Based on a 50 acre estate called “Keyneston Mill" in Dorset, Parterre - translated as “on the ground” - is a new and experimental British perfume brand aiming to grow many of the ingredients themselves. Two thousand plant varieties to be precise.
Founded by husband and wife, David and Julia Bridger, their backgrounds are farming and graphic design, respectively, Parterre launches with three fragrances, all limited in number and stocked at Fortnum & Mason.
Left - Not the Crystal Maze - Keyneston Mill, Dorset
TheChicGeek says, “Who knew you could grow vetiver in the UK? I always thought it was a tropical grass found in places like Haiti. Soon to be open to the public, Keyneston Mill looks set to be a destination in itself and not just for perfume fans. I can see a Monty Don special coming on!
No budget has been spared here with Sir Elton John’s ex-gardener Stuart Neilson and former RHS botanist Nanette Wraith being brought on board. Design plays an important part in the core of the garden with Renaissance Italy and Kandinsky referenced while the rest of the acreage is put to growing in volume.
Based on botanicals, obvs, the three fragrances, produced in collaboration with leading perfumer, Jacques Chabert, are “A Tribute To Edith”, geranium and rose, “Run Of The River”, bergamot mint and orange flower, and, the most masculine, “Root Of All Goodness”, bergamot, vetiver and leather.
I admire Parterre because they will be at the whim of the unpredictable British weather and, as such, they’re still trying to work out what works and what gives a decent standard of product. They’re also producing the oils themselves using steam distillation.
Right - Parterre - "Root Of All Goodness" - 50ml/100ml - £95/£160
Like the majority of gardens, things will get better with age. Everything seems quite new and experimental, and while the French will probably scoff and turn up their noses, literally and metaphorically, just remember they did that once to English sparkling wine and look how far that has come.
It would be nice to see which of the ingredients are homegrown - maybe a Union flag next to them? - I do think they’re missing a trick not doing at least one fragrance with 100% British grown ingredients, but I’m sure, in time, that will come. Also, they should use a British perfumer or try doing it in-house.
This plugs into the British obsession with plants and gardening and being able to visit and see the place will only add to the attraction. Of the three fragrances, the most masculine is the “Root Of All Goodness”, but I was drawn to the rose one. Men can wear pink and smell of roses, these days. I like the branding, it is fairly feminine, but the hand calligraphy numbering on the bottles is a nice touch. I’d just love to know what they could do with the stinging nettles, bindweed and Japanese knotweed in my garden!”