We believe in creativity that is beautiful, emotionally resonant and socially relevant.
No recourse to shallow branding and etc etc etc or . Our definition of luxury is to live a good life, a full life, a connected life, connected to ourselves and to others. etc etc etc. Where we do not hide our processes? Where we produced by a team of people that live and breathe the creative act. Where we respect and allow all peoples purpose in their work. And connect that to our community. "those that provide the greatest positive contribution to all affected by their creation and that identify their consumers as having the means and motivation to respect both people and planet”. That we focus on what in everything we do to enhance the lives of our community. quality, care, love, movement, enriching in some way, its made with lots of nephis. luxury is a enriched life. Luxury is not a 'product' or even a 'experience', luxury is a spirit - its what happens when you do work with heart and you do it properly.
نفس (nfs) pronouned nephis which translates to breath or spirit.
"When I am working on a problem, I never think about beauty. But when I have finished, if the solution is not beautiful, I know it is wrong." — Richard Buckminster Fuller.
Although some may consider appearance to be superficial, we believe that constructing something so that it is pleasing on the eye allows it move people, if it moves people, change can come about. "A combination of qualities, such as shape, colour, or form, that pleases the aesthetic senses, especially the sight." If it doesn't look good, it doesn't matter.
Building on beauty, each item should not be a transaction. It needs to be something that forms part of the stories of the lives of the people with live with it, to improve the way we live, work and play. It needs to touch a place deep within people. Meaningful to the owner.
Telling of the times. Move people. The present life and the production of the object is appropriate. Meaningful socially. not just about me and you, but about your connection to each other and our connection to the parts of the world that we do not see. That each item that is put into the world is.