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Trend Letter - new luxury

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NEW LUXURY
Luxury, it seems, is having an identity crisis. A vague centuries-old concept, and one always linked to the story of gold, has grown into a contemporary global mega-industry, into an entire universe within our world. Now luxury is in the process of redefining itself for a new age. Once a social segregator, a sign of status and elitism, associated with comfort and pleasure, luxury is now a social integrator, accessible, democratic. Just because we’re worth it. Like the high-fashion, high quality gold jewels by companies, like Marco Bicego Gioielli, or Treeme, from the goldsmiths’ towns of Vicenza and Arezzo. Abundant and exuberant, luxury today is underlined by culture, intellect, the passion of craftsmanship, design integrity. Qualities, just like those of gold, disseminated and intensified, not diminished, by accessibility. A luxury to enrich our lives.

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Gold, the material with soul, rich in meaning, in sense and sensuality, is an essential ingredient of new luxury. A part of the story of civilisation, a part of our lives, gold possesses nobility, yet transcends elitism, to remain, today, always and forever, indisputably a luxury, a life-enhancing pleasure. The perception of gold, along with luxury, is changing, too, evolving, through a new design-driven accessibility, through jewels like those of Primavera Preziosi, so that it touches our lives, our minds and hearts, with its heroism and cultural heritage, its seductive tactility, its colour and light, the artistry and craftsmanship it inspires in each generation. The living luxury of gold.

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