
AVERY Perfume Gallery, 27 Avery Row, London (Click photo to enlarge).
Avery Perfume Gallery, the retail concept stores for the Intertrade Group, opened the doors of their first store on Avery Row in London 5 years ago, and since then, the perfume industry feels as though it has exploded. A profusion of new niche lines seems to appear daily, either created by the large brands (for example, Chanel’s Les Exclusifs and Christia’n Dior’s La Collection Privee), self-taught perfumers like Sarah McCartney of 4160Tuesdays, right through to collections by fashion bloggers (Diana Pernet), and perfume enthusiasts such as Neela Vermeire Creations. The industry is, right now, a massively exciting and overwhelming place to be.

AVERY Perfume Gallery, 27 Avery Row, London (Click photo to enlarge).
Celebrating their 5th birthday in their recently refurbished store, keeping its incredible bespoke chest of drawers, it feels altogether lighter and brighter, with various scent-able porcelain statues and a bewildering but enchanting apparatus that invite you to place your nose in, and inhale.

AVERY Perfume Gallery, 27 Avery Row, London (Click photo to enlarge).
Bringing together some of the world’s most niche fragrances selected by leading international experts in artistic perfumery. Rare and precious fragrances by: A Lab on Fire, Acqua di Stresa, Agonist, Andrea Maack, Andrée Putman, Azagury, Blood Concept, Boadicea the Victorious, Bond No.9, Czech & Speake, Diane Pernet Paris, Eight & Bob, Estaban, I Love NY, L – Automobili Lamborghini, La Manufacture, Nosomatto, Re Profumo, Roads, S-Perfume, S4P, Santa Eulalia, Six Scents, SoOud, TFK (The Fragrance Kitchen), The Hype Noses and their own Avery Fragrance Collection.
But also a range of body and care products like: Annermarie Börlind, Couto, IIâme, Jane Iredale and Verso Skincare. And the Fornasetti Profumi home fragrance collection, the scented candles are presented in exquisite and amazing beautiful ceramics dressed in all the famous Fornasetti motifs.
AVERY Perfume Gallery, 27 Avery Row, London. part of Fornasetti collection of beautiful candles (Click photo to enlarge).
Fornasetti scented candle (Click photos to enlarge).
AVERY is the boutiques eponymous brand, devised by Celso Fadelli (President and Fragrance Curator of Intertrade Group), created through the guidance of the customers of the Avery Row boutique, who sniffed the ingredients blind in the store and subconsciously guided the creation of the fragrances. Each is named for the letters making up the boutique’s name: A (adorable), V (vigorous), E (evocative), R (royal), and Y (young at heart).
Avery Fragrance Collection, a collection of five perfumes (A, V, E, R and Y), which trace new olfactory itineraries that have been unconsciously guided by Avery Perfume Gallery customers (Click photo to enlarge).
Boadicea the Victorious, enclosed in fascinating bottles inlaid with Celtic decorations, these fragrances are an ode to the brave queen of the Celts who fought courageously against the Romans in the name of her people.
ROADS, a series under the creative direction of Danielle Ryan, heiress to Ryanair’s fortune, as part of a lifestyle group, is a collection of 10 fragrances that ‘celebrates the individual in every sense’. Created in conjunction with master perfumers, each fragrance ‘explore new paths of research, leaving the door open to new forms of olfactory poetry’.

Roads collection (Click photo to enlarge).
The latest from Agonist, No.10 White Oud, was an intriguing look at the oud theme, described by the brand’s founders as challenging ‘traditional uses of raw materials with a singular artistic Nordic vision’. Marrying bitter cypriol to a suede facet, with a crisp and fluffy blend of musks and violet notes. I love it!
Azagury, a collection (mostly) inspired by Jacques Azagury’s concepts of colour, was another intriguing find. The colours, black, whithe, yellow, green, pink, don’t match the typical perfumery interpretations that you find. Yellow is bizarrely a blackcurrant-woody fragrance, although the name somehow matches it. Black is a lily-of-the-valley meets ambergris and musk, with a backdrop of oud. Wenge, not a colour, was a fantastical rubber and saffron take on the wood.
Big suprise: In Persuit of Magic, by Diane Pernet. Diane Pernet is a blogger, journalist, and fashion icon, responsible for A Shaded View on Fashion. A chance encounter with the CEO of Intertrade ended in a collection of fragrances. Shaded, Wanted, To Be Honest and then, my favourite, In Persuit of Magic. A bonkers citrus fragrance, meant to symbolise a parallel universe, it smells tart and bright, with rhubarb and sushi ginger like notes.

Diane Pernet ‘Shaded’, ‘Wanted’, ‘To Be Honest’ and ‘In Persuit of Magic’ (Click photo to enlarge).
With the assistance of Hazel, one of those rare sales assistants that understands their product and a customers’ tastes implicitly, you will find your most precious! Her brief: get the weird stuff, please.

For more information, visit their website:
http://www.averyperfumegallery.com/
Or one of their stores:
AVERY LONDON
AVERY Perfume Gallery
27 Avery Row
W1K 4AY London
Ph. +44 (0)20 7629 1892
AVERY FORTNUM & MASON
AVERY Perfume Gallery
Fortnum & Mason Piccadilly Circus
181 Piccadilly, London W1A 1ER, UK
Ph. +44 20 7734 8040
AVERY MILANO
AVERY Perfume Gallery
Corso Como, 2
20154 Milano, Italy
Ph. +39 02 657 1164
AVERY MILANO EXCELSIOR
AVERY Perfume Gallery
Galleria del Corso, 4
20122 Milano, Italy
Ph. +39 02 76341354
AVERY MODENA
AVERY Perfume Gallery
Via Francesco Selmi, 27
41121 Modena, Italy
Ph. +39 059216285
AVERY FIRENZE
AVERY Perfume Gallery
Borgo degli Albizi 70/r
50122 Firenze, Italy
Ph. +39 055 2466733
AVERY DOHA PARIS GALLERY
AVERY Perfume Gallery
Ezdan Mall Gate No. 2, GF, Al Gharafa,
P.O. Box 3222, Doha, Qatar
Ph. +974 44997196
AVERY RABAT
AVERY Perfume Gallery
40 rue de 16 Novembre
Rabat, Agdal
Ph. +212 5 37 67 33 66
AVERY BEVERLY HILLS (L.A.) NEIMAN MARCUS
AVERY Perfume Gallery
Neiman Marcus Beverly Hills
9700 Wilshire Boulevard
Beverly Hills, CA 90212
Ph. 310-550-5900 xt. 2060
AVERY NEW ORLEANS
AVERY Perfume Gallery
527 St. Joseph Street
New Orleans LA 70130
Ph. +1 (504) 522-7102
AVERY MOSCOW TSUM
AVERY Perfume Gallery
TSUM, Petrovka street, 2
Moscow, Russian Federation