Some moments linger long after they pass. Being in Delhi for the launch of Creed’s first boutique in India was one of those rare evenings that felt both intimate and iconic. The dinner was thoughtfully curated—each course paired with a signature Creed fragrance, transforming scent into memory and cuisine into a narrative of storytelling. The boutique, situated within The Chanakya, is a pure expression of quiet opulence: radiant flacons, impeccable detailing, and an atmosphere that invites you to slow down and experience.
For those new to it, Creed is no ordinary fragrance house. It began in 1760 as a tailoring atelier in London before finding its creative heart in Paris. Known for crafting bespoke scents for the likes of Queen Victoria, Audrey Hepburn, and Winston Churchill, Creed has always been rooted in discretion and detail. Every fragrance is crafted using a Millésime approach—similar to vintage wine—ensuring consistency and quality from batch to batch. They still macerate and filter ingredients by hand. They still travel the world to source the rarest naturals. And somehow, each scent still manages to feel both classic and completely personal.
What made it truly memorable was meeting Erwin Creed—the seventh-generation perfumer guiding the House forward. Having grown up in a world shaped by scent, Erwin trained under his father, Olivier Creed, and has since created some of the brand’s most enduring compositions, including Love in White, Silver Mountain Water, and Original Vétiver.
Erwin doesn’t speak in trends. He speaks in materials, memories, and meaning. Whether you’re a fragrance lover, someone following India’s growing perfumery landscape, or just curious about what goes into creating an iconic scent, this conversation offers a look inside the mind of a man who’s quietly shaping the future of modern perfumery.
What part of the Creed legacy are you most proud of—and what are you most excited to change?
Erwin Creed: My ancestors founded the House of Creed in May 1760 in London’s Mayfair. Initially, we were exquisite leather tailors; in fact, you can still see the scissors as part of our logo today. Our legacy is rooted in heritage and a deep affection for real craftsmanship. Creed fragrances are icons of olfactory excellence, and our customers admire them for their richness and refinement. I often say that our past is the strength of our future.
Why open Creed’s first flagship here, now? What does this moment mean to you?
The House of Creed has long been drawn to the Indian market, but we believe in timing over haste. Creed was founded in Mayfair, London, in 1760. Our artisanal luxury values of craftsmanship, handcrafted approach and exquisite attention to detail align strongly with Delhi’s incredible cultural richness and its affluent, globally connected audience. This is a moment of incredible pride, gratitude and fulfilment. This is a fruit of meticulous planning, and it’s deeply exciting to see our vision come to life.
Do you begin a fragrance with a story, an ingredient, or a feeling?
I believe that every place has its own unique scent, not a typical one, but one that encapsulates memories, seasons and moods. This means that it can sometimes be all three, or simply one. Sometimes, an ingredient can evoke a beautiful narrative, a memory, or a place that helps me further develop it into a thoughtful, handcrafted fragrance, or it can be a place I’ve visited. I am fortunate to travel the world to discover the highest quality ingredients. Working with our remarkable suppliers, with whom we have maintained long-standing relationships, we seek out ingredients that are uniquely ours.
What’s a scent from your childhood that still shapes how you create?
I grew up surrounded by perfume. I was always mixing perfumes in the kitchen with my grandmother and father, so it was an ingredient, such as Vanilla, that I first fell in love with and still to this day.
What makes a fragrance unforgettable, even after it leaves the skin?
Beyond how it smells, it’s about how it makes you feel. Fragrance has the power to transform your mood and allow you to step into a persona, like an extended version of yourself. Take Aventus, one of our most acclaimed fragrances, which has the ability to create an emotional connection, leaving you feeling successful, confident, and like the best version of yourself, and garnering many compliments from others as well.
Do you have a personal fragrance ritual—one you return to again and again?
Quite often, I don’t wear a fragrance when I’m working, which surprises people. Sometimes this surprises people when I tell them. This is intentional, as I am still surrounded by perfume, but it’s essential that my nose has as little interference as possible when I work.
If you could bottle a city or memory from your travels, what would it smell like?
There is a renowned Creed fragrance that instantly takes me back to a moment in time: Silver Mountain Water. It takes me back to when I’m skiing in the mountains of Europe, breathing in the crisp, fresh Alpine air, feeling invigorated and refreshed. Everything about this fragrance fondly reminds me of this memory.
What excites you most about the future of Creed, creatively and globally?
Creed’s legacy is deeply grounded in heritage and artisanal mastery. Our fragrances are celebrated for their depth, elegance, and authenticity. This is the result of a meticulous process that values time, precision, and exceptional raw materials.
We don’t believe in rushing creativity. Every scent is composed in our artisanal Maison in Fontainebleau, France, in limited batches. This allows our dedicated artisans to carefully balance technique with intuition.
For us, each fragrance tells a story, not just of the present moment, but of the generations that came before us and will come after. Something that is truly timeless. As we look to the future, our mission remains unchanged: to evolve thoughtfully while preserving the integrity and heritage that define the Creed. It’s this blend of heritage and innovation that continues to resonate with our clients worldwide.
Lavenderoom Loves: If there’s one scent to begin your Creed journey with, let it be Creed Aventus—the house’s global bestseller and a modern classic. Described as “a fruity yet aromatic debut of ginger, mandarin and pink peppercorn balanced by a sumptuous heart of patchouli, sandalwood and vetiver, before giving way to a leathery balsamic base,” it’s bold, refined, and impossible to miss.
When I smelt it, I couldn’t pin it down to a word or feeling. To me, it smells like success. Like abundance. If a man’s wearing it, he’s a keeper.
If a woman’s wearing it, it’s a sign that she gets the princess treatment.
Creed Aventus, available at Nykaa.com, Tata CLiQ Luxury (online), Scentido Stores, Creed Boutique – The Chanakya
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