Tiziana Terenzi

Perfume is like a diary written in scent, and I often draw inspiration from my travels, special moments, and emotions.

1. - Tiziana, how did your experience in jewelry design shape your approach to perfume creation?

   My background in jewelry design has profoundly influenced the way I create perfumes. In jewelry, each piece must not only be beautiful but also tell a story, often through the careful selection of materials like gemstones or metals. This is very similar to my approach to perfumery. Both worlds demand meticulous attention to detail, a sense of proportion, and a deep focus on craftsmanship. For instance, just as in jewelry design where a rare gem becomes the focal point, in perfumery I choose rare and precious natural ingredients, such as Ambergris or Bulgarian Rose, which serve as the heart of the fragrance.

   Take Leonis I or Zubenel from our Assoluto collection as examples. These fragrances are like jewels, with every detail of the bottle and every ingredient carefully chosen to reflect the purity and brilliance of the concept. The flawless craftsmanship of Italian handmade jewelry forms the backdrop for these rare and precious essences. Inspired by cosmic journeys, they capture the magic and mystery of the most luminous stars.

2. - What inspired you to transition from jewelry to fragrances?

   Although jewelry design was my initial focus, fragrances have always been part of my life. Growing up in a family deeply rooted in perfumery, it was inevitable that I would eventually be drawn to this world. My grandfather Guglielmo and my father Evelino were both passionate about scent, and they passed this passion on to me and my brother Paolo. Creating perfumes was a natural extension of the storytelling I had been doing through jewelry. Perfumes allowed me to capture not only the visual beauty but also the invisible emotions, memories, and experiences.

   For instance, the Luna collection, which is inspired by the moon and the stars, reflects my journey from the tangible art of jewelry to the ethereal art of fragrance. The collection tells the story of our childhood, gazing up at the stars, while each perfume captures a different phase of the moon and its mystical allure. It was the desire to tell these personal stories in a new, more expansive medium that truly inspired the transition.

3. - How do you translate personal memories and experiences into your perfume collections?

   Every perfume we create reflects personal memories and life experiences. Perfume is like a diary written in scent, and I often draw inspiration from my travels, special moments, and emotions. For example, Torpé is a fragrance inspired by one of the oldest villages in Sardinia, where I spent unforgettable moments. This fragrance captures the essence of the Mediterranean with its rich, earthy notes of Sicilian Mandarin, Sorrento Lemon and Marine notes. It is designed to evoke the warmth of the Sardinian sun and the rustic beauty of the region, preserving the memory of that place in a bottle.

   Similarly, Andromeda from the Luna collection is inspired by a breathtaking night in the Italian countryside. The night sky, full of stars, created a magical atmosphere that I wanted to capture forever. The perfume evokes that memory through its blend of exotic florals and creamy vanilla, transporting you to that specific moment under the stars.

4. - Can you share the story behind the Sea Stars collection and its significance?

   The Sea Stars collection is deeply personal, representing both a tribute to the sea and a celebration of memory and wonder. Inspired by our lifelong connection to the Adriatic Sea, this collection encapsulates the profound bond that my brother Paolo and I share with the sea, a love passed down to us by our father, Evelino, an experienced navigator. The sea, with its dual nature of calm beauty and powerful strength, is a central theme. It symbolizes not only our roots but also the infinite possibilities and adventures that life presents.

   This collection was a special gift I created for Paolo on his fiftieth birthday, honoring his passion for sailing and the sea. The creative process took three years of intense research and exploration, where I sought to capture the poetry and spirit of the ocean. Each fragrance is crafted to evoke the feeling of being at sea, with notes that reflect the crashing waves, salty air, and boundless horizons. The iconic bottle, with its golden starfish wrapping around the stopper, is a nod to the sea’s treasures and embodies the collection's nautical and adventurous spirit.

   Telea, one of the standout fragrances in the collection, is named after our family’s sailboat. It represents the freedom and adventure we experienced while exploring the Mediterranean. The perfume is a celebration of marine life and the tranquility of sailing. Another fragrance, Orza, takes its inspiration from the concept of navigating through life’s challenges. It captures the essence of change, symbolizing the excitement and challenge of discovering something new. After all, every moment is unique and unforgettable.

