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What's the point of spending money on celebrity endorsed fragrances if they don't fit your personal theme?
We asked Beth Morrison, founder and owner of Theme Fragrance, to
explain the philosophy behind her perfumes and why they are so unique.
Beth, can you share a little bit about your business and how you got started?
business was started out of frustration with the options of perfumes
available to the consumer, every scent seemed to smell the same and I
didn't want to wear what felt to me to be an advertisement for an
impersonal brand or a celebrity endorsement.
I have also always
had a fascination with perfumery since childhood-- I often concocted
unfortunate personal scents out of flavorings from my mother's baking
supplies! I moved on to collecting perfumes and bottles and now I am
back to creating my own. My fragrances are imagined, designed, created,
and packaged by my company. There is a personal connection when you
purchase from Theme and I enjoy getting to know my customers. I strongly
believe in personalization in a world encouraging homogenized beauty
looks and routines- my company goes against the norm and celebrates the
uniqueness of a person from head to toe!
Where do you draw inspiration for your products?
inspiration is drawn for my travels around the world. I have memories
of the scent of incense in temples in Hong Kong, flower leis in Hawaii,
but I am inspired by simpler things, like working in my garden, and
cooking in my kitchen. I live in vibrant New York City and am always
enthused by the constant flow of ideas stemming from the people,
objects, words, music, and street aromas around me.
What products have been your best sellers?
my line of fragrances- Sarong, which is a tropical vanilla perfume,
Frolic, a sassy jasmine honeysuckle blend, Love Letter, a modern and
sparkling rose and fruit scent, and Lotus Lake, which is a serene tea
and sandalwood perfume.
What are your future plans for Theme Fragrance?
plan on Theme becoming a lifestyle brand with constant input from my
customers! There will be more perfume releases and new, innovative
beauty products-- we definitely have some big, exciting things planned!
E. Morrison designs the Theme line in New York.
A professional photographer with a passion for fragrance and skincare,
is a graduate of Rhode Island School of Design. She began her
inspirational and influential photo career as an assistant to legendary
photographers Arthur Elgort and Irving Penn. Her pictures have been
published editorially in magazines such as Vanity Fair, Rolling Stone
and Paper Magazine and she has shot visionary portraits of personalities
such as Madonna, Daniel Day Lewis, Debi Mazar, Natalie Merchant, Philip
Glass, John Mellencamp, and many others.