By  on December 10, 2010


Erwin Creed, on tour in the U.S. last month to promote the company’s anniversary and new fragrances, chatted about being the seventh generation male heir to a 250-year-old fragrance dynasty.

WWD: You started training at the age of eight. How did you feel about fragrance as a child?
Erwin Creed:
It’s easy to like and I enjoyed it, but I didn’t pose the real question about the future. It has become more and more important, more stress, a bigger part of my life — more than 50 percent of my life. Sometimes you feel great; sometimes you feel not very good because you don’t find a good perfume, or you have a problem with business, distribution.

WWD: Your dad is a tough act to follow. Did you ever rebel against carrying on the family business?
E.C.:
Yes. I wanted to do something by myself. But the more I became involved with the company, I realized you can do a lot of things with it. When I was young I wanted to be a race driver, kind of like wanting to be a fireman, but the more I grew up, it became interesting to work in the company. So it’s like my baby, and I want to treat it very carefully.

WWD: Do you feel like a royal, like you’ve got to produce a male heir?
E.C.:
I would like to steal a crib today, nice, beautiful, exclusive with a nice perfume for our customers! Yes, I want to have a son, but today I don’t think about a son or a daughter. If I have a girl or boy or two girls, if there is one who wants to be more involved with the company then she will be the one. I work with my sister. Today the girls keep their [last] name.

WWD: Which fragrance do you wear and why?
E.C.:
I don’t wear one fragrance. I wear all of them and sometimes a new one.

WWD: You have traveled extensively for the company seeking fragrance oils. What are your favorite destinations?
E.C.:
My favorite destination is a little bit everywhere. I like to travel to different places and see a lot of different things. Some countries are very beautiful, clean, some are poorer. When you are opened-minded that is the best part of it.

WWD: You’re an avid skier. Are you working on a clean winter fragrance?
E.C.:
We have Himalaya, which was by my father. When I do sports it’s more about doing something healthy for me to feel better and more relaxed for when I start a new fragrance. It changes my mind. Then I go back to business.

WWD: Your bio says you base jump — what have you jumped off of?
E.C.:
No, no, no! I don’t base jump. I jumped from a plane two times just to be a little bit crazy, but that’s all.

WWD: If you could be reborn as anyone or anything you wanted, what would it be?
E.C.:
I love racing cars. Maybe a race driver.

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