LONDON — Linda Pilkington has never been afraid of getting up close and personal with her customer. How could she be? Her shop in The Royal Arcade off Old Bond Street is as small as a pillbox and encourages conversation over the long lineup of heady Ormonde Jayne fragrances.Now, Pilkington plans to get even closer to her customer, offering them the chance to play a part in creating their fragrances, with the launch of services such as made-to-measure, bespoke and in-house engraving.She’s doing it all from her newly refurbished space, with its 20-foot-high windows hung with theatrical orange velvet curtains, perfume counter shaped like an abstract perfume cap and refrigerator stocked with Champagne.“You can’t just expect customers to walk into a shop anymore, you have to offer an experience, and that’s something you can’t do in a department store,” said Pilkington from behind the counter, which is lined with her rich fragrances grouped into collections with names such as Love Trilogy and Four Corners of the Earth.“You want them to sit down and relax — that’s the way forward,” added Pilkington, whose brand is part of a growing trend in high-end fragrance to involve the customer and lift the veil on the creative process.When Harrods’ Salon de Parfums launched in 2014, the store said it wanted to encourage a conversation about fragrance that went beyond the basic elements of the juice, and offered customers the chance to learn about notes and formulas and what goes into making a high-end scent.[caption id="attachment_1202632694" align="aligncenter" width="650"] The Ormonde Jayne store on Old Bond Street[/caption]Some of the perfumers at Harrods offer special fragrance services, including Penhaligon’s, which is offering semi-bespoke and bespoke.Ormonde Jayne’s made-to-measure service allows customers to choose from nine top notes to add to a cologne, an oud or a smoke moss. They can also choose the strength of the juice, have their initials engraved on the over cap or have the flacon personalized.Fragrances from the standard signature range cost 160 pounds for a 120-ml. bottle, while the made-to-measure ones poured with 40 percent fragrance oil cost 240 pounds per 120-ml. bottle.Pilkington’s fragrances are some of the headiest out there with 30 percent perfume oil in the basic ones, and she said she’s noticed that people nowadays want longer-lasting perfumes. “And they’re far more knowledgeable than before,” she added.At the end of this year, she plans to launch a bespoke, a by-appointment-only service where, over the course of three to four months, she’ll develop a scent alongside the customer. That service will start at around 10,000 pounds although the final price depends on the ingredients used and the time it takes to make.[caption id="attachment_1202632696" align="aligncenter" width="483"] The Ormonde Jayne store on Old Bond Street[/caption]On April 2, the brand will also launch a web site allowing customers to build up a “perfume portrait” of themselves so they can decide what best suits them. It will also encourage flavor sampling.In July, she also plans to Ormonde Jayne Privée, which will be exclusive to Saks Fifth Avenue where the brand will land in May.In addition to the Old Bond Street store, Ormonde Jayne sells at Selfridges, Harrods, Fortnum & Mason, and through more than 100 boutiques in Europe, Russia and the U.S.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)