This reflection examines luxury as a personal and societal concept, consisting of high-quality materials, fine experiences, and aspirational undertakings. It explores various aspects of luxury, including stealth-wealth, craftsmanship, sustainability, and the increasing democratization of luxury brands. It highlights how the meaning of luxury has evolved, following societal shifts and conscious consumerism, and it notes an emerging need for established luxury brands to adapt their strategies to meet the evolving expectations of new-generation consumers.