Last night I attended a very exciting launch with Jo Malone as they opened the doors to their new global flagship boutique store on London’s historic Regent Street. I couldn’t think of a more apt spot for this beautifully British brand, Jo Malone, to pitch up other than on the iconic curve of Regent Street so heavily steeped in British heritage and values. The new boutique is officially open today but last night I was treated to a sneak peek of this new, immersive space and I have to say it is blooming gorgeous.
Decked top to bottom with Jo Malone’s iconic black and white style and stunning elegance, it is a place you could easily lose yourself in for a good hour or so, sniffing every single scent and enjoying all the additional extras this store holds that you won’t find anywhere else. There is a living scented garden that will be ever-evolving and is there to showcase Jo Malone’s most celebrated and unexpected ingredients. Tucked away at the back is the Artisan’s Studio which is where customers will be able to step inside the Boutique’s workshop and watch the in-house engraver and embosser work their magic. Whether you want a bespoke engraving for your candle lid or perfume cap, or want that special Christmas present made extra special with some stunning tags and ribbons, you can get it all here. There will also be an illustrator and visiting artists busy at work transforming your box into a work of art right in front of you eyes, making even the packaging something to treasure forever. My favourite part however is the release of nine colourful caps to crown and customise your favourite perfume bottle – it would just be tricky to decide which one to choose!
Finally, as another added benefit of visiting this special new store, you will have the chance to pick up some of the brand’s most admired scents lovingly returned and exclusively available from the Regent Street boutique. The Archive Collection is made up of nine comeback fragrances which are not available anywhere else with the likes of Assam & Grapefruit, Elderflower & Gooseberry and Sweet Lemon making a welcome return. I relished the chance last night to spritz, sniff and discover all these scents and have definitely left with a new firm favourite from the entire Jo Malone fragrance collection – Ginger Biscuit. Oh wow! Imagine a just-baked biscuit, fresh out the oven spiced with ginger, nutmeg and cinnamon with a buttery, caramel base. It smells warm, spicy, nutty and crumbly and is utterly irresistible. If you need any reason to visit this new Jo Malone store then let it be this – you need to take a sniff of this delicious scent!
Well done Jo Malone on a sensational launch and a truly beautiful space – I have no doubt this global flagship boutique will be another fantastic success and I know where I will be spending most my time when it comes to picking up Christmas gifts this year!