Britain's oldest perfume house, Floris, has launched a new perfume called 'Royal Arms' Diamond Jubilee to celebrate the 60th Anniversary of the HM The Queen Elizabeth II as monarch.
The 'Royal Arms' Eau de Parfum
is a floral fragrance with rose and jasmine and at its heart and top notes of violet. The perfume was originally released by the company in April 1926 to celebrate the birth of HM The Queen, HRH Princess Elizabeth Alexandra Mary [pictured below at her Christening with her parents, TRH The Duke and Duchess of York and her grandparents, TM King George V and Queen Mary].
"We thought it was a lovely place to start" said Shelagh Foyle, perfumer at Floris, displaying the original leather-bound formula book from the 1920s with the recipe for 'Royal Arms' in it. "We've updated it and brought in new aspects making them relevant to today. In any case some ingredients like cascarilla, you can't get hold of any more and others like animal bases we don't use at all these days."
As well as the EDP, six bottles of 'Royal Arms' are being produced in perfume strength. One of these will go to HM The Queen - Floris is the only perfumer to hold a Royal Warrant from the present monarch. They also hold a Royal Warrant from the Prince of Wales to supply perfume.
The six antique bottles being used were found by chance in a box at the Company's warehouse, wrapped in newspaper from World War I. One bottle will go to the Floris museum at the shop, one will be auctioned for charity and the three remaining will go on sale for £15,000 each. "We only made a liter of the perfume strength" says Foyle, "just in case we get a repeat request from the Palace." The bottle comes with a small 18 carat gold chain with a 0.5 carat diamond.
Floris holds 17 Royal Warrants and is the oldest firm still in existence to hold a warrant. Its founder was Juan Floris, a Spaniard from island of Menorca. On hand to launch the perfume at the Jermyn Street shop were Edward Bodenham and Polly Gredley who are 9th generation family members - the company has remained in family hands for 280 years.
Top notes of the fragrance are Bergamot, Lemon and Violet Leaves; the heart features Iris, Jasmine, Rose and Ylang Ylang; the dry down contains notes of Amber, Musk, Patchouli and Vanilla.
Royal Arms Diamond Edition will be available in April, 100ml EDP for £99
The company will also release a perfume for the 2012 London Olympics in April.