We would love your advice:
What is your single biggest frustration with Eau de Parfum?
We are asking to find out more about your experience with trying, buying and wearing Eau de Parfum, so that we can better serve and help you.
What is it that really frustrates you the most?
We would very much welcome your opinion.
Thank you for visiting Pairfum London.
If Someone offered you a Risk-Free Opportunity to Experience PAIRFUM London’s Niche Eau de Parfums, what would you say?
Well, … to start the Launch of our New Collection this is what we are going to Offer to the first 100 Perfume Lovers that say “YES”.
Simply click on the link HERE for further details.
Do you need a wonderful Gift for Father’s Day, but are you not sure what to send or give … ?
Even if you know that they would LOVE a new ‘Eau de Parfum’ …
How can you be sure they will LOVE the one you choose?
Well remember, we did offer you a Risk-Free Opportunity to Experience PAIRFUM London’s Niche Eau de Parfums, …
If you place your order by 12 Noon on 12th of June with us, we will deliver it on time for You.
Then from there you will allow your Father or Yourself to Experience the Magic ….
Everything to Gain and Nothing to Loose …
We are looking forward to hearing from you soon, as it is a limited number on offer x
We are often asked: What is Niche Perfume? So, … we decided to share with you our Top 10 Things that define a niche fragrance.
If you are one of those people who have heard the terms Niche Perfume, Artisan Parfum, Indie Scent or Boutique Fragrance bandied about and wondered what they really mean, then you should read on.
You are not alone, as we receive emails regularly from people wanting to understand what we or others mean when they use these terms.
There are specific elements that define a niche fragrance and set it apart from the Mass Market Brands we are accustomed to from Couture Houses and Designer Labels.
Although, when you define a niche fragrance, these lines become sometimes blurred when large worldwide brands describe their offerings as ‘Niche’ or introduce ‘Private Collections’. The fact that a product is available at every Airport, in every retailer and on every High Street worldwide would by definition exclude it from being considered a Niche Creation.
We equally believe a Niche Fragrance House that is owned by a global corporation no longer qualifies as being Niche. The list is long of these small perfumery houses that were bought-out. Examples are Jo Malone, Creed, Frederic Malle, L’Artisan Parfumeur, … It is not easy to spot these ‘Niche Wannabees’.
So when looking for a genuine Niche or Artisan Fragrance, the list below will help you to separate the true Niche from the ‘Niche Wannabee’
Well the following are our Top 10 Things that Define a Niche Fragrance:
Keep these in mind when shopping for Niche Fragrances.
Pairfum London’s in-house Perfumer Huib Maat created our collection of Natural Eau de Parfum Intense and we also introduced the Perfume Experience Box to try and sample these exquisite creations.
One of the biggest challenges in perfumery is the continuous question of “How Do You Describe Perfume”.
Our noses can distinguish 1 Trillon different smells but we struggle to articulate the differences, character or nuances of a fragrance.
For this reason, the perfume industry has to a degree developed its own set of words, classification systems and various other aids to help in this task.
Here at Pairfum London we have created a brief introduction into “How Do You Describe Perfume” which we believe is ideal reading during National Fragrance Week.
After reading the article, you will feel much more comfortable with some of the terms you come across in the World of Perfumery.
We are delighted to draw your attention to our new buying guide for Sleep Sprays.
Click the link to read & enjoy a peaceful night’s sleep:
https://www.pairfum.com/sleep-spray-buying-guide/
Drift off to sleep easily & beautifully.
No more sleepless nights and ‘tossing & turning’ before you fall asleep.
The winning photographs of this year’s competition “Outdoor Photo of the Year 2018” have been revealed!
You can review the winning images on this website:
https://www.opoty.co.uk/
When admiring the winning or commended photographs, we noticed how some of them created ‘fragrant images’ for us here at Pairfum and we wanted to share some of these ‘olfactive photos’ with you.
The image above was taken in Protea Banks, KwaZulu – Natal, South Africa by Pier Many (photographer) and he said this about his image:
“Protea Banks is an underwater reef on the east coast of South Africa that is under consideration for protected area status. Amazing creatures such as this cephea (or crown) jellyfish live there. It was the biggest jellyfish I’ve ever seen, over one metre in diameter. Its purple head and yellow fuselage were simply amazing. With no background objects present to provide perspective, and wishing to exalt this crown jellyfish with its stunning colours, majestic size and dancing elegance, I opted to purposefully crop the jellyfish to fill the frame.”
