Welcome to the second part of my series 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!
In the bustling streets of Paris, nestled among the city's iconic fashion houses and cafes, there's a fragrance boutique that stands out from the rest. Spiritum Paris, born from the remnants of a life-changing spiritual trip, has quickly gained a following, with its unique fragrances and sustainable ethos, leaving an indelible mark in the perfume industry. I recently had the pleasure of sitting down with Jonathan Dufour, the visionary founder of the brand that weaves together the mysticism of a shamanic retreat in Peru with the artistry of scent creation.
Jonathan's journey to creating his own brand was anything but conventional. With a background working for other perfume brands, he found himself at a crossroads in life, yearning for something more profound.
"I needed to heal and regain my spiritual powers."
This feeling led him to embark on a transformative shamanic retreat in Peru. It was during this trip, surrounded by scents of sandalwood, incense, and sage, that the seeds of inspiration for Spiritum were sown.
Upon returning from his experience in South America, which he describes as filled with inner healing, Jonathan decided to channel the spiritual guidance he had received into creating his own brand. In 2022, he launched Spiritum, and within just a year, the doors of his perfume boutique opened in the heart of Paris. The boutique's success speaks volumes about the captivating fragrances, and according to Jonathan, a remarkable two-thirds of shoppers leave with a product in hand.
Spiritum Paris is not your typical French fragrance house. Instead, it's a place where spirituality and scent converge. Jonathan has introduced a first series of fragrances based on numerology (numbers 1 through 9), perfumes that harmonize with individual personalities.
“I actually have another 10 fragrances to launch in the future.”
The brand has already found its way into the hearts of fragrance enthusiasts in France, US (online for now), and in Romania (the brand’s top 3 markets so far). For those who don’t know the brand at all, Jonathan recommends the latest addition – Shamanism – a blend of floral, citrusy, woody, ambery, and musky notes that transport you to a mystical realm. On most days, it’s this scent that he himself chooses to wear.
“I have five favorite perfumers, so I called some of them and asked if they wanted to work with me.”
To bring his unique vision to life, Jonathan has enlisted the talents of renowned perfumers Bertrand Duchafour and Philippe Paparella-Paris. Their collaboration has resulted in some quite unique and unconventional scents. The brand owner’s plans doesn't stop at his Parisian boutique. He is already dreaming about opening a shop in New York, and perhaps even Tokyo in the future. No matter where the brand takes him, it’s clear that his fragrances have the potential to enchant hearts and senses worldwide.
My photos of the discovery kit with numbers 1 through 9, and my bottle of Final Spirit (Nr 9).
Jonathan also gave me a sneak peek into what's to come. The upcoming collection, featuring the three master numbers – 11, 22, and 33 – will launch at the end of this year. One is centered around fresh orange blossom, one is a crisp leather, and the last a sweet patchouli (my personal favorite!). Each of them promises to be a spiritual journey of its own.
Lastly, Jonathan's beautiful commitment to sustainability extends to his packaging. He proudly shares that his brand uses no plastic and opts for eco-friendly packaging made from cork, sourced from Spain and Portugal, held together with sugar cane tape. It's a clear reflection of his dedication to both the Earth and the spiritual essence that his brand represents.
In a world of mass-produced and boring fragrances, Spiritum Paris offers a lovely blend of spirituality, sustainability, and magical scents – a testament to the power of following one's heart and intuition in both fragrance and life. It's a journey that continues to evolve, leaving us all eagerly anticipating what's next in this fragrant odyssey.
3 rapid fire questions with Jonathan Dufour:
Favorite note(s) in a perfume?
SandalwoodBest fragrance to use in Paris?
Shamanism, by Spiritum ParisOne of your favorite brands/scents:
Not a Perfume, by Juliette Has a Gun
Find the physical boutique in Paris, where you can also smell the brand’s candles.
Address:
36 Rue Jacob
75006 Paris
Happy shopping! And don’t forget to follow me (@scentrified) and Spiritum on Instagram!
PS. Would you like to see your boutique, brand or perhaps yourself on the blog? Write me an email and let’s talk!