Interview: Crafting Fragrances with Rajiv Sheth of All Good Scents

p/p pBeing an expert perfumer is not just about having the nose for all the good fragrances, there are several other aspects to it. A sharp eye to identify the concoctions available in the surroundings, better knowledge of the target markets and even an ear that is ready take harsh feedback.br /andnbsp;br /Rajiv Sheth of Indiaandrsquo;s first perfume portal All Good Scents spent most of his childhood sniffing various raw materials with his grandfather, thanks to their business of exporting essential oils. These memories played a trigger that inspired him to learn more about perfumery and about the job of a perfumer.br /strongandnbsp;br /Chasing the dream/strongbr /Before devoting his talent to brewing fragrant concoctions, he obtained a bachelorandrsquo;s degree in chemistry from the University of Mumbai. He then went ahead to ISIPCA in France to learn the art of making perfumes. This new beginning compelled him to learn French which helped him discover and learn the very secretive prestige perfumery recognised world over, not only for the beautiful perfume bottles and the fragrances, but also for their in-depth knowledge about its raw materials, extraction processes, manufacturing techniques, packaging designs and their savoir-faire.br /andnbsp;br /After gaining 16 years of experience in Grasse and Paris, he went on to follow his heart and start All Good Scents with the aim to bring the prestige of French style perfumery to India. The brand he launched boasts of premium quality fragrances in the affordable luxury segment for the new, contemporary and young Indians. Sheth launched with 14 fragrances, seven each for women and men. All the compositions were based on French style formulation, belonging to different olfactory categories.andnbsp; br /andnbsp;br /Perfumery, a labour of love or a job where you've got to give your best?br /According to him, itandrsquo;s a mix of both, with the labour of love being a majority portion of it. He added, andldquo;One requires a lot of passion, patience and perseverance to learn the art of perfumery. There is no instant gratification in the process to become a perfumer, it takes a long time.andrdquo;br /andnbsp;br /strongInspiration/strongbr /He insists there is nothing particular; anything and everything can play as an inspiration. From random events, smells, travel, people and certain moments bring inspiration.br /andnbsp;br /strongUniqueness of the scents/strongbr /Elaborating on the uniqueness of the scents, he says that they are creative personal scents which are based on popular western olfactory groups with subtle twists to suit the Indian consumer palette. What further makes them distinctive is that the scents are allergen free and animal-friendly. All Good Scents makes its scents pocket-friendly for target customers to use it on a daily basis.br /andnbsp;br /strongThe Design Process/strongbr /The process starts with an inspiration and then a story is imagined, and the profile of the user is created. This gives birth to the thought process where the creator identifies a few key raw materials from his palette to work with. Then trials are done to come up with an andlsquo;accordandrsquo; which becomes the main note of the fragrance. The process to create can take from six months to two years. Once it is done, the fragrance is mixed with alcohol, water and a few ingredients to make it into an eau de toilette, eau de parfum or perfume. The mixture is then bottled and packaged.br /andnbsp;br /strongHow a fragrance affects or adds to someoneandrsquo;s style/strongbr /Rajiv says, andldquo;A well-chosen fragrance can be an extension of a personandrsquo;s personality. For women itandrsquo;s the final accessory she uses on her body before stepping out. Men use them as grooming essentials. Smells are invisible but have a great impact on emotions and memory. The key is to choose your perfume well and apply it correctly to make it your style statement.andrdquo;br /andnbsp;br /strongPersonal favourite/strongbr /His favourite fragrance is called blossom 2000, the fragrance Rajiv created for a competition in Paris and it won him the 2nd title, winning him the andlsquo;Best international young perfumer awardandrsquo; organised by the French Perfumerandrsquo;s Society in Paris.br /andnbsp;br /strongTaking the brand to the top/strongbr /Rajiv considers his experience and knowledge in international perfumery coupled with the understanding of the local Indian preferences to be one of the most important qualities. He adds that the highlight is that the distribution is via e-commence and m-commerce, which, Sheth believes, is vital for a remarkable growth in India./p pandnbsp;/p pstrongMore on andgt;andgt; a rel="nofollow" href="http://www.luxpresso.com/style/perfumes" target="_blank"Perfumes/a/strong/p

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