Celebrating a decade of Fragrance
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Time to read 4 min
"At Electimuss London we are more than colleagues - We're a passionate family united by our love for exceptional fragrance."
The story of Electimuss began a decade ago with a journey to Rome, a deep passion for fine fragrance, and a vision to create opulent, daring scents. Since then, founders Luke and Jason have been driven by a mission to craft a distinctive British fragrance house, rooted in the timeless quality and craftsmanship of ancient Rome. Hear from co-founder Luke Granger as he shares the inspiration behind Electimuss and his vision for how the brand will continue to stand apart in the world of niche perfumery.
Q - Can you take us back to the beginning - what inspired the creation of Electimuss?
Luke: My journey with fragrance began with my American-Italian grandfather. He introduced me to scent as a child, and I can vividly remember him letting me smell the different scents on his cologne bottle caps. That early experience, along with his stories of Italy, and a honeymoon trip to Rome with my wife, where I was captivated by the history and artistry, all laid the foundation for what would become Electimuss.
I wanted to create something that was a genuine expression of my passion. I didn't want to chase trends. I wanted to focus on fragrances that were crafted with the same dedication and quality as the Roman artisans of old. The idea for Electimuss began in the early 2010s, and with the support of my wife and the catalyst that was Jason, we officially launched in 2015.
Q - How would you describe the culture at Electimuss?
Luke: The culture at Electimuss is a blend of artistry, dedication, and collaboration. We are a small, passionate team, and everyone wears multiple hats. We have a deep respect for the creative process and for each other. We are not a corporate environment; we are a family. We believe in open communication and supporting each other to do our best work. We want our people to be without limits to aid their learning and progression and not being scared of making a mistake. Me and Jason have made many!
Q - What does the name ‘Electimuss’ mean to you, and why was it chosen?
Luke: Electimuss means "to choose the best." For us, it's not just a name; it's a mission statement. It signifies our commitment to using the highest quality ingredients, working with the most talented perfumers, and creating fragrances that are truly exceptional. It's a promise to our customers that when they choose an Electimuss fragrance, they are choosing the best every time.
Q - What was your design philosophy behind the bottles and packaging?
Luke: The design philosophy was to create something that felt timeless, luxurious, and powerful. The bottles are designed to be a modern interpretation of Roman architecture. The fluted glass sides and the heavy, metallic cap feel substantial and high-quality in the hand. The aesthetic is clean and elegant, but with a touch of opulence. We wanted the bottle itself to be a piece of art that you would display and treasure long after the fragrance is gone.
Q - What makes an Electimuss fragrance unmistakably Electimuss?
Luke: An Electimuss fragrance is defined by its opulence, complexity, and longevity. We don't believe in making fragrances that whisper; we want them to make a statement.
Each scent is a high-concentration perfume, often containing a higher percentage of perfume oils than many others in the market. This creates a rich, long-lasting scent journey on the skin. We also believe in balance - the harmony between the top, heart, and base notes. Our fragrances tell a complete story, with a captivating beginning, a nuanced middle, and a memorable, long-lasting finish.
Q - What are you most proud of since the launch of Electimuss?
Luke: Since we launched, the brand has evolved from a passion project to a recognised name in the niche fragrance world. We have expanded our collection and gained a loyal following of customers who appreciate our dedication to quality. I am most proud of the fact that we have stayed true to our original vision. We have not compromised on the quality of our ingredients or the concentration of our fragrances, even as we have grown. We have created a brand that stands for something, and that is a source of immense pride for me.
Q - How does ancient Rome inspire the spirit, aesthetic, and storytelling of Electimuss fragrances?
Luke: Ancient Rome is the soul of Electimuss. It inspires everything we do. It represents a time of artistry, opulence, and power. The Romans were masters of their craft, from architecture to fragrance, and they weren't afraid of excess. The fragrance names themselves are drawn from Roman mythology and history, from gods like Mercurial and Jupiter to stories of emperors and empresses. Our bottles, with their golden detailing and heavy caps, are a modern interpretation of Roman luxury and architecture. The aesthetic is designed to feel timeless and rich, reflecting the quality of the fragrance inside. The storytelling behind each scent isn't just about a name; it's about a character or a concept that embod
Q - How do you balance performance, creativity, and sustainability in each composition?
Luke: This is the central challenge and opportunity of our work. Performance and creativity are intertwined—the high concentration of our fragrances allows for greater creative expression and a more lasting experience. Sustainability comes into play in our ingredient choices. We are constantly seeking out responsibly sourced materials and avoiding certain ingredients that may be problematic. We’re not willing to compromise on the quality of the scent, but we are always looking for ways to be more conscious in our ingredient selection and manufacturing process.
Q - What legacy do you want Electimuss to leave in the fragrance world?
Luke: I want Electimuss to be known as a brand that elevated the art of perfumery. I want us to be remembered for our unwavering commitment to quality, our beautiful storytelling, and our luxurious, long-lasting fragrances. I hope we inspire a new generation of fragrance lovers to appreciate the craftsmanship and artistry behind each bottle.
Q - What’s next for Electimuss in the coming years? Any exciting projects or expansions?
Luke: We are always working on something new! We are exploring new and exciting olfactive territories, continuing to draw inspiration from Roman mythology and history. We are also planning to expand our retail footprint to make our fragrances more accessible to a wider audience. Our goal is to continue to grow the brand while maintaining our core values of luxury, quality, and sustainability.