THE QUIET LANGUAGE OF SCENT
Henry Jacques stands as one of the most exacting names in Haute Parfumerie, where craftsmanship, time and artistry converge. As the Maison unveils its latest creations, CEO Anne-Lise Cremona shares the vision behind a world where scent is treated as both discipline and emotion.
In the rarefied world of Haute Parfumerie, few maisons command the same quiet reverence as Henry Jacques. Founded in France as a discreet, bespoke house, it has spent nearly half a century cultivating an uncompromising philosophy rooted in time, craftsmanship and an almost obsessive devotion to the purity of raw materials. Remaining fiercely independent and family-owned, the Maison has built its reputation not through spectacle, but through an unwavering commitment to excellence handcrafting fragrances of remarkable concentration using the finest natural ingredients sourced globally, and more recently, from its own rose fields in the South of France. This rare vertical mastery from cultivation to composition places Henry Jacques in a league of its own.
That pursuit of excellence comes sharply into focus with its latest creations. The final chapter of the Collection de l’Atelier unveils a highly coveted Rose Trio, limited to just 500 pieces worldwide, each fragrance a distinct and nuanced interpretation of the Maison’s exceptional Rose de Mai absolute an ingredient so singular it has been described as akin to discovering a new colour. Alongside this, the newly introduced HJ Voyage Étui à Parfums brings a contemporary dimension to the brand’s universe: exquisitely crafted leather cases designed to house three Les Essences flacons, transforming perfume into a portable, deeply personal ritual. Together, these launches reaffirm Henry Jacques’ ability to balance rarity with relevance, heritage with innovation.
At the helm of this singular universe is Anne-Lise Cremona, whose vision has propelled the Maison into a new era while preserving its deeply ingrained codes. Straddling tradition and modernity with remarkable precision, she has shaped Henry Jacques into far more than a perfume house, it is an articulation of Art de Vivre. We sat down with her to explore the philosophy behind this exceptional brand, from the emotional power of scent to the evolving language of luxury today.
José Berrocoso, our Lifestyle Editor, sits down with Anne-Lise Cremona to uncover the philosophy, discretion and savoir-faire behind one of perfumery’s most quietly influential maisons.
You grew up within the world of Henry Jacques, yet returned with your own vision. How has your personal journey shaped the way you lead the Maison today?
My parents built a highly confidential Maison, guided by discretion and an uncompromising dedication to craftsmanship. Having grown up within Henry Jacques, I absorbed these values from within before returning with a desire to preserve them by reinterpreting them for a changing world.
When I was entrusted with this legacy, the perfume world was evolving rapidly, toward mass production, multi-brand distribution, synthetic compositions, and heavy advertising that often overshadowed the essence of the fragrance itself, sometimes at the expense of true quality.
I felt that the only way to preserve our heritage was, paradoxically, to share it. I believed there were still passionate individuals who would recognize and value true savoir-faire and the principles of Henry Jacques.
Together with Christophe Tollemer, we brought this vision to life by uniting a house of composition with a house of design, creating what would become the iconic Les Classiques. We introduced a timeless flacon, identical for each fragrance, housing the natural Les Essences, whose concentrations were and remain the highest in the market. We also revived a forgotten ritual: a single drop applied to the skin with a crystal glass wand. In an era of sprays, differentiated flacons, and personality-driven marketing, few believed in this approach – but I did. With Harrods, we created the right environment for these creations to be discovered. Today, Les Classiques has become an iconic collection, with Les Essences outperforming all other variations across our boutiques worldwide.
This journey has shaped the way I lead the Maison today: balancing heritage with bold innovation, remaining indifferent to trends, and never compromising on quality. When you truly believe in a savoir-faire and in the quality of your product, you must never give up ; those who understand will follow.
You often speak about preserving the essence of Haute Parfumerie while evolving it. What does “modernity” mean to you in a house so deeply rooted in tradition?
