We were delighted to sit down with The Fragrance Foundation and talk about the importance of British craftmanship in perfumery to celebrate National Fragrance Week.
Angela Flanders has become a symbol of the London fragrance scene and British perfumery excellence worldwide. With such an important historical heritage, how has the brand evolved since its inception, and how have you observed the fragrance community changing over the years?
We were probably one of the first niche British perfumery brands. My late mother, Angela, established the brand in 1985 and so we celebrate 40 years of fragrance this year 2025.
The business started in the Columbia Road Flower Market with pot pourri and dried flowers in the 1980’s however our unique location soon stimulated Angela’s interest in fragrance and seasonality. She was always intrigued by the history of scent and the beauty of perfume ingredients, and so her journey began, soon the pot pourri had disappeared and perfume had taken over. In 2012 we opened a second shop in Spitalfields and were also honoured with Best Independent Fragrance for Precious One.
Cherishing our original perfumes, I have continued the perfume legacy with the development of the Atelier Collection, a new series of perfumes inspired by a shared family history of textiles. Leather Rosa was also awarded Best New Independent Fragrance in 2023.
We continue to cherish our artisan heritage and to produce in small batches from our own studio staying close to our product. We have now evolved beyond our original shops to partner with other retailers such as Fortnum & Mason.
I believe that the public have become so much more interested and well informed over the past few years, and there is a greater appreciation for the value and craft of niche fragrance.
What role do you believe fragrance plays in the wider conversation around luxury and craftsmanship, particularly within the context of British excellence?
There is nothing more luxurious and, in my view, necessary than scent. It encapsulates our emotions and can be both, uplifting, comforting and sensual. It accompanies us throughout our day to day living and adds memories to special occasions or moments in our lives.
I think we should celebrate the development of independent British perfume brands over the past years which makes this an exciting moment for all of those involved in the craft.
British craftsmanship is at the heart of Angela Flanders' creations. How does this influence the art of storytelling within each fragrance you create?
Many of our fragrances have an inspiration from traditional ingredients or historic references, which we feel are as relevant today as they have always been.
As a house we are inspired by beautiful and special ingredients, classic and timeless perfumery notes such as bergamot, sandalwood, jasmine, tuberose, oudh, and rose strands of which appear in many of our scents. Sometimes an ingredient inspires a scent, sometimes a story.
With the Atelier collection each fragrance tells a story. Stepping out into the early morning garden with Lawn, an assignation at dusk with Taffeta, and blissful memories of summer days with Shantung Dream.
Your family has a longstanding connection to both textiles and perfumery, which is beautifully reflected in The Atelier Collection. How has this family heritage influenced your creative process and helped shape Angela Flanders' distinct identity?
The Flanders family originally came to Britain in the 17th Century to share their skills with the Suffolk wool weavers. It seems there has been this longstanding connection with craft and making in the family, and with textiles. Angela herself was originally a costume designer, and as a child I grew up with fabrics all around me, being taught how to distinguish textile composition at an early age.
I later went into fashion as a Buyer for Harrods and Harvey Nichols before really finding my niche in the perfume world, through working alongside Angela. When my turn came to continue the legacy, I turned back to my childhood memories and heritage to develop our Atelier collection, a series of fragrances inspired by textiles.
The latest addition to The Atelier Collection, Shantung Dream, is inspired by the luxurious Shantung fabric. Can you guide us through the composition and the creative journey behind bringing the fragrance to life?
The idea of a composition inspired by shantung silk had been an idea for a while. When I discovered a beautiful gardenia note, the journey began. As I worked with the intensity of the white florals I love, I had a yearning for warm and sunny notes. I started to combine these with fresher mandarin, and sweet orange and strong memories of summers in the Mediterranean with my father flooded back. The warm base accord of sandalwood, tonka bean and tolu reminded me of that blissful moment at the end of a day spent in the sunshine. I wanted to capture the luxuriousness of silk, a moment of bliss and the dream of stolen time.
How do you see the fusion of multi-sensory craftsmanship and diverse inspirations playing a role in creating truly memorable fragrance experiences?
Our olfactory landscape can be informed my many elements, It might be the inspiration of music or sound or a more visual element of colour or an artwork.
For me the concept of translating texture into scent has been an inspiration, to capture the warmth of silk, or softness and scent of leather, the dryness of a crisp taffeta and the fresh lightness of lawn cotton in fragrance that has largely inspired my creative process.
In an industry that thrives on innovation, how do you ensure that Angela Flanders stays true to its roots while also embracing new trends and ideas in perfumery?
Over the past forty years we have always stayed true to our core values which celebrate the heritage of good quality ingredients, these are often the starting point for our creations. The challenge is to maintain our traditions while staying relevant in a continually evolving environment, we achieve this by embracing new developments that feel relevant to us as a brand and not trying to chase every new trend.
How do you believe brands and the fragrance industry can educate the public about the artistry and craftsmanship behind fragrance creation?
I believe we need to tell the stories behind the scents, and to explain the skills behind the craft. These are captivating insights and help to educate the consumer or perfume lover to appreciate the finer points of the artistry and craftmanship behind the fragrance creation process.
We hold regular Meet the Maker events at our shops and also at Fortnum and Mason to enable a more direct dialogue and connection with the public.
For those who are new to the world of perfume and interested in learning more about British craftsmanship, what would your top tips be for appreciating the artistry behind fragrance creation?
Immerse yourself in every opportunity to sample and experience the wealth of independent British perfume brands out there. Discovery boxes are a great way to start, spend time with each perfume and each brand and see if you can begin to define the different expression that each brand has, its scented signature.
The Barnes Fragrance Fair an annual event on Saturday 17th May 2025, is also a great place to start with a wonderful selection of British brands all under one roof at the fair, including Angela Flanders, and also a whole programme of talks and workshops.
