Scents of Jerusalem

Scents of Jerusalem

“Each person in the only one in the world with such a perfume,” said Schwartz, who opened the shop in 2015 after spending decades running a factory that created industrial scents, for customers like cosmetic companies and even hotels who wanted their lobbies to have a certain smell. He also owns branches of Perfuniq in northern Israel and in New York. “I said if I can make custom scents for buildings, I can make custom scents for people,” Schwartz said. Each perfume he creates contains about 75 different kinds of oil, he said. Even if someone requests one scent–lavender, for example–small amounts of others oils are added as well in order to draw out the dominant flavor, he said. “But most people who come in here have no idea what they want,” Schwartz said. To help them decide, he asks each customer a series of questions, ranging from which colors they prefer to what sorts of natural environments make them feel the most calm. Each answer corresponds to a scent, and helps develop the perfect combination, he said. The correlation between different scents and answers to these questions were developed over years of research, he said. “Each perfume really represent a picture of a person,” he said, adding that it takes about an hour to create a perfume for each customer. The perfume is then put into a customized glass bottle. The oils in his shop come from all over the world; there is jasmine from England, sandalwood from India, along with orange and etrog oil from Israel. “To get the best oils, I believe in going to the source,” he says. “It’s such a fun business.” A 100-milliliter bottle of custom perfume is 550 shekels, and a 50-milliliter bottle costs 395 shekels. All perfumes are certified kosher for Passover. Perfuniq is located at 24 Ben Sira Street.