Perfumer Jo Malone has followed her nose to the Middle East, leaving her native London behind for Dubai, the “hot amber” smell of the desert.
Moving to the Middle East wasn’t part of her life plan. Recently she’d spent some time in Dubai, wandering through the Miracle Garden with its 150 million blooming flowers, daydreaming in the city’s shady courtyards and taking in the new, exotic smells.
“Gary and I can actually service the international part of the business from there. We’ve got a really strong team here in the U.K. and we’ll probably build one [in Dubai] as well,” she said. Malone launched the luxury brand Jo Loves in 2011, more than a decade after she sold her eponymous fragrance house, now known asAn experiential retail pioneer, Malone fitted her small Jo Loves store with a long counter, like a cocktail bar, where customers can sample, mix, layer or even “paint” fragrances on their pulse points with the infused brushes that she developed. The back of the shop is for educational events and fragrance master classes.
Malone has also opened a creative consultancy in Dubai and has three clients there already. She said she wants to be “the entrepreneurial eyes within global corporations.” The idea is twofold. In January, Malone began creating fragrances with notes drawn specifically from the country or region where she sells her brand. She has already set up teams to support the fragrance project in Dubai and Korea.
In Dubai, June, July and August are brutally hot and humid, “so you stay indoors, and fragrance is an important part of everyday life,” said Malone, adding that the extreme heat also adds complexities to scent making. Malone said that on a steaming hot day “there’s nothing more wonderful than your hair smelling of fresh cedarwood. It’s so lovely.”“No one wears one fragrance,” said Malone. “They wear four, five, maybe even six fragrances, all layered so everybody has a very unique way of smelling. And, often, that’s a secret.”
“The air smells of … wait, I’m smelling it now … it’s like a hot amber and it’s sweet,” says Malone, shutting her eyes briefly to conjure the scent. “There’s no blossom in the desert at all, but I can always smell fresh white blossom.” But with the plane in the air, and the door wide open, she freaked, and tried to back out. Tariq said: “’Too late, honey,’ and he pushed me out. We were free-falling, and the anxiety stayed on the plane. I have not felt anxious since, and I wake up with a smile on my face,” said Malone.
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