The New Luxury

Acholi Beads is part of what I call The New Luxury.  The New Luxury is our society’s response to consumerism’s inability to add meaning to our lives, while recognizing its power to improve livelihoods.

The New Luxury is smarter than advertising.  It doesn’t seek its values in airbrushed images or phrases engineered to be memes.  The New Luxury abides in story.  It basks in the soft fabric of lives woven together by intention and fate.

The New Luxury transcends the sterile front of retail shelves.  It peers into the true history of products, joining hands with the many people behind the supply chain, on the far side of the world, who brought the products into existence.

The New Luxury doesn’t rely on the weight of a price tag, but knows the glory of connection to stories larger than any dollar figure, more important than any bragging rights.

The New Luxury acknowledges that value cannot be bought, but that we can buy based on values.  It asserts that meaning is broader than a slogan, more attractive than a photo, and deeper than any pockets.  It assures us that beauty created in a studio pales when compared to the faintest reflection of real love.  And The New Luxury insists that we will not be blinded by advertisements or manipulated by marketing; we are too smart and passionate to allow our dollars to be tempted away by false promises of happiness.

The New Luxury chooses joy, truth, hope, and love.

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