CREED from Father to Son since 1760

Erwin Creed, the 7th Generation

I was in Orlando this week and I had the pleasure of being introduced to Erwin Creed. Erwin is the 7th generation of the dynasty Creed, craftsmen’s family perfumers. Founded in 1760 they rapidly became the favorite of the aristocracy and the main supplier to the Royal household, Queen Victoria, Napoleon III and Empress Eugenie of France, Franz-Joseph and Elizabeth of Austro-Hungary and Queen Christina of Spain.

Extremely exclusive and luxurious, the house of Creed creates “highly original fragrances of extravagant quality”. All their creation are original and hand-made. They manufacture their own essences using traditional infusion technique. The components are weighted, mixed, macerated and filtered, all by hand. They don’t use any synthetic essences and Olivier Creed, Erwin father, personally selects the purest rose essences from Bulgaria, Turkey and Morocco as well as Italian jasmine, Iris from Florence, tuberose from India or genuine Parma violets.

Armed with my Proust questionnaire I had a great time getting to know Erwin and the amazing story of his family. Today responsible for the distribution and opening of new selling points and countries, he also contributed to the elaboration of some of the best fragrances of the house such as: candle mimosa , Original Vétiver, Love in White, Original Santal, Feuille Verte, Royal Ceylan, Fleur de Gardenia, Virgin Island Water, Acqua Fiorentina, Aventus.
What is amazing when you speak with Erwin is that he remains faithful to himself, simple, spontaneous and open. Speaking with him you will never imagine the weight on his shoulders, the family history, his family name and the success of their brand being the only one real Luxury hand craft perfume.

“I wish today to continue to run the fundamental values of our dynasty, and to develop them with our time, everything in discretion “.

I was super happy also to find out that we have 2 common points, our love for skiing and eating!! 🙂
Erwin is an Epicurean, crazy about good food. His favorite restaurant is Tatsuya in Singapore (Goodwood Park Hotel 22 Scotts Road, Singapore ), Omakase cuisine, (in a Japanese restaurant a meal consisting of dishes selected by the chef, can be translated as “I will leave it up to you”, just seat at the sushi bar, the chef will do the rest) and one of his favorite hotel is the Gramercy Park in NY.

Here is the Proust Questionnaire and his answers.

What is your idea of perfect happiness?
What is your greatest fear? Vertigo
What is the trait you most deplore in yourself?
What is the trait you most deplore in others?
Which living person do you most admire?
What is your greatest extravagance?
What is your current state of mind?
What do you consider the most overrated virtue?
On what occasion do you lie?
What do you most dislike about your appearance?
Which living person do you most despise?
What is the quality you most like in a man? Elegance including courtesy, education, behaviour and manners
What is the quality you most like in a woman? same as 12
Which words or phrases do you most overuse?
What or who is the greatest love of your life?
When and where were you happiest?
Which talent would you most like to have?
If you could change one thing about yourself, what would it be?
What do you consider your greatest achievement?
If you were to die and come back as a person or a thing, what would it be?
Where would you most like to live?
What is your most treasured possession?
What do you regard as the lowest depth of misery?
What is your favorite occupation?
What is your most marked characteristic?
What do you most value in your friends? True friendship
Who are your favorite writers?
Who is your hero of fiction?
Which historical figure do you most identify with?
Who are your heroes in real life?
What are your favorite names?
What is it that you most dislike?
What is your greatest regret?
How would you like to die? in an Avalanche, a race car accident or in the arms of an Elegant woman.
What is your motto?