5. - How do you approach the challenge of creating distinct themes for each of your fragrance lines?

   Creating distinct themes for each fragrance line is both a challenge and a joy. It all starts with a story or emotion that Paolo and I want to express. From there, we craft the fragrance around that central theme, ensuring that every aspect from the ingredients to the bottle design reflects the narrative. For example, the Anniversary Collection is inspired by key moments in our lives, with one standout fragrance, Gumin, dedicated to our grandfather Guglielmo. We remember him and his scent, which always announced festive days and the euphoria of celebration. This fragrance embodies strength, love, and protection, honoring his memory and celebrating the joy of life.

   In each collection, storytelling is at the heart. We aim to make each fragrance an emotional experience, not just a scent, by fully immersing ourselves in the inspiration and translating it into an olfactory journey.

6. - What was the biggest challenge in expanding from candles to a full range of perfumes?

   Expanding from candles to a full range of perfumes was a natural progression for us, but it was not without its challenges. Candles create a static scent that fills a room, whereas perfumes interact with the body, evolving over time. One of the biggest challenges was maintaining the same level of craftsmanship and storytelling that we had achieved with our candles, while also embracing the complexity of creating perfumes.

   For instance, our perfumes, such as our best seller Kirkè, are created with the same attention to detail and quality as our candles, but they demand a different level of artistry. Kirkè, with its powerful fruity and musky notes, required a deep understanding of how each ingredient would evolve on the skin, ensuring that the fragrance would remain true to its story from the first spray to the last drop.

7. - You mentioned the role of “semiotics” in your work. How does this concept influence your perfume design?

   I use semiotics to express how words, images, gestures, and fragrances represent a complex language capable of evoking emotions and telling stories. Semiotics applied to a fragrance involves studying the signs and meanings that emerge from the interaction between the product itself, in our case, the fragrance, its story and associated narrative, the shape of the bottle, and the packaging. Each component is a sign that communicates a specific message to the consumer, creating an experience that goes beyond simply spraying a fragrance, offering a true-life experience.

8. - What does the phrase “born from fire” mean to you in the context of your fragrances?

   “Born from fire” is a phrase that resonates deeply with me and the brand. Fire symbolizes transformation, passion, and creation. For me, it represents the process of turning raw materials, whether they are wax for candles or natural essences for perfumes, into something beautiful and lasting. Tiziana Terenzi finds inspiration in the constant quest to capture emotions, harnessing the evocative power of fire and a life lived to the fullest.

   Fire is also central to our Vulcani collection, which is inspired by the majestic power of volcanoes. The collection captures the elemental forces of earth and fire, blending smoky, mineral notes with vibrant citrus and woods. For example, Idna in the Vulcani collection embodies the raw energy of Mount Etna. This fragrance is like standing at the edge of a volcano, feeling the heat and energy radiating from the earth. Fire, in this context, represents both destruction and creation, and each perfume in the Vulcani collection reflects that duality.

9. - How do exclusive collaborations with retailers like Harrods impact your creative process?

   Collaborating with prestigious retailers like Harrods pushes us to elevate our creative process even further. These collaborations often inspire us to create exclusive, bespoke fragrances that reflect the luxury and heritage of both our brand and the retailer. For example, when working with Harrods, we designed a limited-edition fragrance that embodied the opulence and refinement associated with the store. The process involves deep collaboration, ensuring that the fragrance not only meets our high standards but also aligns with the expectations of Harrods’ discerning clientele.

   Exclusive partnerships like these allow us to experiment with new materials and ideas, often leading to innovative creations that might not have been possible otherwise. It’s a dynamic exchange that enriches our creative vision.

10. - Looking forward, what new ideas or projects are you excited about in the world of fragrance?

    As we look to the future, our insatiable thirst for beauty will continue to drive us, weaving our story and passion into fragrances that harmonize rare and precious essences with the art of storytelling. Every creation is and will be an immersive sensory journey, where tradition and innovation dance together in perfect balance. With each new discovery, we will preserve the spirit of La Dolce Vita and the captivating stories that shape who we are. Here, timeless elegance embraces modernity, crafting emotions that are as enduring as they are unforgettable.