# Professor Allen Adamson explains why luxury brands must embrace risk to save their businesses during the coronavirus outbreak

1 Faculty News April 2, 2020 ![Luxury Daily logo](/sites/default/files/styles/246w/public/assets/images/con_032369.jpg?itok=BZ74qERg)>

Excerpt from [Luxury Daily](https://www.luxurydaily.com/luxury-jewelry-brands-must-take-risks-to-inspire-big-ticket-purchases-under-lockdown/) -- "'Luxury brands need to be more comfortable with risk,' said [Allen Adamson](https://www.stern.nyu.edu/faculty/bio/allen-adamson), cofounder of Metaforce and adjunct professor at NYU Stern School of Business, New York. 'The temptation from most consumers is that luxury can wait, I don't need to make a big decision right now,' he said."

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