www.modernluxuria.com
Bespoke Perfume: An Indulgent and Intoxicating Experience Edmonton company with international reach gets up close and personal to create unique and one-of-a-kind scents for clients WORDS BY ERIN SLOBODIAN
The “Proust effect” was coined by
scents. Edwards calls it a “very cool,
scientists and is used to describe the
intimate and luxurious experience.”
brain’s tendency to be triggered into recalling moments or people by certain
You start by booking an appointment.
smells. It’s the effect that Lane Edwards
Then Pura Botanicals sends you a
describes knowing well. Whenever
questionnaire or “scent analysis” to fill
she gets a whiff of a certain perfume,
out and send back before the date
she is powerfully swept up in a feeling
of your appointment. They want to
of comfort, as loving memories of her
know
mother who passed away seven years
all sorts of information like what are
ago come to the surface.
your favourite smells, what perfumes have you worn at different stages of
Edwards is the founder of Pura
your life, and what three words
Botanicals. The lovely brick and mortar
would you use to describe your new
location on Edmonton’s 124th Street has
fragrance. When you arrive for your
an in-house laboratory which creates
appointment, the perfumer will
products that are used by customers
have everything ready for you and
from as far away as Hong Kong.
together you will blend and smell your way to the perfect scent created
The Pura Botanicals lab handcrafts all-
just for you. “When you're the only
natural skincare, body care, baby care,
person in the world who gets to smell
and bespoke perfumes. Clients are able
like that it is very, very special,” smiled
to co-create their very own signature
Edwards. www.purabotanicals.com
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