Transform Your Vision into Results
Expert consulting for luxury brand launches and expansions
What We Do Differently
Your vision is real. The brand exists.
The real question is:
"How do you operationalize it flawlessly - through people, systems, and processes - so unforgettable guest experiences are delivered repeatedly?"
You’re not alone if the answer isn’t clear.
Most businesses over-invest in vision and under-invest in execution—putting business leaders at risk and compromising the investment.
Velora exists to eliminate that pitfall.
Our trusted advisors bring decades of luxury experience and a proven, three-phase process that delivers measurable results.
No fluff. No empty promises. No generic, off-the-shelf systems.
Instead, we customize and reverse the process, breaking it into three phases.
Meet the Founders
Maja Magnusson, Co-Founder
Maja built several businesses on a single premise – deliver results and fulfill promises that exceed client expectations.
In her early career she explored luxury hospitality and earned a Master’s degree in Instructional Design/International Business from the prestigious hospitality university, Johnson & Wales University in the United States.
For almost 25 years, Maja has led Velora’s sister company, Leadership Cadence, and created powerful screening & hiring systems, leadership and management training, and executive coaching services for clients like NEOM Hotel Development , Kempinski Hotels Worldwide, Emaar Properties & Hospitality, Alpha Mind, and Aldar Properties.
She is a Master-level Executive Coach and holds numerous certifications in the fields of leadership and human behavior.
She’s the author of “Taking the Pain Out of Managing One Day at a Time,” and the creator of a revolutionary platform technology that allows individuals, teams, and leaders to expand their toolboxes for managing and leading in a complex new world.
True to her philosophy of living an expanded life, Maja is a surfer, Stand Up Paddleboard race competitor, and former world champion amateur ballroom competitor.
She served as board member for USA Surfing and is a mental game coach for competing athletes. She’s the author of the instructional books, “Competing Like a Pro” and “The Ballroom Dance Coach” (under Jessika Ferm).
Originally from Sweden, Maja splits her time between Kittery, Maine (U.S.) and Punta Uva on the Caribbean coast of Costa Rica where she leads the boutique Air & Water retreat center for groups and individuals who want to expand their lives and reinvigorate their businesses.
Contact her at: maja@verlora.biz
Maria Pichon, Co-Founder
Maria has been a trusted advisor in luxury hospitality and service culture for decades.
Prior to her role as Co-Founder of Velora, she led international brand development and service transformations for boutique properties through to ultra-luxury, large-scale destination developments.
Most recently, as an executive leader at NEOM Hotel Development in the Kingdom of Saudi Arabia, Maria led the curation and development of several iconic hotel concepts supporting one of the world’s most ambitious and progressive destination visions.
To deliver on this promise, she partnered closely with leading global luxury hospitality brands like Ennismore, Marriott International, Ritz-Carlton Reserve, and Four Seasons Hotels and Resorts, co-creating positioning and service experiences relevant to the destination and the brand.
Maria also played a pivotal role at Emaar Hospitality Group, where she led the development and implementation of brand and guest experience standards across a diverse portfolio, including Armani Hotels, The Address Hotels, and Rove. Her work strengthened guest satisfaction, service consistency, and long-term brand equity across international markets.
Maria’s expertise is grounded in both corporate leadership and on-property operations, informed by her work with Leading Quality Assurance (LQA) and hands-on experience within luxury hotels in the United States and the Middle East. She is particularly valued for her ability to quickly identify the root issues that limit service excellence and translate insight into practical, scalable solutions.
She holds a Master’s degree in Business Management from the University of Essex (UK), where her research focused on frameworks for defining, embedding, and sustaining high-performance service cultures.
Originally from Sweden, Maria is based in Dubai with her husband and two daughters.
Contact her at: maria@verlora.biz