Jo Malone in de Bijenkorf

A British Fairy Tale

Yesterday it was time; the official opening of the Jo Malone boutique in the Bijenkorf of Amsterdam. Were you unexpectedly shopping there yesterday? Then you couldn't have missed it because all of known Netherlands turned out to be present at the ribbon-cutting scene.

Jo Malone is a luxury lifestyle slash beauty brand that is mainly known for the uncomplicated scents (21!) that can all be combined with each other, allowing you to ultimately create a unique fragrance. Tailor your scent is what that concept is also called. You then choose a touch of romance, a crispy edge, and perhaps a spicy undertone. Everything you like comes together, and it truly becomes your unique scent. In addition to fragrances, there are also body creams and scented candles, so you actually always have a hint of Jo Malone around you.

“All of known Netherlands turned out to be present at the ribbon-cutting scene of Jo Malone”

‘In the afternoon, Debbie Wild, director of fragrance & lifestyle, took me into the world of Jo Malone and the British tailor-made style. In the June edition of Amayzine Magazine, you can read this interview and my experience.

Alright. The opening then. ‘All’ of known Netherlands had gathered in the new boutique. It was a bit cramped, but also cozy. My Amayzine colleague Carolien Spoor did a scent tasting together with her friend Marly van der Velden. Leco sipped champagne together with the always-good-looking Leontine Borsato, Susan Smit was a radiant centerpiece, and artist Ans Markus was wide-eyed. Oh, and the sisters Spijkers and Spijkers were having a great time too.

After Debbie's speech, glasses were raised, sniffing at all that deliciousness, and the party continued elsewhere in the Bijenkorf. Afterwards, everyone received a perfume wrapped in a chic, yet well-known black/white Jo Malone box. Tailor-made, because your name and favorite London sight were illustrated for you in real life. And well, with the combination of beauty and illustrations, there is no happier person than me.