We love a beautiful perfumery here at Perfume Anorak so when we heard that a new Jovoy boutique was due to open in London, we were just a little bit excited! The original Jovoy store in Paris is the ultimate perfume destination in The City of Light. Situated on the rue Castiglione, a short walk from the Tuileries Gardens, Jovoy is the perfect place to lose an afternoon (and possibly quite a lot of euros) in delicious fragrance exploration. But how would the Jovoy concept translate to the UK?
François Henin, the owner of both the Jovoy fragrance brand and the perfumery, has chosen the perfect location. The new store is situated on Conduit Street, in the heart of über chic Mayfair. Easily distinguishable by the beautiful clock hanging over the doorway, the cool red and black interior is reminiscent of the Paris store but with some quirky British touches. We particularly loved the Chesterfield sofas on the ground floor where perfume lovers are welcome to meet, relax and generally immerse themselves in the world of scent. There’s even a little garden, a lovely little oasis in the heart of London!
The selection of fragrances is extensive but not overwhelming with a number of UK exclusives, including a couple of brands that were completely new to us. We visited soon after the ‘soft’ opening of the store so while there was plenty to see, we were assured that more brands were on their way and we were invited to continue dropping in over the summer to discover all the new additions.
As well as the fragrances themselves we were intrigued by the very unusual looking fragrance ‘bar’. Developed from a machine originally used in wine bars, this element of the store is still in development but when it is up and running clients will be able to custom fill bottles from a selection of in-store specialities – sounds great! We’ll be reporting back once we’ve had an opportunity to try this fascinating innovation…
Jovoy Perfumery Mayfair is a fabulous addition to the London fragrance landscape. Visitors to the store are encouraged to experiment and sample in a relaxed and pressure free environment. You definitely get the impression that the staff want you to take your time to find the perfect fragrance and if that takes several visits, lots of sniffing and plenty of sampling, well so be it!
Jovoy Mayfair is located at 21 Conduit Street, London W1S 2XP.
Visiting London? Read our London Perfumery Guide.