Jovoy
The embassy of rare perfumes.
Jovoy was founded in 1923 by Blanche d'Arvoy, a contemporary of Coco Chanel, at 15 rue de la Paix, with the maison's name compressed from her own nickname and her English husband's surname. She is credited with introducing the scented sample card as a marketing tool before the house closed in 1929. François Hénin, returning to France after four years trading raw materials in Vietnam, relaunched Jovoy in the late 2000s rather than recreate the original catalogue. The Paris flagship at 4 rue de Castiglione doubles as the city's most prominent multi-brand niche boutique, and the house's own fragrances — Psychedelic, Gardez-Moi, Private Label, Rouge Assassin — are built across a spread of perfumers including Jacques Flori, Vanina Muracciole and Cécile Zarokian. Pricing sits firmly in the niche tier alongside its boutique stablemates.
Releases
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
