The provenance of a luxury good and its exclusiveness are two characteristics that matter a great deal to luxury consumers. Just ask Jessica Dunne–she had always loved perfumes and wanted to create a fragrance that appealed to the olfactory memories she associated with her grandmother, a fragrance that would be classic and familiar. Her desire to create a homage to her grandmother led to create ‘Ellie,’ a modern floral perfume with a “vintage ladylike properness” says the New York Times.

Dunne worked with a perfumer in France to create the scent and designed the packaging with the help of friends and family. She sent a sample to the Henri Bendel store in New York, and Claudia Lucas, the perfume buyer there, decided to give ‘Ellie’ a shot.

Sensing that women would like the perfume’s backstory as much as they liked the scent, Lucas noted that “a brand is always a story well told.” Dunne’s story of creating a modern interpretation of her grandmother’s femininity appeals to people looking for familiarity and stability in uncertain economic times. The limited run of 2000 bottles and limited availability in Bendel’s and a few other stores also makes the perfume something that other women won’t have.

A great raison d’être and healthy amount of exclusivity makes it easier for people to interpret a luxury product and understand the difference it can make in how they feel and what they do.

Photo by Ayala Moriel.