The concept of Trading Up has been around for a few years and continues to have relevance in today’s economic climate. It’s practiced daily at coffee shops, Apple stores, Spas and even Wal-Mart. Often an enabler of trading up through their discount prices on everyday goods, Wal-Mart has recognized the value in this behavior, making it apparent with their new slogan: Save money. Live Better™. Although it’s unlikely that few associate the discount retailer with luxe living, they’re a perfect example of how consumers can continue to trade up, even when spending is down.

The premise behind trading up is that by saving money on everyday goods and items that you’re less passionate about, allows you to save and “splurge” on items important to you or instrumental to your lifestyle. Goods like HDTVs, cars, and vacations are top of mind when it comes to trading up, but often trading up involves niche products like camping equipment or kitchen knives that allow people to pursue personal passions. Even though Wal-Mart is a great enabler of trading up, discovering the best products in any given category tends be more difficult than driving to a local big box retailer. Of course, “Simply finding the best of everything” is 3LUXE’s mission, and while you probably won’t find many of our selections at Walmart, you can find many of them online and with post holiday sales still in full swing, sometimes at amazingly low prices.

With the ringing in of 2009, it’s an ideal time to make lifestyle changes, from classic resolutions like “eat healthier” and “exercise more” to “spend more time enjoying life with friends and family” and “simplify life.” Simplifying life also corresponds to trading up. By eliminating waste and excess, consumers are able to more easily enjoy what they have and find themselves buying higher quality items that last longer. In regards to the outlook for 2009, Milton Pedraza, the CEO of the Luxury Institute, was quoted in the Star Tribune that “…luxury items become dear and unique again.”

Whether your resolutions involve trading up, simplifying life or spending more time with family, be mindful of how spending in 2009 can help achieve these goals. For instance a great espresso machine not only lends a touch of luxury to your daily life, it allows you to spend more time with family in the morning by eliminating a trip to the coffee shop. If sports are your passion, new equipment may enhance the enjoyment or take your game to a new level. If 2009 is the year you take the trip of a lifetime – vacation to the spot that you’ve always dreamed about visiting. Trading up is not only about material things, after all, it is about rewarding yourself for hard work and overcoming difficulties, as well as learning how to use your time wisely.

All the best in 2009,
Bill

Almost anything can be bought online these days, everything from groceries to memberships in fractional jet ownership programs. However, until recently the upper echelons of the traditional fine jewelry world chose to stick with brick and mortar stores; that recently changed with the launch of the Harry Winston online salon. This e-commerce site is designed to showcase the iconic brand’s signature diamond jewelry, and it is touted as a “personalized experience for customers who prefer the convenience of online shopping”.

Most people feel comfortable buying a top notch computer or home theater on the net; after all, when it comes to electronics and other more functional items there is not as much emotion involved in the purchase. But traditional retailers of diamonds and similar luxury items, have been hesitant to move online, believing their customers preferred a refined retail experience. Online retailer Blue Nile has taken advantage of the absence of traditional luxury retailers, selling millions in diamonds to time constrained consumers, all while building their brand and proving there is a demand for luxury on the web. Recent surveys confirm that consumers are more comfortable making these types of purchases online than was originally assumed. An article in the Wall Street Journal illustrates how many online shoppers have significantly more money than time, making the internet an ideal shopping solution.

Of course, 3LUXE’s curated selections are an even better answer to the money versus time conundrum – and with the continued rise of luxury e-commerce, carefully researched, independent reviews become an even more important aspect of shopping, especially on the web.

All the best,
Bill

It’s Just a Rod….Right?
by Jeff Certain, author of Fly Fishing Midwest 

You walk through the door to the local fly fishing retailer. New to the sport, you aren’t sure what to expect…

There a few people laughing and talking at the counter like long lost friends, the walls are stuffed with feathers, doodads, line, waders, and other unidentifiable objects. The main floor itself is an exercise in contortionism – fly rod racks seemed to be strategically positioned to test one’s balance and flexibility.

Despite your best efforts, you bump one of the racks. Rods clattering and shaking, you quickly begin to examine one of the still rattling rods in an effort to stop the racket and keep attention at bay. You nonchalantly check the tag.