Modernity, to me, is not about breaking away from tradition, but about allowing it to evolve and remain meaningful in today’s world. The celebration of traditional savoir-faire and rituals can exist in perfect harmony with modern lifestyles, even in an era dominated by sprays and mass production.
It also means understanding the expectations of today’s clients, their relationship to perfume and their personal intentions. One may seek to remember, another to express something about themselves, or to share a common passion with a discerning audience.
By placing perfume at the heart of everyday life, Henry Jacques shares a philosophy we call Art-de-Vivre, and has set itself the mission of enabling those who embrace it to fully experience it. To honor this mission, Henry Jacques offers a myriad of fragrances to compose an olfactive wardrobe, available in multiple variations that can be interchanged or carried seamlessly through Les Accessoires, such as Clic-Clac or HJ Voyage. In this way, perfume becomes a true companion, at times empowering, at others comforting, always accompanying each moment of one’s life.
Clic-Clac, for instance, revives the tradition of solid perfume while anchoring it in a distinctly modern lifestyle, making it mobile, interchangeable, and a true object of allure through its innovative design.
Henry Jacques has always followed its own rhythm, away from trends. In today’s fast-moving luxury landscape, how do you protect that independence?
Our creative process is instinctive, and that instinct must remain at the heart of every creation, otherwise, it’s no longer true creation. Our independence is protected through the ownership of our laboratory, atelier, and, more recently, our own rose cultivation, which gives us complete freedom to innovate. We also own most of our major boutiques, allowing us to craft each space and experience with the same devotion to detail as our creations. By defining and continuing to define what Haute Parfumerie is, Henry Jacques sets the standard for the category rather than following trends. Every decision we make is driven by our own vision, anticipating the market rather than reacting to it.
With Collection de l’Atelier, you take creation back to its purest form – starting from your own rose harvest in the South of France. What did this encounter with your Rose de Mai reveal to you creatively?
What makes the entire experience of Collection de l’Atelier so extraordinary is first, that it was a true surprise. Our decision to grow roses was very spontaneous, and it was also challenging. We learned a great deal throughout and honestly weren’t expecting such success, neither in terms of olfactory brilliance, nor quantity: our first year 2023, we harvested over four tons of roses! The olfactory notes of the HJ Rose de Mai absolute were stunning, and so unique that it was like discovering a new colour. This has repeated itself each year, which in our world, lends itself to endless inspiration and creativity.
This final chapter of the Rose Trio feels almost like a collector’s piece, limited and never to be reissued. How important is the notion of rarity and ephemerality in your creative process?
It is not only the edition that is limited, but above all the Rose de Mai Absolute itself that is rare. Henry Jacques works with very small parcels of land, in soil where roses are not usually grown, and nothing guarantees the harvest from one year to the next.
Rarity and ephemerality is at the heart of everything we do. It is almost inherent to Haute Parfumerie. When you make no compromises on quality, you need the finest natural raw materials, the most skilled craftsmen, and true conversations with clients, all of which are rare and ephemeral.
Each fragrance within the trio expresses a different interpretation of the same rose. Do you approach perfume more as a composition… or as an emotion?
Perfumes and emotions are inseparable. In fact, olfactory memory is the most powerful in humans, the power of perfume lies in its ability to evoke an emotion that transforms into an unforgettable memory. These emotions are our driving force and what fuels our passion for our craft. The creation of a perfume is certainly very technical, calling for a skilful balance in creating complex and multi-layered compositions, but our goal is the emotion that this perfume will create. Collection de l’Atelier is a fine example. We started out with one absolute, and from it, three perfumes were born. The excitement was great, and in the midst of our creative momentum, we designed several new perfumes that we just couldn’t choose between. We truly live for this emotion, it’s what we are always looking for.
There is something very artistic in the way you describe creation – almost like a painter exploring a subject. Do you see perfumery as a form of contemporary art?
