We Love This Store: Jovoy Mayfair + Jovoy Paris 21 Conduit Street Giveaway

Jovoy Mayfair 21 Conduit Street, London, W1S 2XP UK

Jovoy Mayfair 21 Conduit Street, London, W1S 2XP UK

This article needs prefacing with the fact that I worked as part of the team that launched and managed Jovoy’s London outpost for five years (give or take). I still work closely with the team at Jovoy Mayfair now, as a freelancer, and if I really sit still and think about it, I’m more than a little bit in love with Jovoy’s founder and owner, Francois Henin and his managing director Clement Haumaitre. Not only because they encouraged me and realised my dream of releasing my first fragrance, 21 Conduit St (which was made in tandem with Marie Schnirer of Maelstrom Parfumeurs) but because of who they are as people. As you may have figured out already, Jovoy Mayfair is special to me…

Jovoy Parfums Rare

Jovoy Parfums Rare Sign-Jovoy Mayfair

 Francois Henin always explained the store’s concept as more of an art gallery where you are free to walk around and smell every one of the exhibitions. (admittedly does not sound as good when it’s not delivered in English with a suave French accent), but the idea still remains true. The same “blueprint” is used for Jovoy Mayfair as Jovoy’s Parisian boutique  (read  Jovoy  Parfums Rares Paris We Love this Store here)- which offers THE finest assortment of niche and/or hard to find perfumes in the city – only it’s presented on a slightly smaller scale owing to the footprint of the London location.

Jovoy Mayfair Interior

Jovoy Mayfair Interior

 Walking into the store with its rich red walls, heavy boxed black furniture and endless bottles is a very ‘Jovoy’ experience, regardless of location. And depending on your mood it can either feel vastly overwhelming or super exciting to see that many fragrances presented at once – which is why atmosphere is everything!

Conduit Street in London

Nestled on a side street, close to both Oxford Street and Regent Street (two of London’s most iconic and highly populated shopping destinations) and a stone’s throw from the world-famous sartorial mecca that is Savile Row, Jovoy Mayfair is a calm, scented haven where you can easily lose an hour or two just sniffing things you’ve never even heard of. And that’s pretty much the point.

Orquidea Sanchez Jovoy Mayfair store manager

 Jovoy Mayfair Store Manager Orchidea Sanchez

 “We love fragrances that are wearable,” offers store manager Orquidea Sanchez; “but they need to have a special touch that sets them apart from mainstream brands and gives them that niche feel that we are known for. We look for perfumes that are exciting.” She continues; “brands with authenticity, quality and uniqueness…”

niche brands at Jovoy Mayfair

 A selection of niche and artistic brands at Jovoy Mayfair (can you name the brands by looking at the bottle)

 Curation is an essential part of the appeal with globally recognised niche brands like Profumum Roma, Nasomatto/Orto Parisi, Xerjoff, Clive Christian, Ramon Monegal, Nishane and Escentric Molecules rubbing shoulders with smaller brands that are confidently pushing boundaries like Nobile 1942, Electimuss, Goldfield & Banks, Sora Dora, Essential Parfums and MDCI and more artistic houses like Born to Stand Out, Shiraz, Sarah Baker, Shalini and Jardin d’Ecrivains.

The retail landscape in central London seems focused around department stores. Behemoths like Selfridges, Harrods, Fortnum & Mason and Harvey Nichols all have their own charm and their own well stocked fragrance departments, but they often feel a little chaotic and they can be restrictive in regards to smelling things on your own terms. Often there’s an abundance of stimulation from noise and crowds and the generalised clamour of a thoroughfare, which adds an unwelcome pressure to the experience. Personally, when my brain’s overloaded, I find it difficult – read nigh on impossible – to smell things properly, so I’ve always described Jovoy as the antithesis of that kind of pressurized shopping experience…

Born to stand out perfumes

  Born to Stand Out display

 It’s calm. The staff are super passionate about perfumes and they are regularly trained and incredibly knowledgeable but tell them you’d just like to have a look at your own pace and they’re perfectly happy to let you do your thing. If you want to discuss individual notes or would like more tailored guidance, you just need to ask and you’ll discover a range of perfumes you likely haven’t heard of or smelled before.

Jovoy Perfumes

Jovoy Paris Perfumes Display

It’s easy. The perfumes are arranged by brand. The latest releases are set into a novelty wall and the prices and main notes of each perfume is printed onto a sticker on the base of the bottle. Sure, it’s a handy cheat sheet for staff when presenting fragrances, but it also proves to be the perfect tool for solo browsing.

