It’s with great pride that Jovoy, as a perfume house, is now becoming as known for its Parisian boutique, as it is for its collection of perfumes and candles. If Jovoy, which was created in 1923 by Blanche Arvoy, had to wait till 2006 to be plucked from oblivion, then so be it. The line of eau de parfums was made for lovers of beautiful raw materials, looking for contemporary fragrances, made in partnership with master perfumers.
It was important for Jovoy’s owner, Francois Hénin not to betray the perfume lover by reissuing old Jovoy fragrances and slapping the word vintage on it. The perfumes of the early days of Jovoy were made for the mistresses of Paris during the roaring twenties. They were opulent fragrances made for women who wanted to be seen and they often used quantities and materials that are now completely forbidden by modern regulations. So restarting Jovoy was a way to wake this sleeping beauty from anonymity whilst assuring that those perfumes created will be made to perfume Paris’ modern contemporaries.
All Jovoy’s perfumes come from François Hénin’s memories, his unbridled passion for raw materials and the desire to deliver a fragrance with a story to tell, that keeps its promises on skin.
Jovoy products are now exclusively available through Jovoy Mayfair here in the UK.