For us this image created the vivid fragrance of the sea, with its aquatic & salty nuances, its marine minearals, the notes of sea weed and algae. We regularly incorporate these elements in our notes and we particularly liked about this image that marine notes are frequently only displayed a ‘blue’ images whereas this image is displays the most vivid colours.
Here are the comments of Tom Putt (the photographer) about his marvellous photo:
“Flying low over the endless sand dunes of the Namib Desert, I noticed the cloud cover provided this interesting play of light on the landscape. When the sun heats up the dunes, it draws the black minerals to the surface. When I came to process the image, the stunning colours revealed themselves.”
We believe this image perfectly captures the essence of ‘oriental notes’, their warmth & richness, the depth of their accord and sensuous nature.
This is what Daniel Laan, the photographer says about his image:
“Stjerntinden is a sheer-walled 930m peak rising from the often frozen and snow-covered Storvatnet lake. Along its shoreline the ice is punctured by unyielding rocks, which create tiny ice caves. I decided to put my camera inside this particular one because its curvy roof and virgin snow complemented the inhospitable background so well. However, therein lay the main challenge. I put the camera in from the front, facing out, but had no idea of the composition. I carefully turned the focus ring each shot with a view to making a final focus stacked image. I then lifted the camera for the final frame to reveal more of the mountain and fill the entirety of the cave mouth.”
It conjures up the salty but beautiful fresh, clean ozonic note of ice and outdoor ions.
Does Ice have a fragrance? We believe so and wrote about it in this article:
https://www.pairfum.com/does-ice-have-a-smell/
The comments of Alex Palmer (photographer)
“Two climbers approach El Cap Tower on the The Nose route on El Capitan. I was taking a day off from the route that my partner and I were attempting on the West Face of El Capitan. We headed down to the meadow opposite the peak to watch the climbers on the wall and get some images. The hardest thing I’ve found about photographing this rock face is to get any idea of how vast it really is. I spotted two climbers* approaching the El Cap Tower feature and just started to snap photos. When I zoomed in to preview the images, I was really pleased with the scale and atmosphere they showed.”
Do stones have a scent? Have you ever taken the time to smell one?
Try it and you will be surprised by the variety of fragrances that you pick up. The sheer cliff face certainly triggered a memory of an earthy, sun-bleached rock face for us.
Chris Fletcher said this about his photo:”This shot was taken handheld using the diffused sunrise light to soften the subject and surrounding woodland. This helped to bring out the colour of the autumn leaves and of the boat. I regularly explore the canal network in the West Midlands and in autumn the atmosphere and colour of the waterways offer fantastic scenes to capture. The composition was made easy by the diagonal positioning of the canal and towpath, which gave me a natural rule of thirds image.”
Here in Europe and London in particular, this image conjures up the memories of moist woody notes from walks in the forest in Autumn. Add to this watery, green notes of the canal and you can see how this images creates a beautifully complex note.
Jay Birmingham about his shot:
“I had gone to Wyming Brook in the Peak District to try to capture some landscape shots. Struggling to find any unique angles, I cast my eyes over the smaller features around me and spotted, in the middle of the water, a small mossy island with a solitary bonnet mushroom growing on it. Even better, there was a small waterfall just behind. I crouched as low down in the water as I could to position the mushroom in front of the waterfall, and then used a neutral density filter to capture the path of the water swirling through this beautiful micro landscape.”
“Oakmoss” is also known as ‘Mousse de Chene’ or ‘Treemoss’. For many people this terms does not trigger an olfactive memory and yet it is a very prominent ingredient in perfumery, such as “Mitsouko” by Guerlain, its role within the ‘Chypre Accord’ or its presence within the ‘Fougère’ Olfactive Group,
For us the image below captures the note of Oakmoss wonderfully: earthy rich, inky bitter, evocative of a sensually damp but woody oak forest, with hints of musky and amber.
Do you find that photos have the power to create ‘olfactive images’ for you? Which images are the most potent for you?
Anosmia – what does it mean and why should we care?
Well for those that have not heard of it before and would like to know!
Anosmia is a complete loss of the ability to smell…..
When taken in context in regards to your other senses, the loss of your sense of smell should be nothing more than an inconvenience at most ? If you did loose it would you even miss it?
We would also love to know, would you ever ‘Voluntarily Give Up’ one of your senses?
