E-LUXE Brand “I want...I want...A moon on the stick”
“You wanted the moon on a stick...well look! I went up and got it for you!”
The E-LUXE brand is built on the famous English idiomatic expression: “to want the moon on a stick”, which means “to want everything” – especially something one cannot have.
Our brand was developed by one of our co-founders who was working at a City law firm when he ventured into a lawyer’s office and saw a Dickensian illustration of a moon on the stick hanging on a lawyer’s wall and curiously queried his colleague about it. From that grey rainy day in the office, our founder decided that he wanted to translate the high standards of the law firm to the vaping market and produce e-liquid like no other on the market.
Our founder saw this brand capture and project an escapist fantasy of fascination, romanticism and the infinite and eclectic nature of our society as well as represent high standards synonymous with his previous law firm. From a more practical perspective, when the electronic cigarette is inhaled, the end of the electronic cigarette lights up and thus becomes a “moon on a stick”. The birth of this idea finally ended our founder’s misery (only kidding, he had an awesome time and loved his time at the law firm) as he quit the firm to found the E-LUXE brand. This began our magical journey into the eliquid world. Welcome aboard!
After having tried almost all eliquids on the market and carried out copious amounts of research, we decided that we wanted to produce eliquid like no other and did not want to produce a “run of the mill” flavour and attach the label of “luxury” to it. After two years, many hours in our laboratory and dozens of tasting sessions, we eliminated most of our eliquid flavours to leave only the most daring and exciting flavours. By default, we eliminated all flavours that were already available on the market: that was painful. We can proudly say that our e-liquid flavours are delightfully eccentric (for those growing tired of the common verbiage of “unique” and “luxury”) that will get you tasting the stars of the e-liquid universe.
Our e-liquid flavours, composition and branding aims to reflect the beauty of our “London” culture.