It’s not about money; it isn’t simply about a higher price tag or how something is marketed—I think that undermines it.
Luxury is the desire to stand out, to make an effort to be different, to step outside of what’s easy in pursuit of creating something unique. Luxury is about time, integrity, craftsmanship, and a commitment to perfection through iteration. It’s about meticulousness with materials, time, research, process, and being intentional about what you're creating. Most people associate 'premium' with luxury; however, premium is what you reach for when you want something better. Luxury, on the other hand, is when the product doesn’t just meet a need—it transforms it into an experience. It makes you feel something; it connects with you and your surroundings; it’s a piece of art, an expression that resonates with others.
To me, it should be selfless, serving the planet and mankind, where sustainability and responsibility intersect with intention and conscious design.
Creating that—creating something that is truly luxurious—requires meticulous research, innovation, time, self-reflection, and the bold pursuit of perfection in creation.
That is the difference; that is what true luxury is, and that is what I have always strived for in anything I bring forward.
Branden Maurin, Founder & CEO
