For decades, luxury has been synonymous with rarity, exclusivity, and visible status.
By Luc Durant
For entrepreneur and luxury innovator Ameerh Naran, however, the industry’s next chapter will not be measured by what people own, but by how they feel.
As the founder of Vimana Private Jets and the visionary behind a growing portfolio spanning aviation, real estate, automotive, and hospitality, Naran believes the future of luxury is deeply personal. It is built around time, health, emotional connection, and experiences that leave a lasting impact long after the moment has passed.
“Luxury means something very different today than it did a decade ago,” Naran says. “It was once viewed primarily as a status symbol. People bought products to show others what they had achieved. Today, true luxury is far more personal. It’s about buying time, creating unforgettable experiences, and investing in things that genuinely improve your life. The greatest luxury isn’t impressing someone else. It’s enjoying something so meaningful that it transforms how you feel.”
That philosophy has become the foundation of Vimana, where private aviation is viewed not simply as transportation, but as an extension of wellness.
“Vimana has always been about redefining the future of air travel,” he explains. “Our mission is to ensure clients don’t simply arrive at their destination. They arrive rejuvenated, revitalized, and ready for whatever awaits them. By saving time and reducing stress, we’re giving people the opportunity to invest more energy into their health, their families, and the moments that truly matter.”
The concept reflects a broader evolution taking place across the luxury sector. Increasingly, affluent consumers are seeking privacy over publicity, wellness over excess, and meaning over materialism. Discretion, confidentiality, and peace of mind have become just as valuable as craftsmanship and exclusivity.
For Naran, this shift represents more than a trend. It is the future of the industry itself.
His ambitions also extend well beyond aviation. Whether through high performance automobiles, thoughtfully designed homes, or hospitality experiences, he believes every luxury product should create an emotional response.
“For me, the purpose of luxury is to evoke positive emotion,” he says. “Whether that’s the joy of spending more time with your family because we’ve given you back valuable hours, the excitement of driving an incredible automobile, or the peace you feel walking into a beautiful home, every experience should leave you feeling something meaningful.”
He continues, “I’d like every luxury experience we create to become something almost spiritual. Luxury shouldn’t simply be a status indicator. It should create peace of mind, joy, excitement, inspiration, and connection. Those emotions are what people remember long after the purchase itself.”
That philosophy is perhaps most evident in his long term vision.
“When people look back ten years from now, I hope they’ll say we changed the conversation around luxury. I hope they see us as the benchmark for creating experiences that genuinely improve people’s lives. I want people to associate our products and services with peace, joy, well being, and emotional connection. If luxury can consistently make people feel happier, healthier, and more fulfilled, then we’ve accomplished something far more meaningful than creating another luxury brand.”
In an era increasingly defined by intentional living, Naran’s perspective offers a compelling alternative to traditional luxury. Rather than chasing visibility, his vision centers on emotional resonance. Rather than accumulating possessions, it prioritizes buying back time. And rather than treating luxury as something to be admired from afar, he believes its highest purpose is to enrich everyday life.
It is a philosophy that positions Ameerh Naran not simply as an entrepreneur, but as one of a new generation of leaders reshaping what luxury can mean for the decades ahead.
Photo: Ameerh Naran/WNA