A word that’s so overused it’s lost all meaning: luxury.
It’s splashed across EVERYTHING now. Luxury dog crates. Luxury ice cube trays. There’s even luxury toilet paper infused with botanical extracts.
Somewhere along the way, the word got disconnected from any real meaning. It became a marketing tool, applied like glitter to everything from soap dishes to pre-frozen dinner rolls. And when a word is said enough, people stop hearing it, and it becomes a blank slate that we fill in with assumptions…usually the wrong ones.
Luxury must mean expensive, right?
Or big.
Or of the “right” brand.
Or exclusive.
Wrong on all counts!!
It’s time someone sets the record straight. And more importantly, it’s time someone in our industry shows what luxury looks like in real homes—right here in Keller, Texas and neighboring communities.
First, Check Your Priorities
If you’ve ever planned a renovation with us, you’ve probably seen the “project triangle.” It’s a decades-old framework used across architecture, construction, and design. It says that every project must prioritize one of three things:
- Minimizing cost
- Minimizing time
- Maximizing quality
You get to pick one…maybe two if you’re willing to compromise on both. But the more you have of one, the less you’ll get of the others.
This is a useful model. It keeps expectations grounded and helps everyone get clear on what matters most to them.
We’ve used it with our clients for YEARS. And, unsurprisingly, our clients nearly always prioritize quality...it’s just the kind of homeowner we work with. They prefer to invest in doing it right the first time.
But over the years, we’ve noticed something else…something that doesn’t quite fit within that triangle, but still drives the most successful, satisfying renovation experiences.
The Fourth Priority: Return on Enjoyment®
You just wait, because we ARE getting closer to a big reveal! What does this all have to do with luxury?! You’ll see…
We’ve talked with clients for YEARS about Return On Enjoyment®. We’ve written about it. We’ve built hundreds of spaces designed to deliver it. We even formalized it last year with a trademark.
Unlike return on investment, which only pays off when you eventually sell your home, Return On Enjoyment® pays dividends immediately and every day after that.
- It’s the value of waking up in a bedroom you love.
- The joy of preparing food in a kitchen that feels effortless and inspired.
- The feeling you get when each space supports the rhythm of your day.
More and more, our clients are choosing to invest in elements that don’t necessarily show up on resale estimates, but that dramatically improve how they live.
In fact, we’ve seen this manifest so often that we realized: this isn’t a “side” consideration. It’s a FOURTH priority on its own. It deserves its place alongside cost, time, and quality.
So, we took the triangle, and we lifted it into 3D.
Return On Enjoyment® sits at the apex, forming a pyramid that reshapes the conversation ENTIRELY.
Cost, time, and quality still matter…but now there’s something that sits above those practical details. Something that transforms a project from technically successful to personally fulfilling.
Redefining Luxury: A Quick Reality Check
Now that you’ve seen how Return On Enjoyment® changes the equation, let’s return to that big, bloated word: luxury.
If luxury isn’t about labels, or cost, or size…what is it?
Let’s clear up three obnoxious and overused misconceptions!!
Misconception #1: Luxury = Brand
Yes, there ARE beautiful things made by recognizable names. But the brand name alone doesn’t make something luxury.
A $10,000 sink with a luxury label means nothing if the sink is installed at the wrong height, if the cabinetry clashes, or if you have to compromise on storage to make room for it.
Luxury isn’t a label. It’s integration. It’s how the pieces come together to support the way you live.
Misconception #2: Luxury = Price
People assume that if it costs more, it must be luxury. (And brands that call themselves “luxury” charge more, even when it’s not merited.) But that’s just not true.
…After all, you can spend a fortune on a feature that brings no value to your daily life. And you can also spend less on something that brings you joy EVERY SINGLE DAY.
We’re getting warmer! Luxury is emotional value, not dollar value.
Misconception #3: Luxury = Size
Big closets. Big bathrooms. Big homes. It’s easy to think that “more space” means more luxury.
But if the space isn’t well-designed—if it’s awkward, underutilized, or impersonal—it doesn’t matter how big it is. It’s not luxury.
Luxury is in details, not the dimensions.
