Luxury is fundamentally about authenticity, experience, quality and exclusivity - the characteristics that has defined luxury throughout the ages.

It is a common misconception held by many that luxury is associated with price, that is, the more expensive something is, the more luxurious it is. This is simply not true.

Some of the most expensive resorts or hotels in the world, for example, are simply not among the most luxurious. In order to be truly luxurious, something essentially needs to be very rare, hard to come by and essentially be a unique and valuable contribution to our lives and our identity.

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