Luxury is part of magic.
I often hear that luxury is about selling dreams. Luxury is not about dreams but a about magic. Luxury is a form of magic, which transforms and changes the nature of things, as magicians and fairies do. Luxury Maisons do not create a dream world, they embellish it and enchant it.
Jean Cocteau wrote that Cartier is a « subtle magician ». Cartier sees beauty wherever it may lie, including in mundane objects like nails or screws, to transform them into precious artefacts, objects of desire. Make the ordinary extraordinary. Like an alchemist.
The magic also operates on who wears these precious creations. Precious stones carry energy and mystery. They have been forged by the Earth millions years ago. They have been used, since the origins of time, to symbolise royal or religious power. They hold a fragment of eternity. They give confidence. They enhance life and elevate the soul. Jewelry is mystical.
Modern times call for transparency. On materials, processes, supply chains.
One can wonder if this transparency is compatible with magic, if it would not kill the mystery.
It will not kill the mystery, because magic is not an illusion. The more one sees the true artisans craftsmanship, the more awe it brings. The more one understands the sum of technology and know how necessary to magnify beauty, the more amazing it appears. The more one wears Jewelry the more confident one person gets.
When Luxury Maisons create beautiful settings, it is an ephemeral magical transformation, which reveals true beauty. Like Cinderella ´s godmother, who transforms things temporarily, to reveal Cinderella true self, and let the magic of love operate.
Positive magic is a form of love. Revealing the best part of us, it gives courage and meaning.
True luxury is really magical.
#luxury
Chief Executive Officer | Author | Culture Champion | Belonging Advocate | Values Driven Leader
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