Page 99 - EM EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

As we are artistic perfumery manufacturers, we need ingredients the boxes are marked with “For you”: this is the tribute we pay to
that are exclusive and rare made by independent niche producers, Terenzi Evelino, for everything that he handed down to us with his
The dimension of our company has changed considerably, we example and dedication.
have gone from 16 square metres in grandmother’s house to the
17,000 square metres of today – and we already need more space EM: What is your business based on?
–yet the modus operandi is still the same as the one we learned Pt: We have three proprietary brands, as well as an intense
as children: do everything in-house to follow the product from private label business. Tiziana Terenzi is our main brand, and
its conception to its manufacture, from the sale to the training is very high end. Quinto Canto is our brand par excellence of
of the personnel. Of course, today the numbers are different, the artistic perfumery. It is a hymn to Italian culture and to our
company has had to become industrial, but we never forget our mother tongue, i.e. to the Divine Comedy by Dante Alighieri. We
origins as craftsmen. The craftsman loves his product even before have interpreted the story of a great love, that between Paolo
it goes on sale, and this is our mindset. and Francesca and their fatal kiss, all in the magical setting of
the Castle of Gradara. The fragrance we have created is inspired,
EM: You and your sister tiziana are at the head of the as well as by Dante’s story, by the atmosphere that reigns in
company, continuing the family tradition… the Castle, once inhabited by important historical figures and it
Pt: We entered the company gradually, and it was immediately was not open to the public until 1983. The rock melody of the
a total ‘abduction’. Both of us were very enthusiastic and we collection evokes the vices and virtues of the past and of the
expressed ourselves according to our inclinations. Tiziana, with future. Giardino Benessere can be defined a ‘radical chic niche’
her unlimited creativity and artistic sense, is the creator of our line, i.e. a proposal of artistic perfumery at an democratic price.
projects, while I have the task of expressing myself in olfactory Created 20 years ago, it addresses those fragrance lovers I have
terms, as the ‘nose’. Our aim is to obtain a coherent project, met around the world who love the most intriguing ingredients
where our contributions merge harmoniously. Do we always but have little purchasing power.
agree? We talk and talk about it again, until we reach a final Thanks to the technique of layering, where one molecule couples
decision; on the rare occasions that this does not happen, we with the others, clients become themselves a nose and can mix
let the idea sediment. The relationship between us is very deep, the components, having at their disposal a perfume organ; the
difficult to dent, it is a great capital as I said earlier thanks to packaging is basic. It is a product that has a thousand facets, with
the moral inheritance received from our forefathers. Proving this a great technology that makes it simple to use and puts the Client
once again, you can see that in the Tiziana Terenzi collection, all and not the Brand at centre stage.

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