Luxury to us

Many things in the world fit the description of luxury.

Of those things, only a few are luxury to us.

Not because the others are inferior. Far from it. A premium product doesn’t always translate to a luxury one.

Not because it is priced differently. An ordinary item may be priced higher than a luxury one, and we won’t bulge.

What’s luxury to us is based on the meaning we ascribe to it. A meaning that is tied to culture and our understanding of it.

And not because it is rational or even functional.

A Rolex doesn’t just compete with the watches on the market. It competes with the meaning we’ve given the timeless watch passed down from your favourite grandparent.

Luxury should help express our true self, not condition us to act out a persona. Whenever we get something we can’t live without, what we bought is no longer luxury but an addiction.

Luxury lives in enough, not too much. It exudes abundance, not excess.

(Re)defining what luxury is to us, and why, is the most important part of enjoying luxury. Everything else comes after.