We are overjoyed to announce that this year marks a monumental TENTH BIRTHDAY celebration for The Perfume Society! It’s astonishing how quickly a decade has passed, filled with delightful fragrances and transformative experiences. So much has evolved since our inception! Interestingly, our visionary co-founders, Lorna McKay and Jo Fairley, selected May 1st as our launch date for a significant reason that resonates deeply with our mission and values.

In France, the date of May 1st is steeped in tradition, symbolizing the cherished practice of gifting lily of the valley or “muguet” to loved ones. This enchanting custom expresses appreciation and wishes for prosperity in the coming year. The tradition originated when King Charles IX received this delicate bloom and decided to share it with the ladies of his court. This lovely flower has also adorned countless bridal bouquets, including the renowned bouquet of Kate Middleton on her wedding day to Prince William. Gifting lily of the valley on May 1st embodies deep sentiments of tenderness, love, faith, happiness, purity, and a rejuvenation of hope.

It’s no surprise that we chose this charming, flower-laden date to officially launch The Perfume Society. Our dedicated team energetically distributed sprigs of lily of the valley throughout London, sharing the fragrance with friends and enthusiasts alike! At the same time, we were meticulously crafting what has now become a celebrated multi-award-winning publication: The Scented Letter, which proudly holds the title of the world’s first printed magazine dedicated solely to the art of fragrance. A heartfelt shoutout goes to the incredibly talented designer Jenny Semple, who has been an integral part of our journey from day one, without whom our magazine wouldn’t exist.

The Jasmine Awards organized by The Fragrance Foundation U.K. are revered as the pinnacle of achievement within the perfume industry, often likened to the Oscars of olfactory excellence. Additionally, the Perfumed Plume Awards honor outstanding fragrance writing on a global scale. We have received numerous nominations, celebrating the challenge of articulating the essence of scents—an art form that requires communicating the intangible nature of aromas, often lacking specific vocabulary in English to describe them! We are incredibly proud and deeply honored to have won an impressive TWELVE awards, a testament to our hard work and dedication.

2015:

Judges Special Recognition Award – The Scented Letter magazine team [entire issue]: Issue 1

2016:

Jasmine Independent Literary Award – Suzy Nightingale, The Scented Letter magazine: ‘What Does Wednesday Smell Like?’ 

Jasmine Independent Soundbite Award – Persolaise, The Scented Letter. magazine: ‘Closer to Heaven’

2018:

Jasmine Social Engagement Award – Carson Parkin-Fairley: #smellfie Campaign

2019:

Jasmine Practical Guide Award – The Scented Letter Magazine team [entire issue]: The Alphabet Issue – A-Z of Fragrance

2020:

The Perfumed Plume [International] Award – Jo Fairley, The Scented Letter magazine: Scents of Place: Venice

2021:

Jasmine Literary Award – Suzy Nightingale, The Scented Letter magazine: Note Perfect

Jasmine Short Piece Award – Suzy Nightingale, perfumesociety.org: Vellichor: Capturing the Scent Memories of Old Books

Jasmine Judges Special Recognition Award – The Scented Letter magazine team [entire issue]: A Life in Scents

Perfumed Plume [International] Award – Suzy Nightingale, The Scented Letter magazine: Modern Florals, Heavy Petalling

2022:

Jasmine Literary Award – Jo Fairley, The Scented Letter magazine: When Soap Equals Hope

2023:

Jasmine Practical Guide Award – Suzy Nightingale, The Scented Letter magazine: Time to Spray Your 5 a Day

Don’t miss out on your chance to receive a FREE digital copy of our magazine delivered straight to your inbox, or opt for the luxurious glossy print edition subscription. Regardless of your choice, you’ll enjoy a year’s worth of engaging and informative content that captivates both industry insiders and the passionate perfume community. We take immense pride in the hard work and creativity of our magazine team and contributing writers, who continue to inspire readers.

Throughout the last decade of fragrant discovery, we have enthusiastically celebrated National Fragrance Day in the U.K. with our innovative #smellfie campaign. This unique initiative emerged during a brainstorming session at TPS Towers, thanks to senior writer Suzy Nightingale, who envisioned a fun way for our followers to showcase their scent of the day via social media. Participants simply needed to snap a selfie with their fragrance and use the hashtag #smellfie. The response has been overwhelmingly positive, with nearly 9,000 tags and counting from fragrance lovers worldwide, including renowned personalities such as Katy Perry, Little Mix, and Richard E Grant, who joined in the fragrant festivities over the years.

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