#WelcomeToSunCountry and to luxury’s newest wave, Meta-Luxury. The term “luxury” while once surrounded in prestige and utilized by only a number of selected brands, has, over time, diluted in meaning. What once defined luxury brands, exclusivity, price, quality and availability are now recognized as being too subjective and can often blur the line around what’s considered premium.
The book I’m currently reading, “Luxury Brands and Culture of Excellence” describes Meta-Luxury as being “luxury beyond luxury,” founded on the principles of knowledge, purpose and timelessness. What really sets the two types of luxury’s apart is the concept of unique achievement. The idea that a brand has sought out, with intent and purpose to achieve something truly remarkable. And, it’s only due to the brand’s expertise and knowledge that they are able to achieve something so unique it surpasses time constraints and is remembered in history.
While following these principles and utilizing the pillars of Meta-Luxury as a foundation to the brand, we at Tejesta come to stand for unsurpassed excellence. We embrace change while staying relevant in a fast-paced world. Ultimately, we are escaping short-term compromise to ensure prosperity across generations as we continue to create sculptural designs that speak to a clientele with discerning taste.
As we continue to focus on these methodologies and push the boundaries on our manufacturing capabilities, Tejesta will grow through both uncompromising commitment to excellence and limitation. We will make decisions around extension and expansion, based on the long-term protection of our brand and business. This is in sharp contrast to many brands that have fallen by chasing the immediate gratification of fast profits at the expense of sustainable growth, leading to brand dilution and value erosion in the long term. Through guiding principles we will ultimately limit decisions around where Tejesta should and shouldn’t go, and yet, that very integrity is the long-term economic engine. In 2011, Patrick Thomas made a compelling and cautionary statement: “If you tell me I have to double the profit of Hermès, I will do it tomorrow. But then you’d have no Hermès left in five years.” Five years later, the words could not have been more prophetic for a brand committed to excellence.