Or, The Relevance of Luxury in Times of Uncertainty

During our recent social media advertising campaign, a viewer expressed outrage at the idea of offering a €125 candle which she considered a useless extravagance, especially in the midst of global challenges like the recession, COVID-19, and conflicts in the Ukraine, not to mention climate change. Instead of becoming indignant, digging in my heels or recoiling in offence, on the contrary, this reaction prompted me to question deeply the role of luxury in today's tumultuous world, in my world.

Luxury, to me, is about value; it is not just about extravagance. Luxury is time and freedom to choose. It's about slowing down, finding moments of peace, and embracing the things that bring us joy and comfort.

But why does luxury often provoke such strong reactions and why is it perceived as offensive by some? I am fascinated by the visceral reactions.

I believe that luxury, much like beauty, is subjective and deeply personal. What one person may view as a frivolous indulgence, another may see as a necessary source of solace for the soul. In a society where everything is mass-produced for maximum profit, investing in products made with the finest materials can be a way to honor craftsmanship, preserve traditions, and support skilled artisans.

But, I want to roll this question around and really explore it and so I need to take it apart first.

There are several reasons why luxury can provoke strong reactions and be perceived as offensive by some individuals. Here are some:

1. Perceived Inequality: Luxury items are often associated with wealth and privilege, leading to feelings of resentment or envy among those who cannot afford them. This can create a sense of unfairness and exacerbate existing social divides.

2. Symbol of Excess: Luxury goods are sometimes seen as symbols of excess and unnecessary consumption in a world where many struggle to meet their basic needs. This can evoke feelings of wastefulness and disregard for more pressing societal issues.

3. Judgment and Criticism: Some people may view indulging in luxury as a reflection of superficiality or materialism, leading to judgments about one's values and priorities. This can result in criticism and negative perceptions of those who engage in luxury consumption.

4. Cultural and Moral Values: Luxury items may clash with certain cultural or moral values held by individuals or communities. For some, the pursuit of luxury may be seen as incompatible with principles of simplicity, humility, or social responsibility.

5. Fear of Exclusion: The exclusivity often associated with luxury can create feelings of exclusion or inadequacy in those who do not have access to or choose not to engage with luxury products. This fear of being left out or not measuring up can lead to defensive or critical reactions.

6. Economic and Environmental Concerns: In a world grappling with economic uncertainty and environmental challenges, the consumption of luxury goods can be viewed as irresponsible or unsustainable. This can trigger concerns about resource depletion, waste generation, and ethical sourcing practices.

Does any of this mean we should stop creating beautiful, useful, hand crafted things?

Overall, the perception of luxury as extravagant and unnecessary can stem from a complex interplay of social, cultural, economic, and personal factors. Understanding these dynamics can shed light on why luxury often elicits strong reactions and sparks debates about its relevance in today's world.

Ultimately, the key question is whether luxury brings happiness, inspiration, and a sense of fulfilment to ones life. Does it uplift the spirit and provide a much-needed respite from the seeming chaos of the world? I don't see luxury as synonymous with waste; rather, I see it as something that enriches our lives, requiring time and effort to acquire and appreciate fully.

I believe it comes down to value. Value meaning: the regard that something is held to deserve; the importance, worth, or usefulness of something; the worth of something compared to the price paid or asked for it.

In a time when uncertainty looms large and challenges abound, perhaps luxury, and the inherent value we believe a thing holds for us, serves as a beacon of light, reminding us to savor the beauty and joy that exist, both in spite and because of life's mess. It is a reminder to nurture our souls, find moments of peace, and celebrate the things that make life truly meaningful.

Maxine & Elisa

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Photo by McGill Library on Unsplash