Smart Londoners don't want to smell like everyone else. We're busy hunting down tiny artisan perfumers and niche brands. From colognes at Santa Maria Novella on Walton Street to contemporary artisan perfumers at Les Senteurs in Belgravia, we're looking for a new hit. And we're very territorial.
— From Perfumistas are the new cool-hunters at the London Evening Standard, with many thanks to Pigoletto for the link!