Perfume

Memoize London: A Q&A with Founder, Creative Director Holly Hutchinson

Meet Holly Hutchinson, Founder and Creative Director of Memoize London, a luxe UK fragrance house that we are thrilled to have on the Olfactif line-up! Learn how 2019 is a big year for Holly; how seeing her brand through her customer’s eyes has shaped the development of her line and what’s next for this luxe British house!

Q: How long have you been interested in scent and perfume? How did you start learning about it?

I have been a fragrance fanatic from childhood. My mum has always loved perfumes, I remember trying all of her unusual scents when I played dressing up as a young girl. I was entranced by the bottles, the smells and the aura that came with each scent…. But my dream became a reality when I moved to London in 2011 and began my career in the industry.

Working my way up, learning so much more about this intricate industry and realizing my true life’s work and passion, I knew I had found my calling.

In 2016 I decided it was time to begin my own fragrance adventure. Entrepreneurial spirit has always run through my veins, and it was the perfect time for me to develop my own collection.

In early 2018 and after 18 months of hard work and development, we were ready to launch. We saw so much early success in the first year, the most exciting of all was our launch in Selfridges, London. It did come along with many challenges, but that’s what builds character!

This year we have just successfully launched our second collection to parallel the initial collection, giving the brand a depth and great range of scents to cater for an ever-discerning customer.

The Light and Dark Range now sit side by side in harmony.

Q: Do you remember the first perfume/cologne you wore? How old were you?

Chopard wish – I was 7 years old…..followed by Versace Red Jeans and then Kenzo Flower.

Q: Tell us something that most people don’t know about you?

That I couldn’t be a happier person than I am at this moment in my life. I am blessed with incredible colleagues and staff, a wonderful fiancée and soon to be husband, who has been there through all the tough times, and there next to me to celebrate the good times!

And that we are expecting a baby girl later this year!

Q: What do you want someone who wears fragrance to know about you and your brand?

That each perfume is created with great care and passion, carefully selected and worked on for many many months. That each box, bottle, cap are all made with great care and attention. Handcrafted and handmade by the finest craftsmen to deliver a unique luxury experience. Memoize London

Q: How has your style evolved since you first began creating fragrances? 

I’ve learnt to experience scent through the nose of a customer. You cannot select scents that only you like and you would wear as an individual. You have to have a holistic vision for the brand, and gain as much feedback from others to give your customers what they want. It’s a difficult journey sometimes, and I freely admit that certain scents in our collection are perfumes I wouldn’t personally wear. You cannot be all things to all people. But you have to be the best thing to a smaller number of special people.

Q:  Of all of your fragrances, is there one that stands out as your favorite? If so, why? If not, why?

Luxuria | Memoize LondonLUXURIA – It’s a winner – its my favorite, it is a scent that makes my heart melt. Its intoxicating, creamy, moreish, seductive and all round incredible. Its high quality, long lasting and has amazing development on the skin. (Here’s a secret…we will be featuring Luxuria in the September Collection for Women! Whoop whoop!)

 

 

Q: What are you most proud of with your brand or your fragrance compositions?

The feedback from customers, the incredible support of the fragrance community.

Q: If you could describe Memoize in 3 words, what would they be?

Forward-thinking. Individual. Artisan.

Q. What’s next for you and Memoize?

More carefully developed fragrances for new markets and new territories. New designs, new creations.

Superbia was featured in the May 2019 Collection for Women, Flower Shoppe, and was a huge hit! Welcome to the US Memoize!

Superbia | Memoize London

 

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