In this episode of Foundry Talks, Rachel Stojanowski sits down with Noël Russell, Senior Vice President of Marketing and Communications at Luxe Haus—a luxury vacation rental company redefining what it means to create a hospitality brand. From her early days in the fashion industry to shaping one of the most transparent and values-driven companies in short-term rentals, Noël shares her personal and professional evolution. The conversation explores the power of brand identity, the nuance of serving both homeowners and guests, and why SEO and organic traffic still matter more than ever. Noël also offers a behind-the-scenes look at how Luxe Haus crafts elevated experiences—from welcome kits to lasting impressions—and why genuine connection is the new currency in luxury travel.