London Gets A New Perfume Boutique: Shay & Blue

 "modern perfume should stand on the shoulders of giants," De Vetta's philosophy

A senior vice president of Chanel, Dom de Vetta is at the helm of this new fragrance house, Shay & Blue! This is the elite squad of the world of perfume. This new venture will help give London one more venue to show off its worthy cred in the world of fashion.

Having worked with some of the noses behind the most successful scents, including Jacques Polges, Christopher Sheldrake and Karl Lagerfeld - he's well qualified to go forth and make some very modern perfume of his own.  To help keep things avant garde , De Vetta has also enrolled fashion editor of Wonderland magazine Julia Sarr-Jamois as Shay & Blue's style director, "to add a dash of whimsy to the look and feel of the opulent world of Shay & Blue."

But in the making of his modern perfume, he's taking it back to the old school. Along with Julie Masse, a very modern nose from Grasse, De Vetta says he's bringing long lost skills back to the world of perfume, and into the new world of Shay & Blue.

"We have a vision to uphold the age-old traditional craft of fine perfumery," says De Vetta, "and a commitment to create fragrances of quality by championing a new generation of craftsmanship," he goes on "it's attention that mass-production can't rival."

All of Shay & Blue's fragrances are hand-distilled and blended in their East London atelier from hand-harvested, real flowers, fruits and spices, before being, yes, hand-poured into one of their misty blue bottles. They are about fiding a creative way to say romance with fragrance and bottles.For example there Amber Rose fragrance - seductive, head-turning, a temptress in disguise.

Their first fragrances include Atropa Belladonna, a classic chypre bursting with dark berries, heady white flowers and patchouli, Blood Oranges, a confident mouth watering citrus, and the very soft and pretty Amber Rose, all from £30, or £35 for a scented candle.

Their new boutique in Old Marylebone which opens this weekend, where the experts will help you cherry pick from their collection.

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