Now you really get nervous. You were not aware that they made $750.00 fly rods. That’s seven, five, zero. Who would pay $750.00 for a fishing rod? The walls seemingly close in few inches around you.

Just before you decide to blow this entire thing off, the salesman approaches while you’re still holding the rod. “That is a very fine piece of equipment,”He says. “I own the 5 weight and it is a real gem.”

“Yeah, it’s…um… very…light.”

Now you are actually holding the rod in your hand, shaking it like you have some insight on how a rod is supposed to feel when you pick it up in a store. General evasive techniques are useless at this point – at least while you’re holding the rod. You quickly consider making a run for it, but the odds of taking out an entire rack of rods while fleeing seems too great. You’re just going to have to hang in there.

The salesman tests the waters further…

“The carbon fiber scrims really take the weight off, it’s a great innovation.”

“Yeah…it’s… really light.”

You gingerly slide the rod back into its slot, making a mental note to find out what a scrim is.

“Is there anything in particular you’re looking for?”

“Well, I need a fly rod…uh…for trout. My friend told me a 5 Weight is what I need.”

As the words escape your mouth, you realize that you have effectively painted SUCKER on your forehead. – Just the thing you wanted to avoid. You gird yourself up for a negotiation session. You feel like a one legged man in an… well, let’s just say you have a strong suspicion you are about to get taken for a ride.

Okay, maybe it’s not that bad, but anyone who has been into this sport for a time can relate. I still don’t know what a lot of stuff in the fly shop is actually used for – and I’ve been at this for nearly 20 years.

New innovations come into the sport all the time-new holders or tools or something to supposedly make it easier for us out there. Somehow, in an effort to make things more efficient, companies have made things more complicated. There are tippet holders, line patches, fly patches, zingers, knot tools, clippers, floatant, floatant holders, gravel guards, thermometers, headlamps… It gets to be overwhelming pretty fast, and we haven’t even broached the subject of actually tying your own flies.

Fortunately, most of this stuff has no bearing on your ability to get started (or catch fish).

Here’s what you need: Reel>Fly Line>Rod>Leader>Tippet>Flies…and Waders.

For the remainder of this post I will discuss the fly rod.

The fly rod is the natural extension of the fly fisherman. It is the tool that helps us impart the rhythm required to cast the line. A well made rod can last a lifetime. They are elegant, often beautiful, and once they pass a season or two, they find a special place with the owner…like an old shotgun or fishing shirt.

The purchase process, however, can be a bit intimidating to the beginner (see above).

Here are a few pieces of advice to help find a rod that’s a good fit for you. At the very least, maybe I can offer a few things to keep in mind when you enter the store.

1. This is a “you get what you pay for” item (well, to a certain degree… $3000.00 bamboo rods are another category altogether). Plan on spending at least $150.
2. Know what species you are going to be fishing for MOST OF THE TIME. One rod cannot work for small stream trout and northern pike, so focus on your common quarry.
3. Buy graphite, and find a manufacturer that offers a lifetime warranty on their rods.
4. Reels – I will discuss reels in an upcoming post, but, and this is my opinion, the larger the quarry, the more quality you want in your reel. The explanation is simple. Large fish generally will make long runs – testing the drag, retrieval, and durability of your reel. If you are fishing for panfish or stream trout – these issues become less of a factor.
5. Flex / Action. Flex (or Action), generally speaking, is a measure of how much the rod flexes during the casting stroke (Think about a car antenna when you visualize this concept).
• A Fast Flex (or Tip-Flex) rod offers very little flexing and works well for long casting or windy conditions. When you hear fast flex- think stiff flex. If you are just learning your casting stroke, I would probably stay away from the fast action. Why? Well, the more the rod flexes or bends during the backcast, the easier it is to feel when to start the forward stroke. A good casting stroke is developed based on feel. Some people spend a lifetime learning this principle. Do yourself a favor and take a pass on fast flex for the first go-around.
• A Mid Flex (or Mid Action) is exactly what the name implies – it flexes more than the fast flex, but can still be used in windy and or longer casting conditions. This is the action I recommend to a beginner, and some of the best casters I know still use a mid flex rod; it’s just their personal preference on how they want the rod to feel. Again, because of the increased flex, it is easier to get a feel of the casting stroke – thus making it less difficult to find your rhythm.
• Slow Action or Full Flex. Really best suited for short casting situations that require a delicate touch. An extreme amount of feedback is given during the cast. This action flexes so much, that very little effort outside of rocking the wrist is needed. However, because of the high degree of flexing, this action generates less power and does not perform as well in longer casting or windy conditions. This is really a specialty rod for small stream conditions. Small streams offer very little casting room. You need all the casting room you can get. You do not need a full flex rod.
6. Rod Weight. The rod serves two purposes. First, it acts as the lever used to throw the weighted fly line (unlike a spinning rod, which is a lever used to throw a weighted lure). The momentum of the fly line then pulls the fly along behind it. Second, the rod is used to fight the fish. The long, relatively flexible fly rod excels at fighting all species of fish. However, one must consider the size and power of the target species:
• 0-3 Weight rods are designed for smaller trout and panfish.
• 4-6 Weight rods are designed for larger trout and bass.
• 7-9 Weight rods are designed for bass, light saltwater species, and anadromous species like salmon and steelhead.
• 10+ Weight rods are designed for…you guessed it…larger, more powerful fish – Lots of saltwater species fit in here. There’s even a 15 weight for billfish and marlin!

