Today, Coco, Amit and I met Florence, a design consultant specializing in limited edition contemporary furniture. Her clients spend millions of euro on pieces that are very hard to come by - her job is to find them.
While some of her clients are passionate and knowledgeable about furniture, there are many who start collecting without knowing much more than the most famous designer's name. Their first purchases are simply statements of wealth. But Florence insists that even these people soon become true collectors.
"They need someone to show them the way. I always tell them the story of the item and try to find some way for them to connect with it... something they can relate to. As they learn they become more interested and they develop their own personal tastes."
On the other hand, she also believes that French people are losing their "sense of luxury." For Florence, luxury is about excellent quality and craftsmanship, along with thoughtfulness and refinement. "French people have lost their palette. We no longer know how to appreciate good wine."
She's talking about truly appreciating luxury, rather than simply buying it as a statement. And it seems that the ability to appreciate can be won or lost. An eye for design can be gained with a little guidance and experience. A palette for good wine and food can be developed with thoughtfulness and practice. And the more you appreciate a luxury item, the more you can connect with the brand/designer/vineyard...
This is a Lovemarks story. Stories reveal the depth and substance of luxury and build Respect. When we discover that there's more to luxury than a fancy shell and a dazzling price tag, our Lust turns to Love.
Challenge: Encourage people to develop their palette and go beyond the surface of luxury. Transform expensive purchases into treasured items.
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