What the leisurely class seeks is heritage, a piece of history they can own and flaunt before their peers.

Sometimes an item’s value is tied to the item itself: Other times its value comes from the circumstances around its creation, acquisition, or backstory.

In a global, interconnected world, sometimes the most decadent experience is to be somewhere.

As "luxury" goods become mass products, people are turning towards unique, non-reproducible experiences to fulfill a desire for the rare.

As luxury goods become mass produced, people are turning towards unique, non-reproducable experiences to fulfill a desire for the rare.

Unlike the conventional wisdom of marketing, if you want to position a product as premium, use more complex messaging that will demand more of the consumer.