Can you share with us the story behind the inception of your perfume brand, SIUNO, and how it all began?
In my 20s, I developed sensitivity to synthetic scents, which led me to abandon perfumes. However, my interest in fragrances was rekindled when I discovered the world of botanicals. Through a serendipitous encounter with perfumer Roxana Villa, our shared synchronicities were undeniable. In 2020 during the pandemic, I made a spare of the moment decision to follow my intuition to Santa Fe, New Mexico, where Roxana’s perfumery became the birthplace of our first signature scent, Ulysses. Initially, my journey began with the intention of creating all-natural candles with luxurious scents, but as I delved deeper into the realm of botanical perfume, I realized I had to make a perfume. It was during this time that Ulysses came to be. I also used this period to discover new growers and distillers, carefully selecting the finest oils for our creations from around the globe. This is my favourite part of what I do – is connecting with the grower and distillers and supporting what they do.
What is the significance behind the name SIUNO and the brand’s philosophy?
SIUNO derives from the Italian words “si” and “uno,” meaning “yes” and “one.” It represents the universal truth that we are all interconnected within one global consciousness. Embracing diversity in culture and individuality, we honour the pure potentiality within every soul. Our brand philosophy guides us back to nature, our inner selves, and a harmonious connection with the natural world.
What does perfume symbolize to you personally?
A: Perfume, to me, embodies the miracle of life—an intangible essence that brings immense joy. Botanical perfume, in particular, is a mystical approach that emphasizes plant-based ingredients. It represents a niche segment within the fragrance industry, catering to environmentally conscious consumers seeking sustainable practices. Botanical perfumers embrace the principles of alchemy and environmentalism, drawing inspiration from the rich history of fragrance making while exploring new artistic expressions. This approach fosters the preservation of ancient wisdom and a profound connection between plants, the environment, and human well-being.
Could you share your earliest olfactory memory with us?
The fragrances of rosemary, basil, and tomatoes from my Italian grandmother’s garden form my earliest olfactory memory.
Do you remember the first perfume you ever wore? What attracted you to it? A: The first perfume I ever wore was YSL Cinema – classic yet unique. As I love history I have to share that the nose behind YSL Cinema Jacques Cavallier-Belletrud comes from a family of perfumers and he is now the in house perfumer for Louis Vuitton where he created their very first perfume in 2016. The history of perfume as we know it today whilst is very routed in synthetics for the last 100 years for me is still important as history teaches us so much. It is so wonderful we are going back to the time before synthetics and bringing new meaning to botanical perfume.
Tell us about your fragrances. Which one was the most challenging to create, and do you have a personal favorite?
A: Currently, we have completed our first fragrance, Ulysses, which took approximately two years to develop. What sets botanical perfumery apart is that we begin with initial sketches and then consider what raw materials are available. For example, during the creation of Ulysses, we discovered a beautiful vetiver from Madagascar that we incorporated into the final formula. We are currently working on four additional fragrances. I think Anapos will prove to be the most challenging due to its oceanic theme.
Q: Where can customers purchase your perfumes? A: As we produce our perfumes in small batches, they are available for monthly pre-order online in most countries.
Q: Could you share scents that remind you of your country and your favorite places? A: Australia boasts diverse natural landscapes and stunning beaches. Residing in South Australia, which is home to Jurlique and the renowned Penfolds winery, I’m captivated by our Mediterranean-like climate, ideal for vineyards. Having spent my twenties traveling and living abroad, my love for Australia grew during the Covid pandemic, as I had the opportunity to truly appreciate its diverse nature. Still my favourite climate has always been a tropical one so one of my favorite scent is the fragrance of frangipanis in northern Australia, evoking tropical bliss. If I could live on a tropical island – I would.
Q: In your opinion, what is missing from the perfumery industry today? What changes or improvements would you like to see?
A: In the past, fine fragrances were predominantly associated with European origins, created by renowned noses commissioned by large fragrance houses. The rise of niche perfumery has been a welcome development, yet it has also led to an oversaturation of brands producing generic formulas manufactured by large companies. Consequently, we risk losing respect for the skilled noses and botanical perfumers who passionately craft their creations. It is crucial to uphold standards of authenticity, creativity, and innovation. Additionally, there is a need to address the misconceptions surrounding what constitutes a natural perfume, as many customers unknowingly purchase products containing synthetic or low-quality essential oils.
Q: What inspires you the most when working on a perfume?
A: With a deep spiritual essence, I find inspiration in alchemy, symbolism, mythology, and nature itself. I seek meaning and storytelling in every aspect of life. While many perfumers draw inspiration from personal memories or direct influences like poetry or stories, my approach is reverse. I begin with a clear intention for each fragrance, intending to evoke specific emotions or experiences. For example, with Ulysses I wanted to create a perfume that would support people on their own personal journey of growth and transformation. From there, I explore mythology, music, art, and nature, allowing synchronicities and the universe to guide me. Collaborating with botanical artists, I provide them with an initial brief, and together we embark on a magical journey to arrive at the final formula. Throughout the process, I am actively involved in sourcing and select different oils from various suppliers to ensure the finest ingredients.
I am a Gemini so I tend to embrace duality and love the juxtaposition of contrasts. Movement and travel are deeply ingrained in my nature, as if I were a merchant in a past life. I think most perfumers also share a love for travel as we source raw materials all over the world.
I have to admit, since founding the brand I have not travelled as much as I usually would but even just traveling interstate inspires me. I love both urban environments and very remote places. Last time I was in Sydney I was walking around Bondi considering all the Frangipani that had fallen on to the footpaths and I thought how fun it could be to collect all the flowers and tincture them for a small batch of perfume and call it Bondi Flowerjunk. I am always thinking strange things like that . While I do make my own perfumes, I have no idea what the formula is that is why I could never be a perfumer myself I cannot slow down to write things down . That is also how I cook I make something and think that was amazing and never make it again as I cannot remember the recipe. But I sort of like that it keeps me moving forward – if I have a store one day, I will have a shelf just for perfumes that have no recipe – once off blends – my head is always like this so I need people with structure around me!
As a Gemini, I want to be artistic and to push boundaries but then to still remain utilitarian so I want to make perfume that is good for everyday use and that lasts. One minute I want my perfumes to be have depth and layers of meaning and other times I am thinking let’s just call it flower junk! I have stopped trying to work my mind out if I am honest. The most important thing is that the perfume smells amazing and that we support the collective of people in our network all trying to do the right thing for the humanity and planet. That is what matters.