The timeless enjoyment of tea-drinking has made it a fashionable addition to any luxury lifestyle
Were it not for tea, Hong Kong, as we know it, would not exist. The world's second-most consumed beverage after water has been responsible for shaping history and continues to shape lives. Tea, besides being healthy, encourages contemplation and a slower pace of life.
"Tea is all about taking your time and, as time is a luxury, tea has metamorphosed into a luxury of its own accord," says Taha Bouqdib, president and co-founder of TWG Tea. "We want to change people's perception of tea so that they see it as dynamic, stylish and contemporary. We are modernising the concept of tea. We are mixing it with fashion and lifestyle."
TWG (The Wellness Group) products, stores and tea rooms can be found alongside Prada and Louis Vuitton at the IFC Mall in Hong Kong and Harrods in London. The Singapore-based brand is among several companies looking to take tea to luxurious new heights.
"It was my dream to capture African luxury," says Ivory Coast-born Swaady Martin-Leke, founder and chief executive of Yswara, which specialises in fine African tea.
"Speciality and gourmet tea is a fast-growing segment within the tea industry," Martin-Leke says. "It is definitely one of the hottest trends."