Building at the intersection of luxury, technology and changing customer behavior.
Mel owns and leads businesses across luxury, technology, and consumer experience, with interests spanning AI, luxury travel, luxury consultancy, and e-commerce.
Operating across strategy and execution, her perspective is shaped by building businesses, working with leading global luxury brands, and navigating first-hand the changes now reshaping the industry.
A Unique Lens
Mel Suntal is an entrepreneur, luxury strategist, and investor with businesses and interests spanning AI, luxury travel, consultancy, e-commerce, and consumer experience.
As Founder & CEO of Axonall, founder of a luxury consultancy, and an investor in luxury and consumer ventures, Mel operates across both strategy and execution.
The Founder Lens
Having founded and scaled Axonall, an AI-native luxury travel platform, Mel understands the gritty realities of product architecture, customer acquisition, and engineering high-touch digital products.
The Strategist Lens
Advising global luxury houses on brand positioning, narrative differentiation, and safeguarding heritage while modernizing customer journeys for next-generation clientele.
The Investor Lens
Evaluating business models, unit economics, defensibility, and long-term enterprise value in rapidly evolving luxury and consumer technology sectors.
A Point of View on What Comes Next
Mel believes the next era of luxury will be shaped not by who adopts the most technology, but by who makes the clearest choices about where technology creates value.
As AI becomes more embedded in how people discover, understand, and choose brands, she is particularly interested in what should change, and what luxury should protect.