In celebration of National Fragrance Week (16th – 22nd March), I caught up with founder of Les Soeurs de Noe. This luxury niche fragrance house was born and created in Brussels, Paris and New York and inspired by Nadia’s childhood memories of travel, people and cultures. Le Soeurs de Noe launched in 2019 at London’s exclusive Liberty Department Store and as soon as I saw the gorgeous packaging and ingredients, I couldn’t wait to try them. I immediately fell in love with the unique and stunning fragrance notes and I had to reach out to Nadia to find out more about the inspiration and creation of this wonderful fragrance house.
Can you tell me a little bit about yourself and did you have any experience with the creation of fragrances before?
I was born and raised in Belgium with two cultures, Belgian and Moroccan. I travelled to Morocco many times from birth to visit my grandfather, and I have many memories of smells associated with those trips. His beautiful garden in Tangier was surrounded by Olive and Fig trees and I remember the scent of jasmine growing in his garden and the beautiful scent of orange blossom inside the house.
The intense colours of Morocco, as well as all the sweet smells have developed an indelible bond between my memories, emotions and fragrances. These memories were my introduction and my fascination with fragrances. I had no experience in the creation of fragrances but I‘m still training my nose every day and I have learned this new language of communication with my perfumers. I really love the way we work together.
What inspired you to create this luxurious range of fragrances?
All the memories of my childhood inspired me but also the relationship to cultures, nature, people and many places around the world are a huge source of inspiration.
Where did the name Les Soeurs de Noe come from?
I have two daughters ‘Yara and Nahla’ and one Son ‘Noe’. My nostalgia for the past has been revived by the birth of my children. Thanks to them I found the strength to realise my dream by creating les Soeurs de Noe. This is why I dedicated the name to them. ‘The Sisters of Noe’.
To bring your fragrances to life you chose master perfumers Jerome Epinette (known for the likes of Floral Street) and Pierre Wulff (who has worked with Byredo). What made you choose these individuals to create your vision?
I was introduced to Jerome Epinette and Pierre Wulff by my designer Pierre Dinand who’s a close friend of Pierre Wulff during a trip in New York. We had a dinner and we got to know each other, started talking and we decided to work together. I really love their work. They are very talented and immensely creative perfumers.
I really developed a strong friendship with both of them. There is a dialogue and an understanding with Jerome and Pierre. We sit together and I am trying to get them to feel my emotions. The brief could be very visual or based on words, raw materials, music, a place, poetry, images,…
What captured my eye at first was the stunning packaging and bottle and the striking blue cap, how did the design come about?
I worked with the designer Pierre Dinand and immediately fell in love with his work. He created the perfect association with luxury and craftsmanship. I wanted a round bottle to reflect the cultural diversity, the softness and the generosity of Les Soeurs de Noe. Its geometric motifs evoke all of the stories at the origin of Les Soeurs de Noe but also each person’s story. I wanted to use a new colour code in the luxury world for the cap and the packaging. Pierre and his wife Danielle came to visit me in Brussels for Christmas a few years ago. Danielle was wearing a magnificent necklace with a blue pearl. I loved it and this was my inspiration for the Colours of Les Soeurs de Noe. I was informed by Pierre Dinand that this necklace was part of a selection of jewellery that was proposed to Yves Saint Laurent by Pierre Dinand for their Opium project in 1977. In spite of its originality and beauty it was not selected by YSL. Now, more than forty years later, Les Soeurs de Noe is bringing it into the limelight.
A few of the fragrances are connected to the orient, where did this inspiration come from?
I travelled a lot with my parents during my childhood and I was fascinated by different cultures and people I met. Being multicultural, I am sensitive to cultural diversity and I try to consider that very much in the creation of my fragrances. Les Soeurs de Noe explores this indefectible bond between the Orient and the West, establishing links between both regions’ heritage and cultural richness.
One of my favourites is Oud Rose as it has that perfect balance between Oud and Rose that I have been searching for, so thank you! Did the perfumers manage to encapsulate your memories perfectly first time or were there a few changes along the way?
Thank you very much Scott! The creation of each fragrance is unique and an emotional process. I focused on the feeling that the scent should evoke and worked with Jerome and Pierre to create it, we did several changes to get the final one.
Apart from your own range, do you have your own particular favourite fragrance and what do you look for in a scent when purchasing one?
I always tried to find the fragrance that I am comfortable with physically. It is really important to know who you are. It’s subjective. One of my favourite fragrance is Chergui by‘Serge Lutens’. It takes me back to my earliest scent memory in Morocco with my grandfather. I remember the chergui wind blowing in his garden and all the smells associated with it.
Can we expect any further beautiful creations from the Les Soeurs de Noe range?
We really want to grow slowly and create a truly unique fragrance experience. Now, we are working on new scents that will launch in the future.
Finally, can you sum up your perfumes in three words?
Authenticity (quality, creativeness), respect (people and environment) and sharing.
Head to my latest video to find out more about each of the fragrances.