Fragrance families

Every fragrance belongs to a family, a way of describing its character before you smell it. Ours are fresh, floral and amber, each explained below with the Told London fragrances that belong to it.

Fresh fragrances

Fresh is the family that lifts. Where amber settles and floral blooms, a fresh fragrance brightens the air: citrus, green leaves, cool water, the first clean breath of a morning.

It is the lightest and most invigorating of the families, energising rather than enveloping, the scent of a window thrown open. London lives here, in bright citrus and green calm, and so does Lake Como, in the luminous, watery light of spring.

Our fresh fragrances: City Grandeur, London; Dancing Light, Lake Como.

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Floral fragrances

Floral is the heart of fragrance, the family everything else is measured against. It is the scent of flowers in bloom, sometimes a single bloom held close, more often a whole garden at once, romantic and generous and alive.

A floral can be delicate or heady, dewy or sun-warmed, but it always begins with the flower itself. An abundant English garden in high summer lives here, and so does the heat of an island childhood in full bloom.

Our floral fragrances: Glorious Gardens, England; Island Breeze, Seychelles.

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Amber fragrances

Amber is the warmest and most sensual family in fragrance. It does not arrive with a sparkle of citrus or a cool green freshness. It deepens.

Built on rich, lasting base notes, warm spice and a sweetness that lingers, an amber fills a room with depth and stays for hours. This is the family once called oriental, the deep and enveloping one, the scent you step inside rather than simply notice. A Scottish hillside lives here, and so does the glamour of an Indian night.

Our amber fragrances: Highland Retreat, Scotland; Night Blooms, India.

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