Luxebook February 2023

The longstanding trend of limited-edition releases is dear to the luxury industry. Everyone knows that the scarcity of a product often leads to higher demand, causing many to believe that the tag ‘limited edition’ is perhaps a marketing gimmick across industries. However, there’s always more than what meets the eye. Limited edition releases are often more than just a marketing trick, although very relevant in boosting sales. Both small and large scale retailers release limited edition collections to attract new buyers and establish an improved customer base. However, this trick seems to work best for large retailers who already have an established customer base thanks to their marketing prowess. The luxury industry is a major player and a rather experienced one when it comes to limited edition collections. In fact, limited edition releases are what drives the luxury industry, especially in sectors like automobile, jewellery and fashion. Exploring the many facets of limited-edition luxury, LuxeBook spoke to experts across industries, Vikram Pawah – President, BMW Group India; Tarang Arora – CEO, Amrapali Jewels; Harit Zaveri – CEO and Founder, Harit Zaveri Jewellers; Anushree Reddy – Creative Director, Anushree Reddy Official; Vaishali S – Designer & CEO, Vaishali S Threadstories; and Pernia Qureshi – Co-Founder of Saritoria, Gur Organics and Pernia’s Pop-Up Shop. In a nutshell Does limited edition connect with luxury? Vikram Pawah believes that luxury is a bespoke experience for the body, mind and soul. “It transcends product substance and is, in a way, not only equal luxury but goes a step further; like finding a rare diamond among recurrent gems.” The experience of owning a limited-edition piece is the highest form of luxury. Because limited edition collections often demand more research, effort and time, they offer a much more unique and personalised creation. And when it comes to jewellery, owning pieces that are both personalised and exclusive is a satisfying experience, according to Tarang Arora. However, Arora also believes that limited edition barely does much for the jewellery industry, given that the jewellery industry is a niche section in itself. “I believe that the jewellery industry is full of limited-edition collections; every piece is a one-of-akind design because very rarely can jewellery collections be replicated. The stones and diamonds used are oneof-a-kind, they are cut for a specific design.” However, not all agree with the association of limited edition and luxury, given that luxury itself can be subjective. “For an aspiring customer who is working up the ladder, being able to buy their first designer handbag is the ultimate luxury. On the other hand, for A close look at the philosophy of limited-edition luxury BY SCHENELLE DSOUZA What purpose do limited edition collections have in the luxury sector? Industry leaders share their views BMW + Jeff Koons present a work of art on wheels MINI, Paddy Hopkirk Edition 6|L U X E B O O K|F E B R U A R Y 2 0 2 3 RARE TREASURE F E B R U A R Y 2 0 2 3 |L U X E B O O K| 7