Most of us would suppose it’s the elusive oxygen that charges as the one most treasured commodity in India proper now. One thing as primary as oxygen now defines the last word in luxurious — no worth is just too excessive for a cylinder or concentrator to save lots of a beloved one who’s gasping for breath. No less than, for these privileged sufficient to have the cash to pay up. However whereas most of us give attention to a lifesaver which is shockingly in brief provide, there are those that are clamouring for the newest ‘it’ bag of 2021. Going by the Luxurious Index that tracks all issues vibrant and delightful throughout continents, the much-coveted Hermes bag has topped charts with a 17% rise in gross sales! In actual fact, luxurious purses have emerged because the ‘most needed’ and ‘most desired’ objects on buyers’ lists worldwide, India included. Which buyers, you ask incredulously. Ummmm — not folks like us, clearly! This choose breed falls into the UHNWI (Extremely Excessive Web Value People), courted by each large label on the globe for his or her charming means to drop obscene quantities on all issues attractive — jewelry, watches, traditional automobiles, positive wines and artwork, after all.
Excessive-end objects like jewelry are discovering lots of takers at auctions
Only in the near past, Elon Musk was pushed apart by Bernard Arnault on the Bloomberg Billionaires’ checklist. Monsieur Arnault is the Chairman of the LVMH group and has executed very nicely for himself throughout the pandemic, thanks! Whereas Elon Musk dropped $9.1 billion this yr (foolish boy! Playing around with bitcoins, as a substitute of taking part in Ludo throughout Covid), Arnault’s fortunes soared, pegging his internet price at a mind-boggling $161.2 billion, give or take a number of billion in small change. So that you see the pandemic doesn’t dampen the keenness of luxe-obsessed individuals who crave big-ticket toys and baubles. How else do the poor darlings hold Covid nervousness at bay? Binge-shopping is therapeutic…okay?
In India, it’s not purses however diamonds which are providing solace to those that are feeling remoted from the nice life. Socialites unable to take care of social distancing are turning to their finest mates — diamonds. Specialists within the diamond trade have confirmed a dramatic spike within the buy of glittering stones, as folks related on a ‘deeper, private and emotional degree with diamonds’. Put one other manner, consolation diamonds changed consolation meals. They’re known as ‘ardour investments’ with a built-in tangible worth that acts like a tender quilt in instances of maximum stress. There’s additionally the idea of ‘revenge shopping for’ which is fascinating! Persons are so offended and annoyed by the punishing lockdown and all its accompanying restrictions that they’re taking out their angst with some heavy spending! Designer masks’, scarves’ and sanitisers’ gross sales have shot by the roof, too, as luxurious manufacturers present they ‘care’ by advertising Covid-specific merchandise, splendidly packaged and sensitively offered. Public sale homes internationally are rubbing their arms in glee as folks line as much as bid for objects with ‘enduring worth’ throughout these insecure/unsure instances, through which we don’t know whether or not we’re going to get up and in what state every time we go to mattress. However hey, this isn’t about our lungs. It isn’t about new variants or that sinister factor known as mucormycosis (black fungus). Luxurious shopping for exists in a parallel universe through which inhabitants float on a cloud named Need.
For those who suppose The Nice Indian Wedding ceremony has hit the pause button — overlook it. A few of our prime trend designers have executed document gross sales, and high-end jewelry is flying off the cabinets. We’re like that solely, on the subject of shaadis, Covid or no Covid. Insanely priced lehengas and sherwanis are promoting briskly, with matching face masks, after all. ‘Sustainable trend’ and recycled, repurposed clothes has taken off at exorbitant costs. Guilt-free pop-ups with pandemic-appropriate charities hooked up are ensuring nervousness assaults are stored on maintain until the supply boy turns up with objects from the summer season assortment of your favorite designer.
Artisanal every little thing is up for grabs — hand rolled goodies, honey cheese with crushed nuts, pistachio crammed macaroons, crushed almond financiers, connoisseur picnic baskets with chilled bottles of one of the best champagne, reward hampers with smoked salmon for breakfast in mattress… horrible instances demand not-so-terrible soul-treats. Almost each vendor of connoisseur meals has executed brilliantly throughout the pandemic, shrewdly figuring it’s the very best time for folks to pamper themselves.
This was the temper in Europe too after World Warfare II, going by how high fashion flourished and dazzled, with legendary trend manufacturers like Chanel promoting out their strains in document time and at jaw-dropping costs. Recession is sweet for enterprise, say luxurious giants, as they prep for the fourth wave to hit the world in winter. Had Marie Antoinette been alive, she would have stated, “Allow them to eat caviar…” Cake is so middle-class, dahling!
Views expressed above are the writer’s personal.
END OF ARTICLE