Jewelry, Literature

What is “True Luxury?”

When you think of the word ‘Luxury’, many expensive brands in high-class shopping malls would come to mind, don’t you think? But do you really know the true meaning of Luxury? Is Luxury always as expensive as you think?

What is Meant by the Word, Luxury?

According to the Oxford Dictionary, it means ‘a state of great comfort and extravagant living’. The term, Luxury, has been used in our world as an aspect of culture from back in the Greek era where its proponents were not particularly known as an aspirational and improving force in society. 

The concept of luxury had been involved with social stratification and privilege for a long period of world history until the 20th century where people began to have access to it as people gained the right (democratization) to possess luxury goods and privileges. (p. 8-12 of the book, “Chapter 1.” The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, by Kapferer Jean-Noël and Vincent Bastien, Kogan Page, 2015, pp. 8–12.)

Negative vs. Positive luxury

People often buy trendy and expensive items just to show that they themselves are trendy and affluent. An obvious example of this is the person who buys the top-of-the-line iPhone just to show off, without a real need for it except to impress others. In this case, it is known as ‘Luxury by Crushing’ – the perspective of buying something to cause defeat in others. 

We don’t want you to lose your money on something that will go to waste because it’s not valued for what it does or the satisfaction it brings you. But rather, we want you to spend on something to elevate your own esteem or your loved one’s esteem. That is what’s known as a ‘Positive’ Luxury.’  Positive Luxury exists to make one happier, or to boost one’s true self esteem.  

The Olive Leaf Diamond Ring symbolizes friendship and reconciliation, cleansing and healing, light, victory, and richness – and, above all, a sign of peace. 

These both are amazing examples which prove that these beautiful symbols will live eternally in both the giver’s and receiver’s mind. The all-around value of this jewelry will never depreciate.

The Elementums’ vision and aim is to grant you True Luxury – to bring the Wearer and Giver into a deep personal and spontaneous relationship with jewelry that will hold your memory and its valuable attributes forever.

Why Invest in Jewelry?

Jewelry is considered precious because it consists of timeless material, such as Gold, Platinum, or Silver. Diamonds and precious gemstones such as Ruby, Sapphires, Emerald & many others are also seen as precious. 

Plus, the artistic expression in both gem lapidary and jewelry craftsmanship can create a deep symbolic expression such as in this Ladder 18K Gold Pendant with Green Tourmaline. It expresses a wish of the wearer growing his or her career and fortune. 

2 thoughts on “What is “True Luxury?”

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