
The first nature of luxury is that its made from intelligence. This means luxury is made; whether product or service, from the combined power of the highest form of human ingenuity, creativity and utility, such that the ability to own or use it requires that you understand and value it.
The second nature of luxury is that its created to be scarce because its for the grandest of functions and utility.
Thirdly, luxury is made with exceptional detail. The requirement of finesse that any luxurious item must pack is non-negotiable. It’s the reason some luxury items have to be hand-crafted.
Fourthly, luxury by nature is made for a type of user in mind. These users don’t exist by natural selection. It requires a grade point average that sets apart the mind of the person acquiring it. By implication, it means if this class of people didn’t exist, the item would never exist.
To the fifth, final and rarest nature of luxury. This nature is a big difference. Have you ever wondered why The Mona Lisa, an incomplete Art piece by Leonardo Davinci is the world’s priceless item? This art piece alongside others is kept in one of the most prestigious places in the world. The way it is secured and maintained will blow your mind. You need to see the equivalent of the Louvre in Dubai, It’ll challenge your idea of luxury. Luxury by nature is made for high-value-quotient – HVQ. The state of HVQ is the highest form of human instinct towards the possession of anything luxurious. HVQ means the ability to secure, maintain and sustain the ownership of anything luxurious. It is at the level of HVQ that luxury is transferable or acquired to be an inheritance or for legacy.
We have an AD we made in 2016, wherein the statement; “A good logo is not a luxury service, It’s a luxury product” was used. On the first day that it went live, I got feedback that questioned the association of luxury with the logo. I’ll explain in the sequel. Bear in mind however that a logo possesses all five (5) attributes of the nature of luxury.