Conscious Luxury: Boutiques That Are Leading the Way
Right below the logo on all of the marketing materials for my upcoming scarf line, I have written the words "Conscious Luxury." A very evocative phrase, it is inevitably going to mean something different to each reader.
What does "Conscious Luxury" mean to me and my scarves, and why do I think it's important?
When I decided that I wanted to produce a line of scarves, my first thought wasn't that they were going to be "conscious" or "ethical." These elements weren't influencing the images I had in my mind, the designs fluttering around in my brain. First and foremost, I wanted to take those ideas and translate them into an object of beauty—something that enchants you. In other words, I was first excited by the design, by the quality, by the aesthetics.
And then I knew that if I were to bring an object into the world, if I were going to be using a supply chain, making a dent in our precious resources, that I would have to do it as consciously and ethically as I could. It is that simple. The luxury came at the beginning, and the conscious element sprung naturally from it, because I couldn't imagine doing it any other way.
The happy result is that the ethical nature of the production actually adds immeasurably to the joy of ownership. When you buy something that has been made in a conscious fashion, a new sense of luxury arises from the satisfaction of knowing that you can feel good about your purchase—that you are supporting a new way of making, thinking, and existing in our world. The pride you can take in it's making actually become the highest luxury of all.
I believe that this mindset must be brought to all levels of consumption—from the most practical and prudent to the most self-indulgent—to really make ethical production and consumption the new norm in our marketplace.
With all of this in mind, I want to highlight some amazing boutiques that are spearheading the conscious luxury movement. Hopefully we will only see a rise in their number and success!
Positive luxury is putting its stamp on the movement with its "Butterfly Mark," which indicates that it has gone through "stringent annual assessment that examines sustainability from a holistic point of view; encompassing governance, social and environmental frameworks, philanthropy, and innovation."
What are your thoughts? I would love to hear what this movement means to you, and if you know of any other exciting companies that I should be aware of!