In 2023, a Filipina teenager based in Singapore went viral on TikTok after proudly sharing her “first luxury bag” gifted by her dad — a black tote from a brand widely considered mid-range.
While some users congratulated her, others left mean comments like, “Who’s gonna tell her?” implying that the brand wasn’t truly “luxury.”
Instead of letting the criticism break her spirit, the teen stood her ground and explained that growing up in a modest household made the bag a significant purchase. Her story touched many, including the bag brand itself, which later invited her to meet its founders. Eventually, she was tapped to become an official brand ambassador.
This moment sparked an important conversation: What does luxury really mean?
Traditionally, luxury has been defined by extravagance, exclusivity, superior craftsmanship, and high price points. Iconic brands like Hermès, Chanel, and Louis Vuitton exemplify the concept, offering bags that cost as much as a four-year college degree’s worth of tuition in the Philippines.
For example, the Hermès Birkin, often seen on the arms of celebrities, starts at hundreds of thousands of pesos and can go up to seven figures, depending on the materials used. There’s usually a long waitlist for buyers. Chanel’s classic flap bag has seen continuous price hikes, making it an aspirational piece that many dream of but few can afford.
To those who live in a world where these brands define luxury, anything outside this reality may not seem like “real” luxury. But is price the only measure of value?
Luxury is personal
For individuals from humble backgrounds, luxury is about aspiration. A well-made bag, no matter the brand, can symbolize achievement, hard work, or even the fulfillment of a childhood dream.
Entrepreneurs like Beautéderm founder and CEO Rhea Anicoche-Tan understand this sentiment well. She has built a business that imports luxury items (bags and shoes from designer labels), some of which are not readily available in the Philippines. But beyond offering high-end designer pieces, she also believes that quality and accessibility should go hand in hand.
“I was once the girl who dreamed of owning things I have now. I know what it’s like to want something beautiful but feel like it’s out of reach,” Anicoche-Tan recalled. “That’s why I want to pay it forward. I want more women to experience the joy of owning something special without having to break the bank.”
Understanding that not everyone can buy a luxury item outright, Anicoche-Tan offers flexible payment schemes like layaway options at her retail shop, A-List Avenue. She believes that treating oneself shouldn’t feel impossible. That is where a new business idea sprouted.
“Luxury shouldn’t just be for a select few,” Anicoche-Tan emphasized. “I believe every hardworking woman deserves to treat herself, to own something that makes her feel confident and empowered.”
Making luxury attainable
Anicoche-Tan’s latest venture, Audrey Luxury, named after her daughter Audrey Kirsten, was officially launched on the first day of Chinese New Year at the Beautéderm headquarters in Angeles City, Pampanga with a grand event. The third floor of the exclusive building houses a collection of beautifully crafted bags made abroad but priced at more accessible rates.
When I saw the bags firsthand, fine craftsmanship was evident—the stitching, structure, and material quality stand out. These bags, designed to last, offer young professionals and stylish “Titas” a way to own something elegant without financial strain.
As Anicoche-Tan put it, “Dreams don’t always have to be delayed. You don’t have to wait for ‘someday’ to own something you’ve always wanted. With the right options and opportunities, luxury can be within reach.”
Redefining luxury
At its core, luxury is deeply personal. It’s about what makes a person feel valued, confident, and happy. Some find luxury in a hand-stitched leather handbag, others in a nice-fitting tailored dress, and some in the simple joy of owning something they once thought impossible.
“To me, luxury goes beyond a brand name or a price tag. It’s about how something makes you feel,” Anicoche-Tan shared. She reiterated her advocacy, “If owning a well-made bag or a durable pair of shoes gives you joy, then that’s luxury. And I want to make that joy a reality for more people.”
