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Jovoy Paris – The Embassy of Rare Perfumes

Jovoy Paris is the Parisian house born in 1923 at 15 rue de la Paix, founded by Blanche Arvoy, contemporary of Coco Chanel, and resurrected in 2010 by François Hénin (also founder of Jeroboam). Self-described as "the Embassy of Rare Perfumes", Jovoy combines confidential historic creations with new audacious compositions. Discover Fire at Will and Remember Me at Soleil d'Or, Lille-based perfumery.

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Jovoy Paris: the Embassy of Rare Perfumes

From 1923 in rue de la Paix to the François Hénin resurrection

Jovoy Paris was born in 1923 at 15 rue de la Paix, founded by Blanche Arvoy, contemporary of Coco Chanel, who launched the maison in the same Parisian context as the founding of Chanel N°5. The maison crossed the early 20th century before disappearing — to be resurrected in 2010 by François Hénin (also founder of Jeroboam in 2015). Self-described as "the Embassy of Rare Perfumes", Jovoy combines confidential historic creations with new audacious compositions, in a unique editorial bridge between Parisian heritage and contemporary niche.

The maison's signature scents

The Jovoy pantheon brings together Fire at Will, Remember Me, Psychédélique and Ambre Premier — a roster of contemporary signatures and resurrected historic creations.

Who is Jovoy Paris for, and when to wear it?

Jovoy Paris speaks to lovers of Parisian heritage and contemporary niche perfumery, who appreciate the editorial bridge between past and present. The house is unisex. Creations sit in the oriental, ambery, woody and aromatic families. If you enjoy Jovoy, you will also want to explore Jeroboam Paris (other Hénin maison), Houbigant and BDK Parfums — three other Parisian heritage signatures at Soleil d'Or.

How to choose your Jovoy Paris fragrance?

Hesitating between Fire at Will and Remember Me is natural — niche perfumery is an intimate matter. Our discovery box lets you test at home before committing to a full bottle. For an in-person experience, our boutique at 22 rue de la Clef in Lille (France) welcomes you for a guided trial with our team.

the Jovoy Paris at Soleil d'Or, Lille-based perfumery since 1953

At Soleil d'Or, an independent Lille-based perfumery founded in 1953, Apolline and Victorine Maes (fourth generation of the family) and their team welcome you to discover the entire the Jovoy Paris catalogue, with expert guidance and guided trials.

Free shipping & in-store pickup

We offer free shipping over €60 in mainland France, and we ship across Europe and worldwide. Live in Lille or the metropolitan area? Free in-store pickup at 22 rue de la Clef is the fastest and most economical option. Full conditions on our shipping policy page.

Frequently asked questions about Jovoy Paris perfumes

What is the history of the Jovoy house?

Blanche d'Arvoy founded Jovoy in 1923, at 15 rue de la Paix in Paris — a contemporary of Coco Chanel, with her own distillation facilities in Grasse. She invented olfactory marketing ahead of her time: samples, scented cards. The house closed in 1929. Eighty years later, François Hénin — after 4 years in Vietnam trading perfumery raw materials — discovered this forgotten heritage and relaunched Jovoy in 2010. Jovoy became both a perfume brand and the "Embassy of Rare Perfumes": the boutique at 4 rue de Castiglione houses over 130 niche brands.

Does François Hénin have other brands?

François Hénin is the founder of two complementary brands: Jovoy Paris (the historic relaunched house, eaux de parfum) and Jeroboam (launched in 2015, exclusively 30 ml perfume extracts with enigmatic musks, named in Esperanto). The Jovoy Paris multi-brand boutique at 4 rue de Castiglione is present in Paris, Le Mans, London, Dubai and Qatar.

What is the best Jovoy perfume to start with?

Incident Diplomatique is universally acclaimed as the collection masterpiece — an opulent, sensual woody. Ambre Premier is the most accessible entry — soft, skin-close amber. Psychédélique is for lovers of intense patchouli (dark woody). La Liturgie des Heures is for incense lovers (aromatic). The Discovery Kit or our discovery box let you test your selection.

Are Jovoy perfumes composed by celebrated noses?

Yes — each Jovoy perfume is composed by a talented independent nose, each engaged in a "creative fusion" with the house. Among the perfumers who have signed creations: Vanina Muracciole (also perfumer of Jeroboam), Bertrand Duchaufour (Gardez-Moi), Jacques Flori (La Liturgie des Heures). Each composition reflects the founder's personal vision translated by the nose.

What distinguishes Jovoy from other niche brands?

Jovoy is both a perfume house (with its own creations) and Paris's most renowned multi-brand niche boutique. Every Jovoy perfume was born from a personal story of François Hénin — a meeting, a journey, an emotion. The house's DNA is red (the colour of all boutiques, a nod to Asia) and the conviction that "rarity is probably one of the last true luxuries of our era".

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