ÇaFleureBon Behind The Bottle: Steven Broadhurst Creative Director of Tommi Sooni + Sample Set Draw

Back in the late 80’s I entered my favorite New York City wine shop and was handed a glass of red wine. I wasn’t told what it was and I was impressed by how good it was. It turned out to be a complete surprise when I was told it was an Australian wine; Rosemount Estate Shiraz. This would lead to many years of discovering other great Australian wines. After having the opportunity to try the fragrances of Tommi Sooni also from Australia I had similar feelings. Senior Editor Tama Blough reviewed the first four Tommi Sooni fragrances and I am particularly fond of Tarantella although like Tama I think all of them are interesting. I wanted to talk to the creative director of Tommi Sooni, Steven Broadhurst, to find out what it’s like to create perfume Down Under.


Mark Behnke: How did you and perfumer Brett Schlitter come to create fragrances for Tommi Sooni and who gets the last word the creative director or perfumer?

Steven Broadhurst: Firstly thank you Mark for including me in your 'Behind the Bottle' interviews. To answer your question, I created Tommi Sooni in 2004 due to my frustration of Australia not having a perfume brand we could be proud of. I was in Paris (not the first time) and it hit me like a perfume bottle straight to the head. The bug had bitten. I made it my goal to create a perfume brand that was at least equal to what was being produced outside Australia. This was not an easy task as little was set up in this country to support a luxury perfume label. My first task was to find a perfumer, but where to go? I had no idea so I went through the yellow pages (true) and found a list of fragrance and flavour producers. I made a call to the first name listed and the receptionist answered. I told her I wanted to create a fine fragrance and she said she couldn't help me but she knew of someone who might be able to. She referred me to Australian Aromatics and the director answered my call. I was in. 

I've often thought that receptionist changed my life as it would have been near impossible to know who to go to had she not referred me on.

Brett is the head perfumer with Australian Aromatics and I present my perfume briefs to him and his team. A perfume brief on average takes a year to complete. Trials are then sent to me and we whittle down the numbers until we come to one perfume that is then worked on. I send notes to Brett, he makes suggestions, we go back and forth. There are long periods when I hear nothing from his side and then my parcel arrives. I cannot tell you how excited I get just before trying a new perfume. On average it takes two years of reworking until we have our next release perfected. I have the final say but Brett has a way of getting what he wants too. It's all part of the process.


MB: As a non-European, non-US perfumer what would you say is particularly Australian about a Tommi Sooni fragrance?

SB: Bravery. We are pioneers and taking risks is part of who we are. Australians are also very adaptable and open to new ideas. We aren't weighed down by a heavy past. The old rules in France don't apply to us. We can do as we like but at the same time we are part of the global economy and fashion and ingredient restrictions affect us as much as it does perfumers in the US or Europe.

I greatly admire the perfumes of Dior from the 60's and 70's and Brett and I often discuss the personality and character of these works of art. 'Jinx' is my fantasy child of Dior from this period. We don't want to imitate others but we are certainly inspired. As they say, to go forward you must also look back.

MB: When the rest of the world discovered Australian wines in the late 80's and the music scene heralded by bands like Men At Work and INXS in the same time frame it exposed a thriving culture in both of these areas. Is there a thriving perfume culture Down Under for us to discover?

SB: My greatest wish is that Tommi Sooni will inspire other quality perfume brands to emerge from Australia and that a thriving perfume industry is sustained here. I know that others are watching us to see if we sink or swim but I can tell you we are definitely afloat and I have no intention of lowering our standards and sinking into oblivion.

Others will have to take the risk now. I have approached a handful of Australian perfume brands to share knowledge and support each other but invariably the reception was cool. Let’s hope the future holds more promise. Actually I'm very optimistic, last week I was asked to comment on a submission for Young Perfumer of the Year by a very talented Australian perfumer Josephine Barkla. Her submission is a wonderful creation. Good luck Josie!


MB: Have you found being off the beaten path to be an advantage creatively?

SB: I have few people on the ground judging what I do with Tommi Sooni. I pretty much have total creative freedom. It really is a fantasy I'm living, directing and working with incredibly talented people who are willing to give that extra something. I'm flattered they have faith in me and Tommi Sooni as a brand with a future. Being the only luxury perfume brand in Australia also means Tommi Sooni attracts like-minded talent so in a way we are a magnet for creative minds. Our brand personality reflects this talent.


