April 22, 2012

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A Taste of Esxence;
Neela Vermeire Créations
By Raphaella Barkley

We asked some of our new friends at Esxence-The Scent of Excellence, how they fared at the recent sold out event in Milan Italy. Join us for a quick peek inside Esxence and some of the perfume companies that were represented in Milan Italy.  

We recently spoke with Neela Vermeire of Neela Vermeire Créations, a new French niche perfume house that is gaining a great deal of attention to her three new scents.

Neela, tell us about your fragrances –what makes you an artistic niche or luxury brand?

We created the India trio based on my concept and intense research into history of India combined with many olfactory memories. It is artistic niche and luxury because there was no cap on the budget so Bertrand could choose the quality of ingredients we truly wanted to use to express the concept and feeling of these three luminous perfumes as a tribute to three eras in India.

What has the experience at the Esxence event in
Milan meant to you and your company?

Milan was a good place to meet potential business partners, clients past and for the future, some suppliers, store owners, old friends and new ones.

If this was your first visit to Esxence, was it
successful and did you attract the type of clients you had hoped for?

Yes, it was my first visit to Esxence and it was wonderful meeting passionate perfume loving store owners, distributors and clients – mainly Italians who understood the concept and truly appreciated it.

The organizers even had their press people introduce some journalists. There were some interviews and other contacts for the future. It was done seamlessly and professionally.  It was successful from the point of view that the perfumes were tried by so many people who wanted to know more about the perfumes.

If you are a seasoned vendor, what did you find
different this time, other than the fact it was sold-out?

Not a seasoned vendor but having been to another international trade show (with fewer companies) – this was done on a much larger scale and it certainly attracted a lot of people continuously over the four days.

I personally found it very exciting to see so many highly artistic niche perfumery brands that have emerged out of Europe and the global market.  How does it feel to be a part of this venture?
It is indeed very exciting, challenging and meaningful to start an independent niche artistic perfume brand that involves taking many painful decisions that most commercial perfume companies do not wish to undertake due to the high cost of essences.

For some niche artistic companies like mine there is usually no cap on the price of high quality essences/raw materials, we work directly with stores and with clients in a mindful manner – yes the costs are very high but that is also because we cannot afford to order perfume packaging components and supplies such as bottles etc. in larger than a few thousand (which is very small for large suppliers)
There are no test groups during the development of the perfumes etc. The beauty is in the intellectual aspect and not in taking the commercial route of what people “like”. Sometimes we get stronger reactions such as love or hate but that is what art is about – true subjectivity. One cannot tame or tone down a niche creation to please everyone.

How did it feel when Michael Edwards visited you and your fragrances at the event and did you learn anything about his method of classification?

Michael Edwards was such a kind, bright, charming and powerful presence in the show. He is a true fragrance guru. It was wonderful meeting him in person finally (his evaluators had evaluated the India trio after the sneak preview) and it was such a great honour that he classified the fragrances during the show.

Yes I did learn about his method of classification, which is a very logical and interesting method.

I also found the attendees to be very passionate about fragrance at the event. Was it everything you expected it to be?

As we know from experience during most perfume shows is that you tend to meet wonderful people who are usually highly passionate about perfumes and take the time to visit and explore.

What were your favorite parts of the four-day event?

Meeting possible new partners, perfumers, old friends, other creators, and new friends….

Neela Vermeire Créations

Coming soon...
the interview and profiles of the fragrances!