In a survey carried out of 7,000 young people from around the world, approximately half of those between the age of 16 and 30 said that they would rather ‘Lose their Sense of Smell’ than give up access to technology like laptops or cell phones.
Well there is a saying that “Fair exchange is no robbery”, so it begs the question how much did these people know about the importance of their sense of smell to their health and well-being?
The second question would have to be, that if they did know and still choose to lose a sense rather than access to an electronic device! then how much sense do they have to lose in the first place? – ‘common’ or otherwise? and why is it called ‘Common Sense’ when it is such a rare commodity?
Research by Leslie Vosshall from The Rockefeller University estimated that the average person can detect at least one trillion different smells, and that the one trillion is probably an underestimation of the true number of smells we can detect, but for now I am sure it is enough for us to be getting on with… In fact, new research suggests that our noses can outperform our eyes and ears, which can discriminate between several million colours and approximately half a million tones.
The 27th of February is ‘Anosmia Awareness Day’ – it is a day to spread awareness about Anosmia and about how it effects the lives of those who suffer from it. As there are few outward signs of the disorder, the practical difficulties associated with it and how the nature of olfactory dysfunction and its consequences for an individual’s safety and quality of life are not widely appreciated or understood.
PAIRFUM London fully agrees with Dr. Vosshall who says that – “It’s time to give our sense of smell the recognition it deserves,”. We would go even further and say that current ongoing and future research will show just how important and underrated our sense of smell is to our health and lives.
Rarely is a public bin (or trash can) being admired nowadays but seeing beautiful floral bouquets decorating these trash cans, one cannot help but hope to see more this type of bin freshener.
The designer Lewis Miller filled empty trash cans on the streets of New York with beautiful floral bouquets using the voluminous bins as vases to support the colorful blooms and lush greenery.
These decorative arrangements are made up of a variety of blooms:
“We are storytellers through the art of floral design, transforming an arrangement into a love song and an event into an indelible experience.” This is how the team of Lewis Miller describe the project in their own words.
The team noticed, how pedestrians no longer walk around the bins but are actually drawn to the floral installations to smell the beautiful flowers in their unique ‘vases’.
This is what we call an ideal bin freshener and we encourage more cities to adopt creative ways of turning smelling trash cans into pieces of art that draw crowds.
We invite all city authorities to call us here at Pairfum London, if they would like to realise a project in this field.
The Springfair 2019 is the leading ‘business-2-business’ trade fair for retailers, both in the UK and Internationally.
We would like to invite all of our retail customers to visit our stand during the upcoming Springfair in Birmingham (UK).
We will be introducing our New Products & Fragrances for the Year 2019.
The show runs from the 3-7 FEBRUARY 2019.
Here is a link to the website: www.springfair.com
Our stand details:
Pairfum London (by InovAir Ltd)
Stand No: 6T20
We are in the same location as last year, right on the border between Halls 20 and 6, (beside one of the big pillars).
As every year, we are delighted to offer a VIP ticket to our customers. Here are some of the Perks of the VIP Ticket:
To take advantage of this offer, please register to visit the show using the following code:
Have you ever seen ‘Flower Art’ with square flowers or leaves?
No, neither have we, which is why we enjoyed Baku Maeda’s novel artistic approach to flowers and leaves.
He created square flowers and leaves to challenge nature’s organic forms.
Baku Maeda calls them his ‘bit flowers’ and ‘bit leaves’ series. In this series he trimmed the petals of various flowers, leaves and foliage into square shapes, creating a juxtaposition against their typically organic, natural shape.
By contrast, the Japanese Artist’s typical medium is relatively humble: He transforms greenery and flowers into graphic visuals.
With his two ‘series’ of square nature, we believe he created a new form of ‘Flower Art’!
Art in Floristry usually focusses on unique combinations and presentations of flowers and greenery in novel bouquets or arrangements. Florists might curve a plant but we have not yet seen them cutting a flower (or plant) into a desired shape.
Baky Maeda might have started something new their.
The next time you are buying a beautiful floral bouquet for your partner, a friend, a colleague or somebody very dear to you, stop and ask the florist whether she/he can cut the bouquet into your preferred shape.
We would love to hear the reaction of the florist. Do let us know what she/he thought of this form of ‘Flower Art’.
In the meantime, if you are looking for something artistic and square, why not look at our ‘Cube’ shaped Reed Diffusers?
© 2026 InovAir Ltd
