Rana Cheikha, of the footwear brand of the same name, shares with Communicate her artisan-based view on luxury.
Rana Cheikha works with a small group of handcrafters and businesses to bring to life exquisite leather shoes. Her aim is to keep alive traditional shoe making techniques and knowledge in footwear production. By investing in our products, you are supporting a beautiful industry that is slowly being taken over by mass-produced products.
Yet for Cheikha the ultimate luxury is “time. Time to think, create, and appreciate. True luxury is having the time to select products that are themselves created with care and intention—timeless, well-crafted pieces developed at the right pace, rather than rushed to meet the demands of fleeting trends.“
But there is more according to her, “luxury is also about confidence—the ability to embrace individuality rather than follow the mainstream. It’s not just about price or exclusivity, but about owning something that holds meaning, that has been thoughtfully designed, and that aligns with your values.“
The typical Rana Cheikha client “seeks out independent designers for unique, distinctive pieces. They aren’t drawn to fleeting “it” items but instead appreciate craftsmanship, subtle uniqueness, and timeless appeal. Often artists, designers, or creative thinkers, they collect pieces that stand the test of time, complementing a wardrobe built on thoughtful curation rather than excess.”
There is no clear demographics – “because of the brand’s versatility, I have clients spanning generations—from 25 to 60+—who are well-educated, well-traveled, and deeply aware of quality and craftsmanship. I love that my niece, my mother, my grandmother, and myself, and even my father, with the male-focused models, can all wear the same pieces.”
Cheikha is both broad and specific in her definitions, “luxury with my brand is about the entire experience, from the first interaction to after-sales support. It’s the personal connection—taking the time to understand a client’s needs, ensuring each handmade piece is crafted with care in small quantities or made to order by the Brand’s selected group of handcrafters. The experience extends to the packaging, delivery, and our continuous after-sale care.”
It is a full circle experience she explains because “additionally, our "Try Before You Buy" option allows customers to experience our designs at home, with personalized advice on fit and sizing. Beyond that, we offer customization—clients can tailor the fit, personalize colors and details on existing models, or even create a bespoke design through the Souls by Rana Cheikha line.” Briefly she sums the experience as “luxury, in this sense, is about the time and thought we invest in each piece and each individual who appreciates our work.”
Cheikha is not exactly appreciative of dupes, where consumers emulate luxury items with cheaper iterations of them. “Dupes are just another form of fast fashion. A cheaper version of a luxury product, bought purely for its resemblance to the original, exists in the same space as counterfeits. It lacks the substance, craftsmanship, and integrity that define true luxury.” Going very laser-focused with her words once more, she says: “Luxury isn’t about imitation; it’s about originality, quality, and the experience of owning something truly special.”
So are the Gen Z right about preferring experiences to possessions? “Absolutely. This ties back to my definition of luxury as time—time to experience things in a meaningful way.” She, once more goes back to the ethos of her brand, “engaging with a brand to create a unique, handcrafted piece is an experience in itself. There’s something deeply satisfying about discovering a brand, selecting a piece, and anticipating its arrival—especially when it’s made-to-order or customized for you. The emotional connection to that process makes the final product all the more valuable.”
When it comes to luxury being a construct, Cheikha seems to wonder how in this case “luxury” defined. This is where she goes Marketing 101 to detail that “many brands rely on price as their main marker of luxury, but if the product and experience don’t match, then it’s just marketing. True luxury isn’t just about perception—it’s about quality, craftsmanship, and an intentional process.”
She, once more, goes holistic about the experience, for Cheikha, “luxury starts the moment you begin considering a purchase. It’s about the entire journey—from entering the store (or engaging online), interacting with the team, and ultimately owning something you’ll cherish for years. A logo or a high price tag alone doesn’t make something luxurious—the experience and longevity do.”
Further, she goes, “For me, luxury is about the entire process—from the materials sourced to the hands that craft each piece. If unethical labor is part of the equation, it strips away the essence of true luxury. A logo alone isn’t enough; the integrity of the process matters. There is no grey area here.”
As to sweatshop labor being used in Italy to produce luxury-branded goods, Cheikha does not seem surprised: “I spent time in Italy during my studies and while working on projects, and I became acutely aware of how some globally recognized luxury brands operate. The realization that some brands, even those with long-standing reputations, cut corners in ethical production has only become more apparent.”
As to the tricky equation of luring the aspirational shoppers who stopped buying luxury due to inflated prices, Cheikha says that “lowering prices might bring back aspirational buyers but it could also alienate the ultra-wealthy, for whom exclusivity is key. Some consumers equate high prices with status, and for them, luxury is defined by inaccessibility.”
Pondering, she concludes, “there is no one answer. Ultimately, each brand needs to ask itself: What is our long-term vision? Are they prioritizing exclusivity, high margins, and a niche audience, or do they want a more inclusive, evolving consumer base? The answer will shape their approach to pricing and accessibility.”
