The Importance of Culture in Furniture Design

The world today is really moving towards too extreme. Clients are looking for the lowest cost provider, kind of the commodity paid like a commodity or the highest premium luxury element. What I tell my people that premium is actually doesn't mean expense. It doesn't need to be expense. Premium is the value, if we play our cards right, premium is the value that we add to our product so that we pass to our client. So the client appreciate that value and pays us a little more. And that could happen at a low price and it can happen at a very, very high price. But even in absolute price, the premium is not only if it's gold-related or not