MB: What's next for Tommi Sooni?

SB: You heard it here first, We are releasing an Australian inspired eau de parfum called Passerelle. The expected date is May 2012. The word Passerelle is French for bridge or catwalk and is our 'perfume bridge' between the cultures of France and Australia. This has been a really tough project to pull off. Research was extensive and involved discovering Australian native aromas that could be incorporated as well as reading up on the historical links between Australia and France. This was not an easy task as the English version of our history dominates texts. We also wanted to avoid clichés people associate with Australia such as the red desert centre or our beautiful tropical beaches. Instead we concentrated on the early 19th century voyages the French sent to Terre Australis.

Interestingly social media had a hand in the final formulation of Passerelle. A very strong message emerged that perfumistas were expecting something very special from an Australian inspired perfume so we went back to our original formulation and made some changes that I believe were for the better. Passerelle is now more enigmatic, deeper, more complex thanks to perfumistas. I cross my fingers they will love Passerelle as much as I do.

Another project we are working on is, I believe, unique in its impression. Brett submitted a perfume for a 2013 release that knocked the socks off me. It needs work but when we finish with this one heads will turn, I promise. I'll keep you up to date on progress.

Thanks to Steven for taking the time to answer and to offer a sample set of all four Tommi Sooni fragrances to one lucky commenter. Leave a comment relating what your favorite Australian discovery has been or your favorite quote from this interview. We will draw one winner on March 12, 2012 via random.org.

We announce the winners only on site and on our Facebook page, so Like Cafleurebon and use our RSS option…or your dream prize will be just spilt perfume.

Mark Behnke, Managing Editor

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44 comments

  • I’m a fellow Australian myself, but I have unfortunately never been given the opportunity to test Tommi Sooni despite my desire to support Australian niche companies.
    Believe it or not, Tommi Sooni is only stocked (as far as I know), at one store in Australia, who may in fact be discontinuing stock as of this month, yet can be found in the US and Europe, as Tommi Sooni’s official stockists. I would personally like to see Tommi Sooni stocked at more perfume boutiques across Australia. We deserve the right to smell and buy our own perfumes right?
    In regards to Australian discoveries, I am a huge fan of the Australian Wattle tree, the most gorgeous aroma in Spring. I grew up on a property with an abundance of these trees. It’s known as mimosa internationally I believe.

  • Thanks to Mark for the opportunity to talk about Tommi Sooni.
    Kathryn, I agree with you, Australians deserve the right to smell and wear their own creations. Unfortunately there aren’t many perfumeries in Australia and we have received more interest from customers overseas. It’s the old tall poppy syndrome. Perfume samples and bottles can be bought in Australia through our website http://www.tommisooni.com
    You will be happy to know Passerelle contains the beautiful scent of wattle. All the best.

  • Cheesegan says:

    My favorite quote from the article is:
    “Interestingly social media had a hand in the final formulation of Passerelle. A very strong message emerged that perfumistas were expecting something very special from an Australian inspired perfume so we went back to our original formulation and made some changes that I believe were for the better.”

  • kamajasmine says:

    We are pioneers and taking risks is part of who we are. Australians are also very adaptable and open to new ideas. We aren’t weighed down by a heavy past. The old rules in France don’t apply to us.

  • Kamajasimne and i chose the same quote…”Bravery. We are pioneers and taking risks is part of who we are. Australians are also very adaptable and open to new ideas. We aren’t weighed down by a heavy past.”
    Just beautiful! The way America used to be, I imagine.
    I don’t know the line so it was great read about it.

  • My favorite quote as well, down to the last word:

    “Bravery. We are pioneers and taking risks is part of who we are. Australians are also very adaptable and open to new ideas. We aren’t weighed down by a heavy past.”

    I love a risk taker! This is an exciting draw, as I’ve just been reading about this perfume house and wanting very much to try one of its fragances. I’m intrigued by the comment above about the Australian Wattle tree. (Off to google it!)

  • Strangeways says:

    My favorite favorite quote: “The old rules in France don’t apply to us.”

  • This is my fav quotation: “A very strong message emerged that perfumistas were expecting something very special from an Australian inspired perfume so we went back to our original formulation and made some changes that I believe were for the better. Passerelle is now more enigmatic, deeper, more complex thanks to perfumistas.” Thanks!

