech, please leave me a 5-star review on Rate My Podcast: https://ratethispodcast.com/humansoffintech

Thank you so much!

Follow Dana:

LinkedIn: linkedin.com/in/dana-auslander-218b81180

Twitter: twitter.com/luxusassets

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And if you’ve enjoyed Humans of Fintech why not try: Chicks of FinTwit, Tech Unlocked, Breaking Banks or Fintech Insider

Luxus: The Benefits of Investing in Luxury Assets

In the world of finance, assets are broad and can include almost anything that can be bought and sold for value. While real estate is one of the more common types of assets, fintech companies like Luxus provide a host of alternative assets to invest in. 

Depending on your personal financial situation, risk tolerance and personal preference, we’ll go through benefits of investing in luxury assets as well as their downsides.

What Are Luxury Assets?

An asset is any resource that generates cash flow or value over time. Assets can be tangible (like real estate) or intangible (like stocks or bonds). Luxury assets are any that fall under the category of high-end goods. 

This could include anything from art or watches to classic or antique cars, or in the case of Luxus, precious gems and fine jewels.

Why Invest in Luxury Assets?

There are many different reasons why someone may decide to invest in luxury assets. These reasons vary from person to person, but the most common include wanting to diversify your portfolio, generating income, and increasing your net worth. 

  • Diversifying your portfolio Luxury assets are not as liquid as cash or stocks and therefore should not be considered when looking to create a balanced portfolio of assets. Instead, they should be viewed as a hedge against an economic downturn. 
  • Generating income Luxury assets have the potential to generate cash flow through sales and/or rental income. For example, renting a boat, plane or car for profit. 
  • Increasing your net worth Investing in luxury assets can help you increase your net worth if you’re willing to put in the time and effort.

Drawbacks of Luxury Asset Investments

When investing in luxury assets, it’s important to understand that there are certain drawbacks that come with the territory. Certain luxury assets are illiquid, so you may not be able to get your hands on the cash as quickly as you would with most other investments. 

That is, you might have to wait a long time to actually sell the item if you need the cash. It’s also important to understand that returns on luxury assets aren’t predictable. It’s really difficult to say how much you’ll make on any given luxury asset.

How to Invest in Luxury Assets?

There are a few ways to invest in luxury assets. You can buy them on the secondary market through an auction house or a private sale.

 You can also purchase them directly from the manufacturer or dealer. Luxus works to make it easier for anyone to access the market and get the best returns on their investment.


When it comes to investing, there are many different options to choose from. Luxury assets are a great way to diversify your portfolio, generate cash flow and increase your net worth. However, you need to be careful because luxury assets are illiquid and returns aren’t always predictable. If you’re looking to diversify your portfolio, generate cash flow and increase your net worth, luxury assets can be a great option.