What Money Cannot Buy

By Anna Sherman
Founder Aviora

May 2026

Anna Sherman
Anna Sherman

When most people hear the word “luxury,” the associations come quickly: designer fashion, five-star hotels, jewelry, rare materials, high price tags. That is the version of luxury the world has been trained to recognize and there is nothing inherently wrong with it. Beautiful objects exist, craftsmanship matters and there is genuine skill behind the things that carry that label.

But after years of operating inside what most people would consider luxury at its most concentrated, I have come to believe the word deserves a wider, more substantive definition than the one we have collectively settled on.

For nearly six years, I worked at the intersection of fashion, media and business, managing editorial productions for Vogue and Harper’s Bazaar across multiple continents, coordinating events tied to sovereign government engagements and building partnerships at the highest levels of entertainment and commerce. I have been in the rooms that the word “luxury” is supposed to describe. I have seen what fills them. And over time, I realized that the most valuable things in those rooms were never the ones you could photograph.

I also carry with me an awareness that I think is essential to this conversation: we still live in a world where clean water, basic nutrition, a safe roof, and access to education are luxuries for millions of people. It is simply a fact and it recalibrates how I use the word. It makes me want to apply it more carefully, to things that genuinely warrant the weight.

Time: the one thing you cannot manufacture.

If someone asked me to name the single most luxurious thing in my life, my answer would not be an object or an experience. It would be an unhurried afternoon with the people I love. Not because I am sentimental about it, but because I understand, in very practical terms, how rare that has become.

We live in a world that reinvents itself between phone calls. A new technology launches, a market shifts, an entire industry pivots, and all of it happens at a pace that would have been unthinkable even a decade ago. Our days have not become longer, but our responsibilities have grown substantially. We manage businesses, families, health, relationships, finances and ambitions and every one of those areas competes for the same limited hours.

The most accomplished professionals I have had the privilege of working with all share one trait: they understand the value of time at a level that goes beyond scheduling. They are intentional about how they spend it, protective of how they allocate it and deeply respectful of other people’s. They do not guard their time out of self-importance. They guard it because they know, from experience, that it is the one resource no amount of success can replenish.

That understanding has shaped how I operate. I hold myself to a standard of punctuality that I consider non-negotiable, not because I am inflexible, but because I believe that taking someone’s time without respecting it is one of the most quietly costly things you can do in professional life. When you are on time, prepared and focused, you are communicating something important: that the person across from you and the work you are doing together matter enough to be treated with care.

Anna Sherman on the power of efficiency

Respect as a measure of excellence.

One of the most unexpected lessons from my years in fashion, media and business was how clearly you could measure the quality of a team by the way its members treated each other. The productions I managed were often enormous in scope: creative teams spanning continents, dozens of specialists coordinating across time zones under significant pressure. And the projects that produced the most extraordinary results were never the ones with the biggest budgets. They were the ones where the people involved genuinely respected each other.

When a team operates from a foundation of mutual respect, where every perspective is considered, where disagreement is welcomed as a path to better thinking, where someone’s experience is valued regardless of their title, the entire energy of the work shifts. Problems are solved more quickly. Creative risks are taken more freely. The outcome carries a quality that audiences can feel, even if they cannot articulate why.

That kind of environment is rare and I have learned that it has very little correlation with how much money or prestige is in the room. Some of the most respectful, high-functioning teams I have worked with operated from simple offices with lean resources. Meanwhile, even in the most impressive, well-resourced environments, I have seen how easily that dynamic can be lost when respect is not treated as a priority. Real respect is something that has to be cultivated intentionally, over time, through consistent behavior. That is what makes it genuinely valuable.

The quiet power of efficiency.

other people's growth.

There is a word I return to often in my advisory work and it may seem unexpected in a conversation about luxury: efficiency. Most people hear that word and think of systems or cost optimization. I think of it as one of the highest forms of professional excellence.

What I mean is the kind of team where communication is clear and respectful, where goals are understood at every level, where people know not only what they are doing but why it matters and who benefits from their effort. A culture where the work itself is energizing because it is purposeful, where people contribute their best thinking not out of pressure but out of genuine investment in the shared outcome.

Building that kind of environment is one of the most demanding things you can do as a leader. It requires clarity, emotional intelligence and a willingness to hold a high standard even when it would be easier to let things slide. But when it comes together, the result is something truly remarkable: a team that people want to be part of, where the culture becomes the asset. You cannot buy that. You can only build it. And that, to me, places it firmly in the category of luxury.

Investing in other people’s growth.

If there is one belief that has only deepened through every chapter of my career, it is this: one of the greatest privileges available to anyone who has built something meaningful is the ability to contribute to someone else’s journey.

I mean the personal, often quiet work of sharing knowledge that took years to develop. Being honest with someone when honesty is more useful than comfort. Creating access where it did not previously exist.

Every accomplished person I have known can point to a moment when someone gave them something they could not have generated on their own: a critical insight, a connection, a vote of confidence at exactly the right time. That kind of investment is how talent develops, how industries evolve, how communities grow stronger. Being in a position to participate in that actively, not as an afterthought but as a deliberate practice, is something I consider central to any meaningful definition of success. It is also, I believe, one of the truest luxuries a person can have.

What the word really means.

None of this is to say that the material world does not matter. I appreciate design, craftsmanship, and the skill it takes to create something of real quality. Beauty matters and there is nothing wrong with enjoying it.

But I have spent enough time inside the world’s most exclusive environments to know that the richest experiences I have had were never about what was on the table or on someone’s wrist. They were about the caliber of the conversation. The mutual respect in the room. The sense that time was being spent, not wasted. The feeling of being part of something larger than any single person’s ambition.

Luxury is not what you own. Luxury is what you are able to share with the people around you: your time, your respect, your knowledge, your standards, your willingness to help someone else build what you have already built.

In a world that moves faster with each passing year, the things that cannot be purchased are the things that hold the most enduring value. That is where luxury actually lives and I think it is time we started talking about it that way.