Earlier this year I was wondering through Belgravia in London enjoying a pleasant summer’s afternoon in our great capital. My destination, plugged into the Sat Nav on my phone was 71 Elizabeth Street, Belgravia, London, SW1W 9PJ. For a long time now a family run business, specialising in selling the world’s best fragrances had been appearing in my world more and more frequently. The frequent coverage of this business in titles such as GQ can be attributed to one thing… genuine quality. Let me introduce you to Les Senteurs.

For over 25 years Les Senteurs has built and continues to develop a reputation for not only selling but providing expert advice and the right environment in which to choose a fragrance from their selective offering of fragrances, conjured by the world’s best perfumers. My journey to Belgravia and Les Senteurs was born out of my desire for a bottle of the exquisite Editions de Parfums Frédéric Malle – Noir Epices.

Upon arrival at the store I was met by a delightful young lady who welcomed me and asked if I was happy to browse the fragrances or if I needed advice. This I began to learn is an important part of choosing fragrance… let me try and explain. Have you walked into Debenhams and had an assistant try and force the latest Diesel fragrance up your nostrils or felt the pressure of the assistant hovering over you as you rifle through the many offerings? If like me you have, then you probably dislike it too.

So back to Les Senteurs. And the importance of that question, do I wish to browse or do I need advice? The reason this is so important runs deep into Les Senteurs philosophy. Their fragrances are to be enjoyed, savoured, respected and above all designed to create a desire for you to want to wear them. There are no pushy sales tactics here, there doesn’t need to be, the quality of the products sell themselves. In fact, Les Senteurs suggest that after you have tested a certain amount you should leave and give your nose a break. Strange tactics you may say? Well not really because Les Senteurs realise that they are selling fantastic products which people will want. The key to this is their passion for the products, this is apparent with everyone at Les Senteurs. If you breakdown their formula, it’s simple – they offer quality products, backed up with unrivalled customer service.

Frédéric Malle

I bought Editions de Parfums Frédéric Malle – Noir Epices after spending a good 45 minutes being indecisive (in a good way) and also chose to benefit from some expert advice from a member of the Les Senteurs staff. My decision was made, I parted with my £75.00 and felt thoroughly excited about my purchase. The scent I had chosen wasn’t purchased out of being pressured, influenced or marketed to in anyway, it was all my own doing… this is the Les Senteurs way. Gone are the days of buying a celebrity endorsed scent which fades out of smell and fashion weeks after I’ve bought it, left uncared for in my bathroom cabinet – I’ve invested in something special here.

The second part of this story picks up a few days after my visit to Les Senteurs. I arrived back at Ape to Gentleman HQ and explained to the gents in the office my experience. After trying to speak the experience to them, I passed around Noir Epices and after little deliberation, we had all decided that men across the UK and world need saving from the doldrums of the Debenhams fragrance aisles and enlightening into the world of quality fragrance.

My next port of call was to phone Les Senteurs and explain that Ape to Gentleman readers were getting unparalleled skin care advice but were missing out on expert fragrance advice. The result is Ape to Gentleman’s partnership with Les Senteurs and we are delighted to offer you a selection of timeless educational posts and introduce you to Les Senteurs latest and exquisite releases.

I leave you with a sentence spoken to me by James Craven, Les Senteurs nationally quoted fragrance archivist and expert chronicler of all things culturally fragrant. He suggested that one should be excited by a fragrance and always have a desire to wear it. For me this sums it all up.

Visit Les Senteurs at Ape to Gentleman here: http://www.apetogentleman.com/les-senteurs/


Les Senteurs Online here: http://shop.lessenteurs.com/

Opening Hours: Monday to Saturday 10am – 6pm.

71 Elizabeth Street
London SW1W 9PJ
TEL : 00 44 (0) 20 7730 2322