Purpose – The purpose of this paper is to report the findings of a research study that sought to identify the key dimensions of luxury from a UK consumers’ perspective. Design/methodology/approach – The project was empirical in nature and based on a two-stage methodology that involved a series of depth interviews with consumers and a street intercept survey of 131 consumers in the UK. Findings – The project found that UK consumers appear to recognise five dimensions of luxury (affect, characteristics, status, gifting and involvement). Research limitations/implications – The main limitation was a small sample size and limited statistical significance. Practical implications – The paper should usefully focus the attention and efforts of managers of luxury brands, managers of ordinary brands who desire to develop them into luxury brands, and managers who are considering creating luxury brands in the UK. The findings should inform management decisions relating to product development, advertising, promotion and distribution of luxury products and services. Originality/value – The paper makes an original contribution to knowledge by reporting the findings of an empirical study of luxury from the UK consumers’ perspective. It has value to academic researchers who are interested in the concept of luxury as well as those involved in or considering luxury brand management.