Jovoy Mayfair in London

The Basement Level of Jovoy Mayfair leading to the courtyard garden, houses a curiosity cabinet featuring an array of niche brands featuring special editions

It’s rewarding. There is no limit to the number of perfumes you can try. There’s a weathered chesterfield sofa at the back of the first floor that you can sprawl out on if you need to. If you’re thirsty or in need of a caffeine hit to keep on smelling, just ask, there’s ample water and an espresso machine by the tills. If you can’t decide on a perfume, if you’re torn between two or if you just want to explore a bunch of them, samples are available to try in your own time.

 “We believe that nothing can beat the personal approach when shopping,” offers Jovoy Mayfair Manager Orquidea in summation; “Especially for fragrance! I also think that real luxury is about not having to wrestle your way to be able to try something on or to get the attention of the sales team in a very crowded and noisy place. In these times where people do most of their shopping online, we focus on the customer experience. Creating an atmosphere that is truly enjoyable, where people can take their time to explore a wide range of fragrances without ever feeling rushed or forced to buy.”

Jovoy Mayfair
21 Conduit Street, London, W1S 2XP, UK
Open 11am – 7pm / Monday – Saturday
jovoyparis.uk 

–Oli Marlow, Contributor

21 Conduit Street perfume by Jovoy

Photo of Oli holding 21 Conduit Street for Jovoy Paris

Thanks to the team of Jovoy Mayfair we have a 100 ml  bottle of  21 Conduit Street a registered ÇaFleureBon reader in the UK only (if you are not sure if you are registered click here. Please leave a comment with what you thought of Oli’s article and why you LOVE this store. Draw closes 8/9/2024. THIS IS OPEN ONLY TO UK RESIDENTS OR WITH A U.K. SHIPPING ADDRESS.

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23 comments

  • SonneSweet says:

    Oli’s article beautifully captures the essence of Jovoy Mayfair as a serene sanctuary for fragrance enthusiasts. The detailed account of its inviting atmosphere, curated niche selections, and personalized service makes it clear why Jovoy stands out. I love the idea of a store that feels like a calm retreat from the hustle of London’s department stores, allowing customers to explore and experience perfumes at their own pace. The emphasis on a luxurious, unhurried shopping experience and the opportunity to discover unique scents is exactly what makes Jovoy Mayfair a must-visit. I’m drawn to the thoughtful curation and the commitment to providing a personal touch in fragrance shopping.

    UK

  • JSO says:

    NOT a UK reader, but I did want to comment that my wife and I had the pleasure of visiting Jovoy’s Paris boutique last year. It was a wonderful experience. The staff was extremely helpful and welcoming. While I was browsing, looking for items I was interested in, the sales associate was offering suggestions to my wife and pulling bottles out for her to explore. We’re hoping to visit London later this year. If we do, a visit to Jovoy Mayfair will be part of our plans.

  • liquidasset77 says:

    With intense herbal freshness apparent and lush inside the cushiony moss is the silky Tonka (coumarin) there in the guise of almond-like shaving soap. But 21 Conduit St.’s lavender story is where the richest and most rewarding places of interest lie within the composition, full of interest just like the story told in this piece. Oli did a wonderful job introducing as patrons new and old to a premiere perfumery. thanks you!

  • Ozzyaziz says:

    It’s rewarding. There is no limit to the number of perfumes you can try. There’s a weathered chesterfield sofa at the back of the first floor that you can sprawl out on if you need to. If you’re thirsty or in need of a caffeine hit to keep on smelling, just ask, there’s ample water and an espresso machine by the tills. If you can’t decide on a perfume, if you’re torn between two or if you just want to explore a bunch of them, samples are available to try in your own time.

    “We believe that nothing can beat the personal approach when shopping,” offers Jovoy Mayfair Manager Orquidea in summation; “Especially for fragrance! I also think that real luxury is about not having to wrestle your way to be able to try something on or to get the attention of the sales team in a very crowded and noisy place. In these times where people do most of their shopping online, we focus on the customer experience. Creating an atmosphere that is truly enjoyable, where people can take their time to explore a wide range of fragrances without ever feeling rushed or forced to buy.” A wonderful piece by Oli I have not shopped at Jovoy but I appreciate a calm shopping experience where you are not pressurised into buying

  • Amaziz89 says:

    It’s rewarding. There is no limit to the number of perfumes you can try. There’s a weathered chesterfield sofa at the back of the first floor that you can sprawl out on if you need to. If you’re thirsty or in need of a caffeine hit to keep on smelling, just ask, there’s ample water and an espresso machine by the tills. If you can’t decide on a perfume, if you’re torn between two or if you just want to explore a bunch of them, samples are available to try in your own time.

