BLACKOUT - MOVING AWAY FROM BLACK FRIDAY
Last year Black Friday almost killed us.
It’s obvious when you think about it - a successful Black Friday needs huge stockpiles of cut price gear, a gazillion extra staff to dispatch that stockpile and a mass production line in place to replace the stock pile for the Xmas orders that will follow. Got all that? Great. Then you’re set up for an Amazon style feeding frenzy.
But we don’t have or do any of those things at LUX. We chose to do our business differently and that’s what makes us excellent and that’s why we have a waiting list. We’re driven by passion not numbers. Poor but happy if you like.
LUX Black Friday last year was so big and fast it felt like we couldn’t eat sleep or rest until March. At which point we all got ill the moment we sat down.
Unsustainable. None of us wanted to do that again in a hurry.
Then we found out it wasn’t just us.
This is part of an email I received from DECIEM.com last week
‘Hyper-consumerism poses one of the biggest threats to the planet, and flash sales can often lead to rushed purchasing decisions, driven by the fear of a sell-out. We no longer feel that Black Friday is an earth or consumer-friendly event and have therefore decided to close our website and stores for a moment of nothingness on the 29th November. A discount is now available for the next month, so there really is no need to hurry. Shop Slowly.’
They’re calling it BLACKOUT.
Absolutely amazing. High Five lovely Deciem. And inspiring. Totally inspiring.
I read it aloud in the studio. We all cheered.
And so we’re joining the BLACKOUT with a 25% discount on items made in black, across the rest of the month. The items will change as the month goes on, so no rush, shop slowly, check what you need, check with me if you have questions. All the BLACKOUT items are on this page with 25% off already in place. If there's no discount showing then the sale is over for now.
Relax and enjoy, take the time you need to choose your leather, because we’ll be making it to last the rest of your life.
Since excellence can’t be rushed, there really is no need to hurry.