Yes, absolutely! Haute Parfumerie is unquestionably an art form. Our compositions are complex and multi-layered, much like a master painter’s work. But it goes beyond that, and our Collection de l’Atelier is a perfect example. When we first explored the HJ Rose de Mai absolute, it felt like discovering a new color: a genesis that shattered certainties and opened the door to the unexpected. It led us into an ocean of possibilities, inspiring multiple compositions, much as a painter experiment with shapes, colors, and textures. That’s why the collection’s name itself evokes the painter’s atelier.
Alongside fragrance, the Maison is increasingly exploring objects and rituals, such as the HJ Voyage ‘Étui à Parfums’. What role do these pieces play in your vision of an ‘olfactive wardrobe’?
Our clients travel frequently and, as true perfume lovers, often carry extensive fragrance wardrobes. This naturally brings practical challenges: transporting liquids, organizing their collection, and ensuring each scent is easily accessible. With HJ Voyage, and more recently the Étui à Parfums, one of the most compact formats of the collection, we’ve created an object that lets them carry their olfactive wardrobe effortlessly and elegantly. Pieces like the HJ Voyage Étui à Parfums are an extension of our vision, embodying the Art-de-Vivre philosophy, fragrances become companions to be lived with, carried, chosen, and revisited throughout the day, wherever one may be.
The idea of carrying perfume as a personal, almost intimate accessory is fascinating. How do you see the relationship between fragrance and lifestyle evolving today?
There is a true cultural shift: today’s consumers seek the emotional resonance that fragrance can evoke. Perfume is no longer only a solitary ritual, it intertwines with lifestyle and social interaction, drawing it ever closer to the world of fashion styling. It has become a tool for self-expression and a companion for everyday moments.
In this context, the concept of an olfactive wardrobe allows individuals to select, layer, and adapt fragrances according to their mood, the occasion, or even the company they keep. Accessories such as Clic-Clac and HJ Voyage make this possible. Perfume becomes mobile, versatile, and fully integrated into life, enhancing experiences rather than merely adorning them.
Henry Jacques speaks of perfume as an imprint, something deeply personal. How do you translate that philosophy for a new generation of clients discovering the brand?
With this philosophy, Henry Jacques responds to a new generation that wants to be both seen and responsible. For those discovering the brand, the idea of an imprint really speaks on two levels. On one hand, it’s about identity: perfume becomes a way to express yourself, to show the world a side of who you are, to convey a message, or even to signal a sense of belonging. On the other hand, it’s about mindful consumption: today’s clients care deeply about quality, craftsmanship, and sustainability. Every choice from the Maison itself to the fragrance, and even the way it can be carried through Les Accessoires says something about the values that matter to them.
Having experienced both large perfume groups and a family Maison, what do you believe defines true luxury in perfumery today?
I believe true luxury in perfumery today comes down to one essential element: time. Time has become the ultimate luxury. When you refuse to compromise on quality, you need the finest raw materials, you need to let nature take its course, and you rely on the most skilled craftsmen, all of which are rare and require time.
The same is true for the client experience. Creating something meaningful, building real conversations, understanding each individual, this also takes time. Ultimately, luxury is about giving time its full value. And today, time is perhaps the rarest thing of all.
Finally, when someone wears Henry Jacques, what do you hope they feel and what kind of story do you want them to tell through their scent?
Their own. That’s what is truly magical about perfume. Each person experiences it differently, we all have our own sense of smell or sensibilities, our own memories, our own moods and emotions. A fragrance is never fixed; it evolves with the individual who wears it.
What we hope is not to impose a feeling or a story, but to allow space for something deeply personal to emerge. When someone wears Henry Jacques, the story becomes entirely theirs, an intimate dialogue between the scent and their own identity, their memories, their moment.
In the end, we want them to feel exactly what they want to feel. Because that freedom, that personal interpretation, is where the true beauty of perfume lies.
