Luxury through the ages - Why it's about more than materialism today

Luxus im Wandel der Zeit - Warum es heute um mehr geht als Materialismus

Luxury through the ages

The idea that luxury must go hand in hand with material, lavish possessions comes from long-gone times of pure materialism. In the 80s and 90s of the last century, the idea of ​​luxury actually referred primarily to material things: the expensive luxury car, the diamond-studded Swiss luxury watch, or the exclusive designer outfit. Status symbols that were meant to show membership of an upper class of society.

Show who you are!

But the world keeps turning and over time a new understanding of luxury has developed. Today we view luxury in a much more holistic way. We now value not only material possessions, but also values ​​such as mindfulness and well-being or being able to spend time with ourselves or good friends as valuable luxury goods. But that doesn't mean that material luxury has had its day, it has just changed its appearance and become quieter.

The pursuit of luxury is based on the deeply human need to develop one's own personality. Once our basic needs are met, we devote ourselves to individual self-realization. We want to show who we are, what we like, but also what moves us, what values ​​we share and how we imagine a fulfilling life. With luxury, we want to set ourselves apart from the mainstream. We treat ourselves to luxury goods or services from brands that correspond to our own values ​​and thus become a symbol of our personal lifestyle.

Luxury in harmony with nature and society

Our consumption has changed. Issues such as sustainability, health and a sense of responsibility have moved to the centre of society and of course also influence our (purchasing) decisions. We want to own high-quality items that do not conflict with nature or human dignity. Today we expect eco-social behaviour from luxury companies, a higher purpose and a clear purpose. While luxury used to have to be expensive and exclusive above all, today we may prefer or boycott a brand solely because of its position on a social, political or ethical issue.

Today, modern luxury is defined by a set of values ​​that include exclusivity, valuable quality, and personal happiness, as well as sustainability and fairness in the production of luxury items. This involves a holistic approach in which luxury also means supporting positive change. The concept of luxury is increasingly oriented towards moral and ethical values, meaning that consumption not only creates personal added value, but also benefits nature and society.

This is what we stand for with our label Avenida Jewelry

Buy less, but better! Because our jewelry is of high quality and sustainably produced, durable and perfect for every situation. The striking designs are as extravagant as they are timeless and at the same time highly recognizable.

We see ourselves as a sustainable luxury label and have made it our mission to move the jewelry world forward a little in terms of fairness. Our jewelry is therefore handmade in Germany under fair conditions. We only use recycled silver and gold. It is important to us that everyone can express their independence with a clear conscience and a dose of luxury.

Back to blog

Leave a comment

Please note, comments need to be approved before they are published.