One of the many benefits of being an exclusive perfume house is travelling to Italy to meet perfume lovers from all over the world during one of the artistic perfumery events that are yearly held in Milan and Florence. This week we met in Florence with various specialised perfumeries that represent our brand. Our message was an old one, but today more valid then ever: Puredistance still stands for ‘True Exclusivity’.
In today’s world of fragrances, where big luxury powerhouses rule, it seems we have become a rare bird, which is something we cherish. It is our wish to continue creating understated elegance and timelessly beautiful Perfumes, hand in hand with true exclusivity. The best proof of this exclusivity is the fact that less than 100 carefully selected perfumeries in 35 countries are authorised to sell the Puredistance brand. This kind of exclusivity is hard to find today: many companies promise it, few deliver.
We met Cécile Zarokian in the Montebello Splendid Hotel in Florence and spend a lovely evening with her. Cécile created Puredistance SHEIDUNA, and a second Puredistance Perfume with her signature is in the making. The launch is planned for November 2019. We like to take our time and never rush; we feel time is on our side.
Leather Atelier ‘Reyne Leder ‘ in Gent
Puredistance traveled to Gent to visit Guy Reyné of Leather Atelier Leder Reyne, where our 100ml leather holders are handmade.
We got a small tour in the workshop and got to meet Guy his colleagues, who were working on the leather holders for Puredistance.
Their team is small, dedicated and personal, just like Puredistance.
Guy showed us the leather holder colour we will use for Puredistance WARSZAWA, which is beautiful.
Big thanks to Guy for our already many years-long cooperation!
Puredistance discovery event in Japan
Puredistance traveled to Tokyo, Japan! Together with Sachi of La Parfumerie Tanu, we organized an event full of Puredistance discovery in a small book cafe in Tokyo: Fumikura.
Guests are welcomed at the reception by Shizu, the sister of Sachi! We offered a limited amount of our perfumes for sale to our guests.
A beautiful and humble set-up of the full Puredistance Master Perfume collection, complete with a red rose.. Everyone got a chance to view our products and spray all perfumes.
Sachi presenting Puredistance (all in Japanese) by means of a presentation displayed on the wall of the cafe. The presentation also included music, and Sachi’s wonderful spirit and enthusiasm!
Curious guests smelling Puredistance WHITE, on handmade perfumed blotters.
After the Puredistance presentation there was chance for talk, while enjoying a super-tasty sake, brewed by Fumikura themselves. It was our pleasure to answer all questions and talk about Puredistance perfumes with all the guests.
We like to thank all the guests that visited us in Tokyo, hopefully you enjoyed it as much as we did. We had an amazing time. Japan definitely has gotten a special place in our hearts. Special thanks to Sachi for organising a truly special event and presenting us in such a remarkable way.
Puredistance celebrates its 10 year Anniversary
15 years ago I had a dream. A dream about a naturally beautiful lady that created distance through her purity: ‘Pure Distance’. I took the bold decision to try to build one of the world’s most exclusive Perfume Houses. 10 years ago half of my dream came true: Puredistance 1 Perfume was launched. Now, ten years later, the other half of my dream has come true. Worldwide Puredistance is considered as a very special brand that offers one of the world’s most exclusive and beautiful Perfume Collections. I deeply owe my team, our suppliers, all bloggers and our fans and customers for their invaluable input, support and positive energy. Without you I still would be dreaming.
Puredistance is celebrating its 10th Anniversary this year, a very special milestone to reach! All of our perfumes are still assembled by hand by our team, and our team still is small, fun, professional and personal.
For our 10 Year anniversary we had a special Puredistance cake made. And it is our intention to repeat this every 10 years. Again with a small and independent team. In a world where the word exclusivity has lost its meaning because of corporate take-overs, we will do everything to stay independent, original & personal. Small is beautiful!
