Bot­tling some fond mem­o­ries

Tory Burch evokes new love with a fra­grance in­spired by her par­ents.

Los Angeles Times - - BEAUTY - By Sari Anne Tuschman im­age@la­

For most, fra­grance holds a sense of nostal­gia, a scent of­ten tied to a mem­ory, a space in time or a per­son of note. Mega-de­signer and busi­ness­woman Tory Burch has in­fused that con­cept into the cre­ation process for her fra­grances, one facet of her multi­bil­lion­dol­lar busi­ness.

“Fra­grance is tied to my mem­o­ries,” says Burch. “My par­ents each had fa­vorite scents, which re­mind me of them and dif­fer­ent mo­ments in time. My mother keeps a tray on her van­ity with some of her fa­vorite fra­grances and vin­tage per­fume bot­tles. When I was lit­tle, I used to try them all on — at the same time, of course — and then get thrown di­rectly in the bath.”

When Burch launched her sev­enth fra­grance in Jan­uary, Love Re­lent­lessly, she looked to her par­ents for in­spi­ra­tion.

“When my dad was court­ing my mom, he would take ads out in the help­wanted sec­tion of the lo­cal news­pa­per and write things like, ‘If I told you I loved you, would you hold it against me?’ ” says the de­signer. “He would sign them ‘Love, Re­lent­less.’ It was in­sanely ro­man­tic.”

Her par­ents’ love af­fair serv­ing as the muse, Love Re­lent­lessly leads with pink pep­per, rose and or­ris be­fore re­veal­ing notes of patchouli and am­ber.

“With [this scent], I wanted to evoke the idea of new love,” says Burch. “There’s a fresh­ness to it from notes of grape­fruit and Si­cil­ian le­mons, but it also has a deep struc­ture and a hint of pep­per that makes it a bit spicy. Peo­ple tell me it’s sexy.”

For her fol­low-up to Love Re­lent­lessly, Burch turned to one of her fore­most pas­sions to in­spire its theme: the ocean. “Every fra­grance we cre­ate is in some way per­son­ally mean­ing­ful,” she says of her eighth scent, Bel Azur, which will be re­leased in July.

“I have loved the sea ever since I was lit­tle, searching for shells and sea glass on the shores of New Eng­land with my mom, swim­ming and div­ing with my three brothers. There’s some­thing about the sun shim­mer­ing on the wa­ter, the sound of waves crash­ing and of seag­ulls call­ing.”

Berg­amot and flo­rals (pe­ony and neroli) are the ini­tial scents in Bel Azur, fol­lowed by creamy cedar­wood and the earthy notes of ve­tiver. As for where Burch likes to spend her time by the wa­ter, she has a few places that are par­tic­u­larly close to her heart. “I have been spend­ing a lot of time in the West Indies lately,” she says. “The beaches on Half Moon Bay are heaven on Earth — pri­vate, serene and ut­terly beau­ti­ful. And there’s no place like Southamp­ton in the sum­mer.”

Burch doesn’t take great care only with the scents of her per­fumes; their pre­sen­ta­tion and bot­tles are also of the ut­most im­por­tance to the woman who has built a brand on a re­fined preppy-meets-beach chic aes­thetic.

Love Re­lent­lessy, housed in an ul­tra-fem­i­nine, pink, jewel-like bot­tle, is avail­able at Macy’s and other re­tail­ers.

“With all our fra­grances, we want some­thing that will look beau­ti­ful on a van­ity and is a nod to the in­spi­ra­tion,” says Burch. “Love Re­lent­lessly is time­less, like new love. For Bel Azur, the blue om­bre glass bot­tle gets lighter in hue from the base to the top, like a wave.”

With two fra­grance re­leases within months of each other, asuc­cess­ful ready-to-wear brand, a grow­ing sport line and a foun­da­tion ded­i­cated to em­pow­er­ing women en­trepreneurs, it’s hard to imag­ine how Burch is able to man­age all that is on her ever-ex­pand­ing plate.

“It comes down to set­ting clear pri­or­i­ties,” she says. “I am by na­ture some­one who is fully present in the mo­ment and able to fo­cus on the task at hand.”

One of those tasks will be in L.A. this week­end when Burch par­tic­i­pates in the Goop Well­ness Sum­mit, where at­ten­dees can hear the busi­ness and fash­ion pow­er­house speak. Burch will also be spend­ing time at her South Coast Plaza store while she is in the area and will be host­ing a Tory Sport pop–up shop.

But de­spite all of her work, Burch is never far from what’s most im­por­tant to her.

“I’m look­ing for­ward to be­ing in Southamp­ton with my fam­ily,” she says of her sum­mer plans. “It’s all about spend­ing time out­doors with my boys, play­ing ten­nis, swim­ming and four­wheel­ing on the beach in the evenings.”

Noa Grif­fel

DE­SIGNER and busi­ness­woman Tory Burch.

Tory Burch

TORY BURCH’S “Love Re­lent­lessly” is $86 for 1.7 ounces.

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