What we do:
We help clients reduce the stress in their life by offering services to declutter/organize spaces and by managing life chores and errands for them (lifestyle management and concierge). Our mission is to help them reduce/eliminate the stress that comes from managing a home and working.
Primary: Affluent working moms, business professionals. (People who would rather pay someone to take care of household chores than sacrifice their time off.
Secondary: Other Businesses
Luxury: Not over-the-top luxury, but approachable luxury; do not want to be stuffy, but instead easy-going. (The Audi commercial that shows how stuffy Mercedes is comes to mind. I want to be Audi, in that case--the fun and playful luxury.)
Perhaps used sparingly, a shot of color (shade of purple) would help to make it a bit more playful. REVISION: let's move forward with grey and black in the logo. I think they are other ways I can incorporate the purple shade elsewhere in promotion.