For Richard Crawford, the true value of a luxury item is defined through five attributes: quality, craftsmanship, heritage, authenticity and experience.

Quality
Luxury brands aspire to create elite products. Crafted from the finest materials, the quality of a luxury item is a direct result of a discerning and laborious process.

Craftsmanship
Luxury items are a result of perfected craftsmanship that is developed, learned and taught across generations.

Heritage
Luxury brands offer homage to heritage. They represent the foundation for the ideal lifestyle and celebrate victories, tribute to hardships, and proof of perseverance.

Authenticity
Altruistically inspired, luxury items are the authentic result of personal passion presented through innovative and imaginative products.

Experience
Luxury brands stimulate their consumers, enhancing their experiences of the world. These brands inspire confidence to embrace adventure, explore the unknown and follow inquisitive motions of the heart.