Creating perfume through feeling, not formula

Fragrance is rarely just about smelling good; it is often about memory, mood, and the emotions a scent leaves behind. For Andrey, CEO of Juliette Has A Gun, perfume begins with a story long before it reaches the bottle. From translating joy and sensuality into olfactive notes to creating scents that unfold like a cinematic experience, his approach to perfumery is rooted in emotion and imagination. In this conversation with HELLO! India, she shares how storytelling shapes fragrance creation and the inspiration behind the house’s latest scent, Miami Shake.

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HELLO! India: What role does storytelling or mood play when blending a fragrance?

Andrey: Storytelling is everything. For me, each perfume begins with a narrative, a character, an attitude. It’s not just about how it smells, but how it behaves. I want the person who wears it to feel part of that story. The scent is the medium through which that emotion is told.

HELLO! India: When you start blending, do you think of a memory, a place, or a feeling first?

Andrey: It depends, but most often, it begins with a feeling, a sensation that’s almost cinematic. Sometimes it’s a moment from life, other times it’s purely imagination. Once that emotional spark is there, I dress it with elements that make sense, maybe a note that reminds me of skin in the sun, or the air after a storm. Perfume is a kind of sensory alchemy for me, emotions translated into olfactive form.

HELLO! India: How do you translate a mood like joy, calm, sensuality, or nostalgia into a fragrance?

Andrey: At Juliette Has A Gun, emotions become attitude, and attitude becomes scent. Joy is radiant and spontaneous, like Miami Shake, full of light and warmth. Calm is the quiet confidence of Ode to Dullness, soft musks and powdery notes that whisper rather than shout. Sensuality lives in contrast—clean yet addictive, like Not a Perfume. And nostalgia hides in subtle details—a touch of amber, a familiar softness that feels like a memory on skin.

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HELLO! India: How do you decide which notes should dominate and which should play supporting roles?

Andrey: Creating a fragrance is a bit like tuning a race car. Every note has its role, some provide power, others precision. The dominant notes are the engine; they drive the character and emotion of the scent. The supporting notes are the fine adjustments, the aerodynamics that make everything flow smoothly. Too much of one element, and the balance is lost. Too little, and there’s no thrill. I’m always chasing that perfect line, the harmony between control and speed, elegance and adrenaline. And on a personal note, if you couldn’t tell yet, my other passion is car racing!

HELLO! India: How do you ensure that a fragrance evolves beautifully from top to base notes?

Andrey: A good perfume must have a story arc. The top is the introduction, it should grab attention, seduce. The heart is where the emotion lies, it must be memorable. The base is what lingers, the soul of the perfume. I test endlessly to ensure the transitions are smooth, natural, and tell a coherent story. The key is balance and quality of ingredients, synthetics and naturals working together like dialogue between two personalities.

HELLO! India: Take us through the inspiration for creating Miami Shake,

Andrey: Miami Shake is like a neon daydream, the energy of Miami, the rhythm, the warmth, but also its contrasts. It’s not just sunshine and beaches; there’s a kind of playful decadence there, a vintage glamour mixed with modern sensuality. I wanted to capture that duality. It’s fruity, wild strawberry, creamy, and radiant, a scent that moves to its own beat.

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