What is your motto?

James: “I do not really have a motto. Above all I look for certain elegance. I like precision, detail, balance and subtlety.”

Who is the perfumer that inspires you the most and why?

James: “There is not one particular perfumer that inspires me. I like and appreciate the work of several: Edmond Roudnitska, Jean-Claude Elena, Christopher Sheldrake, Olivia Giacobetti, Bertrand Duchaufour I only recently learned that Francois Coty was an autodidact perfumer, which I find reassuring. I think that a perfumer is much like an apprentice, in that you are constantly learning. The only way to learn is to practise.”

What are your raw materials of predilection?

James: “I have many. Without a doubt Jasmine, which is my favourite flower (Ophélia).  It is not for nothing that jasmine created a reputation for Grasse, where it is called « the flower. I love green and aromatic raw materials, notably mint. As well as resin, incense (Cardinal) and woody notes which are often indispensible in my work.”

Where does the originality come from in the layout of your formulations?
(e.g. Green tea and Lotus accord in « Menthe Vert », Iris and carrot seed in « Iris de Nuit » etc.) ?

James: “Originality is not my main objective, I look to create fragrances that please me and translate the olfactive image I have in my mind. I always try to create my fragrances with balance and elegance, which often results in a classic style, treated in a contemporary manner. The scents of « Tigre » and « Menthe Fraiche » are certainly original however the accords are very familiar: the balmy notes of « Tigre » have existed for hundreds of years. Mint is one of my favourite ingredients that is employed in traditional perfumery, but it is true that a fragrance based principally around min was considered « original » in 2006, the year it was created.”

Where does the inspiration for your candles come from and what makes them original?

James: “I always liked the idea of an innovative reusable packaging. For the new collection of Heeley Manor candles, the packaging is more of a classic style but still reusable. Made of hand blown glass with an ultra-simple and discrete graphic and can thus be easily re-used as a vase or pot for pencils. In general I like candles and interior objects that are discreet and easily integrated. To support the idea of a re-useable object, each scent is also available as a recharge at a reasonable price. Concerning the scents of the candles I tried to create qualitative fragrances which are at the same familiar, but that transports you to a particular universe. My favourite is « Forest Fire », which like it’s name indicates, smells like the forest, the trees, the leaves and the fruits on fire.”

What will the brand Heeley resemble in 10 years time?

James: “I do not think the values of the brand will change: discretion, elegance and product quality. Our ambition is to create a brand that is strong, creative, international and independent, furthermore to develop an organic product while remaining qualitative, without compromise. I do not disregard the possibility of continuing my career in design.”