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What is a ‘life of luxury’ now?

The immaterial dimension of luxury

Today's luxury is about rediscovering an immaterial dimension - time, space, and experiences.

Time and travel, which seem very precious today, were pivotal in the evolution of luxury. Since Antiquity, contact with other nations fuelled a desire for rare and exotic items. When the West discovered Japanese ceramics for example, it realized that luxury and refinement could co-exist with simplicity and purity.

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Special powers attributed to gems
Special powers attributed to gems

Many legends from different cultures share the idea that jewels are of divine or superhuman origin.

  • The Amythyst was said to have been created from the tears of the ...
Exploitation of jewels

The power of jewels has been exploited by diplomats, traders, and lovers. The famous marketing slogan of De Beers is 'a diamond is forever' and creates the idea that all engagement rings must have a diamond.

However, a big sparkly diamond is not what makes jewellery so unique. People desire to have something more individual and affordable.

Why Black Friday Is So Popular
Why Black Friday Is So Popular

Black Friday is the conventional starting day for the holiday shopping season.

Historically, it’s also been the best day to find great deals on the year’s hottest toys, gam...

The 20th Century: The Parade of Sponsors
  • In the middle of the 20th century, Thanksgiving parades drew crowds in most major cities and in some of the smaller towns too. Many were sponsored by local or national retailers. Back in the day, that meant mostly department stores.
  • By attaching their names to the most visible events on the preholiday calendar, department stores reminded their customers that they were open for business in the coming holiday shopping season.
  • Over time, Thanksgiving parades came to mark the unofficial start of that season.
The Modern Holiday Shopping Calendar
  • Thanksgiving fell on the last Thursday of November since 1863 until 1939, when President Franklin D. Roosevelt moved Thanksgiving to the fourth Thursday of November (starting with 1941), influenced by the request of a powerful coalition of retailers.
  • When Thanksgiving fell on November 30, it left only 24 holiday shopping days and this worried retailers who reasoned that busy holiday shoppers would simply shop less in a shorter season.
  • They promoted the idea that a longer holiday shopping season would be good for the American economy.
Attraction Towards Stuff
Attraction Towards Stuff

Right from childhood, we are attracted to things that we can call our own, stuff like clothes, toys, bags, and books, later morphing into adult toys like cars, jewellery, furniture, Playstations an...

Kids And Possessions
  • In children, attachment to certain objects like a favourite toy or blanket is common.
  • They can rebel or move to tears when made to part with the object they are attached to, as a deep bond is formed.
  • The object aids the kid’s transition to adulthood and is more common when they are not attached to their parents.
Attachment To Objects: Mid Adolescence

Being happy with material goods peaks during the formative years, when new experiences make the teenager’s already fragile self-esteem fluctuate. A sense of self-worth and respect makes them less prone to attachment towards materialist objects.

Pre-teen girls identify so much with material objects like clothes, that if they exchange it with each other, it feels that they have shared their identity.