| Steer clear of logos We know that India is an emerging economy and people want to flash all that new-found dosh by buying products with logos emblazoned all over. But these only help promote the company, show the buyer up as a wannabe and, frankly, few show great design sensibilities. Instead, let the luxury goods companies pay us to carry their logos! |
| Industrialised goods This is our offical position on industralised luxury products (the kind made in huge quantities by big evil machines): stay away but if you must buy (peer pressure being impossible to withstand) then look carefully at what each of these brands have to offer and buy the least logo-ed product. All these luxury companies do stock a fair amount of such products and your stock will rise among your peer group. |
| Exceptional design There are few companies that still stick to the original ethos of luxury: exceptional products, exceptional design and exceptional raw material. Hermes and Bogota Veneta are two such brands that fall under the category known as super luxury or real luxury. The moneyed must look closely at these products. |
| Ask, and ask more When one is shopping for a bag that costs upwards of Rs 40,000, it would not be amiss to ask a few pointed questions: where was it made? who made it? what material was used? where was the material brought from? who designed it and why? Learn from the wine snobs who send back a bottle if need be. |
| Read... The brand-obssessed should read journalist Dana Thomas' book Deluxe: How Luxury Lost Its Luster. Hopefully, that won't put you off shopping for these brands! |
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