About LuxuryBC
British Columbia doesn’t need a publicist. It needs a witness.
The province has always had the raw material — the coast, the mountains, the wine country, the cities that keep surprising people who thought they already knew them. What it’s lacked is a publication willing to cover its independent businesses, entrepreneurs, and makers with the same editorial seriousness that major outlets reserve for international destinations and global brands.
LuxuryBC exists to fix that. Founded in 2013 and relaunched in 2025, it covers the people and places building BC’s luxury landscape from the ground up — the Okanagan winemaker aging something worth finding in a warehouse most visitors drive past, the Victoria jeweller whose work belongs in a gallery, the Whistler operator who’s been doing things right for twenty years without a single press mention.
Simon Gerard, Editor
Simon Gerard is a writer and marketing consultant based in British Columbia. He founded LuxuryBC and remains its sole editor — which means every feature, every editorial decision, and every published word traces back to one person with a stake in getting it right.
His work sits at the intersection of storytelling and strategy. When he’s not writing features, he works with luxury-adjacent BC businesses on the marketing fundamentals that most agencies overlook: the site that doesn’t perform, the content that never gets repurposed, the brand story that exists only in the owner’s head.
The editorial work and the consulting work inform each other. That’s the point.
Work With Us
If you run a business in British Columbia and think there’s a story worth telling, reach out. Feature opportunities are assessed on editorial merit.
If your digital presence needs work, that’s a different conversation — and Simon is happy to have it.