INTERVIEW WITH EDWARD BODENHAM, PERFUMER DIRECTOR OF FLORIS LONDON
1.) Hello Edward! We are very happy to meet a member of the Floris family. What is your relation to Floris founder Juan Famenias Floris?
Hello Victoria, it is nice to meet you too. I am part of the 9th generation of the family since my relative, Juan Famenias Floris, set up the perfumery.
2.) What is your position within Floris?
I am the Perfumer Director here at Floris and work with our two in-house perfumers creating our new fragrances as well as overseeing our Bespoke Perfumery Service.
3.) Floris started in 1730. What has made the brand stand the test of time?
Our fragrances have really lasted the test of time from word of mouth over the years. Our fragrances all have a very distinct character and personality to them which I’m very pleased to say our customers really connect with. Many of our customers that I speak to have grown up with our fragrances in their home from a young age so have naturally wanted to connect with the comforting and nostalgic scents that they have a fondness for and are familiar with.
4.) You've joined forces with Turnball & Asser to produce 71/72 Eau De Parfum. What attracted you to Turnball & Asser as a brand?
We look for a brand that has craftsmanship and quality as one as its core values and that has a synergy with our brand. We recently collaborated with the Jermyn Street shirt makers, Turnbull & Asser, as we share many brand values with them and also many of the same customers.
5.) Can you tell us a little about bespoke fragrance capabilities at Floris?
Our perfumery is situated through the back of our shop in Jermyn Street and holds many of our historical archives and perfume formula books dating back to the earliest days of Floris. This is the room that we work on all our new fragrances as well as where we create bespoke fragrances for our customers.
One of bespoke appointments we offer is our Fragrance Customisation Service which consists of an immersive 2 hour consultation with our perfumer to create your personalised scent from the diverse range of bases and blends that we hold.
Another service that we offer is the Bespoke Perfumery Design which consists of a number of consultations with our perfumer after which the customer is able to take away with them a few chosen fragrance options to try before narrowing the selection down through a series of repeat consultations until they finally arrive at their final bespoke fragrance.
With all of our Bespoke Service options our customer can name their chosen perfume, the formula of which we keep privately on file for them for whenever they would like to reorder.
6.) Fragrances are incredibly personal to the wearer, so buying for others can be challenging. Are there any fail-proof, gift appropriate fragrances you would recommend for men / women?
It is very true that fragrances are very personal to the wearer as, through life each of us build a fragrance ‘memory bank’ based on our unique personal experiences. Fragrances are incredibly emotive and nostalgic.
There are certain fragrances that we hold in our range that appeal to a broad section of people. One of our fragrances called ‘Cefiro’ is a citrus floral fragrance and everyone that I have showed the fragrance to responds positively to it.
Another idea might be to buy our collection of bath essences or scented candles as a gift for someone, especially for someone that you don’t know really well, as it is not as personal as an eau de parfum or eau de toilette.
7.) How does it feel to be a part of such a wonderfully iconic business?
I feel incredibly proud and passionate to be one of the custodians of our family business and to continue to build upon the good work and add to the collection of scents that my forefathers have spent their lives creating.
I have grown up with many of the fragrances within our range as many of our customers have too, and so they are very nostalgic and comforting to me and are almost like old friends really.
8.) What inspires you to create new fragrances?
I am always inspired by travelling and by new experiences and so we are continually adding to our repertoire of scents and very much hope that some of our new fragrances will prove to be future classics for many more generations to come.
9.) Describe your perfect day off from building the Floris empire.
A bike ride with my family through the woods or by the river taking in all the wonderful smells on a crisp sunny morning, followed by a lovely roast lunch and a cosy afternoon together at home perhaps watching a good film or attempting to complete a big jigsaw puzzle together, followed by some piano playing.
10.) What is most important to you?
My loved ones, the happiness, health and wellbeing of others, kindness, the sustainability of our Earth for future generations, craftmanship, detail, and of course my sense of smell.
Visit Floris London
Boutique: 89 Jermyn St, St. James's, London SW1Y 6JH
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