The New Language of Luxury
What I learned about craft and the nature of luxury on my recent trip to Paris...
A peek inside the extraordinary Féau Boiseries showroom, a playground for the senses in the heart of Paris.
We talk about luxury all the time in this industry. But what does it actually mean?
It’s not a price point. Not a label. Not a trend.
True luxury is slow, deliberate, and designed to be experienced, not consumed.
And yet, in our digital world—where clients first encounter our work through a screen—how do we translate that slow, deliberate, sensory-rich experience into something tangible? How do we communicate all the dimensions, all the depth of quality and refinement…simply through pixel craft?
I have some answers. And they start with how our brains process pleasure and perception.
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Luxury is psychological first, tangible second.
We often think of luxury as an external thing—a beautiful object, a well-designed space. But luxury is internal first.
It starts in the mind, with how we perceive value through sensory cues, storytelling, and a sense of exclusivity. Research shows that people experience more pleasure and satisfaction from products when they believe they are luxurious—even when the product itself is unchanged (Nature, 2017).
This is why luxury brands obsess over every detail of their presentation, and confirms that perceived value isn't just marketing hoohah—it's a neurological response! When a brand communicates luxury through thoughtful design and storytelling, it activates our brain’s reward centers, the same areas triggered by personal success and social status.
This means that luxury isn’t just about ownership; it’s about identity and self-worth, too.
When wine was presented as "high end" vs "cheap", participants literally experienced more pleasure drinking the same wine when they believed it was expensive (Plassman et al., 2008). The same applied to luxury goods—perceived exclusivity enhances actual satisfaction (Jung, 2023).
Perception shapes desire.
If luxury is all about perception, then every touchpoint of your brand needs to reinforce this feeling. Your website, copy, photography, even the way you structure a client proposal, should be as intentional as a well-designed space.
It's not just about showing your work—it's about creating an experience. And when attention is as valuable as gold these days, an experience is what keeps people coming back.
Kelly Wearstler's website establishes exclusivity with editorial-style imagery, an intuitive scrolling experience, and a bold, modern sans serif font that feels like an art book that is 100% aligned with her bold approach to design.
The visual signals of luxury.
Remember a minute ago when I said luxury is slow, deliberate, and designed to be experienced, not consumed…? Let’s break that down into a few visual principles that can help to indicate you serve an audience seeking a luxury experience.
For your website:
Use ample negative space and eliminate excess. Just like a well-composed room, piece of art, or a poem, there’s no space for clutter. Your website should have room to breathe. The eye (and the brain) needs time to pause and reflect—moments built in between your images and words to absorb, process, and connect.
Slow down the experience. Avoid fast-scrolling effects, flashing pop-ups, and rapid transitions. Luxury brands command patience, inviting you to linger. Invite people (through design) to take their time—and if someone is in a rush, ✨let them✨ move on to a brand that better suits their pace and speed of consumption. ✌️
Hand painted signage for a design studio in Gallerie Vivienne in Paris is so special. ✨
For your typography:
Luxury is in the details, and typography is one of the most powerful tools at your disposal.
Choose timeless, refined fonts: classic letterforms, balanced kerning, and absolutely no trendy or messy scripts. Don’t sacrifice basic communication with wonky font choices, what everyone else is doing, or busy typographic layouts.
Good typography is like a well-curated art collection—it sets the tone and communicates sophistication without saying a word. I do not exaggerate when I say bad typography can kill a good brand instantly (and likewise, gorgeous typography will elevate even the most basic beaches…I see it allllll the time). Train yourself on what’s good, and what’s not. WYKYK.
📜 When in doubt, channel your inner Hemingway: say less, but mean more.
Your photography and videography:
Your imagery should evoke emotion, not just show the work. Think editorial-style, natural light, and tons of detail shots of materials.
Include people in your visuals! A hand smoothing the surface of a rich fabric, the movement of a curtain in a breeze as the camera pans on feet walking past—these small moments add humanity and warmth to your brand story.
Should you hire a stylist? Short answer, YES! You won't regret it...
Spacious layouts, elegant typography, and slow, deliberate animations create a feeling of ease and confidence. Compare custom built sites to cluttered or template-based sites—your work isn't mass-market, so make sure your website is as bespoke as the work you deliver.
In your copywriting:
Speak softly, but carry a big story ;) Words shape perception just as much as visuals (and as my clients know all too well, we ALWAYS start with words before layering on the visuals). Your brand story is the foundation upon which everything else is built.
Say only what is needed in the most concise and impactful way possible (see Hemmingway, above!). You can't answer all their questions on your website or socials (nor should you)—your goal is to encourage a conversation as the next step.
Anything else is just...more.
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Engagement is sensory-driven.
We are drawn to luxury not only because of what it represents but because of how it makes us feel.
✨ When we engage our senses—when we touch, smell, or even imagine an immersive experience like forest bathing, swimming under the stars, or climbing into the treehouse of our childhood—our brains release dopamine and serotonin, neurotransmitters associated with pleasure, satisfaction, and long-term memory formation.
And the more our senses are engaged, the more we associate an experience with meaning and value.
But given that most first impressions happen online, how do you create a sensory experience before someone steps into your showroom, studio, or designed space?
At Mad et Len's Paris showroom, every element—from the packaging of their candles to the narrative-driven descriptions on their website—invites the senses. They masterfully convey a product's essence, even in a digital space where you can't smell the fragrance (go check out their website and socials and see what I mean...magic!)
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The new language of luxury.
Wandering through some of Paris’s most storied ateliers this past January, I was reminded of the time and intention that goes into everything truly luxurious.
The way a cabinetmaker obsesses over even the smallest corner tolerance.
The way a specific type of textile weave drapes best in the light, just kissing the floor.
The way an organic chemist can capture the natural essence from the first flowers of spring in the south of France and preserve them in a fragrance that lasts for years, filling the air of homes around the world and transporting people through space and time.
How many talented hands it takes to produce just one ceramic plate.
We can’t (and likely won’t) all become 6th generation couturiers, but we can endeavor to bring thoughtfulness into our work, each and every day.
The world needs more of this care and attention right now, and I know you’re going to be the one to deliver it in your own, original and intentional way!
Ok so send me an email and let me know...what's your language of luxury?
*About the author
Ericka Saurit (enchanté in case we haven’t met! 👋) is a designer and brand strategist, obsessed with how our built environment shapes the human experience.
Through this blog and her popular newsletter, she shares stories and insights about marketing, branding, and the home industry’s creative pulse.
*My hope is to spark ideas that help you grow your business and build a brand that truly shines.✨
