Floris: Ebury Street has new resident

Floris is a ninth generation perfumery house, descended from Juan Floris who opened the doors to their Jermyn Street store in 1730. What better time than now for the perfumers to expand to Queen Elizabeth II, by opening a second store and in conjunction launching a fragrance and a bespoke perfumery service – By Request.

Ebury Street is not only the destination of the new Floris store, it is also the name of their new fragrance. Tucked in the heart of Belgravia, the store is a chocolate box of perfumery delights and you can see their collections all together under one roof. The scent itself looks to the heritage of one of London’s most grand quarters with notes of violet, vanilla and oriental floral twists of frangipani and anise.

By Request sees an expansion of their perfumery service, by inviting customers to propose ideas for a dream fragrance. The most exciting will be made into the maximum of 25 bottles per fragrance and will be available via their website and in store. Each fragrance will be announced on Facebook and Twitter with insights on the creative process. As the Floris perfumer Shelagh Foyle explains: “The aim is that these idiosyncratic and experimental eaux de parfum will give life to people’s memories, emotions and ideas.”

This timeless English perfume house has prided itself on creating fragrances for customers, years before the general trend towards mass production on a large scale. With the new store and new approach to reworking an old tradition, Floris have successfully kept one foot in its impressive history whilst embracing the future.

By Request perfumes and Ebury Street, £139. Click here to visit the website.

Zehre Rushby