Before launching Rebecca Udall, my career included working for a luxury fashion house. It was a great insight in to true luxury retail, and helped me in my own definition of luxury.
What doesn't define luxury to me - but is commonly associated with it - is price. Yes, luxury items are often expensive, but I don't think it defines it. If you price a Cox apple at £10, it isn't "luxury".
I also don't believe that luxury is sourcing from "second best" manufacturers and adding an extortionate margin, or glossy magazine supermodel advertising to offer credibility.
To me, luxury is:
1. Provenance (where & who)
Where are the goods made? Is it made by those with great expertise in the area; is it grown in the most well-adapted environment - for example: European linen, Jersey milk or French lavender.
Ultimately - is there anything to hide in our supply chain or in our business practices? Would we be ashamed for our customers to see what we are doing?
Are we respectful to the environment and the people who contribute to our business? Do we make the "right" decisions morally?
Luxury isn't luxury without good design. Design isn't just about aesthetics, it's function too. For example, our bed linen doesn't have buttons but an envelope enclosure: it's quicker to change the bed, less fiddly & the buttons don't fall off.
Do the items last longer than their "non luxurious" alternatives?
In some ways linked with provenance - do the makers can considerable knowledge and expertise in making that specific product? For example, our candles are made using century-old dipping techniques to make them non-drip, and our bed linen is finished with techniques handed down to heritage Italian cotton weavers.
We only sell products where they can meet the requirements and ethos above.