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The Purple Arrow

A New Level Luxury was birthed with a passion to be creatively different. This is a philosophy that supercharges the way we work, and the work that we do. We believe that businesses today need to adopt this way of thinking, to thrive in the current evolving business landscape. This is our mission, and it inspires and catalyses us to develop innovative solutions and initiatives, which create new opportunities for businesses. According to us, the ultimate definition of true luxury is, 'Creativity at its very best'.


Our philosophy is subtly communicated in the design of our logo, which depicts an emblematic Purple Arrow. The Arrow is a symbol of the values that underpin our philosophy, which in turn catalyses everything that we do. Our philosophy is described below in our Five Tenets.

Our Five Tenets

i - Creativity

The Arrow represents creativity. It advocates motion, and transformation; and challenges inaction and stagnation. It possesses the ability to trigger momentum for a desired change in a static environment. We believe creativity is the engine of progress, and the agent of productivity. When we harness the power of creativity, nothing is impossible; but when we dismiss it, activities lack passion and purpose. The success of any business today, is increasingly dependent on its ability to successfully nurture a culture of creativeness and innovativeness. Our goal is to work with businesses to implement solutions that harmonise proven, specialist tools and methodologies, with creative thinking, to deliver tangible, long-term results.

ii - Responsibility

The Arrow pointing upwards indicates the pursuit of a better, and more responsible way of living. Historically, the luxury sector was known for its inclination towards a superfluous and consumptive lifestyle, however today, there is a growing consciousness about the great responsibility that accompanies the advantage and privilege that luxury affords. Individuals and businesses are responding by making a choice to contribute positively to the lives of others, and to the environment, rather than self-gratification and financial gain. We are keen to support responsible luxury businesses towards meaningful discussion and action on ESG topics, and to help secure the future of the planet, people, and the industry, though our LUX-ESG programme.

iii - Quality

The Arrow takes on a different messaging and tone based on its colour. The power of colour to distinctly transmit a message is universal. As an example, in driving, a green light motions, 'Go'; whilst a red light indicates, "Stop'. Correspondingly, in archery, arrow colours are used customarily to signal the technical expertise of the archer, Our Arrow is purple in colour, because purple is widely associated with: Quality, Power, Intelligence, Royalty, and Luxury. These virtues align perfectly with our company ethos, and form the core principles that underpin our company culture. Uncompromising quality is the signature of luxury, and is the insignia of the work we deliver to our clients through our innovatory solutions.

iv - Longevity

The Arrow symbolises infinity, it points to limitless future possibilities, yet it retains a discerning connection to the past. The most revered brands of today, are those that flawlessly synthesise the timeless hallmarks of heritage, and authenticity, with creativity and ingenuity. Those who are custodians of craftsmanship, yet still, explorers of modern technologies and inventions. Its no surprise then, that throughout history. some of the most groundbreaking inventions have been developed through a seamless coalescence of innovatory intelligence and ancient wisdom..

v - Capacity 

The Arrow consists of two parts - the Shaft (base/core) and the Arrowhead (crown/topper). This figure also depicts the structure of a building - Arrowhead = Roof; Shaft = Main block. A business consists of a Shaft and an Arrowhead. The Shaft represents the core functional and operational activities, whilst the Arrowhead refers to the non-core, complementary activities, Our solutions aim to cut across the multiple functions and layers of businesses by synchronously targeting the 'Shaft' and 'Arrowhead' of business operations. Our solutions have been categorised under two distinct business lines -

To explore how our solutions can support your business, get in touch with us.

Our Five Tenets
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