Luxury fragrances have the unique ability to transport us to moments of beauty, connection, and inspiration. At Floris London, we believe in partnering with voices who champion thoughtful living and authentic storytelling, making Joë, the creative force behind Conscious Curation , the perfect collaborator. In this exclusive conversation, we dive into the evocative world of Floris’s fragrance Lily and uncover Joë’s take on timeless elegance, and her love for carefully curated treasures.

Joë, the founder of Conscious Curation , is an advocate for intentional living and the simple joys of life in Devon. Through her platform, she shares carefully selected pieces, from timeless fashion and seasonal beauty to exquisite fragrances, each chosen with thought and care. Her discerning eye and commitment to sustainability, paired with her love for countryside moments and tablescaping, have earned her a devoted following of those seeking beauty with substance. Inspired by nature and the art of slow living, Joë highlights her passion for timeless creations.

A perfectly balanced floral fragrance that is both uplifting and comforting, leaving a soft yet captivating trail. Inspired by the delicate beauty of the Lily of the Valley flower, the perfumer sought to capture its natural essence. The dewy freshness of the blooms is elevated by the luxurious notes of Egyptian jasmine and Bulgarian rose, creating a harmonious floral heart. Sparkling white tea adds a crisp, clean brightness, while the warm, woody, and musky base lingers softly on the skin, wrapping you in an elegant embrace.

Whether it’s worn on a sunny morning stroll or for an elegant evening out, Lily is a versatile scent that whispers sophistication and grace.

We sat down with Joë to explore her thoughts on Lily and its place in her world of elegance. here are the highlights of our conversation:

What was your immediate reaction when you first experienced Lily?

The floral notes sparked a moment of happiness, it was so gentle and uplifting! The aroma of the blooms lingered - giving such a calming feel.

How would you describe Lily to someone who has never smelled it before?

A fresh blooming fragrance that evokes a joyful feeling. It smells delicate and not overpowering, and is definitely a must have floral scent to have in your collection. 

Do you think Lily evokes any particular memories or emotions for you?

Lily reminds me of an ode to Spring. Celebrating the season’s renewal and the joys to look forward to in the coming months. That feeling of being outside surrounded by nature, and hearing the birds sing whilst the flowers starts to bloom. 

What draws you to Floris as a brand?

As someone who is inspired by nature indefinitely, Floris strikes me as a perfumery that uses high quality essential oils. Being made in England was a big factor for me, and with a sustainable ethos it meant that the true craftsmanship was made with love and passion. I also found beauty in the way they capture their fragrances, from the bottle design to the types of scents - it showed exquisite detail.

What sparked your love for fragrance, and when did it begin?

I love fragrances! Not only do they smell beautiful, but it signifies memories for me. I’ve been wearing perfume for as long as I can remember, and now I always make sure I scent myself before any outing. It boosts my mood in so many ways!

What advice would you give to someone looking to discover their perfect fragrance?

Ask them what kind of scent category do they gravity towards. The key variances are floral, fresh, woody and amber - which all have their own characteristics. We all have a particular aroma we love, but sometimes for me it depends on the season and mood. I love a floral fragrance particularly when nature starts to bloom, it feels more in sync. ‘

In addition to Lily, Joë has expressed admiration for other Floris London fragrances that align with her refined taste. Among her favorites are Sirena and Cefiroe. These fragrances, much like Lily, reflect the timeless elegance that Floris London is known for.

Our collaboration with Conscious Curation celebrates the shared values of artistry, intentionality, and beauty. Joë’s passion for storytelling and thoughtful living brings a fresh perspective to the Floris world, and we’re thrilled to have her highlight the exquisite charm of Lily.

For more insights from Joë, visit her Instagram at @consciouscurations_ , where she continues to inspire with her carefully curated finds.

Explore Lily and other Floris fragrances and join us in celebrating timeless elegance.