INTERVIEW WITH THE FOUNDER

“If you can see it, you can film it; a similar philosophy applies to perfumery.”

Q: How does your previous work in these areas help you now in the perfume industry?

ES: Everything I have done in my life is closely linked to art – including sport. Rhythmic gymnastics, for example, is one of the most artistic sports in the world. But just to be clear: I’m not a perfumer, I’m a creative director. I draw a parallel with cinematography, where the saying goes: if you can see it, you can film it; a similar philosophy applies to perfumery. I visualize the fragrance and perceive its aroma even before it exists. This ability allows me to create the most precise and detailed creative briefings for the master perfumers we work with.