© Carl Labrosse
June 22, 2012
The elegant new Jovoy boutique puts the thrill back into shopping for the perfect perfume. And not just any perfume—Jovoy is dedicated to rare, exclusive and limited-edition fragrances made in small quantities by artisanal perfumers with a very selective distribution. Worlds away from the aggressive department store spritzers hawking the latest mass-produced, mass-marketed, pop-star-themed scents, Jovoy’s spacious skylit interior is uncluttered and serene, perfect for whiling away an hour—or an afternoon—exploring unique and expressive fragrances. François Hénin, Jovoy’s passionate owner and ambassador for rare perfumes in Paris, acquired the forgotten perfume house Jovoy—founded in Paris in 1923 by Blanche Arvoy—with the idea of re-creating its classic fragrances, and soon found himself exploring other prestigious small labels as well. His first boutique, with 20 or so independent brands, was an instant success, and he jumped at the chance to acquire a much larger space.
Now carrying some 60 small producers, Jovoy is possibly the largest independent purveyor in the world. Along with the perfumes of Maison Jovoy, the shop carries such vintage brands as Dorin, official perfumer to the Court of Versailles in 1780; Coudray, founded in 1822; Isabey, which recently reissued its 1924 Gardénia; Jacques Fath, from the famed 1940s–1950s couture house; and Napoleon’s favorite, Rancé. Contemporary labels include MDCI and Technique Indiscrète.
Often found in the shop, Hénin delights in expounding on the olfactory qualities and fascinating histories of the perfumes, some dating back hundreds of years and some exclusive to the boutique, which also carries beautifully packaged home fragrances and scented candles.
4 rue de Castiglione, 1st, 01.40.20.06.19. www.jovoyparis.com
Originally published in the May 2012 issue of France Today
France Today magazine. A unique insider’s perspective on French travel,
culture, real estate and much more. Subscribe today.