THE MEDIUM
Perceive scent as a medium, not as a commodity. The hammer extends the arm, and the wheel extends the leg — a perfume is an extension of ourselves, our ideas, and our histories. It provides us with a new mode of communication, expression, and interpersonal connection. Use it as such, and there is so much to gain from a fragrance.
THE USE
A fragrance is not to be worn, but lived. A perfume should not be used as an accessory to the body, but as an accessory to the mind, and crimes committed by the heart. They are not to be worn by you, but should be worn through you.
ON SMELLING
See less, smell some, feel more. Let feeling be your first guide. What matters isn’t the story you’re told, but the one that unfolds when you make it yours.
A SENSE OF ASPIRATION
A perfume aspires to be more than just an aromatic presence. Look for its deeper intention and it will reveal itself—expanding beyond its olfactive limits to become something that enriches mind, memory, and experience. When we connect with a fragrance on this level, it transforms into a lens for viewing the world differently, a tool for experiencing life more deeply.
EMBRACE UNCERTAINTY
“Uncertainty is an uncomfortable position, but certainty is an absurd one” – Voltaire. If you constantly question how certain you are about an outcome, you will constantly find answers for possible outcomes. View doubt as you trusted companion on the creator’s journey—it keeps you searching, discovering, evolving.
OPPOSITES ATTRACT
Follow the basic science. Do everything in the opposite of what is expected and you will attract an outcome of true differentiation. If the bottle requires a name, make it nameless. If it requires a box, make it boxless. If the trending smells are oud, make it floral. If they are synthetic, make it natural. It is such a simple concept and creative process, but it holds all the weight of gold and magic in the world.
EMOTIONS
Be emotional. Creativity can not exist without emotions, much less a perfume. Do not let anyone tell you otherwise. Your mission is to be creative – the currency of creativity is feelings. The vulnerable becomes the valuable.
THE INVISIBLE MATTERS
Focus on what can’t be seen but can be felt. The feelings transferred through human touch creates connections that machines can never replicate.
MECHANICAL REBELLION
With every turn of a knob, something human is lost. Use your hands when machines would suffice – resourcefulness breeds authenticity and retains energy.
PROCESS
The process is always the product. The product is merely a record or memory of the journey. Live the process, store or shelve the product.
SACRIFICES
Always sacrifice the lesser for the greater goals. It’s tough, often those around you will be unhappy or disappointed. Your focus on the bigger picture may make them feel less worthy or involved. Take solace in knowing that whatever the greater vision you choose to fully invest yourself in will ultimately benefit everyone, including the small thinkers.
BEYOND WALLS
Make duration your medium. Gallery visits end in minutes, but a fragrance continues its story for months – time expands meaning.
LET LIFE HAPPEN
Things don’t happen to you, they happen for you. Every setback reveals a path you wouldn’t have found otherwise.
SALES & DISTRIBUTION
Sell your products, don’t sell your soul. Perfumeries that aim to create true cultural value, and human connection, should not be sold in apothecaries or department stores. A more meaningful showcase is in museums, galleries or select shops that seek to create a deeper level of cultural engagement, and foster creativity. With the financial needs of a small brand this could be challenging – I know this first hand, however I aim for complete independence from traditional retail and distribution channels. Foster a direct relationship with your audience. Department stores and boutiques come and go, loyal fans stand by meaningful brands that resonate with them for a lifetime.
UNROMANCE, COPY!
Describe the feeling, not the formula: “Smoke blowing through an apple on concrete.” Let users write their own stories—some will see war-torn cities, others urban bakeries.
PANORAMIC
It’s cold, but stay outside. The things that come from the outside or stay outside of the perfume industry, ultimately influence the industry, like any other industry. Inside the perfume community is small, but outside is everything else. Position yourself outside and you will have a broader and less limited view.
ROUGHNESS
Be rough, but gentle on yourself. Be okay with things not being completely resolved. The magic is in the evolution of an idea or design. Creativity is a process, and brands are experiments molded by time. The meaning will reveal itself. Remember a diamond never looks like a diamond when you first discover it, but over time and process, it reveals its value.