Blog
Why We Don’t Do Black Friday
Our Approach
At a time of year dominated by commercial noise and impulsive shopping, we choose a different path. Our brand is built on calm, craftsmanship, and intention values that have little to do with the logic of Black Friday. Instead of joining the race for fast discounts, we prefer to protect the integrity of our craft and the honest relationship we cultivate with our clients.
Craftsmanship Takes Time
Our work is born from a slow, meticulous, and deeply human process. Every piece passes through expert hands that spend hours, or even days, perfecting each detail, a rhythm that cannot be rushed without compromising quality. Black Friday, with its urgency and focus on volume, clashes with this way of creating. We do not produce large surpluses because we don’t manufacture beyond what is necessary, and therefore we have no reason to liquidate pieces at any price. The value of our craftsmanship lies in time and dedication, elements that cannot be reduced to a temporary marketing claim. For us, respecting this process is a way of honoring the artisans who make it possible.
Relations, Not Transactions
We do not seek to attract impulsive purchases; we aim to build lasting connections with people who understand our philosophy. Each client becomes part of a community that values quality, authenticity, and the story behind each piece. Black Friday encourages quick decisions based on price rather than a genuine connection with the product. We prefer to nurture relationships that endure—ones grounded in trust, honesty, and coherence. We want to accompany those who choose to buy consciously, not out of urgency or for the sake of a temporary offer. In our vision of luxury, the relationship with the client is as meaningful as the design itself.
A More Conscious Luxury
In a world overloaded with stimuli and constant promotions, choosing the slower path is an act of coherence. We believe in conscious luxury, one that values what lasts, what is cared for, and what has purpose. Buying fewer but better pieces, choosing items that accompany us for years, and forming emotional connections with the objects we bring into our lives are principles that guide our work. Participating in Black Friday would align us with a vision we don’t share: that of accelerated consumption and lost meaning. Instead, we offer experiences that reflect our essence, intimate events that celebrate craftsmanship, exclusivity, and the values we share with our clients. Amid all the noise, we choose to stay true to who we are.