    “We believe that nothing can beat the personal approach when shopping,” offers Jovoy Mayfair Manager Orquidea in summation; “Especially for fragrance! I also think that real luxury is about not having to wrestle your way to be able to try something on or to get the attention of the sales team in a very crowded and noisy place. In these times where people do most of their shopping online, we focus on the customer experience. Creating an atmosphere that is truly enjoyable, where people can take their time to explore a wide range of fragrances without ever feeling rushed or forced to buy.” I believe that buying perfume is a experience that should not be rushed or hurried. Jovoy really appreciate customers and sounds like their approach is tailored towards customers needs. An absolute breath of fresh air. I hope to visit Jov

  • Jeffrey F says:

    Absolutely love this store – they have an amazing and rare selection of brands, and super knowledgeable staff and are generous with samples if you so ask for it. Compared to the rushed and crowded experience of trying perfumes at department stores this is a serene little shop where you can go at your own pace. Highly recommended. Based in the UK.

  • EmJay87 says:

    As someone based and working in the very depths of South London, I do not get to visit areas like Mayfair as much as I would like. But Jovoy’s store is absolutely on my list when I take some time to myself and have a day of nothing but perfume smelling and hopefully not absolutely draining my bank account!

    And this roundabout reasoning is why Oli’s article interested me – the curation at Jovoy that Oli talked about. As someone who would like to experience a wide variety of brands, and learn about them, smell them, and talk about them with knowledgable people, it seems as if Jovoy might not only be a stop on my perfume tour, but it might serve as a one stop shop to experience not only the well known niche brands, but to discover other, smaller, or brands unknown to me. Which is an exciting proposition!

    Also, as an introvert, a calming store with a pace that suits me may have be in there smelling, talking, and buying for a long, long time. Making Jovoy a store that I possibly won’t only experience once, but may indeed become a home away from home. Which is something I believe all hobbyists need…

    Jovoy may, and can, establish itself as not only a stellar retailer, but a home away from home for London’s perfume aficionados.

    PS. As a previous (one time) winner of the ever generous ÇaFleureBon giveaways, I have tended to reserve my entries to fragrances that I believe I will have a genuine affinity for, and 21 Conduit Street, being in the grapefruit, citric and aromatic family – and being the illustrious fragrance blessed to be named after Jovoy’s store address – I had to enter!

    (South) London, UK

  • Tone says:

    Jovoy is more than just a store to me; it’s a pilgrimage.

    Each visit begins with a playful inquiry for the mythical character named ‘Oli,’ a phantom figure known only to a select few.

    The ritual continues as I navigate the fragrant landscape, a single spritz of 21 Conduit Street igniting my senses and propelling me out into the world, renewed.

  • ianbradleyandrews says:

    The sheer amount of choices you can try in this shop is reason to fall in love. I am dying to go. I’d love to win the jovoy and live in Indiana.

  • David Furman says:

    21 Conduit street, that’s a unique and befitting title. Truly novel and I believe the scent profile is too. I imagine a clever woods and very bright and aromatic. A scent built to last that also evolves and shows off its many facets. I know Jovoy is high end niche and I’ve never had the pleasure of smelling one much less own it. For that reason I would love to win, from Jacksonville, NC.

  • celiamp8 says:

    Going into a space wanting try as many perfumes as possible makes one feel shy, unless in an airport or a shopping mall in which case the large-scale anonymity simply makes one disappear. The only time I went to the Jovoy Paris store I felt none of those things, neither invisibility nor nervousness. The experience was part of the reason why I learnt to love perfume while strolling through Paris, and Oli capured perfectly the London equivalent. I can’t wait to replicate the experience there and grow my enjoyment of perfume further now that I live in London.
    Needless to say, I would love to take part in the draw for the beauty that is 21 Conduit St

  • wallygator88 says:

    Thanks for the really nice writeup Oli. Really helps one understand the ethos behind the brand and the perfume store. It really is a refuge for perfume lovers (and perfumes). I loved reading about all the little details that go into making sure that the customer has the best possible experience.

    Would love to visit the store!

    Cheers from WI, USA

  • mmerline says:

    The finest assortment of niche perfumes in the city means a lot when that city is Paris or London. I love the cut-out display boxes for each unique bottle; the store’s shelving really makes the most of dramatic presentation. And for any boutique, calm, organized, and featuring an extensive stocklist is ideal. Hope to visit someday.

    I’m in the USA.

  • Jacob_Rogan says:

    Salutations
    It could be my impressions only but I believe most people associate Jovoy with Psychedelique , one of the best patchouli fragrances I’ve ever smelled . It was a pleasure reading Oli Marlow essay ,i’ve learned a lot of Oli , Francois Henin and Orchidea Sanchez today. What grabbed me the most, in no particular order a) Jovoy team ambition to grow b) with Francois Henin guidance how popular the house of Jovoy has become c) his inventiveness and trust in Oli Marlow encouraging him to release his first fragrance in tandem with Marie Schnirer d) Jovoy team desire to create positive atmosphere through exquisite and sophisticated fragrances e) how jubilant and calm Jovoy Mayfair is in comparison to the huge high end department stores
    It’s been a pleasure
    UK

  • feel.me.flow says:

