Danilo Popović, founder of the niche perfume workshop “Niche Perfume Lab”
In the world of luxury perfumes, dominated by global brands and mass production, “Niche Perfume Lab” from Montenegro emerges as a refreshing phenomenon. This unique workshop for creating niche perfumes crafts fragrances that are not merely products but true works of art. Danilo Popović, the founder and creator of this innovative workshop, reveals that a passion for the art of fragrance and a desire to create something authentic, reflecting the character and emotions of the customer, were the driving forces behind the birth of this brand. In an interview with the magazine Diplomacy & Commerce Montenegro, Popović shares his passion for perfume creation, the process of crafting fragrances, and his perspective on the niche perfume market in Montenegro.
Mr. Popović, considering that creating niche perfumes is a highly specific craft requiring special skills and knowledge, what inspired you to establish “Niche Perfume Lab,” and how did you start this unique business in Montenegro?
We believe that people are initially drawn to any profession, art, or hobby by interest and love for it, with knowledge coming only after spending a certain amount of time in the field. The initial idea and aspiration that guided us in founding the Niche Perfume Lab was to create an authentic Montenegrin product that would represent more than just the sale of perfumes. If I had to single out one motive that has been and remains the main inspiration, it would be the idea that at some point in the future, we can offer every perfume enthusiast in Montenegro a fragrance tailored to their taste and based on their character.
Handcrafted perfumes have a special charm, as every detail passes through careful hands and reflects the personal touch of the perfumer. Could you describe the process of handcrafting perfumes? How long does it take to create a single fragrance?
The blending of perfume oils is carried out under laboratory conditions, with surgically precise temperature control. What takes the most time – and requires extensive knowledge and research—is creating each formula individually for a specific perfume. This means that when you create a formula from scratch, you must consider everything you want the perfume to represent for the person who will wear it as part of their image. The most important part of this process is understanding fragrance notes and carefully selecting those that, combined in a single perfume, form a winning composition.
In our case, the lifecycle of a perfume – from selecting and blending fragrance notes to the packaged bottle – has often taken several months. Once the final product is created, it must rest for 30 to 60 days before being released for sale.
How do you assess the niche perfume market in Montenegro and the region? Is there growing interest in personalized fragrances?
In a time when, even in Montenegro, you have access to the internet, delivery services, and even franchises of prestigious perfume brands, it’s clear that the market is saturated with “mainstream” perfumes and cosmetic brands. However, what we’ve noticed in the Montenegrin market is a lack of authenticity when it comes to the impression and image that a perfume conveys. We saw an opportunity in creating scents for perfume enthusiasts that would serve as their personal signature, making them feel as though they had actively participated in the creation of that unique fragrance.
“London Fog,” “Fidel,” “Marinero” are just a few of the many niche perfumes from your workshop. Where do you find inspiration for new fragrances, and how do you choose their names? Do you draw from emotions, memories, or perhaps a particular place or event?
The name of a perfume is not as insignificant as it might seem at first glance; each one is chosen with great care. When you identify the fragrance notes that make up a perfume, it’s important to highlight what they represent and what they should evoke. For example, citrusy perfumes and those with “light” floral notes often remind us of the sea and nature, which is why one of these perfumes is called “Palermo.” On the other hand, a perfume with “closed” notes, such as walnut wood, tonka bean, and green apple, is named “London Fog.”
Of course, every perfume lover has, at least once, experienced a scent that reminds them of a place, an event, a memory, or even a person. All of these are significant factors in creating the final fragrance and naming each individual perfume.
What message would you give to people considering purchasing a niche perfume or supporting local producers?
It’s clear that every consumer feels the need for a product that reflects something about them as part of their image. The car we drive or the clothes we wear say something about us—about our personality, our character, and so on. We believe that a personalized perfume can leave an exceptionally strong personal mark on each of us. That’s why we encourage all perfume enthusiasts to visit us, and we’ll help them find a fragrance that will become an indispensable part of their image.
Ultimately, Niche Perfume Lab represents a domestic micro-market – a local producer competing with foreign mega-corporations. The product our clients purchase is designed, created, and produced in Montenegro. For those hesitating about which perfume to choose, we invite them to support us as representatives of Montenegro’s small economy by purchasing a product where every cent spent—on production, tax payments, employee wages, transportation, and more – stays in Montenegro.