Carolina Costa

 I felt like every hour spent studying was an investment in something that aligns with my passion and future.

My passion and interest for the luxury industry started early. Over time it became a career goal and that’s why I chose the online Luxury Management program at HEC Paris to deepen my understanding of this world and to start building the path I see myself on professionally. That creative fascination grew alongside my more structured academic journey. I am already studying Industrial Engineering and Management at Instituto Superior Técnico Lisboa, where I’ve developed a solid foundation in operations, analytics, and strategic thinking. But at my core, I’m someone who’s always trying to combine both sides of my personality, analytical and creative, rational and emotional. I believe in the power of ideas that are not only functional but, at the same time, meaningful.

When I chose the online Luxury Management program at HEC Paris, it felt like the perfect next step to explore that duality, to dive into an industry where creativity is a business driver, and where emotion plays a central role in decision-making. I wanted to understand how the luxury world operates behind the scenes: what makes it timeless, desirable, and relevant across generations and cultures.

Led by two remarkable professors, Anne Michaut and Frank Asenkat, the course gave us both structure and soul. Frank walked us through the financial and strategic foundations of the industry, while Anne captured its essence: the emotional power of luxury, the magic behind heritage, and the importance of storytelling. They didn’t just teach theory, they shared personal stories from their careers and were always open to answering any question. This openness fostered a deeply engaging and human learning environment.

The fact that the program was offered online was also a major advantage for me. I had exams during the same period as the in-person summer school, so having the opportunity to attend the online format allowed me to fully participate without compromising my academic commitments. It also gave me the flexibility to manage my schedule more effectively, balancing the course with the demands of my final year.

Despite being online, the program felt dynamic and collaborative. We regularly engaged in small-group discussions during the webinars, which made it easier to connect on a personal level and exchange ideas in a more open, informal setting. These sessions created space for honest conversations and helped build real bonds among participants. Sharing perspectives with peers from such a wide range of cultural and professional backgrounds was one of the most enriching aspects of the experience, it made the learning deeper, more human, and truly global.

The evaluations throughout the program were intellectually demanding, but in the best way. They pushed me to think critically and manage my time effectively, especially as I was balancing academic, professional, and personal responsibilities. Yet learning about something I truly resonate with made the effort feel incredibly rewarding. I felt like every hour spent studying was an investment in something that aligns with my passion and future.

The biggest personal shift for me was moving from a structured, engineering mindset to embracing the emotional and cultural nuance that defines the luxury sector. The program helped me build new confidence, not just in understanding luxury, but in navigating it.

This program was more than a just a course, it was a turning point. Earning this certificate from HEC Paris has also strengthened my professional profile. I’m confident it will be an important asset as I begin applying for roles in the luxury industry, not only because of the academic credibility it brings, but because it reflects my commitment to learning, growth, and making a meaningful social contribution.
 

Find out more about this online certificate program