In the fast-paced world of retail, it’s reassuring to discover that very little has changed since 1730 inside the Floris store at number 89 Jermyn Street. Once the family home of founder, Juan Famenias Floris and his wife Elisabeth, this bijoux boutique and bespoke perfumery has been creating best-selling scents including A Rose For… Neroli Voyage and No.89 in the same setting ever since.
Indeed, the past is very much part of the present here. For instance, the stunning Spanish mahogany cabinets, purchased from the Great Exhibition are still in place today.
Edward Bodenham the 9th generation perfume director and his expert team of perfumers, Penny Ellis and Nicola Pozzani, continue to compose Floris fragrances in the same room that generations of Edward’s family once used. And when creating each delicious scent, measurements remain in fluid ounces and drams, while all the original formula books are kept to ensure that the Floris fragrance DNA runs throughout.
At the Jermyn Street store, you’ll also find a historic letter written by Florence Nightingale in 1863 to ‘Mr Floris’ thanking him for his ‘sweet-smelling nosegays.’ The perfumery is also home to fragrances dating back even further, as well as leather-bound formula books and family photographs. In the dedicated bespoke area, customers come and sit away from the hustle and bustle of Piccadilly while the perfumers can concentrate on the creative process.
Today, as the nose of Floris, Edward is charged with sourcing the finest ingredients from all over the world – vanilla from Madagascar, patchouli from India, and sandalwood from Australia. “Everything is sourced from growers with sustainable farming projects which is so important in our industry,” he says, nodding to a new fragrance launching next year using English camomile that has been sustainably sourced. “We went to visit the camomile farm and were struck by fields and fields of beautiful flowers. The smell was incredible and that’s when we knew we had to create something special with it.”
Back on Jermyn Street, the store is buzzing with shoppers from all over the world. Suffice it to say that this historic street holds a special place in his heart. “It’s an amazing place with an understated charm about it. There’s something so quiet and refined about this elegant street, home to British menswear.”
Finally, for Edward’s top picks on where to dine, purchase a beautiful silk tie, or find the perfect pair of hand-crafted leather shoes, please read on…
Franco’s, 61 Jermyn Street, London SW1Y 6LX
The food and the service are both excellent. We tend to just go to Franco’s for special occasions, but their grilled monkfish with fennel and walnuts is delicious and they also have a full vegetarian and vegan menus available which is good. In the summer the best seat in the house is outside at one of the quiet, sheltered tables. Here, you can enjoy your meal at leisure while taking in the gentile and unhurried atmosphere of Jermyn Street right in front of you. Franco’s also supplied the catering for the launch of our new Lily fragrance last month and the team was absolutely fantastic.
45 Jermyn St., 45 Jermyn Street, London SW1 6DN
The seabass fillet with ginger and Thai broth is delicious at 45 Jermyn St. It also serves a very good English white wine called ‘Shoreline’, by the Lyme Bay Winery in Devon which is really excellent. You never know who you might see here. Just the other day as I was walking past, I noticed a very dapper Stephen Fry sat at a table outside having a spot of lunch.
Harvie & Hudson, 96/97 Jermyn Street, London SW1Y 6JE
I actually have a Harvie & Hudson linen jacket which is so well made. I love the little quirky details such as the eccentric bright red and white striped lining that has been added, as well as the red stitching around the buttonhole and the bright pink felt under the collar. I like its cotton herringbone shirts which are very soft. It’s great that all the shirts have mother of pearl buttons which really add an extra feel of quality. As for the ties, they feature excellent patterns and brilliant vibrant colours which I love.
Tricker’s, 67 Jermyn Street, London SW1Y 6NY
I like Tricker’s for shoes and appreciate the fact that they are still an independent, family-run company with their own factory in Northampton. It’s the same factory where they filmed ‘Kinky Boots’, and I do like the idea of a traditional-looking shoe factory still producing shoes of such incredible quality. The team at Jermyn Street are so friendly and the aftercare shoe service is amazing. You can bring your shoes in to be repaired and they will come back looking brand new.