What is excellence? Let’s look at the definition. According to Collins dictionary, the word Excellence is defined as “the state or quality of excelling or being exceptionally good; extreme merit; superiority.” But what should that mean to us today and why is it so important? Let’s put excellence and Luxury into context – What we are faced with in this modern world that highlights the importance of excellence as a key factor is because we are in a time where fast, cheap and disposable is everywhere, has caused harm to people and the planet, and “excellence” is key to distinguishing that which is truly luxury, from what which is not. “Excellence” should matter to you if what you wish to add to your life or create, where luxury brands are concerned, truly be luxury in nature to ensure long term value and authenticity. There are so many things; goods, services and experiences, all declaring they belong to the category of luxury. This is simply not the case. Due to the fact that the luxury strategy used by true luxury brands is easily accessed, meant that any brand could use these methods to appear to belong to the luxury category, confusing and disappointing consumers in its wake. Part of what has caused the luster of luxury to fade in our collective minds can be traced back to a problem with perception and an issue of knowing the key markers of true luxury like excellence; which is one of the important factors and pillars of what makes something truly luxury. The word Luxury itself is not going to go away no matter how tired or disillusioned many may feel about the word. Luxury is, and always will be. But those who make and those who buy it all have the power of education and choice. What we can choose and ask for is excellence. What we need to change is our collective understanding and the perception of what true luxury really means, and its relation to excellence, in order to better influence our ability to make informed choices. Those things that don’t measure up, will more quickly become apparent and fall out of favour. So for consumers, focusing on excellence is an important definition and distinction when it comes to identifying true luxury and in our decision making process. The first step is learning to identify and make important whether or not something is ‘excellent’ is in your decision making process. For example, here are a few questions to ask yourself when assessing a potential product purchase: How is it made? What materials is it made from? How rare is this item – is it mass produced or made in limited quantity? What level of care, expertise and skill goes into its creation? What inspired its creation or was it inspired at all? Can it be repaired or is it something designed to be thrown away? And finally, some inner reflection on your motivations to purchase… Is this adding value to my life? Do I truly love it and can I see myself still enjoying this for years to come? Choose excellence. You deserve it. And brands in the pursuit of excellence will stand out and demonstrate their association to true luxury.

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