The Bite Magazine - Spring 2019 - Issue 24

bite beauty LONDON J VOY P erfumes tell a story. While some stories make you turn pages in anticipation, I set the clock ticking to bite into a fascinating endeavour: taking a perfumed pilgrimage to Jovoy boutique store in London. Jovoy is something of a Sleeping Beauty comes to life - as fairy tales go, this one is based upon the truth. The heritage of Jovoy dates back to 1923 when perfumer Blanche Arvoy opened her Parisian store right in the mid- dle of Les Années Folles, the era of uncompromised chic and opulence. The decadent perfume house was a celebrat- ed heaven for mistresses of Paris in the roaring ‘20s but as time moved on, its glory was fleeting. Blanche made only six perfumes under the Jovoy name and started a new brand. Despite being forgotten for over 80 years in the fragrance history, it appears that Jovoy was granted a gift of eternal sleep and beauty until it was found again in 2006 by another skilled perfumer, Francois Hénin. Since then, Jovoy, an ultimate fragrance destination on the map of Paris, has been at the forefront of a niche, artisan market, creating a multi-brand boutique concept for both enthusiasts and connoisseurs. Enjoying popularity of the flagship store at the grand address at Rue de Castiglione, not only has the brand expanded its global presence with franchises, between France and the Middle East, but it also launched a boutique in London. It is not a coincidence that Francois, now the house’s cre- ator and Artistic Director, chose to debut his prestigious UK Embassy of Rare Perfumes in the heart of Mayfair, an affluent district in the West End of London. Crossing the threshold of Jovoy establishment located in Conduit Street means entering another dimension. You instinctively feel a mysterious world you are about to experience. What I discovered on the inside looks no less sophisticat- ed than a timeless grandeur of a private members club. My first impression was punctuated by the enchanting ambience of this chic place and its refined décor, a perfect