Floral Street

Nestled between Petersham Nurseries and Sandro on Covent Garden's fashionable King Street is the newest kid on the block, Floral Street - a gorgeous fragrance boutique founded by Michelle Feeney (best known for her role in bringing MAC cosmetics and that St Tropez glow-in-a-bottle to the UK).

You might have seen their beautifully designed bottles on Instagram already (which is where I originally spotted them), but the store itself is a treat to explore, especially if - like me - you've grown tired of the same fragrance brands popping up everywhere.

I've been wearing Neon Rose lately: a fresh, clean fragrance that's wearable in every season. Not too sweet or overly floral, it smells sophisticated - the kind of scent that makes your head turn when someone walks by. Its "hero flowers" are cyclamen, apple blossom, and bergamot, but its ingredients also contain a delicate blend of peach nectar, crisp amber, juniper berry, cassis kir, jasmine Egypt, white cedarwood and Sichuan pepper, for added depth and dimension.

Floral Street's fragrances range from fresh and flirty to dark and intriguing. I sat at their fragrance "bar" last week and sampled every bottle, wrinkling my nose at the thought of "Wild Vanilla Orchid" but exclaiming, "Wow!" as soon as I tried it, as none of the scents in Floral Street's collection can be placed in the box their names suggest. In this instance, the sweetness of vanilla is offset by bamboo, jasmine, sandalwood, lemon, patchouli fraction and red orchid, making it one of those scents you return to sniff again and again, because you couldn't quite believe it the first time around.

So, if you've been pounding the streets and department stores searching in vain for a new "signature" fragrance, I'd highly recommend a visit to Floral Street for something a bit different - and something you'll fall in love with, as I did.

Did I mention they also make scented stationery? The Wonderland Peony scented notebook smells like a dream and would make a great gift (the candles are on my wishlist too, and the perfume is sold in a purse-friendly 10 ml size as well).

What are your favorite fragrances?

Neon Rose perfume courtesy of Floral Street. All opinions are my own. Shop the collection online and at Floral Street, 30 King Street, Covent Garden, London, WC2E 8JD.

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