It’s with a great pride that JOVOY as a perfume house is now becoming as known for its Parisian boutique, as for its perfumes and candles collection. If Jovoy, created in 1923 by Blanche Arvoy, had to wait till 2006 to be output from oblivion, the new line of eau de parfums was made for lovers of beautiful raw materials, looking for contemporary fragrances, made in partnership with master perfumers.
FEW WORDS ABOUT THE STORE
Self-proclaimed Embassy of Perfumes in Paris, the « 4 rue de Castiglione » fits perfectly in the heart of what becomes the “perfume district” in the French capital. An impressive number of established perfume brands already have their flagship store in the area. With JOVOY, perfumes’ lovers passing by Paris has a new address that completes perfectly their “perfume safaris”.
Ambassador is a word that really enjoys Francois Hénin. For Jovoy, it is really about promoting an alternative offer which is often marked as redundant and considered as led astray by excessive diffusion.
Shaking up all the rules established by the industry in many ways, the store would not exist without the complicity of the brands that have chosen Jovoy as a partner, and of course, without the perfumes’ fans.
Press days, encounters with perfumers, magazine “Notes on Notes”… Everything is done to make perfumes sold at Jovoy known by Parisians. You will find a selection of fragrances sometime never seen in Paris, by creators that have one point in common: to deliver an intimate work out of the beaten path.
JOVOY, Parfumeur Parisien
It was important for Francois Hénin not to betray the perfume’s lover by fake reissues fragrances called “vintage”. The perfumes of the early hours of Jovoy were made for the mistresses of the Paris of the Roaring Twenties. In other world, opulent fragrance for women who wanted to be seen, using in quantities prohibited by modern law, raw material now often missing.
« The story, however, can be generous and authentic from the moment it is assumed. Restarting Jovoy, was a way to emerge this sleeping beauty from anonymity but assuming that the new perfumes created will be made to perfume our contemporaries.»
If four perfumes are witnessing the revival of the brand in 2006, it is definitely the new collection, with the Parisian boutique, that points out the attention of perfumistas.
Years spent in Vietnam making the distillation of essential oils, in Grasse working for a perfume house or simply meeting the perfumistas in his Parisian shop… All Jovoy’s perfumes come from François Hénin’s memories, passion for raw materials and the need to deliver a fragrance with a story to tell, that keep their promises on skin.