From 2017-2020, our founder Connor successfully built a luxury travel-themed presence on Instagram. He grew the following to more than 220,000 travelers across the world before the page was acquired by an upscale media company based in New York City that specifically targets affluent clientele.

Over the 3 years of creating content for luxury brands such as Four Seasons, Waldorf Astoria, Moet Hennessy, and many more, Connor knew that he wanted to build something even bigger in the luxury travel space.

During a desert safari in Dubai, Connor was reflecting about all the traveling he had done across the world, and it struck him. He realized that he has a very special connection to certain destinations based on the experiences he's shared with loved ones and locals alike in those areas of the world, and other luxury travelers do too.

The idea for Jet Set Black was born. With the help of his friend Maureen, Connor became connected with two extremely talented and driven designers, Stefka and Marcel (based out of Netherlands and New York City), and they immensely helped him bring his vision to life.