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What makes luxury? Is champagne’s charm found in its effervescent lightness, or the ceremony of its uncorking? It can be both. Consumers will pay a premium for all kinds of reasons, and luxury goods acquire their reputations through their rarity, provenance, or workmanship. But luxury is also in the eye of the beholder, according to Charles de Brabant, the Executive Director of the Bensadoun School of Retail Management. Once the exclusive domain of the rich, luxury goods are now more widely consumed than ever before. Their magic relies on a kind of alchemy – an exceptional product to celebrate an exceptional moment.

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