Parfum Vivant

On the occasion of the launch of Henry Jacques' new Collection de l'Atelier, Tatler talks to Anne-Lise Cremona, CEO of the luxury parfumerie, about the collection's rarity and the brand's deliberate decision to refrain from aggressive expansion, despite the demand

- Ahy Choi

You don’t have to be an expert to know that rose is an essential ingredient in perfume making. Despite scientific progress which means many natural scents can now be replicated using synthetic compounds, the essence of a natural rose is still considered the holy grail and a symbol of quality in the perfume industry. For Henry Jacques, it is the soul of its many signature scents. In the latest launch, Collection de l’Atelier, the rose not only took centre stage but also marked a breakthrough in the brand’s perfume production and creativity.

In 1975, Henry Jacques Cremona established Perfume Henry Jacques near Grasse, the perfume capital of the world, on the French Riviera. Inspired by his travels and a passion for creating exquisite scents, he offered bespoke fragrances to a select clientele, using only pure natural essences and essential oils. His daughter Anne-Lise Cremona joined the family business 12 years ago, expanding its presence beyond France. In 2014, under her leadership, a new line of perfumes—Les Classiques—was introduced. In 2018, the Les Exceptions collection followed. Both collections originated from the hundreds of formulas that were previously only available to clients of their bespoke offerings. During this process, Cremona realised just how prominent the presence of rose was in Henry Jacques’ creations; to pursue the best then become paramount.

Four years ago, the brand needed new, larger premises following its expansion, and relocated its lab to a wine estate in La Motte, in the Provence region of the South of France, surrounded by vineyards and mountains. And to secure residency in the area, one condition is to plant some sort of crop there. Henry Jacques took this as a rare opportunity to cultivate its own ingredients for its products.