Sarah Jumping up and down in front of Jovoy Parfums Rares ©Sarah Colton
Yay! After a month and a half, Jovoy Parfums Rares is open again, and François is back! I met François Hénin, owner of Jovoy Parfums Rare, at his flagship boutique on rue Castiglione in Paris, and asked him to tell me about the Jovoy experience in post-Covid19 Lock Down.
François Hénin in front of the huge Birthday Cake at the Jovoy Yacht ©Sarah Colton
“There will always be a ‘before’ and ‘after’ Covid-19 pandemic Lock Down, when everyday life and business as we knew it ground to a screeching halt. For France and Jovoy , this historic moment lasted two months from March 11-May 11, 2020.
Jovoy Parfums Rares last visitors before lockdown
Within a single week, the Jovoy Parfums Rares community went from a state of joyful togetherness as we celebrated our 8th Birthday at a yacht party in Paris, to a state of anxious separateness, scattered and locked down in the four corners of the globe. Driving away from Jovoy Parfums Rares on March 11, only moments ahead of the national deadline for closing our doors, I said good-bye to our last visitors, a pair of ducks on the sidewalk in front of the boutique. Perhaps, the only true Parisians.
Welcome to Jovoy Paris Parfums Rares, and the brave new world of Post Covid19 Lock Down. Everybody is wearing masks. You can’t see Sarah, but she has a gorgeous one.” ©Sarah Colton
And, here we are two months later….. Many things are different. I have to wear this huge mask, you have to wear a mask, and we all need to be extremely careful. The good news is that the ESSENTIALS remain the same. Interesting and storied people are still searching for perfumes with stories like no others, and Jovoy’s mission is still to help them find these fragrances. Thanks for your enthusiastic welcome, Sarah, and Cafleurebon.com. And by the way, Sarah, your mask is gorgeous!
Jovoy Parfums Rares online store page
Before March 11, the majority of Jovoy’s sales took place in our stores. Now the proportions have switched, and the majority of sales take place online. Perfumistas have learned that even if they’re stuck in their houses, or stores are closed, their fragrances are only two clicks away. It’s like having Jovoy at home. Anyone can try anything that’s available at Jovoyparis.com or jovoy.uk. And thanks to our extremely supportive partners, there’s a mountain of goodies to be had in the form of samples and free gifts. We’re super super generous now. We used to be quite good. Now we’re even better!
“Try Me” Page
More big news is that Jovoyparis.com and Jovoyparis.uk have reinstated the “Try Me” experience, our sampling program which responds to the “My bottle is empty and I want to discover the new thing” syndrome. “Try Me” is based on the principle that we can divide a 100 ml bottle of fragrance costing 100 Euros into 100 individual one ml samples and sell them online for 1 Euro each.
Jovoy Parfums Rares Boutique entrance. ©Sarah Colton
For our in-store visitors, we’ve designed a whole new protocol for smelling opportunities in one-on-one or small group visits, while at the same protecting all of us from Covid-19 contamination. Come into the boutique and see how it works. After welcoming you at the front desk, we take you to our central ‘work station’ for an ultimate — and safe – fragrance-smelling storytelling experience. You tell us your stories – how, and which fragrances you like to wear, how this has evolved, what you’re longing for…. And then, since you can’t touch the bottles like you used to do, we bring you samples that correspond to your stories, and we TAKE TIME. At the end of the experience, even if you don’t buy anything, we’ve gotten to know each other, and you have 10 or 20 free samples, each with a new and very personal dimension. When you go home you might remember… “I met this guy who told me perfume stories. There was one that took me to an Alpine meadow, and another about a dazzling and luxurious line of perfume-colognes in jewel-toned bottles. Another story transported me to a rose plantation in Grasse, and yet another, plunged me into the azure waters of the French Riviera….”
Jovoy Parfums Rares HOT Brands REAL Stories
Andy Tauer fragrance L’Air des Alpes Suisses ©Sarah Colton
“A brand that’s literally flying off the shelves right now is Andy Tauer. We’ve had numerous requests for all his fragrances, especially L’Air des Alpes Suisses, which tops the list, perhaps, because its fresh purity is super appealing in this post Lock Down period.
Francois with ROJA Elysium ©Sarah Colton
ROJA Parfums, a beautiful, luxurious, and expensive brand is literally flying off the shelves these days. We all know Roja Dove for his amazing best sellers, Enigma, Diaghilev, and Scandal, or the Aoud and the Musk Aoud of the oriental collection. Most recently, Roja has taken a risk in changing his line a bit for a new cologne adventure.
ROJA Parfums “parfum colognes” ©Sarah Colton
The new ROJA “parfum cologne” collection is less concentrated, yet quite bold, and very much in demand. In fact, it’s an absolute success, especially the bright and versatile Elysium, which has found its public for sure!
Elisabetta Perris presenting the latest fragrance in the “Grasse Collection” Rose de Mai by Jean Claude Ellena.” ©Sarah Colton
Elisabetta Perris,co-owner of Perris Monte Carlo, presented her fragrances at the Jovoy Press-day/Birthday Party a week before lock down, and they’ve been flying off the shelves ever since. Most popular, are those of the new “Grasse Collection” created by Jean-Claude Ellena — especially Rose de Mai. Perhaps, it’s because so many of us weren’t able to travel to Grasse for the rose harvest this year, and Rose de Mai really and truly smells like you’re burying your nose in a handful of freshly picked rose de mai!
Atelier des Ors’ most recent “Riviera Collection” takes you to the golden beaches and azure waters of the French Riviera.” ©Sarah Colton
Everybody loves Jean-Philippe Clermont, owner and artistic director of Atelier des Ors. All his fragrances are selling well now, especially his “Riviera Collection” which takes us to the golden beaches and azure waters of the French Riviera. We have lots of requests for samples and full bottles in this collection, especially Riviera Lazuli. Even if you can’t go there, you can smell it and dream! Bring your bathing suit!
“Of all the things I’ve learned during the Covid19 Lock Down, perhaps biggest lesson is to TAKE TIME. Like everyone, during the Lock Down we didn’t have a choice in our situation. We were ‘trapped’. We had to stop. We had to take time and live with each other. And yet, even before the Covid19 Lock Down, many of us were caught in another kind of ‘trap’. One that created a situation in which we were often running away from each other and ourselves, using all sorts of excuses like, “I’ve got to go to work. I’ve got to go shopping. I’ve got to go — somewhere, anywhere, besides here.” Now this period of “Post-Covid19 Lock Down” has imposed a set of new changes to ways we conduct our businesses and day-to-day lives. Ironically, after reflecting on my own experience, I’m beginning to look at these changes less as an imposition, and more as the rare opportunity of a life-time to TAKE TIME.”
François in mask interior of store behind him ©Sarah Colton
Today, you’re wearing masks and I have to wear this protective gear all day, which is well, an experience. Tomorrow is another day, and everyday we’re discovering an exciting new world. I’ve loved this opportunity to take time and be with you, and even from behind this plastic visor, you all look BEAUTIFUL!!-François Hénin
Jovoy Parfums Rares
4 Rue de Castiglione, 75001 Paris
France
–Sarah Colton, Reader, Guest Contributor, and author of Bad Girls Perfume Tips and Tales, winner of the 2017 Perfumed Plume Award for best book.
Thanks to Jovoy Parfums Rares we have a 100 ml bottle of ROJA Elysium Parfum Cologne for a registered US or EU reader ONLY. To be eligible please leave a comment on Sarah’s visit to Jovoy Paris with François Hénin where you live and which fragrances entice you the most. Draw closes 6/6/2020
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All photos ©Sarah Colton
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