In 10 years we created a sophisticated perfume collection of 8 perfumes. From our humble beginnings to this day, our Perfumes have been praised by bloggers, journalists, customers and fans. Something we are very proud of! Without all of you we would never have been where we are today. Thank you for making the Puredistance story such an amazing one!
ALL THE WAY FROM TOKYO
Every now and then people from far away countries visit the Puredistance church (our headquarters) in the north of the Netherlands. Last September we welcomed Sachi, one of the few perfume bloggers in Japan. (Her blog is La Parfumerie Tanu) It was her dream to meet the Puredistance team and she travelled all the way from Tokyo to Groningen to see us.
We had arranged the Puredistance suite for her (in the appropriate Puredistance white and gold colour scheme) and after showing her the way we work, we enjoyed a great dinner together. When we think of Sachi we can still feel her positive and warm spirit. People like Sachi are ALWAYS welcome!
We really hope to see Sachi again, if not in Groningen then maybe in Tokio!
SUCCESSFUL PUREDISTANCE PERFUME EVENT IN KUNMING, CHINA
Saturday October 15th. Jan Ewoud Vos and his daughter Tamara, along with the team of the 13th. Note and Ma Studio, presented the new SHEIDUNA fragrance to a group of Puredistance customers and Perfume lovers in Kunming, in China.
Puredistance is sold in more than 30 countries and we take great pleasure and pride in noticing how people all over the world appreciate the unique qualities of our Perfumes and our brand.
PUREDISTANCE SHEIDUNA PRE-LAUNCHED IN BOLOGNA
Two days before Pitti Fragranze in Florence started, we pre-launched SHEIDUNA in Profumeria Al Sacro Cuore Profumeria in Bologna. For many years Giovanni and Lia run one of the most respected and selective perfumeries in Italy. Also for many years they love the Puredistance brand and we certainly love them too!
At Puredistance we believe in true exclusivity and consequently only sell to a very select choice of perfumeries. We consider this exclusivity a blessing, not only for the customer, but also for ourselves since it allows us to sell in the right stores and really connect to warmhearted people like Giovanni, Lia and their team.
In their own original and creative way the Sacro Cuore team created a wonderful, intimate shop window that beautifully shows the character of the new Puredistance SHEIDUNA. Many of their customers tried out and loved SHEIDUNA and one lady hit the nail on the head when she exclaimed: “Molto raffinato!”.
PUREDISTANCE PROMINENTLY DISPLAYED IN CYPRUS
This summer we visited Dora and Theophilos Theophilou in Cyprus. For years their family has been running the three most exclusive perfumeries on the island. The relationship between Puredistance and the Dora Theophilou Haute Parfumerie always has been a special one, which shows in the beautiful presentation of our brand and all happy smiles.
THE CREATION OF PUREDISTANCE SHEIDUNA
In 2015, September 15, Jan Ewoud Vos and Cécile Zarokian met for the first time in Paris to discuss a possible new fragrance for Puredistance. Perfumer Cécile Zarokian is an independent perfumer in Paris who has the luxury of working in her own laboratory. Her creations are beautifully composed from the finest raw materials, and from the first conversation on, Mr. Vos felt they shared the same passion for authenticity and excellence.
Mr. Vos had prepared a first brief based around the name SHEIDUNA. A name composed of various, suggestive elements: ‘She’, ‘Sheika’ and ‘Dune’, while having the same cadence as the word ‘Seduction. Mr. Vos felt the name would perfectly reflect the sensual oriental Perfume he had in mind. At the end of the meeting Cécile took the challenge.
In the following weeks Mr. Vos would every week send a postcard to Cécile with visuals and text to brief the fine essence of SHEIDUNA.
In 2016, January 30, the Puredistance Team received a first creation SHEIDUNA version A. The feedback was unanimously: too heavy and too oriental. We kindly asked Cécile to start all over again instead of reworking version A.
Thursday, February 25, Mr. Vos and Cécile met in her laboratory at Rue de Vinaigres in the centre of Paris to smell SHEIDUNA version B. Bingo! Mr. Vos immediately could feel the soul of SHEIDUNA in this version. Key in his concept was the idea to bridge the sensuality from the Orient with the elegance from Paris and Cécile exactly had done so!
