IF you take a walk down Sloane Street from Knightsbridge, you’d find yourself gazing at beautiful shop windows. It’s easy to admire a display and walk on, but when you smell something intriguing, it sparks intrigue in your head. It could be a memory or even a feeling, but either way, it’ll take your mind somewhere else.
That’s exactly what happens when you smell the enchanting scents from Amaffi. The brand has a humble four boutiques across the globe, but despite being relatively new, it is already catching momentum in the industry. We spoke to Amaffi about their core range, royal references and future plans.
The perfume bottle for their ‘Forever Tango’ perfume
How did Amaffi begin?
The idea of a Perfume house was born more than 10 years ago. It arose from the desire of the founder and President of the company, Madame Amaffi to create a unique luxury perfume product worthy of kings in the broad sense of the word.
Amaffi perfumes are based on the idea of reviving the traditions of the classical art of perfumery. When incredible fragrances were created from natural ingredients and enclosed in bottles comparable to works of fine jewellery art.
What sets Amaffi aside from other luxury perfume brands?
Ingredients of the highest quality and unique formulas. For our perfumes, we use only the ingredients of the highest quality. Mostly natural ingredients. Exceptions include only those components that are not recommended for use by IFRA.
Amaffi perfumers have complete freedom of creativity, unlimited choice of raw materials, including very rare and valuable flowers and plants that are brought from all over the world. The ultimate goal is the creation of real perfumery masterpieces.
The company slogan is “Possess and Rule”. How did this originate?
The sense of smell is a very acute human sense and transmits information to the brain almost instantly. As you know, smell can have a great influence on a person, on his mood and perception of the world. Madame Amaffi conducted a study when testing fragrances and made a unique discovery for herself – perfume is able to immerse a person in memories of the past, of close people, of significant events and can make them cry or laugh.
Thus, fragrances have a great influence on the emotional and mental state of a person. The slogan created personally by Madame Amaffi, “Possess and Rule”, has become the motto of our brand. It means – the one who possesses the Amaffi perfume, takes over the hearts and minds of the people around.
Amaffi has worked with top perfume designers to create these unique designs. How did you scout the right people to create the nose of the brand?
Amaffi does not follow market trends and does not chase fast fashion. The basis for choosing the top modern perfumers to work with the company is the commitment and reverence of Madame Amaffi to the great classics of French perfume, which, unfortunately, has disappeared from our lives over the past decades.
The world is now full of characterless fragrances that are similar to each other – not bright and primitive. Therefore, after choosing the best of the best perfumers, who are famous for their outstanding skills, Madame Amaffi enters with them not just into a customer relationship, but they literally merge into a single creative union, becoming like-minded people and friends.
Lucky Dice bottle from the casino range
Your core range evokes a sense of royalty, however, you offer more creative and playful offerings such as the casino range. Is this a one-off or will there be more themed scents released?
Emphasising the royal status of our perfumes, the design of the bottles repeats the form of royal regalia, but nevertheless, the range of Amaffi perfumes is very broad and diverse. In addition to the Casino range, we also have other collections.
For example, Tropical Rain and Sultry Jungle perfumes are very emotional and bright, they truly sound like the scent of a sultry jungle and the smell of tropical rain.
It is worth mentioning the outstanding, masterpiece, unique in the elegance of crystal bottles, the so-called “Eclipse” range. These are women’s fragrances Ovation, Forever Tango, Arcanum and men’s perfumes Intrigant, Hot Heart, Havana. They have not left anyone indifferent yet.
The company is continuously working on the creation of new perfumes and ranges, which will undoubtedly charm and amaze you within the next few years.
Can you describe who your target audience is?
We create our perfume for refined, self-respectful men and women. For those who seek to accentuate their beauty, elegance, individuality and status with the unique and opulent fragrances they wear.
The brand is only six years old. How has the response been, and what are the plans for the future?
We see a great interest in Amaffi perfumes in different countries of the world and therefore we plan to open several more boutiques in Asia, the Middle East and Europe.
We are also working on e-commerce so that AMAFFI perfumes are available all over the world.
‘Indulgence’ perfume bottle
Each bottle tells a story on the nose and on the eyes. How did each of them develop?
All the ingredients used are natural, organic and truly rare to find. The ingredients are sometimes hard to attain, yet the most exotic are always used. Among Amaffi’s favourite ingredients are precious rose cent-feuille from Grasse, France.
As well as Jasmin, Iris, Narcissus, Magnolias and Orchids. In addition to the flowers used, there is Sandalwood, Ambergris and Oud.
When the formula is ready, the in-house design department starts to work on the design of the bottle and boxes. It is essential that the character of the fragrance, bottle features and box are all unified. It must reflect the essence of Amaffi perfumes which are all sophisticated, elegant and opulent.
The bottle design is always ornate, either with crystals placed by hand or plated with gold or silver. The royal range was decorated with over two-thousand crystals, all fixed by hand. This process is lengthy and can be challenging as it takes two to three years from conception to completion.
by Katrina Mirpuri
Prices start from £2,200