.LUXE Domain Extension

Why choose a .LUXE domain?

This extension does not say the same thing depending on the reader’s language. In English, “luxe” sounds like a chic abbreviation of luxury — a borrowed word, faintly precious, deliberately French-flavoured. In French it is none of that: it is the ordinary word, used without a second thought. So the extension is simpler than it looks. Read in French, you are not borrowing anything — you are simply writing your own language.

A borrowed word

In English the word reads as chic precisely because it is French. In French it carries no stylistic effect at all: it is just the word.

The high end

Jewellery, leather goods, watchmaking, one-off pieces. Show the prices: hiding them repels more people than it intrigues.

The boutique

Private appointments, fittings, personal service, the workshop. In this segment the site earns the visit, not the sale.

Service

Guarantee, servicing, repair, where the materials come from. What separates genuine high-end work from the appearance of it.

Against .luxury

Four letters against six, and a French word against an English one. Choose on your customers’ language, not on meaning.

What it actually changes

• It is a French word in an English-language catalogue. Rare, and particularly convenient for a Quebec business.
• It is shorter than .luxury. Four letters against six, for exactly the same idea.
• No registration restrictions. No price threshold or market segment to demonstrate to the registrar.
• The word commits you. An address announcing luxury is judged on the site’s first photograph.