0:00
And so, so here we’re looking at ideal cut Belgian diamonds. And so a unit like this is $115,000.
0:08
Do you have examples? I think you Yeah. Well, I brought a few.
0:12
Yes, I figured you did. I mean, well, so for instance, for a show and tell.
0:17
So, this one’s fun. This is this is a this is simple, right? This is for somebody that’s that’s quiet luxury, right? If you know, you know, I think they say, right? So, if you you know, if you saw this laying on a table, you might have no idea what it is, aside from the fact that it does have an exotic shape, but but here it’s it’s brown anodized metal. It’s distressed brown leather. It’s brown ceramic. And then the ear computers inside are also this brown ceramic color. And so, very, very simple. You’re not you’re not going to draw a lot of attention with that.
0:49
All the technology and all the sound quality, but but you’re not going to draw a lot of eyeballs. And then it kind of if you went to the opposite end of the spectrum, you’d get into something like this. And so, so here we’re looking at ideal cut Belgian diamonds. There’s
1:04
581 color F grade 8 point settings. All this is solid 18 karat white gold. So, to give you an idea, this T10, which I’m tangling on screen because I can’t do two things at once. This T10 uh has 5 1/2 ounces of solid white gold. and you can look at what 18 karat gold is in today’s market. You’ll have an idea just what the raw material cost in that metal is.
1:27
And then we’ve got the ceramic and the ear computers and the charger and everything else that goes with it. And so a unit like this is $115,000.
1:36
And we’ve sold these to very interesting people around the world for whom $115,000 for their inear luxury is perfectly reasonable. You could probably guess who some of those names are.
1:46
Let me let me ask you this. the people that buy at that level, what what is it?
1:53
Is it that they see it and go, “What is that? I want that.” I mean, I do think that people that know luxury can spot luxury very quickly and they and it and they just get it like you don’t need to explain it to them. You know, if you love luxury and you love unique artifacts, almost collectible I you can see that and feel it and want it.
2:16
What is it that you think is so amazing that moves them into do they just income?
2:23
It’s a combination of thing. It’s a It’s never about money, honestly. Yeah. No, never.
2:27
It’s a collector’s mindset and it’s a it’s a discerning mindset. I have kids that are 24, 25 years old. I think my youngest customer is 23 years old and he’s finishing grad school in Toronto and he saved up the money and he bought a $7,000 unit. and and and that’s a big stretch for a 23-year-old grad student, but he is discerning. He’s discerning in his wardrobe, in his tastes, in his field of study. He is a a person of purpose. And so, the idea of settling for something that is inferior, just because it’s less expensive, does not appeal to that kind of discerning customer.
2:59
So, it’s not about can he spend a h 100red grand. In fact, he could have bought the the baseline technology for 3 or 4,000. But even then, a discerning customer says, “Wait a minute. I can make this particularly mine.”
3:16
And again, there is something uh innate in some people that causes them to feel like, “Hey, I respect myself and I stand for something or I have an aesthetic or I have a a mood or I have a core philosophy and I want to celebrate that. I want to recognize it. Uh, and I want to mirror it back in in my surroundings, maybe in my home, right, or my car or my clothing, maybe in in the type of of of people I hang out with.
3:41
I mean, there’s a lot of ways where people sort of find find themselves and and and surround themselves with the accutrants, whether whether those be environmental or or personalities that sort of fit their mold and help them feel centered. And so our our devices are a journey where we get to speak to consumers. We get to learn about them personally as individuals and we send mood boards back and forth and we they send pictures of their children or their businesses or their other collectible items.
4:06
And then we go on this path of discovery together. And it can take days. It usually takes weeks. In some instances it takes months just in the discovery phase to where we’ve really wrapped our minds around what is this what is this persona? you know, this human being that we’re going to create a luxury piece for hopefully that’s going to last for decades and that may become an heirloom or something that they pass on to future generations.
4:30
In fact, I don’t want to get morbid here, but I have built several units now for people who were end of life and who were giving those units to their children or their family members to to help mark their passing was something that would be used every day by the recipient of that gift oftentimes hours a day because we all listen to our our content hours a day.
4:54
Why not do it on, you know, a magical device instead of, you know, a cheap AirPod?
