The word “luxury” has become watered down. Even I, as a designer of “luxury” furniture, become confused when I see the word emblazoned on everything from hair color to cars to adult living facilities.

The dictionary defines luxury as something that adds pleasure or comfort, but is not absolutely necessary; an indulgence in something that provides pleasure.

If you Google “luxury” and “Lexus” you get 441,000 results…”luxury” and “Ralph Lauren” gets you in excess of 4 million. You see the word associated with high-end boutiques as well as low-priced mass merchandisers. It would seem the word “luxury” has been devalued.

I believe we should define luxury at the personal level…luxury experiences, possessions, environment. Each of us has our own criteria or value system to define objects or experiences we consider to be luxury. Some people are obsessed with the craftsmanship and options of a “luxury” watch…some could care less and would rather spend money on an extravagant bicycle. Luxury is in the eye of the beholder.

I suggest that the first definition of luxury be: personal choice. Therefore, I believe the designation of David Francis as a luxury line is accurate. David Francis allows you:

- the freedom to choose any desired finish
-  the freedom to choose your type of cushion
- the freedom to choose any fabric you wish

So, the next time you encounter the word “luxury” attached to a product, think about what it means to you on a personal level…and define your own luxury.