The other day I got a call from a colleague, a publicist, pitching her jewelry brands around the “auspicious festival” of Akshaya Tritiya. Jewelry shopping in times of Covid lockdown? Are you kidding me, I quipped. She said –“Ma’am its Akshaya Tritiya, the most favourable time to invest in precious metals and buy jewelry.” To me, this resonated with that not-so-famous statement made by the queen of France, Marie-Antoinette, who during the French Revolution responded upon being told that her starving peasant subjects had no bread to survive- “So, let them eat cake”.
Luxury today is being able to keep you and your family well fed and looked after. If you manage to find your favourite brand of munchies or sweet savories or lactose free milk, then it’s a celebration. Luxury today is getting to speak with any human being, even if it means a subziwala or a kiryana store shop keeper- the in-person conversation and the face-to-face interaction with anyone outside home brings its own share of joy. Luxury today is managing to get hold of that plumber or electrician to get that odd light repaired, the tap fixed, of course getting an air conditioner or RO serviced is asking for a bit too much!
I felt a bit guilty of sharing my “pearls of wisdom” with the publicist who was obviously doing her job in the right earnest. But this conversation set me thinking about the impact of this lockdown-slowdown on the jewelry brands. Or for that matter any luxury brand. Discretionary spending is becoming a thing of the past – so gone are the days when you would give in to your whim of replacing a humble four wheeler with the swankier version, or buy more clothes than you have space to keep them. This is time to “make do” and cultivate habits of thrift. The lockdown is the best illustration of how we can live frugally. Managing everything from fitness to a haircut, saving on commute and travel, we are not spending on new clothes as where is the need to impress. Or cooking extra as we do just enough to satiate hunger and stay fit.
Holi, Diwali, Christmas, Eid, Akshaya Tritiya – are all on one side. Our biggest celebration will be the day we can move out with same confidence, breathe in fresh air and step out in victory over the virus. If we retain the “gem of lessons” from our lockdown diaries, long after the Covid pandemic is over, that is when we will truly shine and radiate that glitter and glimmer onto others. Diamonds are not forever, but one thing certainly is – your inner light and wisdom! Lets value and respect, what is truly priceless- life and the little joys of it.
I’m impressed, I must say. Rarely do I come across a blog that’s both educative and interesting, and let me tell you, you have hit the nail on the head. The problem is something which not enough men and women are speaking intelligently about. I am very happy I stumbled across this in my search for something concerning this.