“The word of luxury cannot be explained; There is need for intuition, sensitivity, inspiration, fairy like fingers, the eyes of an artist and the soul of a creator!” Marie-Claude Sicard
Luxury does not glitter
Defining luxury is extremely risky because everyone perceives it differently. There are even luxuries according to each person, each situation of life, each culture and each period of time. What is rare, that is to say neither common nor current, that is luxurious. And, even if it has a certain relationship with money, luxury is not synonymous with wealth or ostentation. It helps not to be like the others, to be different. It is therefore absolute, discreet and exclusive, far from standards and norms. The word luxury in its etymology comes from the Latin “luxus” which means abundance and sophistication, with a high sensitivity.
“Simplicity is the ultimate sophistication” Leonardo da Vinci
It is therefore wrong to compare it to “lux” (light) or “luxuria” (lust) to represent it in everything that glitters on the outside.
Luxury is authenticity
Whether an object, an experience or a lifestyle, luxury is also defined by excellence, exceptional nature and aesthetic dimension, which refers to “beauty” as art. To bring modern luxury, the use of technology is also essential. We can say “high end products seem eternal”. But in this area, the patrimonial historical heritage has to be maintained and renewed constantly. The proper mix is both a know-how and innovative creation to offer a rare and unique experience while keeping old and current techniques.
“The world of luxury that is emerging appears as of traditional know-how, innovation and conservation of heritage. Consuming luxury is all over consuming a product, a legend or a myth, traditional know-hows and rituals.” Gilles Lipovestsky
Authentic luxury reverts to traditional values, to the essence of a trade, of a product or a service, by updating them in the modern world. This means as a result of a dynamic creation related to its history, its environment and as an expression of oneself and of its sensitivity to enjoy and amaze the others. It is therefore above all a set of characteristics: noble materials, a history attached to a house or a destiny, traditional and exceptional know-how, an art of living, a service that enhances the customer experience and prizes innovation and tailor-made service and originality shown in a constantly renewed creation.
“But there is really no beautiful style, no beautiful drawing, no beautiful color. There is only one beauty, the beauty of truth revealing itself.” Auguste Rodin
Luxury therefore has the ability of always pushing the innovation, excellence and aesthetics boundaries further to the sources of authenticity. Its ultimate goal is to reveal, visibly and tangibly, what is pure and beautiful in the world, especially in the nature, the human relationships and all forms of art, offering us a journey into our senses with the search of meaning and essence of everything.