Oh Luxury: You are so Misunderstood!

When most people think of luxury, they immediately imagine products and services that are out of reach of many, like upscale hotels and exclusive clubs with a high price tag. The truth is, despite the fact that the word “luxury” has become ubiquitous, not least in Marbella, it can still mean something different to each person. The word itself is in danger of becoming overused and confused. It should not just be about high prices or flashiness.

Coco Chanel once said: “Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity.” And we couldn’t agree more.

Oh luxury, we adore you, but you certainly are easily misunderstood!

Luxury in Marbella

Take a walk around Puerto Banus harbour and you will see plenty of large and fabulous yachts and vehicles, glimmering proudly just asking to be admired. Is this what luxury means today and are you sure?

Signs for “luxury rentals”, “luxury properties” and “luxury villas” are commonplace too around the city. But are they all truly “luxury” just because their sign says so or they have a high price tag? And what does the word really mean anyway?

This beautiful concept is now in danger of becoming void of meaning or even having the wrong connotations applied to it. We are against all that. Luxury should not be overused but instead it should be used in the right way.

How we Define Luxury at Swish

We are well-aware that the concept can mean different things to different people. For us, luxury is an abstract term referring to goods and experiences that convey a feeling of comfort, beauty, freedom, abundance and joy. But most importantly it’s about class and elegance, like a simple white affordable organic cotton T-shirt.

When we select our stunning villas at Swish we become the tastemakers; it is our arbitrary decision that says which are in and which are out. We only choose properties that meet our criteria, where we know guests will feel the value and get that warm fuzzy feeling. We also apply the service and care needed to give a long lasting impression. Read more about what makes a luxury rental here.

All this combines to give, we hope, a true feeling of luxury for our guests. We filter out the properties that don’t make the grade and combine those that do with our signature service, so when our guests want a truly memorable time in a classy and elegant setting, we make it happen! (We would like to think Coco Chanel would be impressed!)

So what about Price?

There are those who do think luxury means expensive, but it’s more than just a matter of price. Sometimes at Swish we turn down expensive properties as they don’t match our impression of luxury and give off the wrong vibe. It’s not always about price. Sir Henry Royce, co founder of Rolls Royce said; “The quality remains long after the price is forgotten.” We think this sums it up well. Long lasting value comes from the experience not just the amount paid and while some luxury products and services may be expensive, it’s the impression they leave that counts. It’s all about that feeling our guests are after, not just conspicuous consumption.

Your Definition of Luxury

So, over to you. What is your definition of luxury? Are you attracted by fancy labels and status or are you looking for somewhere that makes your heart sing first and foremost? If so, you sound like one of us. Take a look at our collection of luxury villas in Marbella here for inspiration.

Love The Swish Team xx