So I have decided to try a different approach: I will write reviews of niche fragrances at my own pace. I will pick only the ones I love, hence the name of this blog. That way small firms who send me samples can take comfort in knowing that the worst that can happen is no review. When a great mainstream fragrance comes along, I will review that too, since there is no point excluding good stuff simply because it is widely available.
— Luca Turin on his new blog, Perfumes I Love.