A Thirst For Luxury

Luxury -  noun lux·u·ry \ˈlək-sh(ə-)rē, -zh(ə-)rē/

: a condition or situation of great comfort, ease, and wealth

: something that is expensive and not necessary

: something that is helpful or welcome and that is not usually or always available

                                                        ……..Merriam-Webster Dictionary

                Nearly every large metropolitan area has one: a retail enclave of brands deemed luxury. In Palm Beach, the name is “Worth Avenue”, in New York City, it is simply “Madison Avenue”, and in Chicago, it is “The Miracle Mile”. Perhaps the most recognizable of such addresses is that of Beverly Hills’ “Rodeo Drive”.

            On a recent business trip, I decided to experience this infamous location. The nearly three blocks of tree-lined retail bliss is quite lovely. Each brand portrays itself with architectural prowess and signage indicative of its heritage. The windows are not only displays of available merchandise, but little compositions of art. One can easily note the cleverness of it all.

            If fashion apparel is king on this street, then fine jewelry is queen. Their court is one of understated elegance and refinement as the art of presentation is paramount. If the street signs were removed, one would still know they had arrived at a very special destination.

            The posse of patrons parading the sidewalks fall into several categories. Among them are those who “want to see” and those who “want to be seen”.  As the curbs are littered with stretch limousines and high profile automobiles, one can only imagine the level of clientele this attracts.

            Is the allure of such an experience to surround oneself with finery? It is to obtain what is limited? Is it the perceived value substantiated by successful marketing?  

            Perhaps, the definition of luxury is not universal. Maybe the meaning lies within each  individual. Each one of us determines what gives us comfort and appeals to our own desires. In my humble opinion, that does not necessarily have to possess a hefty price tag.

            Undoubtedly, the highest level of luxury is not even offered on such a street. That is time,  good health, and happiness as a result of love and contentment.

This was a Moment in America.