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Only best companies and brands which meet requirements of sophisticated and demanding consumers of luxury goods and services become the nominees and winners of the award.
The goal of this unique Award is to form an open, transparent and professional market of luxury goods and services on the territory of European countries, and development of international cooperation.

Our congratulations to Terrence Thomas, COO of Aurae Lifestyle, awarded as the best Luxury Concierge Service of UAE

Aurae Lifestyle has been awarded with the Golden Crown as a winner in the category “Luxury Concierge Service of UAE”. Terrence Thomas, COO of Aurae Lifestyle, believes that Luxury Lifestyle Awards can be defined as one of the most inspiring events for the luxury companies.

How would you estimate the luxury business market in your country?

Aurae is unique in that we can provide memberships globally. In that vein, we do see regional difference that we would like to highlight. In the Middle East, we are seeing demand for uniqueness, innovation in design and a need for attentive, white glove service. In the Far East, the biggest need for our luxury clients is liquidity and the ability to spend without friction. In the Americas, our luxury members are seeking value, especially in the realm of service. The European market has been more traditional in their needs and demand has been relatively flat.

What is “luxury” to you? How do you define it in your sector of business?

Luxury is really about a feeling… how you feel and interact with the product or service is the experience of the brand. Aurae is keen on ceremony, celebration and experience. The presentation of our service is done in a ceremonial fashion to elicit an emotional connection with the brand. Celebrations occur each time our members transact with the product. We extend this experience to our concierge services where we strive to enable our members to experience "more". Luxury is something that our members define, and we help them to experience luxury on their terms. This is what makes us so different… we don’t believe in a single definition of luxury - we believe in the member and we assist them in living their lives on their terms, not ours.

Is it challenging for you to compete with the companies of your own country? Do you feel ready to enter competition on international level?

We have been operating at the international level since our inception. Aurae provides something very unique as everything we do is bespoke. Our biggest challenge is creating a paradigm shift in the minds of potential members that having consistent ceremonial and celebratory experiences with a card product can be integrated in their day to day lives.

Lately the phrase "affordable luxury" is widely used, do you think it is appropriate for your business industry?

Almost all Aurae members are sophisticated in their approach to luxury and they have unmet desires and they are willing to pay a premium to get their needs met. In the context of the phrase "affordable luxury" being defined as a mass affluent good, I don't see it being appropriate to our business. In a different context, it may or may not be appropriate.

Tell us 3 reasons why you decided to work in the sphere of luxury?

As a management team, we have been fortunate to experience many professional successes prior to Aurae. When we came together, we wanted to deliver a product and service to the marketplace that offered more than other luxury offerings were able to, or capable of… these other luxury offerings we had personally consumed and we knew that there was a better experience we could deliver. Luxury is what we are, we live it in our personal lives… this is what qualifies us to provide the services and products that are recognized around the world as Aurae.

Where does your inspiration come from?

Our inspiration comes from each of our members. Aurae ceremoniously celebrates the achievements of each of our members in elegant and meaningful ways that only our members define and dictate. Living inspired is what our members do, it is what we do… being able to create a unique and exciting experience for our members on a daily basis is inspirational.

Winner’s emblem

Winners of Luxury Lifestyle Awards, according to the results of audit report submitted by the Official Award Advisor, are entitled to use the symbols of Award winner for advertising purposes.

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