The first nature of luxury is that it is made from intelligence. This means luxury is made, whether a product or service, from the combined power of the highest forms 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 it is created to be scarce because it is intended for the grandest functions and purposes. Thirdly, luxury is made with exceptional attention to detail. The requirement for finesse that any luxurious item must embody is non-negotiable. It is the reason some luxury items have to be handcrafted.
Fourthly, luxury, by nature, is made with a particular type of user in mind. These users do not emerge by natural selection; they are distinguished by a level of discernment that sets apart the mind of the person acquiring it. By implication, if this class of people did not exist, the item itself 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. And, as a point worth mentioning, you need to see the equivalent of the Louvre in Dubai; it will challenge your idea of luxury.
Luxury, by nature, is made for a High Value Quotient (HVQ). The state of HVQ represents the highest form of human instinct towards the possession of anything luxurious. HVQ is the ability to secure, maintain, and sustain the ownership of anything luxurious. It is at the level of HVQ that luxury becomes transferable, acquired as an inheritance, or preserved as a legacy.
We have an ad we created in 2016 in which the statement, “A good logo is not a luxury service; it’s a luxury product,” was used. On the first day it went live, I received feedback questioning the association of luxury with a logo. I’ll explain this in the sequel. Bear in mind, however, that a logo possesses all five (5) attributes of the nature of luxury.
