PARIS — Looking to get Stoned at the fragrance counter? You soon can. That's the name of a heady new eau de parfum by London jewelry designer Solange Azagury-Partridge that boasts diamond dust among its luxurious ingredients.
Unveiling her first brand extension exclusively to WWD, Azagury-Partridge said the fragrance was conceived as part of a jewelry collection titled "Zodiac," including an 18-carat gold lion's-head ring with a movable jaw (Leo, of course). "I didn't want to do a perfume and not do jewelry. It had to be part of my jewelry," she explained in an interview.
The scent will be unveiled at a party in London on Nov. 14, and Azagury-Partridge has already secured distribution in select Space NK stores, which have a six-month exclusive. One hundred milliliters of the scent, housed in a globular, bubble-textured red glass flacon topped with a Virgo goddess stopper, will retail for 145 British pounds, or $276.60 at current exchange.
Describing the perfume as a bespoke venture, Azagury-Partridge said she would produce it independently, and thus quantities will be small: Just 1,000 bottles will be produced for the launch. However, this fragrance fanatic has big ambitions for her new Oriental scent.
"I feel very underdressed if I go out without wearing perfume," she said. "I'm very faithful. I've worn Chanel No.5 and [Guerlain's] Shalimar for years, and I wanted my perfume to be as compelling as theirs.…I'm not claiming my perfume is as fabulous as that, but I would want it to be."
Lynn Harris, the nose behind the Miller Harris collection, worked with the jewelry designer on a "modern oriental" scent, the notes of which include Italian bergamot, classic rose, jasmine absolute, labdanum, tree moss, musk and vanilla bourbon.
The fragrance comes packaged in a sturdy, red fabric box with a meditating female figure etched onto it.
As with her jewelry, Azagury-Partridge said she would rely on word of mouth to spread the gospel about Stoned. "It's more believable," she reasoned.
Azagury-Partridge founded her jewelry company in 1990, five years later opening a shop at 171 Westbourne Grove that was all red and decadently plush, like stepping into a giant jewelry box-cum-opium lair. Last year, she moved to a larger location up the road to No. 187.Although her business is small, Azagury-Partridge's renown took a quantum leap in 2001 when she was appointed the creative director of Boucheron in Paris, where she worked for three years, concocting the fragrance Trouble. And last November, her decadent and witty style was brought to the masses when she designed a one-off collection of costume jewelry and accessories for H&M, the Swedish fashion giant. That collection, priced mostly under $25, sold out, proving to the designer that "my ideas are acceptable to more people and not just niche."
The Zodiac jewelry line includes one of Azagury-Partridge's signature "poison" rings, only this one snaps open to reveal a solid version of Stoned perfume by Robertet, the Grasse, France-based fragrance supplier. In red-lacquered white gold and in a goddess shape, it retails for 5,800 pounds, or $11,064.63, including refills.
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