CG: Tell us about yourself and how you get involved to fragrances
JOS: My goal was and is to show people the beauty of Perfume Artisanship. Products produced like the old times. Products based on the quality and personality not based on marketing. I believe more and more people make clear choices in what they want and therefore exclude all they don't want and don't need. We want a brand for those who want to learn, want to discover, want to know the difference between bad and beautiful raw ingredients, natural and also synthetics. This will broaden their olfactive vision.
CG: With the growth of niche brands, what is your idea of evolution on niche perfume market?
JOS: There will be a difference between marketing driven niche parfums and parfum houses based on personality and quality.The definition of niche is so broad that is a difficult and blurred expression. Is something niche because it doesn't have a lot of sales points? (yet) or do they dare to show something different in a bottle? Something with personality and real high quality ingredients.Something with clear signature. Quality awareness will grow rapidly.
CG: Apart from managing the perfume house, how is your teamwork with the perfumer Mona di Orio, I mean, how is this interaction?
JOS: We share all we do,all little details are important.
CG: What have been the main challenges for a fragrance executive in your position?
JOS: To be strong enough to create an awareness for perfumes like ours. Dare to be different! This takes confidence, trust, thick skin and money, of course. We follow our instinct and keep walking. Now after five years people realize that we are here to stay and have a lot of stories to tell and smell.
CG: If some business man(woman) starts his/her fragrance business now, what are the main advices you think should be interesting to share about?
JOS: Dare to be different! Not because different is better but because different should show who YOU are. Go for identity but most all know about quality. Be honest what you claim. More and more consumers know what is honest and what is not.
CG: This is beautiful and noble, thank you! And about others renowned fragrances from your range? what is (are) the "best-seller(s)" fragrance(s) of the house? What make(s) it (them) a distinctive one(s)?
CG: Absolutely agreed.
CG: Jeroen, the pleasure is mine. Thanks.
JOS: For me, it seems that the mass market is following each other trail and power of money locked them completely. They go for "easy" smells that the consumer recognises. Recognition gives confidence. There is too much of everything. I think the industry has to get back to a slower step. More and more consumers are lost in the big aggressive marketing driven mass consumption and are looking for products that suit them for a long time and emphasize their own personalities. Back to the quality! But less and better.
They have interest of finding knowledge about what they use, eat and drink. Most difficult matter is to find retailers that have a motivated trained people, a passionate staff that knows to find a personal approach for each individual. Knowledge about parfums is isn't the celebrity who is on the picture. Our goal is to provide retailers that carry our brand with knowledge.
CG: Is there something you would like to share with perfume lovers about Mona di Orio Parfums.
JOS: I want to thank all passionate followers for believing in us.
CG: Thanks for your presence here at Perfume da Rosa Negra, we wish you and Mona di Orio great achievements, great fragrant stories to tell us.
A definição de niche é tão extensa que é uma expressão difícil e obscura. Algo é de nicho porque não está disponível em vários pontos de venda? (ainda) ou eles o são porque ousam mostrar algo diferente dentro do frasco? Algo com personalidade e real alta qualidade em ingredientes. Algo com uma clara assinatura. O conhecimento qualitativo crescerá rapidamente.
Para a criação das novas fragrâncias, nós damos um ao outro continuamente novos impulsos, idéias e desafios. É sempre maravilhoso cheirar o processo de criação e Mona sempre me impressiona com a sua habilidade de transformar minhas palavras, imagens e emoções em uma fragrância. Nós temos uma linguagem especial juntos. Algumas pessoas têm dificuldades sobre o que fazer e criam o que o consumidor já cheirou antes. Nós temos numerosas estórias olfativas para contar.
CG: Vocês recentemente lançaram uma nova fragrância, JABU. O que está por trás da fragrância (inspiração, processo criativo, intenções, etc.)?
JOS: As principais inspirações foram, antes de mais nada, JABU, uma jovem garota que morreu muito cedo. Nós não queríamos enfatizar a tristeza atrás de sua beleza, mas nós queríamos agradecer pela sua vida e o riso das crianças que são abençoadas por ter encontrado as pessoas da Orange Babies.
Atualmente, qual sua opinião sobre a indústria de perfumes? Você pode enxergar um futuro diferente para este negócio? Qual?
































