Living a life of luxury often means surrounding one’s self with only the most opulent of creations, ranging from food to fashion. When all our wants have been upgraded, however, it’s only natural to turn to the needs and find ways to better them. After all, what says luxury more than a toothbrush as valuable as a Swiss mechanical watch?
That has been Apriori’s proposition since the company’s inception. Using materials and processes more commonly used in the watch industry to create high-quality timepieces, the brand has created two innovative collections of toothbrushes that are painstakingly assembled, engraved and hand-finished in the UK by a small team of artisans from the jewellery industry.
The Apriori Ceramic Edition toothbrushes are made from the finest ceramic materials, with high-gloss finishes and gold or silver features. The range is available in White/Gold, White/Silver, Black/Gold and Black/Silver.
For a sportier feel, the Apriori Carbon Edition range is sleek and lightweight. The ultramodern design uses forged carbon fibre exclusively made in Italy, taking inspiration from the automotive and sports industries. Due to the unique nature of the material, no two toothbrushes are identical. The Apriori Carbon is available in Gold and Silver editions.
All toothbrushes come with their own elegantly designed travel case, a toothbrush holder, and two spare heads, one medium, and one soft. Made of the same materials as the toothbrush handle, the holder is the perfect accessory, with an anti-slip rubber base to ensure it stays in place.
Each of Apriori’s standard models requires 18 hours of finishing, engraving and assembly after the manufacturing process. Christopher Hill, the designer and engineer in charge, has had over 30 years of experience designing luxury products across aircraft interiors and luxury jewellery. As he puts it, “It goes without saying that these reach another level!”
Now Apriori products are also available via Elbi, the innovative smartphone app founded by the philanthropist and model Natalia Vodianova and digital entrepreneur Timon Afinsky. The app has recast philanthropy for the digital age, allowing savvy smartphone users to make micro-donations to good causes, whilst accruing rewards that can be spent on top-of-the-range luxury brands.