Jovoy Paris ‘Designed’ for Fascinating Olfactory Experiences

New perfume boutique Jovoy with focus on exclusivity and the experience of the perfume has opened its doors to the demanding London public in the heart of Mayfair. The launch party, fuelled with ‘Business Class’ Deutz Champagne, attracted some of the most prolific perfumers and perfume lovers of Europe – and beyond.

The new two-story parlour has a vibe of a private members’ club to it. With soft sofas and armchair seating in the basement of the store, Jovoy aims not only to ‘supply the best and the rarest perfumes’ but to provide the ultimate shopping experience. “It is not a secret that a lot of customers may feel slightly uncomfortable among so many different perfumes,” commented Jovoy representative to Ikon London Magazine. “Everything in our store is about removing this reticence and creating a comfortable environment. We created a space where clients can learn more about their preferred perfumes and discover something new,” added the store manager. “We also have perfume ‘refilling’ machines in store so as to allow customers to familiarise themselves with the perfumes and test small amounts before going ahead and making a £600 plus ‘investment’ in a luxury scent”.

The store is indeed unique. So much so that it is the only place that stocks Coronation Ambergris in the world. Also referred to as ‘grey amber’, ambergris is whale sick – or poop? – with a waxy texture and strong ‘pleasant’ smell and taste.

Ambergris was first thought to be produced as vomit by the whale. However, modern research has confirmed that ambergris is not regurgitated by the whale as vomit. Instead, it forms in the lower regions of the animal in the intestines and/or bowel. The precise function and mechanism for the production of ambergris are still disputed but it may play some role in protecting the whale from the sharp beaks of the squid. Squid are a staple part of the sperm whale diet. The squid has hard, sharp parrot-like” beaks which are unable to be digested by the whale. In response; the whale may produce the ambergris as a means of binding together and eliminating these indigestible beaks. Squid beaks are often found in pieces of ambergris.

Being one of the most expensive ingredients in perfumery, an ‘average sized’ stone of ambergris can reach several hundred thousand pounds in price. Ambergris is perhaps the most famous and the greatest natural fixative and base note used in perfumery. Ranging in its colour and smell, every ambergris is truly unique and extremely hard to get hold of.

Championing unique and memorable experiences, Jovoy presented our Editor in Chief Joe Alvarez with one of those rare ‘marvels’ of sea life to taste…. Each bite of this decadence reaching in a region of a hundred pounds. The largest portion of the Ambergris ‘sacrificed’ on the night, however, will go towards the production of Jovoy Our Elixir – a limited edition perfume that is set to be completed in six months’ time.

Among the VIP guests was also a four-legged legend black Labrador Dash, a professional Ambergris searcher dog who travelled all the way from Ireland to witness her find being savoured on a plate.

On the night, any guest had a chance to become a perfumer for one day. Courtesy of Maelstrom Parfumeurs, guests were presented with blue bottles of pre-mixed perfume bases that guests were offered to mix according to their own taste – to take home with them. Yours truly created Ikon London Eau de toilette Her and His version.

The Jovoy store is located on Conduit Street and is ‘designed’ for fascinating olfactory experiences.

“It is not a secret that a lot of customers may feel slightly uncomfortable among so many different perfumes. Everything in our store is about removing this reticence and creating a comfortable environment. We created a space where clients can learn more about their preferred perfumes and discover something new.”

 

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