The Indian fragrance market has evolved over the years, while we have accepted the modern twist to traditional attars, we, wholeheartedly, have accepted the foray of global luxury brands in fragrance into the country. The result: our fragrance wardrobe is growing, and the idea of wearing fragrances has shifted from wearing a single fragrance to layering of notes. Renowned for crafting scents that are as timeless as they are personal, The House of Creed launches its first flagship store at The Chanakya in New Delhi. With this launch, it will be interesting to see how shoppers react to the idea of an offline, state-of-the-art store focussing on luxury consumer experience.
For the launch, the seventh-generation perfumer of The House of Creed, Erwin Creed visited India. Erwin carries a rich olfactory legacy that dates back to 1760. Creed has remained a symbol of artisanal excellence in the world of luxury fragrance. In an exclusive conversation, Erwin Creed delves into the storied heritage of his family’s maison, the meticulous creative process behind each bottle, and the brand’s thoughtful expansion into the Indian market.
The House of Creed has been around since 1760 — how do you balance maintaining tradition with evolving for the modern era?
For the House of Creed we see the past as the strength of our future. Founded in 1760 in Mayfair, London, Creed is a house shaped by over seven generations of a family dedicated to our values of craftsmanship, quality and the most exquisite ingredients. The consumer need for quality and artisanal craftsmanship is something that remains and is appreciated. We endeavour to give our clients the opportunity to experience this through the immersive Creed fragrance experience.
As a seventh-generation perfumer, what’s the most important lesson passed down to you from your ancestors?
My family has traveled all over the world for years. First our heritage related to real pioneering in leather tailoring followed by couture craftsmanship. Travel is something that has definitely been passed down by my ancestors to me. I love to travel and discover the most unexpected places for both work and personally. For work, we travel in a quest to source the finest ingredients to use in our iconic fragrances.
Creed is known for its use of rare, high-quality ingredients and traditional infusion techniques. Can you walk us through the process of sourcing these? Has that process changed over time, how?
At Creed, we are very fortunate to travel the world to discover the highest quality natural ingredients. We work directly with remarkable producers and suppliers across the globe with whom we have had close relationships for years, and this really allows us to source, transform, and handle ingredients with precision and care. We are always on the quest for unique ingredients that are hand-picked and then blended at our artisanal Maison in Fontainebleau, France.
Can you walk us through your creative process when developing a new fragrance? Where does inspiration usually begin for you?
The process is a blend of heritage, tradition, passion for natural ingredients and a commitment to pay homage to craftsmanship over the generations. The inspiration for me comes when I am travelling, which I love to do for both work and personally, where I can be inspired by the most beautiful ingredients, moments and memories.
Creed has maintained a reputation for exclusivity while expanding globally. How do you ensure the brand retains its identity amidst growth?
Our legacy is firmly rooted in heritage and artisanal expertise. Creed fragrances are renowned for their depth, elegance, and authenticity, qualities that stem from a meticulous process valuing time, precision, and only the finest ingredients. We believe creativity should never be rushed. Each scent is carefully crafted in limited batches at our artisanal Maison in Fontainebleau, France, where our skilled artisans balance technical mastery with intuition. Looking ahead, our purpose is to innovate responsibly while upholding the integrity and heritage that define Creed. Our hands-on approach is guided by our membership of the Union for Ethical Biotrade (UEBT). This unique blend of tradition and forward-thinking continues to resonate deeply with our clients worldwide.
Luxury and niche perfumery have become more competitive in recent years. What sets Creed apart in today’s fragrance landscape?
At Creed it’s all about quality, not quantity. Creed maintains a hands-on artisanal approach; we are committed to true craftsmanship which is increasingly rare. From seed to scent, every Creed fragrance is made in-house, by hand. Founded in 1760 in Mayfair, London the brand has been rooted in exquisite craftsmanship for centuries initially starting in leather tailoring and couture. At Creed we believe the past is the strength of our future.
Are there any ingredients that you consider as your signature?
Bergamot is the note I return to most often; it plays a vital role in many Creed fragrances. It has the ability to truly transform a fragrance because of how vibrant it is. The way it works feels like it is the anchor of a fragrance, and I am very fond of it. We have worked with the wonderful family who produce our beautiful Calabrian bergamot in Italy for decades.
Which Creed fragrance are you most personally connected to and why?
Some find this strange, but I don’t wear fragrance, especially when I’m working in the laboratory as it can interfere with my unbiased sense of smell and because I firmly want to create fragrances for all types of clients, so I don’t have a personal connection to one, although I truly love them all. I am very fond of Green Irish Tweed, because this is what transformed Creed from being a smaller, luxury house to more of a global name.
How do you think the idea of wearing fragrance has evolved over time?
It used to be that people would wear one fragrance and mostly keep to it. This has now evolved into something even more special. People wear fragrances because of how they make them feel, for daily or special occasions or indeed for others. Having a fragrance ‘wardrobe’ allows anyone to be able to pick and choose something for each of these' important moments.
Looking ahead, how do you see the future of fragrance evolving — and where does Creed fit into that future?
Fragrance has become a leading luxury lifestyle choice. It has the power to transform moods and celebrate individuality. We are intentionally expanding to locations where fragrance can have its place, and there is rising consumer demand. Creed is a brand with fragrances created from heritage and craftsmanship, they are timeless and accepted in a fast-growing global market.
How do you see India as the market for the house of Creed?
The House of Creed has been drawn to the Indian market for a very long time, but we believe in timing and intentionality over haste. Our values are rooted in heritage and exquisite attention to detail. There is a growing rise of luxury shopper and fragrance connoisseurs in India who value heritage, artistry and exquisite natural ingredients, inspired by the rich culture of India and global influence from vast travels. These shared values between India and the House of Creed shows us that there is great potential and resonance from clients.
What are your plans for the Indian market?
We always have and will continue to take an intentional approach to expansion because prioritising the right timing and locations is at the core of expressing our brand values and connecting with our clients. We are thrilled to confirm our presence at the upcoming Galeries Lafayette in Mumbai in September. We are searching for boutique opportunities in Mumbai and Bangalore; it’s very important for our locations to elevate the client experience, and we believe these cities show great potential and align with our vision for India.
What does success smell like to you?
Aventus is what success smells like to me. It is a celebration of strength and power that, I believe, leads to success. It has the power to make anyone who wears it feel confident and empowered. It is a truly iconic contemporary classic.
