May Muguet Marathon: No. 42 The Flower Shop

May Muguet Marathon: No. 42 The Flower Shop

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 fragrance boutique at 42 Elizabeth Street, London.

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.

Flowers and buckets outside Liberty London florist store

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.

Forced lilies of the valley 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.

National Fragrance Week: Jo Loves

National Fragrance Week: Jo Loves

Since National Fragrance Week is a British thing, and I’m not in the UK, I’m going to write about some of the British fragrance houses I have come to know and love. First up: Jo Loves. I had the pleasure of visiting the Jo Loves boutique in London a year and a half ago, and what a delight it was!

Jo Loves fragrance boutique on Elizabeth Street in London

Jo Loves

I came home with the “Discovery Gift Experience”, a discovery of all the line’s fragrances at that time and a gift certificate for one of them, my choice. I was able to narrow down my pick to one of these: Red Truffle 21, No. 42 The Flower Shop, and White Rose and Lemon Leaves. I also liked Fresh Sweet Peas, but it felt a little young for me — better suited to one of my young adult daughters. I ended up getting No. 42 The  Flower Shop, a lively green floral, with my gift certificate, and recently found White Rose and Lemon Leaves on an auction site for a very reasonable price. I love them both!

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Jo Loves

Both scents are the kind of fresh florals I love. No. 42 is very green, also a favorite theme of mine, and smells very like a florist’s refrigerated storage area. White Rose is a fresh, citrusy rose that almost photorealistically captures the light but strong scent of a fresh white rose. It lasts a long time, too, still discernible on my wrist after 13 hours and counting. I really enjoy the liveliness and cheerful optimism of both scents; they capture the air of spring and early summer, when everything is bursting into new, fragrant bloom and various garden woes haven’t yet taken hold.

We gardeners are eternal optimists; we think that this is the year when the powdery mildew will spare our roses, when sudden storms won’t strip the trees of their blossoms, when insects will magically pass over our borders and feast on someone else’s flowers. Alas, it is never quite THAT year in our gardens, and yet we fool ourselves every spring into believing this might be the one. That is the kind of cheerfulness and optimism that these two fragrances capture.

Have you tried any of the Jo Loves line? What did you think?