Welcome to Scentrified Interviews, where I explore the stories, inspirations, and dreams of owners of perfume boutiques and brands, people who have truly dedicated their life to the pursuit of scentual excellence. Happy reading!
It isn't difficult to spot her in a room full of perfume industry leaders. Among mainly suit clad businesspeople, all eyes and attention easily go to Sarah Baker, an effortlessly glamorous but down to earth diva. With a background in the art world, she has a unique perspective and approach to fragrance, and her vision always seems crystal clear.
In interviews, she often mentions romance novels and nighttime soaps from the 1980s as a huge inspiration. The influence of these genres can be seen across Sarah Baker's work, through the dramatic and elegant, yet playful and mysterious fragrances the brand has come up with so far.
What exactly is it about these soaps and romance novels that interests you?
“That world holds a special place in my heart. These shows offer a fantastic blend of drama and romance, with a touch of murder and mystery. And the novels often have a forbidden love element. There's also a certain cheesiness and humor that is so charming, and it reflects an aesthetic that I find myself drawn to.”
You’ve also released an amazing book – Baroness – in collaboration with Versace, where the 80s soap theme shines through. In your opinion, how is fashion and fragrance connected?
“Since diving deeper into the world of fragrance, I see several interesting parallels. You have big trends, there are collectors, and there's the concept of a fragrance wardrobe – choosing scents based on mood or occasion, similar to how you might choose an outfit.”
“Perhaps fragrance is the new footwear?”
And then you did the brilliant song, Spritz Me with Your Love! I always get the feeling you're having lots of fun doing what you do. What's your message to people who take things too seriously?
“I started out with an artsy short film about a fictional perfume. Then for an exhibition, I basically turned the art gallery into a perfume boutique. I didn't have any business know-how at all. And I wouldn't say I'm jealous of it, but I admire the focus and dedication of very serious people. But there's also value in maintaining creativity and a sense of playfulness. I guess finding a way to ultimately blend these aspects is crucial for success.”
Speaking of fun, you once told a friend of mine to crash all the parties at Esxence (a perfume fair in Milan, Italy). What’s your best advice for someone who wants to crash a party?
“First impressions are key. Make sure you're well-groomed and put-together. A little lipstick or the right accessory can go a long way! Ideally, you want to appear like you belong.
If you can go with others who are genuinely invited, your chances of slipping in are much higher. Security personnel are less likely to question a small group, especially if everyone looks like they're meant to be there. I've personally crashed lots of art parties back in the day, and more recently I crashed the Xerjoff Yacht party in Cannes. All in all, they won't refuse you at the door unless someone like Beyoncé is in there.”
Having a small but passionate and resourceful team also gives Sarah Baker lots of creative freedom, and a great control over the final product. She and her team handle most aspects of production, from hiring artists to the hands-on creation of packaging. This allows them to maintain a strong artistic identity in everything they do.
“It's a family affair, with my husband as my co-owner and key partner. We also have wonderful support from our 9-year-old son, who gets involved in the creative process too. He offers his sense of smell and helps with naming and brainstorming based on visuals.”
Do you feel any pressure to continually release unique perfumes?
“To some extent, sure. But what truly matters to me is personal intrigue. A fragrance needs to spark my own interest. I've discontinued a couple of scents, like Lace, because they simply didn't hold my creative attention in the end.”
Sales figures isn't the sole deciding factor, either. Some of Sarah's less commercially successful scents, like Leopard, are her personal favorites. This scent has a devoted following, and its story resonates deeply with her, she says. The little script booklet that comes with Leopard feels like a scene straight out of Dynasty, taking place in the office of Joan Collins' character.
“She had a real leopard in her office you know!”
“In a way, I approach fragrance creation like casting characters for a soap opera. It's not like I have a specific persona in mind every time, but there's always a narrative element to my scents. Like, the idea of making a perfume based on a 10 ft tall dominatrix could be a fun thought experiment, but that's not really how inspiration strikes with me. Even if I initially want to explore a specific fragrance family, like with the Oud Trilogy, the creative process can take unexpected turns.”
What's the inspiration behind your latest release, Peach's Revenge? Tell us everything!
“We've worked with perfumer Chris Maurice before, and he often adds subtle fruity nuances in his work, even in scents that don't list them. This piqued my interest, and I suggested we do a fruit-forward fragrance. The name Peach's Revenge actually came to me in a dream! I woke up one morning with the name stuck in my head, and a memory of my mom's incredible peach pie.”
While the dessert itself never directly inspired Chris (he's never tasted it!), the name triggered an image that helped shape the overall mood. Sarah mentions that Chris added a creative twist by also incorporating guava and nectarine, two fruits she says she probably wouldn't have thought of.
How would you describe Peach's Revenge in pop culture terms?
“Peach's Revenge isn't necessarily about a specific character, but it definitely draws inspiration from strong female artists. Think of it as the fragrance equivalent of a song by Eve, or Kelis. It's bold, confident, and maybe a little bit unexpected, like a delicious milkshake with a surprising kick. It's not your typical girly and sweet perfume, just like those artists aren't your typical pop stars.”
“What truly matters to me is personal intrigue”
Peach's Revenge has been embraced by the fragrance community and gained wider recognition. I personally wouldn't be surprised if it goes on to win some kind of award down the line. Does it make you nervous about any future success?
“We do have a another gourmand fragrance coming up, from a perfumer we haven't worked with before. Maybe that will be a bit nerve wrecking, because there always seem to be very specific expectations when it's fruity or gourmand. Of course I hope Peach isn't the first and last time we face larger success, but our intention was never to do crowd-pleasers – we try to push boundaries and offer unique experiences. We create based on our vision, not trends. And if they don't become as big as Peach, and it's quite likely they won't, it honestly doesn't matter. Peach isn't going anywhere.”
Shortly after our interview, I attended the official release party for Peach's Revenge, at Jovoy Mayfair in London. The script for the new fragrance was acted out by four talented actors, directed and produced by Sarah herself. Peach drinks and mini peach cupcakes were served, adorned with tiny plastic swords. Who knew that revenge served with a slice of peach could smell, look and taste so good?
If you’re in the UK, you can find Sarah Baker’s perfumes at Jovoy Mayfair. For non-UK stockists and more about Sarah and the perfumes, head over the the brand website: https://www.sarahbakerperfumes.shop/.
And don’t forget to follow me (@scentrified) and the House of Sarah Baker on Instagram!
PS. Would you like to see your boutique, brand or perhaps yourself on the blog? Send me an email and let’s talk!
Left: Sarah Baker x Versace = Baroness. Right: Yours truly and Sarah, at Esxence in Milan, 2024.