  • Very interesting interview. I have been wanting to try Tomi Sooni’s perfumes for a while now and was just about to order a sample set. Australia is such a big country, with such diverse population that one would think creativity would expand in the perfume industry as well. Let’s hope in the future it will grow. I will stick to the last sentence ot the interview and the reference to the creation of the 2013 release. I am intrigued!!!!

  • It’s a tie between “The old rules in France don’t apply to us.” and “Bravery.”
    I am looking forward to trying these out some time! 🙂

  • My favorite Australian import is my Australian husband, who I met in Dallas 23 years ago! And his hometown of Adelaide is near Rosemount winery and many other great ones, so many great visits over the years. I love when I get off the plane in Adelaide and smell the eucalyptus scent that permeates the air. After an hour or so I don’t notice it, but it really hits me when i’ve newly arrived.

  • “I’ve often thought that receptionist changed my life”. I love a good story that demonstrates the power of fate. The whole story about how this company was made from nothing appeals to my adventurous entreprenarial side.

  • Kellie Bright says:

    Great read! I am so very happy that Tommi Sooni is doing so well being an Aussie myself and a perfumer. A recent personal discovery was when I ventured into the outback and smelled the intoxicating aroma of the Gidge (belongs to the Acacia tree) which is at its strongest just before the rain falls to cool the arid red land. When I mentioned this to some of the local farmers they were all to familiar with the scent and in fact commented that the scent was a known aphrodisiac in the area. I love the fact that scent is such a universal language.

  • ringthing says:

    “I pretty much have total creative freedom.” How marvelous and how few people can experience that. I have read rave reviews of Tommi Sooni but haven’t yet had the opportunity to try any. My newest Australian discovery is nail polish! There are some fabulous and totally unique colors/finshes from picture polish and other Aussie brands.

  • My most recent favorite Aussie discovery is VEGEMITE! *licks lips* While dating an Australian, I received some in a care package…it is this wonderful paste that is made from brewer’s yeast extract, spices, wheat and vegetables! Great on toast with tea…

    Have yet to try Tommi Sooni but Tarantella and Passerelle sound wonderful! Thanks for the draw.

    PS: “Wattle” is (what we yanks call) mimosa…right?? *giggles*

  • I have recently discovered an Australian brand of shampoos which have just arrived in Spain and they are pretty good! That’s my last Aussie discovery.

    Thanks for the draw!

  • “to go forward you must also look back.” Very cool. I will be borrowing it. My favorite Australian discovery, I don’t know, Peter Weir, maybe 🙂

    I would love to sample the new scents. I already have Tommi Sooni. I love it.

  • Kudos. Let us celebrate the courage that Steven and Brett have to start a niche brand in Australia. Would be honored to win the draw!

  • noetic owl says:

    When my relatives left Europe their initial intent was to go to Australia but they ended up in the States. Having known this familial history since a child I have always been fascinated with everything having to do with Australia. On my bucket list is a trip to the land down under 🙂 !!My favorite childhood pop star was Olivia Newton John and in the late 80s my wine of choice was always Australian. I see the Australians as a resilient and tenacious group of people and I would love to see Australian perfumers establish and flourish as I feel they would offer a unique perspective. Favorite Australian discovery? One Seed-Liz does wonders with naturals!
    Favorite quote-the “receptionist that changed my life”as I am a firm believer in fate and destiny.
    thanks for the draw!

  • “It really is a fantasy I’m living, directing and working with incredibly talented people who are willing to give that extra something.”
    this is my favourite, i love this attitude! 🙂

  • Anna in Edinburgh says:

    My favourite Australian discoveries would be Australian writers Trudi Canavan and Garth Nix. Many hours have been spent devouring their works and, all being well, there’ll be more to come.

  • I was in Perth, Western Australia this past September. One of my favorite memories was walking through the stunning wildflower blooms in King’s Park and having a chance to smell fresh-picked boronia. The scent lingered on my hands all day.

  • tomatefarcie says:

    One of my most memorable moments in my travels is being at Gallipoli with Australians and New Zeallanders, moving doesn’t come close to describing the experience.

  • ineverwas says:

    “Bravery. We are pioneers and taking risks is part of who we are. ” – this is my favorite quote, and he is right, Australians are a very brave people.

  • My favorite quote is: “My greatest wish is that Tommi Sooni will inspire other quality perfume brands to emerge from Australia and that a thriving perfume industry is sustained here.” I wish this too, all quality perfume brand would have a chance!
    Thanks for the draw.

