I got introduced to the world of luxury when I was 17. My nana (maternal grandfather) gave me my first Dior bag. It was a huge moment for me—I was given a very expensive item that I knew I would cherish forever.
My first introduction to luxury was tied closely with the word ‘expensive’. At that time, it was assumed that if something was expensive, it was automatically luxurious.
However after I launched AiSPi, my definition of the word changed. It led me to discover what exactly goes into something being labelled as luxe. Now when people ask me what luxury means, I am always more than happy to share my new vision for the word.
Over the years, I’ve realised that luxury is anything that everybody doesn’t have access to. Whether it’s because of a lack of knowledge, monetary access or a logistical limitation. It can be the challenge of getting a reservation, difficulty in getting into a nightclub or simply something not being available in your country. Whatever the reason may be, exclusivity plays a huge role in defining luxury.
In fashion, it could be something that takes months to get or is available in limited quantities. The designers we curate at AiSPi and bring to India are not easy to find when you’re travelling–they are really curated, niche and exclusive to you and your knowledge.
Luxury is personalisation. When you add a personalised element to a product–whether it is engravings, initials, charms or custom designs–it makes the product truly yours. From then on, it belongs only to you. You’ll love and cherish these products unlike any other.
Having the luxury to say that this product is mind and there isn’t another one like it–that is another strong emotion that backs up the new definition of luxury.
While an expensive product may not make you smile, a luxurious product definitely will! When shopping at a retail store or online, if you experience happiness through the buying process and the overall journey is positive–that’s luxury.
Whether that is at a restaurant where you experience good service and are spoken to respectfully or being made to feel that you matter and at the end walking away with a joyful experience.
A beautifully well-made stunning product sells itself. When I started AiSPi, it was completely product-led. And I was shocked to see how many people are looking at the details of the products and actually shopping.
When they look at a Rosantica bag, they don’t just see its overall beauty but also how well-made the design is made. They look at Mlouye and see the clean stitching and innovative designs. They’ll touch, they will feel and ask questions.
People now look beyond the label and at the piece itself to examine every little detail—which means that the product matters. It defines luxury.
The Future Of Luxury
The future of luxury largely depends on a general combination of product and story–if your product isn’t luxurious then it is not going to survive.
There is a new era of equality in the industry which matters so much–brands and companies need to be a lot more inclusive. I believe in exclusivity in product but equality in consumer. It means that we would love to give access to our exclusive and curated products to everybody, no matter where they come from, their gender or age.
Just how the fashion industry is evolving and changing to meet the needs of the new informed consumer, luxury is also going to do so too.