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With its piercing blue skies, the scent of lemons and saltwater in the air and glasses filled with crisp Cantina Rocca Pinot Grigio, Bondi’s Icebergs must have felt like the Amalfi Coast for Alberto Pasquarelli and Beatrice Guglielmetti, the international team for luxury Italian perfume house Xerjoff.
Australians have a well-documented love affair with Italy. The fashion and food, charming villages, and vibrant culture draw countless visitors from the southern country each year. This passion for travel, and Italian beauty and la dolce vita, is reflected in the fragrances of Xerjoff and Casamorati.
“Our founder, Sergio Momo, his father used to travel a lot,” explains Pasquarelli. “And back then, in the 60s, 70s and 80s when you travelled, the world was not global. One of the best souvenirs from a country was perfume, specific perfumes from France, Russia, and other countries. So, Sergio started, with the help of his father, a nice collection of perfumes.”
Several decades later, Momo decided to create his own, launching the brand Xerjoff in 2007. The first two fragrances, Elle and Homme, are still in the Xerjoff portfolio today. Over 100 fragrances later, Xerjoff has become synonymous with Italian luxury and style. While the brand may have had its origins in travel, inspiration comes from every quarter. There’s a collection inspired by comets (Shooting Stars), the thrill of sailing (Join The Club), music (Tony Iommi) and even a collection inspired by a display at the Natural History Museum in London.
In 2009, Momo purchased the rights to 19th-century Italian brand Casamorati, reviving its tradition of opulent fragrance making, speaking in tones of citrus and vanillas. Sensual and invigorating, where Xerjoff looks for inspiration beyond Italy, Casamorati looks within. But all of these, says Pasquarelli, through the lens of an Italian style and aesthetic.
“When Sergio thinks about Italian style, he thinks about oranges and lemons from Amalfi, raw materials from southern Italy,” Pasquarelli explains. “Sergio’s wife’s family is from Sicily, and he draws much inspiration from the southern part of Italy.
Guglielmetti adds, “But he finds inspiration from many different things, from music to the sky, the stars, semi-precious stones, innovation, new experiences, even sport and rock music. He takes inspiration from his various interests.”
As Pasquarelli aptly summarises about the creative process, “Sergio puts his passions into reality, into a bottle of perfume.”
Xerjoff’s commitment to quality is evident in its sourcing of natural raw materials. “Sergio has long-term collaborations with fragrance houses that own lands in Vietnam and Laos,” says Pasquarelli. “Last year, he made a trip to India to find the best Indian rose oil for Casamorati’s new launch. Sergio is like an Indiana Jones of raw materials, always exploring.”
One unique aspect of Xerjoff’s approach is balancing traditional perfumery techniques with modern innovation. “The traditional way of creating perfumes is essential, but the modern way of mixing raw materials is very creative and new,” says Pasquarelli.
In the Australian market, Pasquarelli believes the niche trend is just beginning. “There is a good customer base, and young people are very interested. TikTok has been a significant influence.”
Looking to the future, Xerjoff has exciting collaborations on the horizon. “We have a new musical collaboration with Duran Duran. We are creating two perfumes, one with Simon Le Bon and one with Nick Rhodes. The kickoff will be on 31st October at Madison Square Garden in New York,” reveals Pasquarelli.
