Jovoy’s Mayfair boutique is a new and unique haven for rare perfumes in central London. Set a few steps away from some of the capital’s busiest shopping streets and positioned right next to the sartorial mecca that is Savile Row, Jovoy is both a treasure chest and a curiosity cabinet combined. Magnificently decorated in red and black the store straddles the line between art gallery and olfactive haven perfectly. Stocking over 50 hard-to-find brands from around the world – some of which are exclusive and only available in Jovoy boutiques – the perfume passionate flock to the store to absorb a courageously different world of fragrances. Housing an arsenal of independent, more artisanal brands alongside the larger more established houses simply increases the lure of Jovoy as an interactive scent experience. All visitors are invited to explore Jovoy’s collection at their own pace, simply following their nose for inspiration. Of course Jovoy’s expert team of fragrance lovers are always on hand to offer a guiding hand here or a excitable recommendation there, but the store’s decidedly relaxed atmosphere exists to be the absolute antithesis of overcrowded, pushy perfume halls. In the words of Jovoy founder François Hénin: “the London store will offer a unique customer experience both in terms of choice and service. The selection of fragrances will include a number of London (and occasionally world!) exclusives and customers will be encouraged to experiment and sample in a relaxed and welcoming environment.”
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