Page 10 - EM PERFUMERY EDITION SUPPLEMENT

INTERVIEW

EM: What is your concept of positioning of the
Xerjoff brand?
SM: It’s definitely an alternative path of positioning. We
have to be diversified in thought; considering artistic
areas, ethics and sports. An entire universe opens up
before us which allows us to continue researching even
for the future. I believe that it is no longer sufficient
to have a focus of exclusive positioning in your own
sector, inventing something entirely new is a complex
procedure. My objective, my dream, is that when people
think of Xerjoff, they think of a lifestyle, a world where
perfume is the main bond, where the brand represents
something more than “just perfume”. It’s a never-ending Clients can expect to find true pieces of art to add to
progress, there’s no final destination. their collection, and there’s a huge Xerjoff Blends
collaboration that will be revealed very soon!
EM: Your brand arouses admiration, what is this
due to? EM: In addition to these future projects, is there a
SM: I think a lot of it comes from the fact that we’re an short-term one?
independent brand. I might be inspired during a journey SM: Yes, right here in my hometown and it’ll be a treat
or by a song I hear or an art piece I see, or even a piece for the taste buds! Turin is well known for being home
of history, and that oozes into the Xerjoff portfolio. As to some of the best chocolatiers in the world. We’ve
soon as I have an idea, I pass it onto the team, and been working extensively with the renowned chocolatier
like all free-thinkers, the concept becomes developed Gobino, creating true multisensory experiences by
and implemented fairly quickly because we’re a close- transforming some Xerjoff and Casamorati scents into
knit team who all work under one roof. We constantly bespoke chocolates. Gobino create true artisanal works
regroup and discuss. We’ve created our own world in of art and we share many of the same values, I can’t
which we operate, there’s no modus operandi behind wait for people to try them.
us. This goes for various brands of artistic perfumery
that become successful; each one has carried on a path EM: Are you close to young consumers?
of its own, I would say that the beauty of being niche is SM: There’s been an incredible boom among the
keeping your identity. younger generations becoming passionate about niche
perfumery. In the past few years Xerjoff has seen clients
EM: Are new projects coming? as young as the age of ten entering the boutique, and it’s
SM: Absolutely. We’ll soon be releasing something that’s incredible to see how passionate and interested they are
never been seen, or done, before in luxury perfumery. in expressing themselves through the art of perfumery.
Claudia Stagno
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