7. Material, Graphite. Graphite. Graphite. No material performs as well as graphite, period. Graphite is lightweight, durable, and comes in every conceivable action and size. Bamboo is not for the beginner, and fiberglass and other materials cannot offer the same performance as graphite. Did I mention graphite?
8. I highly recommend purchasing from a well-known manufacturer. There are a lot of big names in the business, and competition is fierce. This means technologically advanced rods are continually being put out onto the market. Scott, Sage, Thomas and Thomas, St. Croix, Orvis, G.Loomis, and Redington are some of the bigger players. Do some homework. These companies are desperately trying to sell you a rod, and all of them stand behind their products. Check out their websites. Personally, I choose Scott because of their incredible customer service and the “trout bum”lifestyle they wrap around their brand. My father chooses a more traditional English brand in Orvis. Both offer great rods, we just identify with the different brands. Look around, you may find that one speaks to you.

You do not have to have all this stuff memorized before you go to the store. You DO need to know what species you will be targeting most frequently and in what types of water (lakes, streams, rivers, etc.). Know your budget and don’t be afraid to tell the salesperson what it is. If you say your budget is $200 for the rod, you will probably be shown a few that are “on sale” at $300. Sometimes this is worth a look. A few years ago, I found a $400.00 rod on sale for $350. My budget was $300, but I recognized the rod as a significant upgrade and a good deal (due to some web research), so I felt like it was a good play.

• Slammed into a car door
• Stepped on
• Fallen over in the river
• Fallen over on a rock
• Loaned to your brother
• Jerking on a snagged fly in the tree too aggressively
• Slammed into the front door
• Left hanging out the side of the canoe while shooting a narrow rapid
• Practicing a roll cast in the house on a winter day
• Allowing Lab puppies anywhere near the rod

If you are like me, and tend to push your gear to the limit (or just have a tendency to break things), insist on the warranty, it will save you cash and get you back on the water faster after a break.

Finally – Sometimes it’s worth it to spend a little more at a smaller shop vs. a big box retailer. I love having “a guy” that I can go see about a problem with my reel, a hole in my waders, advice on a rig, or a million other questions that occur in this gear intensive sport. The setting is more intimate, the advice is usually genuine, and you just may build a relationship that will pay dividends later on when you are looking for a local guide or want to get into tying your own flies.

Good luck out there.

The rush of last minute shopping has started and the team here at 3LUXE knows one gift that’s almost always a last minute scramble… the gift for party hosts. Choosing the right host and hostess gift can be a stressful part of the holiday party season, unless of course you have a well stocked wine cellar. You want to thank them for inviting you into their home, but don’t necessarily want to go too over the top – and we all know the standard bottle of wine or fresh flowers, although easy, won’t leave a memorable impression. Therefore, the 3LUXE team has compiled a collection of hostess gift ideas that are a bit more creative than the norm.

