The Heart of the Brand
What does “luxury” mean to you in today’s world?
To me, luxury today is about care. Care for how things are made, who makes them, and what happens after they’re bought. It’s no longer about excess or exclusivity – it’s about depth, integrity, and connection. True luxury honours time: the time it takes to grow a fibre, to shape a material, to master a craft. In an age of speed and disposability, choosing something made with purpose is an act of quiet rebellion. I think of luxury as something that invites you to slow down: to notice the texture, the story, the intention behind it. Ethical luxury isn’t an aesthetic; it’s a philosophy. It’s beauty with a conscience.
How do your personal values influence the collections you create or curate?
Lovebrook & Green is, in many ways, I suppose, a reflection of my own values – a belief that retail and responsibility don't have to be separate. Every piece we curate embodies a kind of living poetry: a dialogue between past and future, nature and artistry, ethics and elegance. I’m drawn to brands that respect the rhythm of making, that work seasonlessly, consciously and with reverence for materials. I also believe in patience; masterpieces take time to grow, just as a forest does. That sense of growth, of care and renewal, sits at the heart of everything we do.
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