Luxury is excellence. Pinnacle of great comfort and extravagance in and out while experiencing the possession of something that is unique. Luxury is living art, an opulence associated with high end cars to fine dining and luxurious vacations. Luxury translates to the “finer things in life” that are prestigious and exclusive in nature. Point to be noted though, luxury does not always mean something that is expensive. Money does not define luxury, but the value placed in luxury can define the price of a luxury product. Moreover, there are finer things in life that require no money at all. Most valuable thing that could be measured as utmost luxurious is the way you spend your time, not money. Having time to pause and look at a flower to appreciate its beauty is a true luxury we can have. Said so, As the nature of conventional perception towards luxury is materialistic we would focus on the physiological aspect to understand the appeal Luxury has in our life.

Why is luxury so alluring anyway? Why are we as humans, unlike other animals, drawn towards the idea of living lavishly and what psychological factors drive our desire for these kinds of experiences? We are going to discover exactly that, while exploring the psychology of luxury and what makes it so appealing.

The History of Luxury

We are all hunter gatherers who have worked our way up to form tribes, communities, society and civilisation. Our inherent nature is to collect things we value. Eventually, the things we collect become the symbols of our stature in society. A man with a tiger skin on shoulder must be a good warrior and so the man with a Rolex on his wrist must be a good provider.

Hence It is crucial to understand that the concept of luxury has been around for centuries. In anarchic societies of the past Luxury was associated with the royalty and the ruling class, and was used as a way to demonstrate wealth and power. Due to democratisation of the societies post world war luxury became accessible to everybody. There we no longer pre requisites of being in a rank to have permission to make yourself a garment made out of fine clothes. The era of industrialisation not only contributed to the purchasing power of the middle class but also paved a path of new millionaires coming into the scene with new money. Suddenly it was possible for a boy born on the farm to dream of becoming a businessman and pursue it. Aspirations in the eyes of the youth then became the driver of democratisation of luxury and Luxury became a vehicle of blurring the boundaries between class, especially in the west.

This is how Luxury came to be a representation of wealth. An association with a wide range of goods and experiences. Today, luxury is often associated with high-quality products and services that are exclusive and expensive. From designer clothing and accessories to luxury cars, private jets, and yachts, the modern definition of luxury has come to represent the ultimate in comfort, extravagance, and status.

The Appeal of Luxury

We know the values luxury holds now let’s explore how the value is wooden in modern society. The appeal of Luxury. Allure of the finer things in life have multiple dimensions. It is not only associated with status and prestige but is also unique to the members of society that a person owning a luxury home or a car is successful, wealthy and has achieved a certain level of social status. This is an important factor to take into consideration as we humans are social animals. We are conscious about our place in society. This consciousness can be a driving factor to not only accumulate objects of rarity to stand strong in the social system, but also can greatly impact the sense of giving back and working towards the well being of society. At the end of the day, like every artist needs an audience, luxury is incomplete without patronage. Said so, Luxury can also become a source of pride and can help to boost their self-esteem and confidence.

A very significant point however, to add to the above is that Luxury comes as a reward of handwork and success. Depending on preference and goals, an individual may feel that they deserve to indulge in the finer things in life as a way to celebrate their achievements and enjoy the fruits of their labor. And again this might not always mean an extravagant purchase, it can also be finding happiness in smaller things or smaller things in which we can find happiness. Like going on a short drive on your favourite road in the middle of the night.

Which also points to the inherent nature of humans to escape the ‘so to speak’ reality. Life comes with its own hardships as part of the parcel. It can be anything from relationships to making hard decisions life demands from us. Luxury offers a sense of relaxation. A vacation, or a day spent in a spa might look and feel superficial on the surface, but it can encourage the person to indulge in getting to know himself. To spend time with the self might deviate the person to find deeper spiritual meaning and purpose of his life. Having to get time with self and being comfortable with it is also a well deserved luxury.

Joys of Simplicity

Everything big and life larger than life crosses borders sometimes. I think there is maturity in understating the fact that less is more. Let me elaborate. It’s not wise to bury a gem like Rothko\’s in hundreds of other paintings. A Lucian Fried hanging on a wall can alone hold the wall for you and your guests. It takes time to make a luxury item, like an art; taking time to appreciate the luxury item is real Luxury living.

Luxury is all about finding happiness beyond materialistic possessions. It’s not about stressing out about the next purchase, but to find a sense of connection with what you already have. Hence, it is crucial to understand the stories behind what we are collecting. The stories add value to the object of luxury and it also connects us to the object. Like we are gatherers of goods as discussed earlier, we are also gatherers of stories. For thousands of years, we have been gathering stories about what we have in our collection and how we got it. We are creatures that tell stories that connect.

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