Those of you who read fragrance blogs and articles know that the brand Jo Loves was started by Jo Malone, who sold her first, eponymous brand to Estee Lauder, worked for them for some time, then launched a new brand of her own, Jo Loves, several years later. She also has a store at 42 Elizabeth Street in London. No. 42 The Flower Shop is named after the coincidence that when she was a teenager, Jo worked as a florist on the same street where her store now stands. I’ve had the pleasure of visiting it, and I highly recommend that if you are in London! It’s a lovely store, and it is close to Les Senteurs, a long-established niche perfumery with a wide selection of fragrances by independent brands.
Jo Loves boutique
No. 42 The Flower Shop smells exactly like its name. It is the smell that greets you when you walk into a florist’s shop, a mix of cut flower and leaf fragrances, very green and fresh. While the brand’s website describes it only as “fresh blooms and crushed green leaves”, Fragrantica describes it in more detail: “top notes are green leaves, mandarin orange and peony; middle notes are lily-of-the-valley, freesia, jasmine and narcissus; base notes are iris, white musk, moss and patchouli.” Lily of the valley is listed with green notes as one of the top two notes perceived by commenters.
The opening is indeed very green, which I like very much. There is a slight sweetness and juiciness that reflects the mandarin orange note, but the citrus fades away quickly and what remains at first are green, green leaves. Then the floral notes enter, including the lily of the valley. I think that lily of the valley and freesia are evenly matched in No. 42 The Flower Shop. Both are evident, but they are blended together very nicely; at some moments in this middle stage, the freesia is more dominant to my nose, but at other times, the lily of the valley takes precedence. No. 42 The Flower Shop evokes a very specific memory for me: the florist buckets and potted plants outside my favorite store in the world: Liberty London. I love everything about Liberty: first and foremost, its signature fabrics and fabric designs; but also its fabulous building in Great Marlborough Street, its tearoom, its amazing fragrance department — everything.
Flower shop at Liberty London
The green notes persist during the middle stage of No. 42 The Flower Shop; that and the other floral notes make the fragrance a bouquet, and by no means a soliflore, as befits a florist shop. The narcissus note is evident, though not as strong as the lily of the valley and freesia, but it adds a nicely astringent tone to the sweeter flowers (it is not one of those heady, “narcotic” narcissus notes, it too is very green). The fragrance retains its greenness throughout, including in its base notes of moss and patchouli. The moss note is especially clever, as it is so common for lilies of the valley and spring bulbs like narcissus to be forced in pots and potted with green moss.
Lilies of the valley planted with moss
Sadly, No. 42 The Flower Shop does show its kinship with some of the original Jo Malone fragrances in that it doesn’t last as long as I would like. It is so pretty, though, that I’m glad I own a bottle; and I’m looking forward to visiting Jo Loves’ boutique later this month to try her new fragrance, Rose Petal 25.
Have you tried any of the Jo Loves fragrances? I’m also very partial to White Rose and Lemon Leaves. If you’re interested and you haven’t tried any but you’re pretty sure you may want one, Jo Loves has a discovery “experience” where you pay the price of a full bottle (50 ml or 100 ml) and get a discovery set with a certificate for the full bottle of your size and choice; I believe that includes shipping.