Sensory Perception: Anne-Lise Cremona Reinvents Henry Jacques

You’re no doubt familiar with haute couture, but how about haute
parfumerie? That’s what you find at Henry Jacques, the jewel box
of a perfume boutique on Two Rodeo Drive in Beverly Hills.


The ultra exclusive French perfumery was founded in the 1970s by
Henry Jacques and his wife Yvette, creating bespoke fragrances
for private clients. When it was on the brink of closure, their
daughter Anne-Lise Cremona stepped in, and has led the company in
opening exquisite retail boutiques around the world.


On Episode 4 of Rodeo Drive–The Podcast, Season 4, Cremona, now
global CEO, talks to Lyn Winter about bringing perfume into the
21st century, while preserving the brand's storied history and
tradition, 


Henry Jacques takes cues from French haute couture, explains
Cremona, which hues to tradition while creating a bridge to
innovation. “We produce everything in house. We do a lot of
things by hand, and we keep using a certain know-how that doesn't
exist commonly today.” 


Meanwhile, the company has opened a state of the art laboratory
with more than 1200 components of perfume, and produced cutting
edge delivery systems for perfume like the titanium Clic-Clac for
solid scents.


She talks about collaborations, with her uncle, Richard Mille,
and Rafael Nadal and his wife Maria, and with the maison’s
designer Christophe Tollemer on the branding of the company and
the luxurious, wood-paneled, apartment-style interiors that offer
visitors a sense of mystery and discovery.  “It’s perhaps
also the future of retail to open a door and enter a completely
new world, where you are transported by a universe,” Cremona
says.


Cremona also talks about why the company no longer has the
traditional, singular “nose,” and offers thoughts on outmoded
gender distinctions in perfume. One evening in Italy, she
recounts, her son wore La Nuit, a flowery perfume made of white
flowers and orange blossom.  “Everybody was crazy in love
with the spirit, the perfume he wore. And who could imagine that
this perfume would suit a young boy?”


Finally, Cremona shares her personal wardrobe of scents, the joy
of keeping the business in the family, and the endless delight of
working with Henry Jacques perfumes, that in addition to being
“haute” are also labeled “vivante.” “I like things to be living.
And perfume helps you to feel alive. And that's why it's haute
parfumerie vivante. We're here, we exist. It's possible.”


The Henry Jacques boutique is located on Two Rodeo Drive at 204 N
Rodeo Drive.


Season 4 of Rodeo Drive – The Podcast is presented by the Rodeo
Drive Committee with the support of The Hayman Family, Two Rodeo
Drive, Beverly Wilshire, A Four Seasons Hotel, and the Beverly
Hills Conference & Visitors Bureau.


Season 4 Credits:


Executive Producer and Host: Lyn Winter


On behalf of the Rodeo Drive Committee: Kathy Gohari


Scriptwriter and Editorial Advisor: Frances Anderton


Editor and Videographer: Hans Fjellestad


Theme music by Brian Banks


Production Assistant: Isabelle Alfonso.


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Visit the website: https://rodeodrive-bh.com/podcast/


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