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For me, fragrances are very - one of these beautiful art forms that bring about a whole host of things. It's what you want to smell like, it's memories that make you smile or are resonant of times in your life, it can remind you of music. If you're a lover of scent, it's a very kind of particular and evocative thing.

My first and strongest memories about perfume come from childhood, from my mother, and they are a complex blend of her private and public selves.

I think a fragrance is all about sensations and imagery, and can evoke visions, feelings and thoughts.

Smell is incredibly important and sensual; it communicates who you are.

Nothing is more memorable than a smell. One scent can be unexpected, momentary and fleeting, yet conjure up a childhood summer beside a lake in the mountains.

Fragrance is a bit of a selfish gift because it's comforting when you're near someone and you recognize their smell.

I think scent is sensual. I guess evoking a mood or a spirit is key, and I think with the women's fragrances we have evoked different types, moods or sensibilities of a woman - whether it's Daisy with the sweetness and the innocence or Lola which is more provocative, sexy and sultry.

Smell is so powerful, you know. My grannies would both bake things like shortbreads and cookies. I think whenever I smell those kinds of things it really takes me back to my childhood.

As a child, our house had a backyard lined with roses tended vigilantly by my mother. So the fragrance fills me with nostalgia for my youth.

A good fragrance should have a certain personality that makes people identify the scent with you.