06/10/2026
On the 8th of October, the luxury world will celebrate World Luxury Day. There will be tributes to rare watches, grand yachts and fine ateliers, and they deserve every one.
For the occasion, our founder Moriya Rockman has written a piece that looks at luxury from another angle.
In The Opposite of Indifference, she asks what we truly remember from the most luxurious moments of our lives. Her answer is rarely an object. It is the moment someone noticed us: a fire lit before we arrived, a favourite coffee remembered a year later, a quiet detail arranged before we thought to ask.
With a little help from Verdi’s La Traviata, she makes the case that the rarest material today is not gold or cashmere. It is undivided attention.
This is the belief Smiling House was built on, from our first chalet in the Swiss Alps to the homes we care for around the world today.
Read the full article here: https://smilinghouse.com/blog/the-opposite-of-indifference
We hope it gives you a moment’s pause, and perhaps a new way to think about luxury.
What does luxury mean to you? We would love to hear.