I don’t think the signature scent is outdated — it’s evolved. When I set up FLORAL STREET 8 years ago, I saw that fragrance was extremely old-fashioned in comparison to other categories of beauty, as modern women we do not just have one lipstick or one outfit, we dress and make-up according to our mood or the occasion. What prolonged the signature scent idea was a lot to do with how perfume was marketed and also the price point, if you are paying £250 a bottle you are not going to use it every day and you probably cannot afford more than that scent. Today we treat fragrance the way we treat fashion: it shifts with our mood, our energy, our day. Some mornings you want something bright and uplifting like Arizona Bloom, and other days you reach for something cocooning and soft like Wild Vanilla Orchid. I love the idea that fragrance can move with you through different moments of your life. That’s why I talk about building a fragrance wardrobe — it gives you the freedom to express every side of yourself.

I’ve always believed in the idea of a fragrance wardrobe. We don’t wear the same outfit every day, so why would we wear the same scent? Fragrance should be playful and intuitive — something you reach for depending on how you feel. And it doesn’t need to be expensive or complicated. A wardrobe can be two or three scents you rotate, or layer when you want something uniquely yours. At Floral Street, we actually have a Fragrance Wardrobe that has all our 12 original scents so you can try them all depending on your mood and decide if you want to drench yourself in sunlight and happiness with Sunflower Pop or feel like rock royalty with Black Lotus — so people can build their own scent story. Floral Street was crafted on mood muses with softer florals being for the girly romantic days (Wonderland Peony) and deeper darker edgier ones for a night out (Black Lotus).

Absolutely not. When I created Floral Street, my mission was to bring fine fragrance to a wider audience. Luxury today isn’t about price — it’s about creativity, emotion and connection. The real luxury is finding a scent that lifts your mood or makes you feel confident. That’s why we offer discovery sizes and a full fragrance wardrobe: so everyone can explore and find the scent that speaks to them, whether that’s something radiant like Neon Rose or something warm and enveloping like Wild Vanilla Orchid. The fragrance wardrobe from Floral Street has twelve 2ml vials of each scent with a wrap around guide to help you navigate what you might like — we have tested this in the office and that gives 100 sprays per 2ml so in total 1,200 sprays all for £30 — it also means you can find a favourite before you invest in the larger size!!