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Ali Samli and Goran Svilar are the ‘S’s’ behind international luxury lifestyle management group S2. Both visionaries and co-creators, Ali and Goran have extensive backgrounds in the luxury sector and a passion for making a positive difference in the lives of others. 


Combining their exceptional talents to create S2 in 2014, both men are committed to one thing above all else: maintaining the elevated standards, individual attention and personalised approach that saw them grow their business from day one into the global presence it is today.


With a background is in design as well as developing and nurturing luxury brands, Ali’s experience has helped to propel the business in new, exciting directions, including luxury retail, art and fashion.  His wealth of expertise, unrivalled knowledge of the industry, and imaginative outlook has helped to establish S2 as London’s most exclusive membership group. 

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With an unparalleled ability to develop and maintain trusted, personal relationships across a number of global businesses and industries, Goran’s international savvy and powerful network have enabled S2 to attract some of the most high-profile clients and contacts in the world. His extraordinary attention to detail and his personal commitment to excellence and graciousness in all things have together created the alliances and allegiances that underpin the success of S2. 

Now boasting a membership community that is one of the world’s most desirable, today, S2 members are world-class leaders in virtually every field and industry.  But as they have grown, their personal commitment extends to all. Whether working on the greatest of matters or the smallest of details, both Ali and Goran hold this to be true: it is their honour and privilege to enable each and every member to make their lifestyle as limitless as it deserves to be.

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