Heritage
A house, in its own words
Amarsi Fragrances emerged in 2020 during a period of global uncertainty, a timing that founder Alessandra Castelbarco reportedly viewed as an opportunity rather than an obstacle. The brand's origin story centers on Castelbarco's personal fascination with Indian spice markets, spaces she describes as repositories of olfactory memory and cultural exchange. Her background, suggested by her Italian surname, may inform the brand's aesthetic sensibility, though Amarsi positions itself firmly within a British creative context. The choice to launch during 2020, despite the challenges facing independent fragrance houses during that period, reflects a belief in the enduring appeal of sensory luxury. The brand's early releases in 2020 established its aesthetic vocabulary: Ibiza Wood suggested Mediterranean warmth, Illegal Honey hinted at forbidden sweetness, London Fields referenced urban pastoralism, and Co Co Violet explored floral territory. These debuts received attention within fragrance communities, with bloggers noting the brand's distinctive approach to naming and storytelling. The house expanded its collection in 2023 with Grietas de Oro and continued developing its portfolio through 2024 with Sombras De Oro. Unlike perfume houses with centuries of documented history, Amarsi represents a contemporary founding narrative, one still being written through each new release. The brand's relatively short history means its heritage is actively constructed rather than inherited, a characteristic shared by many independent houses that emerged in the late 2010s and early 2020s. The philosophical core of Amarsi Fragrances rests on the concept of lost emotions tied to place and memory. Castelbarco has articulated a vision of fragrance as a vehicle for recovering sensory experiences that modern life tends to diminish or overlook. The Indian spice market serves not merely as a thematic reference but as a philosophical framework, representing the intersection of commerce, culture, and sensory richness. This approach positions Amarsi's creations as olfactory narratives rather than simple commodity products. The brand rejects the conventional luxury fragrance industry's emphasis on heritage claims or perfumer celebrity, choosing instead to foreground the experiential quality of the scents themselves. Amarsi operates on the principle that fragrance should function as a personal archaeology, allowing wearers to excavate their own associations and memories. The philosophy extends to the house's naming conventions, where titles like London Fields or Ibiza Wood create geographical anchors without committing to literal representation. This abstraction permits multiple interpretations, encouraging wearers to project their own sensory memories onto the fragrances. The atelier model, suggested by the absence of individual perfumer credits, implies a collective creative process where the brand identity takes precedence over individual artistry.