The related words lux and luxe have been seeping into Boston real estate lexicon and I hate it so much. Both words make my skin crawl. The words’ etymology are both that of a noun but they have recently been usurped for use as an adjective. They’re repurposed words that are supposed to evoke feelings of superiority and wealth but I feel that, in the vast majority of cases, the businesses and people that use them are fake, just like the words.
- Here’s the link to the definition of “lux” in the Merriam-Webster dictionary
- Here’s the link to the definition of “luxe” in the Merriam Webster dictionary
If I see lux or luxe in your Twitter bio then I will immediately unfollow your ass. If I were on Tinder and you used the words lux or luxe in your profile then I would immediately swipe left. Showcase Cinema de Lux gets a free pass because the way it’s used lux is very cool. Lux is technically a unit of light so you’d actually be going to the Showcase Theater of Light. Okay, that’s weird because movie theaters are supposed to be dark. But seriously though, I like the play on words. Lux Dental Care, on the other hand, does not get a free pass. We all know that going to the dentist sucks and trying to evoke feelings of luxury, as I think that that practice is trying to do, just doesn’t work.
I know that my pearl clutching might seem ridiculous to most people but I really would like to see people act like normal human beings and promoting the use of words like lux and luxe are not helping people to do that. There are actually outrageously rich people on this planet that act normally. It’s true. I’ve met plenty of them. I just want to let my clients know that I promise to never use either lux or luxe in any of marketing. Ever. Except for now.
Are there any phrases or words used by real estate agents that raise your ire?