Style -- 13 hours ago
Words: Zak Maoui
Traditionally, fragrance is the gateway to a luxury brand, at a fraction of the price. While a bag can cost thousands of pounds, a fragrance, which will sit as pretty on your bathroom shelf as a bag on your arm, can cost around £100.
Well, over at Amaffi, fragrances cost upwards of £1,000, and are the jewel in the crown of an expanding business. They’re also reserved for the people that can actually afford them.
Why so? Well these aren’t your typical fragrances. Founded in Switzerland, Amaffi has become famous in the fragrance industry and beyond for its haute perfumes, most of which are designed in opulent bottles designed using crystal and Swarovski crystals. The juice also, arguably, grants them a higher price tag, and each one is made using exotic natural ingredients sourced from around the world, such as agarwood, narcissus, rose centifolia, champaca and iris. In short, the fragrances that Amaffi sells are as precious as some of the gemstones that brand such as Cartier have become famous for. What’s more, the fragrances aren’t made using water, and are 100 per cent pure perfume.
The brand takes its inspiration from the ancestry of Madame Amaffi, the elusive owner and founder. Amaffi nods back to the earliest days of perfumery when only the elite could afford it, and it reflects on how Amaffi’s great-grandmother believed the family was linked to the people that made fragrances for Napoleon.
This year, Amaffi launched one of its most impressive fragrances to date. Royal Diamond is an alluring scent that opens with ylang-ylang, which is in turn mingled with jasmine, orchid, black currant and Lily of the Valley. At its heart sits the ultra-rare Rose de Mai, which is a flower so precious, it blooms only once a year in May. True to Amaffi’s aesthetic, the bottle housing Royal Diamond is crafted from pure crystal with a radiant, faceted lid.
“This beautiful blend of tantalising ingredients seduces your heart and soul,” Glasser, who created Royal White Diamond, says. “Opening with notes of natural Ylang-Ylang absolute, Cassis and the essence of classic Muguet, which is embraced by a heart of Rose de Mai, Tuberose with a touch of Violet leaf and Tonka. The base lives long with seductive ingredients of Amber, Musk and natural Oud. This fragrance will give you the sense of glamour with a couture veil of pure elegance. The mood is sensual, seductive and provocative with a loyal loving soul.”
To launch the fragrance, Amaffi enlisted K-Pop superstar Momo, who spoke to Gentleman’s Journal about the scent. “When I saw how much time and effort Amaffi put into making fragrances, I was surprised. It was something I had never experienced with other fragrance brands. Royal Diamond is very deep and different from other brands. It is very touching and very impressive.”
Amaffi Royal White Diamond is available for £2,900 at amaffi.com
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