How luxury transcends simple definitions through craftsmanship, rarity, and transformative moments.

June 26, 2025

Beyond Simple Definitions — and Why They Fail

The dictionary defines luxury as “a condition of abundance or great ease” or “something adding to comfort but not absolutely necessary.” It’s useful, perhaps, but woefully incomplete. True luxury isn’t something you can just define; it’s something you feel.

I think back to childhood visits to FAO Schwarz, wandering the aisles in search of something so special, it felt different from anything I had seen before. Later, standing beneath Michelangelo’s dome at St. Peter’s or in the grand halls of Versailles, I felt a deeper understanding of luxury—not in the gilded surroundings, but in the way these spaces and experiences stayed with me, shifting how I viewed beauty and excellence.

Luxury Begins with Craft and Care

Some of my earliest memories of luxury were connected to things that were crafted with care. I think of my mother’s vintage Gucci leather jacket, which still looks as new decades later. It's more than just the brand—it’s the way that craftsmanship has transcended trends, proving that quality endures, that luxury is created with intention, not for obsolescence. I also think of the tailored dresses worn by my grandmothers, grand aunts, and great-grandmothers—pieces that were crafted with such care and attention to detail, often by hand. These dresses were more than just clothing; they were reflections of the artistry and precision that defined my family’s approach to craftsmanship. They were designed with an understanding that true luxury comes from creating something that lasts, something that is made with purpose and with the highest level of skill.

I have a hand-blown Czech glass chandelier—a wedding gift that catches light like fire—and shelves of heirloom Candlewick glass, each bead painstakingly fused by hand. Each of these objects has lived with me, quietly adding to the beauty of my space while being a constant reminder that true luxury is in the artistry, the time, and the thoughtfulness that went into creating it.

Back home in Jamaica, I find the same reverence for craft in the steady hands of a Kumina drummer, in the slow turning of clay at Hune Ware, and even in the shine of a veranda floor that has been lovingly buffed for generations.The artistry extends to the vibrant paintings, the intricate wood carvings, and the woven baskets that tell the story of Jamaica’s heritage. It’s this commitment to excellence, this blend of skill and patience, that transforms an ordinary object into a piece of true luxury. The human excellence embedded in the process is what makes it special—it’s not just about the object itself but about the hands that bring it to life.

Rarity Is More Than Price — It’s Presence

Rarity, to me, has never been about price. It’s about presence—the feeling of being fully seen, of being completely held. In Jamaica, our ingredients often follow the natural rhythms of the land, making them not just rare in the traditional sense, but precious because they’re only available for brief windows of time. I think of mangoes, which burst with flavor in May—so perfectly ripe that they become a luxury precisely because they can’t be found year-round. This fleeting abundance, the anticipation of its return, makes the moment of enjoyment rare and full of meaning. I remember eating escovitch fish at my grandfather’s house in Kingston—a simple, fresh dish with a flavor so pungent it stayed with me. The fish was fried and seasoned to perfection, and that experience defined what fish should taste like for me. For years, I couldn’t eat fish anywhere else. No matter how many times I tried, nothing could compare to the freshness and the connection to the land that I felt in that moment.

It’s the same feeling I experienced on long drives from St. Thomas to Ochi, when we would stop at Faith’s Pen for foil-wrapped ackee and saltfish. Fern Gully stretched out before us, and I’d roll down the windows, pressing my fingertips to the cool breeze, trying to absorb every bit of that green energy. Even then, I understood that it wasn’t the price of the meal or the distance traveled—it was the richness of the experience, the rare moment of connection to the land, that made it luxurious. True rarity is a feeling—a moment that stays with you.

Bombay mangoes from ATWASI founder, Andrea’s Kingston backyard

Presence Is Cultivated — Never Assumed

Now, as I curate each ATWASI journey, I chase that same feeling of presence. I visit every villa myself, meeting the people who make each space come alive, asking them how they’re treated, ensuring that every detail, from décor to guest flow, is intentional. I craft menus that tell the story of Jamaica, and I invest in practitioners whose care for guests matches the care they receive. Even welcome gifts are chosen thoughtfully, one by one.

Presence doesn’t arrive by accident. It’s something that is earned. It comes slowly, tenderly, as each moment and interaction builds a connection of trust, care, and intention. When a guest finally exhales and feels truly at home, it’s because every part of their experience, seen and unseen, is holding them. That is the luxury I’m guarding—not just beauty, but integrity. It’s the luxury of knowing that, when you step into an ATWASI journey, you’re enveloped by something more than a service—it’s a commitment to honoring and protecting the experience at every level.

Transformative Moments Measure Opulence

Luxury today is measured by shifts, not stuff. It’s the private spiritual bath in Blue Lagoon with a Myal priest, the anticipation of tasting a rum flight with a master blender, the experience of touring JACANA’s ganja farm and learning to roll a spliff, connecting deeply to the island’s heritage. It’s the moment of anticipation as you hand-grind Blue Mountain coffee at sunrise. It’s a foil-wrapped sweet potato pudding eaten roadside while smoke curls into the air, marking the end of a long day.

These are the memories that stay with you—long after the event itself has ended.

A plant-medicine ritual guided by a local herbalist can shift not just your mood, but your sense of meaning. These aren’t just experiences—they are remembrances of something deeper, something ancestral that is awakened within you. To me, that’s the highest form of luxury—the kind that goes beyond indulgence and touches the soul.

Myal priest performing a spiritual bath in Blue Lagoon, Portland, Jamaica. Myal is Jamaica’s first and oldest religion. Image Courtesy of Myal priest Alex.

The Five Pillars of True Luxury

In my journey, I’ve identified five pillars that I believe define the essence of true luxury:

1. Exceptional Quality: Luxury is found in craftsmanship that transforms the ordinary into the extraordinary—whether it’s handcrafted furniture or meticulous service.

2. Personalization: True luxury is personal. It’s about curating experiences that speak to the unique needs and desires of each guest, where no detail is too small and every moment is tailored just for you.

3. Time Abundance: The rarest luxury is time—the freedom to savor each moment without rigid schedules, creating space for spontaneity and presence.

4. Authenticity: Luxury is about genuine connection—not performance. It’s about engaging deeply with local culture and sharing real, meaningful experiences.

5. Transformation: The highest luxury is transformation—the lasting shift in perspective or self that happens when you fully embrace an experience.

A Jamaican Philosophy of Luxury

In Jamaica, luxury isn’t defined by excess—it’s about being in tune with the land, the people, and the rich cultural heritage that flows through everything. Our food, our music, our rhythms—they travel the globe as emissaries of our vibration, but here, whether you’re immersed in the serene beauty of Silver Sands at Mango Hill or the vibrant pulse of the island’s lush Blue Mountains, every corner of Jamaica has a unique story to tell. True luxury is found in the contrasts—the harmony between quiet reflection and vibrant celebration. It’s about alignment—alignment with the land, with lineage, with self.

Mango Hill Villa, Silver Sands, Trelawny, Jamaica

Looking Forward

In the next installment, The Luxury Paradox: Finding Meaning Beyond Opulence, we’ll explore why the most exclusive experiences are often the ones that hide in plain sight. We’ll examine how understated elegance is becoming the ultimate mark of discernment and how luxury is evolving to become more about meaning than material.

In the end, luxury doesn’t just exist in our possessions—it lives in our bodies, in the memories we carry with us long after the moment has passed.

The Essence of True Luxury: Balancing Artistry & Experience