STORIES Parfums was born from a deeply personal journey. As a child, I endured a traumatic event that caused me to lose many of my childhood memories. Years later, I worked through healing the trauma and even trained as a counselling practitioner, focusing on trauma recovery. However, those early memories remained distant. It wasn’t until I began creating fragrances that I discovered how scent, through the olfactory system, is so intricately connected to memory, mood, and emotion. Crafting perfume unlocked memories I hadn’t thought I’d ever retrieve, reawakening moments once overshadowed by pain. I founded STORIES Parfums to share this incredible power with others, inviting people to rediscover and celebrate their own stories through scent. Each fragrance we create is a chapter in this journey, and I hope it inspires a sense of personal storytelling for everyone who wears it.
Quality and craftsmanship are at the heart of STORIES Parfums. I have the privilege of working closely with my perfumer, a true “Nose,” who taught me the art of perfumery. We first met in Grasse, France, and recently reunited in Paris so I could create Nº.03 and Nº.04. Each fragrance begins with my own intuition and personal stories, and from there, she brings balance, longevity, and complexity to the composition without altering its essence. I’m deeply involved in every step, from selecting pure, raw ingredients to overseeing sustainable practices in both production and packaging. This dedication ensures that each fragrance reflects our commitment to excellence, authenticity, and craftsmanship, capturing the unique spirit of STORIES Parfums in every detail, it tells my STORY.
- Fragrance is a deeply personal choice, much like how people choose to express themselves. How do you guide customers in selecting a scent that truly reflects their personality or evokes a special memory?
A fragrance should resonate with the wearer on a personal level, much like a meaningful piece of jewellery or a favourite garment. At STORIES Parfums, we encourage our customers to explore how they feel when they wear each fragrance. Our website and in-store experiences are designed to guide them through discovering scent notes that align with their own memories or aspirations. By offering sample sets, we allow customers to connect with the fragrance on their own terms, sparking an emotional journey that helps them choose the scent that best reflects their personality or cherished memories.
- Luxury lingerie and fragrance both play a role in creating intimate and personal experiences. How do you think a beautiful scent can complement luxurious lingerie to make someone feel empowered and confident?
Fragrance, like luxurious lingerie, is a form of personal expression. Both are worn close to the skin, and each choice reflects an individual’s unique sense of style and confidence. A beautifully crafted scent can amplify the feeling of empowerment and elegance that luxury lingerie brings, creating a fully immersive experience. The right fragrance becomes an invisible yet powerful addition to one’s sense of self, like an invisible armour that makes one feel grounded, graceful, and ready to embrace the world with confidence.
- As a busy and inspiring female founder, what are some of your favourite ways to unwind and relax after a hectic day? Do you have any personal rituals or self-care practices that help you find balance?
Self-care is incredibly important to me, especially amidst the demands of running a business. I find peace in nature, whether it’s a walk in a nearby park or a quiet moment by the sea. Reading and reflection are also part of my evening ritual, helping me to disconnect and recharge. Scent plays a big role in my self-care routines as well; I use our perfumed candles, our nutrient rich scented bodycare and fragrances for calming to create a soothing atmosphere. These small yet meaningful rituals help me find balance and reconnect with myself, enabling me to bring renewed energy and focus to both my work and personal life.
I cannot choose one olfactory note, as they are very much linked with my own personal story; I see creating fragrance much like a blank canvas, each ingredient adding depth and meaning. Every fragrance in the STORIES Parfums collection carries a piece of my journey, embodying memories of healing, discovery, and joy. STORIES Nº.01, for instance, represents the transformation of sorrow into beauty, where dark experiences yield to light. I recall sitting at the perfumer’s organ on the French Riviera, surrounded by tiny brown bottles, inhaling scents that brought painful memories to the surface but also marked the start of a healing journey. With uplifting citrus notes of bergamot, grapefruit, and orange blossom, Nº.01 opens brightly, leading into a warm, seductive blend of cedarwood, jasmine, heliotrope, and fig tea, grounded by amber, sandalwood, and a hint of vetiver.
Meanwhile, STORIES Nº.02 captures the nostalgia of my childhood spent in my grandfather’s garden. It transports me back to days surrounded by the earthy scents of roses, patchouli, and the nearby stream, mixed with the comforting aroma of his tobacco pipe. No.02 opens with Bulgarian Rose, ginger, cardamom, and green tea, flowing into honeyed tobacco, cedarwood, opoponax, and tonka bean, with a lasting impression of amber and musk. Both fragrances act as chapters in my story, bringing memories to life while inviting others to explore their own. Through STORIES Parfums, I hope to share these emotional connections and inspire others to find meaning in their own unique scent journeys.
- Sustainability is becoming increasingly important in luxury markets. How does Stories Parfums approach ethical sourcing and environmentally friendly practices in its production processes?
Sustainability is an essential part of STORIES Parfums. We are dedicated to sourcing materials responsibly, working with suppliers who share our commitment to ethical practices. Our packaging focuses on eco-friendly solutions, with recyclable and refillable options that help to minimise waste. We are always looking to improve and deepen our commitment to environmental responsibility, researching ways to reduce our footprint while creating beautiful, high-quality products that reflect both our values and our respect for the planet.
- You often speak about the storytelling aspect of fragrance. When creating a new scent, what inspires the individual stories behind each perfume? Can you walk us through the process?
Each fragrance always begins with blind smelling, allowing me to focus purely on the scent without preconceptions, and it always ends with an emotion, memory, or experience from my life. I craft each perfume from start to finish, drawing on personal stories and selecting ingredients that embody the nuances of these memories. It’s an iterative and deeply creative process, where I refine each composition until it feels like an authentic expression of the story it’s meant to tell. For me, this journey is like painting on a blank canvas with scent, blending notes to bring life to the narrative. The final fragrance is a sensory representation of something deeply personal, inviting each wearer to connect with it in their own unique way and perhaps even discover reflections of their own stories within it.
- Many people find that certain scents can evoke confidence or enhance their mood. How do you believe the right fragrance can impact someone's state of mind or daily life?
The right fragrance has an extraordinary power to shift one’s mood, much like art or music. Wearing a scent that resonates with you can create a sense of confidence, calm, or even joy. To me, fragrance is an emotional companion; it can ground, uplift, or inspire you, depending on the day or moment. At STORIES Parfums, we design each fragrance to offer more than just a pleasant aroma—it’s an experience that can empower individuals, helping them feel more connected to themselves and the memories or emotions they want to bring into each day.
- What advice would you give to other women who are looking to follow their passion and start their own luxury brand? Are there any particular challenges you've faced that helped shape your journey as a founder?
My advice would be to stay true to yourself and trust your vision. Building an independent luxury brand isn’t easy, especially in a competitive market, but authenticity resonates with people. My journey with STORIES Parfums has had its share of obstacles, from securing high-quality materials to navigating global distribution challenges. Each challenge has strengthened my resilience and taught me the importance of staying connected to my values. For women aspiring to start their own brand, I’d say: surround yourself with supportive people, seek out advice, and don’t be afraid to dream big. Every step, even the difficult ones, will help shape your journey.
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