Three Examples of Luxury Homes
Here are three examples of what luxury really looks like in your home…
A Daily Gym Ritual
Would the following daily routine seem “luxurious” to you?
Let’s call this homeowner Mike. His mornings start at 5:30 a.m., and before coffee or emails or anything else, he works out. He’s been this way since he was in college.
So, Mike had a dedicated gym space built in his home. It’s not massive, but it’s designed perfectly for how he uses it: there’s rubberized flooring that’s easy on the joints (and on the ears when he jumps or sets weights down). There are walls that absorb sound and keep the rest of the house asleep. A smart TV is mounted to eye level—HIS exact eye level. And a spa-style bathroom with a walk-in shower is just steps away.
It’s quiet, personal, and efficient. And it’s something he uses every single day.
A Wine Cellar Escape
Now let’s go to Elaine’s home.
Elaine collects wine the way some people collect art…carefully, thoughtfully, and with a little pride, if she’s honest.
Elaine dedicated a space in her home to build a climate-controlled walk-in wine closet. It’s intimate, softly lit, and includes a tiny tasting counter where she can stand and serve glasses to one or two visitors who come in to see and learn. (Elaine really does love talking about wine.)
She doesn’t entertain dozens of guests. She doesn’t sell her bottles at auction. She just loves the experience of pouring a glass from her collection and savoring the moment.
A Social Kitchen Connection
Carlos and Amanda LOVE to cook and entertain. But their old kitchen was cut off from the patio, making it hard to host gatherings where people flow freely to the yard.
So, they created a seamless indoor-outdoor connection with wide folding glass doors, a passthrough window for drinks, and a Mongolian-style grill on the patio where guests gather to cook together. It was a lifestyle changer in one big but thoughtful decision, and now they have people over twice a month.
What if none of these homes were mansions?
If each of these homes had only TWO bedrooms, TWO baths, and were valued at less than half a million dollars (which, in Keller, is not extravagant real estate), would you consider these features any less luxurious?
No.
It’s still a luxury to have a home gym or a wine cellar or an indoor-outdoor entertaining space.
That’s the thing…luxury isn’t in the price or size of the home. And I didn’t mention a SINGLE brand, so it’s not brand recognition, either!!
Luxury living is about choosing your Return On Enjoyment® as your number-one priority.
Ready to rethink what’s possible?
Most clients don’t walk into our office asking for joy. Instead, they ask for square footage, or storage, or a specific “look” they have in mind.
But why not shift the focus? Think about investing in something that pays you back with joy today.
Ask yourself:
- What would make your space feel easier to live in?
- What would make your daily routines more enjoyable?
- What have you always wanted in your home, but never given yourself permission to pursue?
That’s your Return On Enjoyment®, and that’s the kind of luxury we build and believe in…no matter the brands you choose or the square footage of the final space. It’s ALWAYS with your life at the center.
About the author:
Robin Burrill, RID, NCIDQ, ASID, IDS, CAPS, is an award-winning professional kitchen, bath, and interior designer. Robin and her husband, Robert Mathews, have owned Signature Home Services, Inc. for over three decades, establishing a superior in-house team with a widespread reputation for delivering meticulous design to their many repeat clients.
In 2022, the national publication, Kitchen and Bath Design News magazine, named Robin to their Top Innovator list in recognition of her achievements in the field of kitchen and bath design. In 2024, she was named one of the Fall 2024 Market Pros and “tastemakers” by ANDMORE at High Point Market. Also in 2024, Fixr identified her as one of the Top Professional Interior Designers for their nationwide audience. At the start of 2025, she then acted as one of Dallas Market’s “Style Eyes” at Lightovation and Total Home & Gift Market.
Over her extensive career, Robin has been quoted in Architectural Digest and Forbes multiple times; her design work has been featured in top national trade publications; and she has been interviewed for Designers Today magazine’s “Profiles in Design” video series, among others. Widely respected for the depth of her knowledge, Robin is a sought after speaker and judge for many design industry events.
In 2023, Robin designed a bench for Charleston Forge, making her foray into product design. Robin currently serves as a volunteer on the board of the Dallas/Ft. Worth chapter of the Interior Design Society.
