The Lure of Luxury

Philippe Charriol, founder of Charriol.There's an old adage: When the economy is in a slump, people purchase more to uplift their spirits.  And for lovers of luxury, people can’t help but indulge in what they believe will make themselves feel better: An aged chilled red wine will always find its way to a wine connoisseur’s hand, and girls will always reach for that hot pair of pumps or that "It" bag on display.

What exactly then, is the lure of luxury products?

According to Philippe Charriol, founder of the jewelry, watches and accessories brand Charriol, basic luxury is something that you cannot have.  He says, “When you have it, it’s rather normal. When you don’t have it, it is luxury; it is more expensive than what you can afford.”

If it's to be believed, then luxury will forever be aspirational and will serve as an escape from the daily grind. A whiff of the latest eau de toilette or the right fit of a designer dress will transport people to a more uplifting place.

“Luxury is a dream,” explains Philippe Charriol, founder of Charriol.  “You dream that you have (it). ‘My God I wish I could have that,’ whatever you know. This is luxury. The more unreachable, the more luxurious it is.”

Yet in spite of sky-high prices, some people indulge in luxury products, never mind the cost. This could be true in the Philippines, where more high-end brands are poised to enter the market, or are introducing new collections, like Charriol.  Recently the company launched new models of eyeglasses and watches under its Sports Charriol label.

Philippe says that brands such theirs do so well because now, everyone wants a product "with a better design."  He admits that these products are "a little more expensive" but adds that along with the price tag comes the pleasure of owning it.

With the Christmas season in full swing, lovers of luxury have probably filled their wishlists with some coveted items.  Some may be practical with their choices, but others may give in.  For them, there's nothing more luxurious than a dream come true.