    Jovoy has been releasing gems after gems lately, RED by Sora Dora recently and now the classy Aqua Memorabilis. 21 Conduit St i hasn’t smelled , I find interesting how it was co-created by Oli Marlow himself and with Marie Schnirer, the same perfumer who made my favorite Jovoy Pavillion Rouge
    I genuinely love dedicated people who do rely on inner drive for improvement in the field they chose , all Francois Henin, Oli Marlow and Orchidea Sanchez fall into the same category. I like how Jovoy Mayfair manager broadens boutique creative horizons through different , more calmed almost spiritual approach to customers in comparison to overcrowded department stores.
    I have a penchant for high grade fragrances and the info how Oli Marlow was involved in creation of 21 Conduit Street made me even more interested now.
    Thank you very much
    UK

  • Billx says:

    Oli Marlow did such a fabulous job of capturing the spirit of the perfume store in London. Jovoy Mayfair is wonderful and I would love to win Conduit Street

  • Pepi_T says:

    My takeaway about Jovoy Mayfair and Oli Marlow work with a quote from the article

    “We love fragrances that are wearable,” offers store manager Orquidea Sanchez; “but they need to have a special touch that sets them apart from mainstream brands and gives them that niche feel that we are known for. We look for perfumes that are exciting.” She continues; “brands with authenticity, quality and uniqueness…”

    Unquestionably dedication is a must for the 21st century dire competition, and expectations are beyond high for everyone , in particular for niche fragrance boutiques , brands and perfumers.
    Orchidea Sanchez work ethics are noteworthy , unlike a lot of other brand owners and managers she’s not just looking for a way to push fragrances fast , but actually feels the need to create an enjoyable and calm atmosphere where customers can smell exquisite fragrance.
    The whole Jovoy Mayfair team i think accepts nothing nearly right or good enough , the reason Francois Henin trust them on 100%
    Fire at Will is my favorite Jovoy fragrance. Thank you
    UK

  • Bubeto_GG says:

    Jovoy Paris is by far the best fragrance boutique i’ve ever been to-no US boutique comes even remotely close , or it will ever be , and I believe Jovoy Mayfair is following the footsteps of the older and more experienced sibling.
    The interior designer is the same, like Oli Marlow said “a very Jovoy experience” , location is top notch in Mayfair right next to Savile Row (it’s spelled with one l ) , Orchidea Sanchez work is speaking for itself. The staff not being pushy is a major plus for me , I like to explore on my own
    When delightful grapefruit and rhubarb meets ambroxan and a few sips of amaretto , then 21 Conduit St comes to play. I’ve smelled the fragrance and it’s beautiful, I’m quite surprised Oli Marlow co-signed it .
    I’m more than happy to have my favorite Jovoy – Remember Me , and my second favorite Incident Diplomatique.
    Cheers with Amaretto Sour , and thank you for the opportunity
    USA but because of the rules of the giveaway I’d like to enter because my parents are living in UK

  • Timothy_knows_well says:

    Hello from UK
    Never been to the worldwide famous Jovoy Paris , but Jovoy UK boutique in Mayfair is my go-to place to shop niche fragrances , the place I discovered brands like Electimuss London, Sora Dora, Jovoy and many more.
    All nuances of Oli Marlow and Orchidea Sanchez journeys do have a familiar tune , with optimism, modesty both always keeping their sight forward , and never looked back. I’m impressed how the lady works hard , not only that but having fun and smiling, that’s exactly when a person is more successful.
    Oli Marlow insightful information of all Jovoy Mayfair had another angle added ,I enjoyed learning about the whole picture
    I’d love to win 21 Conduit St based on Oli’s overview and my previous experience with Jovoy, delighted owner of Fire at Will + Psychedelique and I’m envisioning excellence once again
    Thank you so much

  • Josh_Elington_77 says:

    Since Psychedelique is my fave , and Oli Marlow and Orchidea Sanchez nature is very much similar to mine I’d like to say I’m thankful for the chance of winning 21 Conduit St
    Taking into consideration my impressions of how Orchidea Sanchez and Jovoy in general are looking for brands with authenticity, quality and uniqueness i’m convinced she’s not just a a good manager but also a passionate dreamer
    It’s vital to me that Oli Marlow involved in the making of 21 Conduit St
    I’m thrilled by the article, the work ethics of Jovoy Mayfair and 21 Conduit St
    Many thanks , UK

  • Old Herbaceous says:

    I love Jovoy Mayfair! The selection is amazing and the staff are incredibly warm and welcoming. On one of my visits, a lovely employee let me sniff the ultra-rare L’Iris de Fath extrait, a true unicorn fragrance. On another, I met M. Henin and he showed me lumps of real ambergris. I’ll be in London this September and plan to visit Jovoy Mayfair again. If you haven’t been there, it is well worth the trip.