In the following months version B was further refined and after trying out various percentages, the right perfume oil percentage was decided (27%). This final version now had to be tested for 3 months in an external laboratory to see if it was compliant with EU and IFRA regulations. By the end of July all results were good, so we could order the Perfume oil and will start the process of maceration, filling and maturation later on in September.
In September, at the fragrance event Pitti Fragranze in Florence, we will officially launch SHEIDUNA and late October we expect the first flacons to be in the stores that sell Puredistance.
The SHEIDUNA experience in words? The Perfume is rich and intense, inspired by a panoramic view of golden sand dunes in the desert during sunset – soft curves changing from deep gold to warm, orangey red – embodying a promise of sensual comfort and silent seduction. Wearing SHEIDUNA one wafts sensuality and at the same time feels like being wrapped up in a warm, soft blanket. Deep colours of Persian rugs touch the senses… the perfect marriage between Sensuality and Style.
PUREDISTANCE AND PARIS
The city of Paris has always played an important role in the development of our brand. Perfumer Antoine Lie who lives and works in Paris has created two wonderful Perfumes for Puredistance: BLACK and WHITE. And right now Parisian Perfumer Cécile Zarokian is creating the new Puredistance Perfume ‘SHEIDUNA’, an wonderful oriental that will be launched after summer.
And let’s not forget Francois Henin who owns one of the most beautiful exclusive perfumeries in the world near Place Vendôme has given, from the very first day he opened his store, Puredistance a prominent place in his store. Also Perfumery Sens Unique in the Marais quarter is very fond of our brand.
All in all we love Paris and Paris loves us!
Puredistance Crystal Perfume Columns: a future collector’s item
The past 7 years Swarovski has produced a very limited amount of unique crystal Perfume Columns exclusively for Puredistance. Four versions have been produced: ‘clear crystal and gold’, ‘clear crystal and steel’, ‘black crystal and gold’ and ‘black crystal and steel’. The crystal Column is specially made to hold one of the 17.5 ml Puredistance Perfume Sprays and is regarded as one of the most luxurious and exclusive accessories in the world of Perfume flacons.
Two years ago we have ordered the last crystal columns and in the future no Crystal Columns will be produced anymore. From each Column not more than three hundred pieces have been produced. All with a unique number engraved in the crystal bottom and the corresponding cap. We predict this unique Crystal Perfume will be a collectors item one day.
LOOKING BACK AT 2015
2015 has been the best year ever for Puredistance in terms of sales and brand appreciation. We found, now that we offer 6 different Perfumes, each with its own unique character, there is certainly enough choice and depth in our collection to justify the name ‘Perfume House’. The past 8 years we have been working hard, without any compromises, to make sure the best quality ingredients and components would go hand in hand with the most elegant design and – let’s not forget this – good old fashioned personal service. Our goal always has been to be a small and unique brand. To be recognised in more than 30 countries as one of the leading ‘niche’ luxury Perfume Houses, is like a dream come true.
For the years to come we will continue to do what we always have done. This means we stay small and personal. ‘Small is beautiful’ will still be our motto. The past years we have seen many leading niche perfume companies being taken over by large luxury powerhouses or investment funds (Byredo, Frederic Malle, Le Labo, Diptyque, Annick Goutal , L’Artisan Parfumeur, Penhaligons, Clive Christian, to name a few). Some of the perfumeries that sell Puredistance have recently asked me if Puredistance would be the next company to be sold. My answer was that as long as the Puredistance Team enjoys what they do, I will not sell out and we will stay a privately-owned company that can make aesthetic and moral choices without external (financial) pressure from third parties.
I wish you all the very best for 2016. I hope next year we can also contribute a little to your sense of comfort and well-being, with our Perfumes and our personal caring. To share with you some highlights of the past year, we made this Christmas Card!