The key to selecting outstanding hostess gifts is to choose something luxurious and even slightly frivolous – something that they would never buy for themselves. For instance, a glamorous cocktail shaker for someone who loves to entertain, or a wine aerator for vino aficionados; think about the kind of small, slightly unnecessary luxuries that nevertheless make everyday life more refined and enjoyable.

Another fantastic hostess gift is a gorgeous coffee table book on a subject that you know intrigues them, whether that is contemporary photography, archaeology, or anything you else that you recognize they are interested in; a hardcover version of their favorite classic may also be appreciated. If you know they enjoy cooking, a set of high quality spices, specialty salts, infused olive oils, or other gourmet ingredients can be a worthy splurge. For those who love a good game of cards, a set of high end playing cards (Tiffany makes a stunning deck ), poker chips, or even the upgraded version of their favorite board game can be a gift they will enjoy long after the party is over – and your gift may end up being the featured player of the next bash.

On the other hand, picking out books for someone does require a certain amount of familiarity. Accordingly, what is an ideal hostess gift for someone whose tastes you may not be as familiar with, or someone who simply has everything? While candles may seem cliché, one or two of the very best can be an indulgent present; a plush throw or blanket is equally indulgent. Last but not least, if you are truly stumped, go for the green with a set of stylish reusable bags that may not be as flashy or luxe as some other choices, but they will be appreciated every time the recipient visits the grocery store, making them a brilliant gift indeed.

All the best,
Bill

Tomorrow 3LUXE will feature our first Guest Blog. Various topics will be covered, focused on helping you Simply find the best of everything.

Tomorrow’s blog will cover a passionate topic for many, and one that has been surprisingly (to me) popular on 3LUXE, Fly-Fishing.

All the best,
Bill

At 3LUXE, we understand that shoppers have an overwhelming amount of choice, especially during the holiday season. Everywhere you look there is another ad or another sales pitch for the latest must-have products or hot gift item. Fortunately, the idea of a curated shopping experience (the idea of offering a product selection as carefully chosen and researched as a museum’s collection; in some ways, an offline version of 3LUXE) is gaining traction in the retail world – even major brands like Tiffany are experimenting with tightly focused concept stores.

This isn’t entirely a new trend. Inspired by tastemakers like Colette in Paris and Moss in New York, hip boutique owners have been combining clothing, accessories, home goods, music, artwork, and other items for several years now, offering a carefully edited selection that embodies their individual aesthetic. In fact, many of these shops are not so much retail outlets but aspirational showcases for a particular lifestyle. However, recently big name brands like Tiffany and Neiman Marcus are seeing the benefits of a curated shopping experience.

According to this recent Portfolio article, Tiffany plans to launch up to seventy curated concept stores over the next few years; the first one has already opened in Glendale, California. Geared towards fashion-forward women buying jewelry for themselves, the store is cozier and less intimidating than the marble palaces of the Tiffany flagships. It features merchandise placed out in the open, allowing customers to try on pieces and shop with minimal assistance, and breaking from traditional strategies, items are grouped by style and trend, not by metal type. Other future concept stores will be targeted and tested against different segments of the market.

Neiman Marcus has also been opening more narrowly focused stores lately. The Cusp shops, of which there are only six nationwide, feature trendy mid-range pieces from labels popular with young women, including Theory, Diane Von Furstenberg, and an array of designer denim along with a small but exquisite selection of shoes, handbags, and accessories. Unlike the main Neiman Marcus stores, Cusp has a more boutique feel, with stylists on hand to help shoppers put together the perfect outfit (the Cusp staff also runs a great blog).

The idea of major retailers curating merchandise towards different groups instead of offering it all under one roof is a relatively new one; some claim that dividing up their merchandise risks dilution of the name. On the other hand, it can also be argued that these retailers are strengthening their brand with concept stores – by offering a selection chosen to appeal to a certain audience, they better serve that segment and may even pick up new fans who would be unlikely to venture into the larger flagships. The Paradox of Choice: Why More Is Less, by Barry Schwartz illustrates that by offering less, retailers provide shoppers with simpler decisions that result in increased sales and when you consider the sheer array of choice in today’s retail market (think big box stores, warehouse outlets, and websites like Amazon that sell everything under the sun), it’s easy to see how “less is more” could prove to be a wise and even revitalizing decision.

All the best,
Bill