Unique, signature scents are the latest trend in fragrances. From the finest ingredients, to traditional craftsmanship, Shay & Blue’s collection stands above its peers for irresistible, decadent scents that are truly one-of-a-kind.
With Shay & Blue making its Australian debut at David Jones, we had the chance to sit down with founder Dom De Vetta to find out his expert tips on choosing a signature fragrance, and what scents inspire such an established perfume veteran.
RESCU: In a world of infinite fragrance launches, what inspired you to launch your own house?
Dom De Vetta: We have a real sense of being on a mission… we feel as though we are creating our own perfume atelier, we are passionate about this because it is very different from what everyone else is doing in fragrance.
Shay & Blue is a new boutique perfumery from London. The fragrances are handcrafted in England and made with real flowers fruit and spices. We seek out the fine ingredients, the rare craftsmen and the precious skills of the perfume-making methods of old.
The level of quality is exceptional – ingredients are sourced in Grasse in the South of France. The fragrances are confident and expressive – inspired by the great classic perfumes of old. Reinvented to be current and contemporary. Richly decadent. Simply unique.
RESCU: Your work on Chanel Les Exclusives and Jo Malone was ground breaking. Why do you think people are drawn to niche fragrances?
Dom De Vetta: I think people are starting to understand that niche fragrances like Shay & Blue are where you find true quality. There is so much bad fragrance out there, a lot of it is cheap or made with synthetic ingredients – ours is at a whole other level of quality.
RESCU: Can you describe the fragrance development and creative process?
Dom De Vetta: The rhythm of creating a fragrance is kind of “back and forth!” Julie Massé, the Shay & Blue perfumer, and I go back and forth all the time.
Literally, we are constantly travelling backwards and forwards on the Eurostar, between London (where I live) and Paris (where she lives). There is a back-and-forth duality in the things we discuss together and the ideas we exchange. Exchanging viewpoints and ideas with Julie is essential.
It means that a large part of the way we work is through conversation, dialogue or “an exchange” as the French like to say. So Julie and I are constantly engaged in an exchange of thoughts and ideas. A really rich creative process is a dialogue between people with something interesting to say.
We talk in depth about the great fragrance classics and how to modernise them. We unpick their greatness, we deconstruct them, admire their constructions, but then we flip them over into reimagining how to modernise some of those principles and ideas. Many of the old masterpieces from the 1920’s, 30’s, 50’s are unwearable today, too old-fashioned. But still incredibly beautiful… so the question for us becomes can you reinvent and reimagine them… refashion their extraordinary beauty in a modern, interesting way? So that’s what we’ve done with Shay & Blue where you end up with fragrances that are dynamic, exciting and modern.
RESCU: What fragrances from your own line and previous affiliations still make your heart sing?
Dom De Vetta: Oh wow, I think the fragrances that we’ve created that are really extraordinary are Blood Oranges – because it is both fresh and deep, an amazing contrast. And Atropa Belladonna – because it is an elegant perfume classic but really modern and fresh at the same time, with cassis berries, jasmine and vanilla.
RESCU: What is the best way to select a fragrance?
Dom De Vetta: Wander around a good quality fragrance department, like the one at David Jones. Spray some scent cards with fragrances that catch your eye. Narrow them down, then wear two or three of the favourites in your skin – live with them for a while, a few hours, and you’ll find your naturally drawn to one. Trust your instincts!
RESCU: Do you believe in a fragrance for life (signature fragrance) or a wardrobe of scent?
Dom De Vetta: I think you do find a signature scent, yes. But it’s important also to keep experimenting and smelling new things, because perfume can become dated, like fashion, so you want to stay up to date. Sniff some of the new perfumes for pleasure, and also to see what’s new out there. And yes, a wardrobe or a small collection of scents is a great thing to have at home because different fragrances suit different moods and occasions.
RESCU: Is there a woman or a man you are particularly inspired to create fragrances for?
Dom De Vetta: Yes I do sometimes create fragrances inspired by really interesting people. For example, our scent Almond Cucumber is inspired by my sister, who is young and fashionable and beautiful and really fresh, just like the fragrance!
RESCU: Which fragrances to you anticipate to become best sellers in Australia?
Dom De Vetta: I think Australians are very fresh, natural and optimistic people. Very likeable and also open to new things. So I think Blood Oranges, Almond Cucumber and Atropa Belladonna will do really well for us down under, because they are our freshest and most modern scents.
