Jovoy, Take Two-------
A year and a half ago, François Hénin opened what he calls an “embassy” dedicated to perfume rarities, iconoclasts, and historic fragrance houses with all-but-forgotten juices. “In a world where everyone wears black in order not to stand out—particularly in times of crisis—and a time when launching a fragrance means it has to be worn by everybody, we make a point of taking the opposite route,” he explains. “For us, the soul of perfume relies on individuality.” More than a brand or a perfume shop (although it is both of those things), Hénin’s Jovoy is one man’s retort to globalized fragrance, and its success on Paris’ Rue Danielle Casanova has given way to a brand-new bigger, bolder outpost for “haute parfumerie and other delicacies.”
Located on Rue de Castiglione, in what was once an Agnès B. store, Jovoy’s second store officially opens next week with more than a few updates and expansions: More space means more brands, but not in the way one might expect. Jovoy continues to showcase vintage lines like Rancé, favored by Napoleon I, and Grossmith from London. But the mix of 80-odd brands skews increasingly avant-gardist, featuring noteworthy compositions and quite often singular backstories by indie brands such as Clive Christian, Andy Tauer, Histoire de Parfums, Humiecki & Graef, Xerjoff, Pure Distance, Vero Profumo, and the newbie best seller MDCI, which turns out auteur fragrances in artisanal hand-carved flacons. Other new touches include a collaboration with bespoke trunk maker T.T.Trunks, which has been commissioned to create pieces that hold a selection of fragrances—16 best sellers from 16 houses, say—that can be set up mini bar-style in clients’ hotel suites or purchased for use wherever they may travel. Jovoy is also busily expanding its own signature perfume and candle line in partnership with the heritage candlemaker Cire Trudon. That it’s a must-see when the fashion set descends upon the City of Light for the Couture shows this summer goes without saying.
Jovoy, 4 Rue de Castiglione, Paris, www.jovoyparis.com.