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Why I dislike the word 'luxury' in wedding businesses

A flatlay of wedding magazines, a notebook, a fountain pen and a pink ranunculus on a wooden table

I'm getting a little personal here today on the subject of using the word luxury in wedding industry copy.


It's possibly a controversial opinion – but hear me out.

Luxury: a state of great comfort or elegance, especially when involving great expense.

"he lived a life of luxury"

This is the dictionary definition of luxury, and as words go, it's fine.

But in the context of wedding businesses, I really dislike the word luxury.

It’s such a subjective term, and means completely different things to people depending on your age, background, culture, nationality and more.

If you use the word luxury to describe your wedding business, what do you actually mean? Who is your ideal client? What experience are you offering them? What makes you luxury compared with similar companies?

Why you shouldn't use luxury to describe your wedding business

I'm sure you'll agree with me that all weddings are special and deserve outstanding products and services, no matter the budget. Each and every couple should feel amazing on their wedding day, and enjoy a celebration to mark this new chapter. But by using the word luxury, this implies there are varying levels of excellence based on how much a couple can spend – and that just doesn't sit right with me.

The word luxury can be incredibly divisive, too, as luxury is often synonymous with elite. Use the word in your copy and you may actually be putting people off – including those who are, in fact, your ideal clients.

I totally understand that as a wedding business you’ll have ideal clients. And that sometimes the scope of your service may mean they’ll be spending a higher proportion of their budget on a certain area of their wedding, such as flowers or a dress. But there are much better ways to position yourself to these ideal couples without using the word luxury, especially because it has such a varying meaning. By avoiding it, you're making your business more approachable and inclusive.

Alternatives to the word luxury

So what would I suggest instead of using the term luxury? A lot will depend on your brand's tone of voice, but for starters you could try exquisite, unparalleled, extraordinary, one-of-a-kind, bespoke, unique, tailor-made, exceptional or sought-after.

Rather than randomly peppering your copy with the word luxury, use your words instead to share all the unique ways you make couples feel as amazing as they deserve. How you personalise their product or service, how you can elevate their wedding, how you let them know their wedding is as important to you as it is to them. In short, how you make their day truly luxurious – in the right way!

Your focus should be on using copy to show how you craft unforgettable memories for all couples, making each feel valued and celebrated. By highlighting the way you deliver exceptional experiences tailored to each couple, rather than labelling your wedding business as 'luxury', you honour the individuality and beauty of each wedding.

Why I am not a luxury copywriter

You’ll also never see me describe myself as a ‘luxury copywriter’. No matter the size of your wedding business and the clientele you work with, you deserve amazing copy and content. And that’s what I write.

I love working with wedding businesses of all shapes and sizes, from fledging start-ups to well-established companies. If you have a passion for your wedding business, I have a passion for helping you share your talents with the world.


What do you think about the use of the word luxury? I’d love to hear your thoughts. And I'd also love to hear from you if you'd like to find out more about working together on copy and content for your wedding business.



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