Meet the Founder

From Refinement to Revelation

Val Decena is the Founder and visionary behind LOOKLIVELUXE —where purpose meets positioning.

A Certified Christian Life Coach, specializing in personal branding, and seasoned Marketing Consultant, Val brings a discerning eye for beauty, depth, and alignment. With an MBA in Marketing and over 12 years of experience in image consulting and brand strategy—her career once rooted in healthcare as a registered nurse also spans beauty, fashion, lifestyle, medical aesthetics, pharma, and wellness. She is called to serve women-owned businesses in the those spaces, and other service-based industries who are ready to reflect purpose with refinement.

Val’s approach blends marketplace expertise with Holy Spirit-led insight—offering her clients more than strategy… she offers stewardship.

From consulting fashion boutique founders and hosting high-level brand activations, to collaborating with global names like Versace at The Mall at Millenia, Val has recently shifted her focus to serve purpose-led businesses. She understands how important it is to position brands with intention—without compromising identity.

“I chased luxury the world’s way—loud, curated, and rooted in performance. But after a season of conviction and quiet surrender, God gave me something better: a vision for modest luxury—rooted in refinement, substance, and purpose.”

LOOKLIVELUXE wasn’t relaunched to impress.
It was reborn to refine.

Though Val’s brand once emerged from a desire to redeem herself—trying to earn worth through performance and perfection—she eventually discovered a higher calling: to help women lead with bold faith and quiet confidence.

Her transformation from blogging during night shifts at the hospital under The Pink Powder Room to founding a multi-dimensional brand consultancy—is a testimony to what happens when purpose and positioning align.

Our signature 12-week, story-led, and faith-infused rebrand plan—The Luxe Refiner™—was born out of that revelation.

Not just to reposition her business, but to realign her spirit.

“This isn’t just a business upgrade.” — Val“

"He will sit as a refiner and purifier of silver…refining them like gold and silver, so that they may present to the Lord offerings of righteousness. ” — Malachi 3:3

Her Respective Credentials include:

• BSN in Nursing 
• MBA, Marketing Focus
• Certified Christian Life Coach
  
• Certified in Personal Branding for Professionals
• Corporate Leadership Training in Coaching & Development
• 12+ Years Industry Experience Across Beauty, Fashion, Pharma, Health and Wellness

…but most importantly, she is a daughter of the Most High and a committed mother to a high-spirited toddler!

What Sets Val Apart

“I don’t just coach and consult. I curate. I lead. I serve. And I collaborate with creatives who believe in stewarding excellence through Kingdom-aligned branding.”

Through LOOKLIVELUXE, Val offers faith-infused personal brand refinement, luxe-level design, and marketing strategy. Her signature programs—The Luxe Refiner™ and The Luxe Journey™ (coming soon)...guide women of God in rebranding or building their business to reflect who they truly are and who they’re called to become.

When you work with LOOKLIVELUXE, you’re not just partnering with Val—you’re partnering with a collective of esteemed experts who collaborate to bring every facet of your vision to life.

Because building a faith-driven, luxe-aligned brand doesn’t mean doing it alone.
It means doing it with intention and with trusted advisors. 

Plans fail for lack of counsel, but with many advisers they succeed—Proverbs 15:22