  • As a huuuuge history buff, I am intrigues by the mention of historical links between France and Australia (I, too, know only English-dominated version, as an American). This has me gearing up to do some research! Yay! And so I am excite to hear of this Passerelle frag coming out this year from Tommi Soonie. The fact that they took into account other perfumistas in the final composition is awesome. Thanks so much for the wonderful interview and draw!

  • I would have to say that my favorite Australian discovery was the penguins when I visited Melbourne a few years ago. Being on the beach in complete cold and darkness, with all the unfamiliar stars overhead, watching the amazing little birds come in to the beach after days foraging out at sea was one of the most memorable experiences I’ve ever had.

    Tommi Sooni is also sort of a twin of mine since we were both mentioned on this blog as 2011’s “best fragrance you never heard of”. I would love to try the complete Tommi Sooni line.

  • I love wine and I love Australian wines!

    Thanks for the drawing-these sound like amazing scents.

  • taffynfontana says:

    Thanks Mark for a great interview I loved Mr Broadhurst’s comment that Tommi Sooni is “definitely afloat and we have no intention of lowering our standards and sinking into oblivion.” That rugged spirit is very Australian and quite commendable.

  • great interview
    my fav. quote is “Brett submitted a perfume for a 2013 release that knocked the socks off me.”
    more to wait for..
    thanks for the draw

  • Thank you so much for the interview! I had heard about Tommi Sooni fragrances, but knew nothing about them. So cool that they’re made in Australia! Favorite quote, “We are pioneers and taking risks is part of who we are.” Love that. Cheers to continued success, Steven!!!

  • thanks for the draw, i’m interested in trying the tommi sooni perfumes. my fav quote is -bravery .we are pioneers and takink risks is part of who we are”. i need a bit of that spirit myself. thank you again for the draw

  • Michelle Hunt says:

    I found this quote very interesting: “Interestingly social media had a hand in the final formulation of Passerelle. A very strong message emerged that perfumistas were expecting something very special from an Australian inspired perfume so we went back to our original formulation and made some changes that I believe were for the better. Passerelle is now more enigmatic, deeper, more complex thanks to perfumistas. I cross my fingers they will love Passerelle as much as I do.”. It is so interesting how social media is now able to influence and inspire…a new facet of the creative process. I would love to enter the draw, thanks!

  • 3thingsuneed says:

    “To go forward you must always look back” is my favorite quote.
    what a good interview i learned a lot. When you have passion time seems to stop.

  • My favorite quote is “I’ve often thought that receptionist changed my life as it would have been near impossible to know who to go to had she not referred me on.” This reflects how amazing it is that one seemingly small decision can greatly affect our life’s path. Thanks so much for the draw.

  • I don’t know much about Australia other than the usual kangaroos etc. I’ve never been, don’t know any Aussies except my sister’s ex, and am not much of a wine person. I love koalas though (that sounds like I like them toasted or with ketchup or something but I meant I think they’re adorable).
    My one Australian discovery was the brand One Seed, courtesy of this very blog! I have a trial spray of Devotion, it’s like a sophisticated rosy spiced creamsicle.

    my favorite bit was toward the end, about an upcoming scent refined by perfumistas (!):
    “The word Passerelle is French for bridge or catwalk and is our ‘perfume bridge’ between the cultures of France and Australia.”
    I liked the bit about being unconstrained by French rules, with less of a weighted history.

  • Barbara S says:

    favorite quote: “I’ve often thought that receptionist changed my life as it would have been near impossible to know who to go to had she not referred me on.”
    Now is wish I had some Australian fragrance to try. I do have a bottle of wine my son brought home when he was an exchange student and I think it is time we opened it on our next family gathering. Thanks for reminding me!!!!

  • I really liked this statement “to go forward you must also look back.”

    Thanks for the giveaway.

  • TimeaZsofia says:

    My favorite quote is:

    “MB: As a non-European, non-US perfumer what would you say is particularly Australian about a Tommi Sooni fragrance?
    SB: Bravery. We are pioneers and taking risks is part of who we are. Australians are also very adaptable and open to new ideas. We aren’t weighed down by a heavy past. The old rules in France don’t apply to us. We can do as we like but at the same time we are part of the global economy and fashion and ingredient restrictions affect us as much as it does perfumers in the US or Europe.”

    Thank you for the draw! 🙂

  • I like the part: “…my frustration of Australia not having a perfume brand we could be proud of…”

    This, together with bravery can make good stuff. 🙂