Redefining Luxury Fragrance: Elevating Niche Perfumes to Icons
At a time when the fragrance world followed a rigid formula, celebrity-backed launches, department store exclusives, and holiday gift-with-purchase promotions, I saw an opportunity to disrupt the model.
I believed that fragrance could be more than a commodity. It could be understood as a work of art. It could be an extension of personal style, a wearable signature as expressive as one’s fashion choices, and a tribute to the nose as an artist.
It was also an opportunity to educate consumers on how fine fragrances are created, revealing the mastery behind raw materials, sustainably harvested florals, rare spices, and resinous woods and the layered inspiration behind each composition.
As industry analyst Julie Yamamoto explains in NoviConnect, “Consumers increasingly want to purchase products that align with their values of health, sustainability, and ethical production.” Yet traditional labels often conceal complexity behind the generic term “parfum.”
By advocating for ingredient transparency and spotlighting the creatives behind each scent, I helped shift the paradigm, positioning niche perfumery not as a luxury afterthought, but as a cultural movement redefining what luxury scent could mean.
My Role
I partnered with Celso Fadelli of Intertrade Europe, one of the most visionary curators in avant-garde perfumery, to bring a portfolio of groundbreaking fragrance houses to life across U.S. and European markets. These included:
Nasomatto by Alessandro Gualtieri – a rebellious olfactory experiment turned Barneys New York cult hit
Carthusia – a historic house from Capri, blending ancient monastic formulas with Mediterranean soul
Profumi del Forte – inspired by the architectural splendor of Tuscany’s seaside villas
Avery Perfumes – launched with flair at Milan’s niche fragrance fair as a boundary-pushing retail concept
Nez à Nez – a romantic, Paris-based brand known for sensual, poetic storytelling in scent
The Hype Noses – an experimental brand that blurred the lines between fragrance, street culture, and modern art
Boadicea the Victorious – inspired by warrior spirit and artisanal craftsmanship
Strategy & Execution
Rewriting the Rules of Fragrance Marketing
Instead of riding trends, I built enduring narratives. I emphasized the creative process, the emotional architecture of each fragrance, and the stories behind the perfumers themselves. This strategy resonated deeply with modern luxury consumers seeking meaning and depth.
Exclusive Brand Activations at Aedes de Venustas
I partnered with Aedes de Venustas, a jewel-box boutique in NYC, to host press events, private client sessions, and curated scent journeys. Each launch was an experience, not just a release.
Media & Editorial Placement
I secured thoughtful, in-depth coverage in Vogue, Elle, WWD, and Wallpaper, elevating niche fragrances through rich, art-forward storytelling rather than celebrity endorsements. Editors began calling these scents “cult objects” instead of “products.”
Milan + Global Integration
In Milan, I led PR and brand development for Avery Perfumes, cultivating relationships with global retailers, journalists, and influencers. These efforts became the connective tissue between European artistry and American niche fragrance demand.
Impact
Nasomatto became one of the top-selling unisex scents at Barneys New York—proving that bold, non-linear olfactive art could compete with legacy brands.
Boadicea the Victorious gained international prestige, stocked in Harrods, Selfridges, and luxury retailers across Asia and the Middle East.
The Hype Noses attracted a new, younger audience of niche buyers who valued the merging of scent, fashion, and street culture.
Nez à Nez became a favorite among niche aficionados for its emotional, genderless storytelling and literary aesthetic.
The model I helped build artist-first storytelling, editorial immersion, and ingredient transparency has since become the gold standard for launching niche fragrance brands in North America.
This wasn’t just a launch strategy. It was a creative movement that elevated the perfumer to auteur. These collaborations honored scent as a form of self-expression, cultural dialogue, and craftsmanship.
To this day, working alongside pioneering noses and visionary houses remains one of the most meaningful chapters of my career. I didn't just help launch perfumes, I helped shift how the world experiences scent.