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The term ―luxury‖ is routinely used in our everyday life to refer to products, services or a certain lifestyle, however, often without a clear understanding of the luxury concept as it takes on many different forms for different people and is dependent on the mood and experience of the consumer: ―Luxury is particularly slippery to define. A strong element of human involvement, very limited supply and the recognition of value by others are key components‖ (Cornell 2002, p. 47). The word luxury ―defines beauty; it is art applied to functional items. Like light, luxury is enlightening. [. . .] Luxury.