The Story
Why it exists.
The beginning
Euan McCall built Rose Regent around Queen Mary's Rose Garden in Regent's Park. The brief was the garden in bloom. Part of Jorum Studio's London Collection, this release translates a specific place into a wearable composition. Euan McCall, the Scottish perfumer behind Jorum Studio, treats locations the way a painter might treat a view: with direct attention to the materials at hand, working with rose as a structural element rather than a decorative one. The garden itself, a circular planting within Regent's Park established in the 1930s, offers a dense concentration of old garden roses, hybrid teas, and modern shrubs in overlapping cultivation.
The construction layers three rose forms, Rose de Mai, rose otto, and rose absolute, into a single accord rather than choosing one. Honeysuckle and gardenia soften the edges, but it's rhubarb doing the opening work that gives the composition its directional pull. The rhubarb contributes a tart, almost confectionary brightness, like the snap of a stem broken from the plant, before the florals arrive to deepen the picture.
The evolution
The first minutes smell almost edible. Rhubarb and honeysuckle land with a sharpness that suggests jam cooling in a kitchen window. Then the roses arrive, not one at a time but all at once: May rose sweetness, absolute's darker density, rose otto's lift. Gardenia rounds the heart so nothing reads medicinal. As the hours settle, sandalwood and Douglas fir pull the composition down into something cooler and more grounded. The oud waits. It doesn't announce itself in the first hour, but eventually it becomes the backbone, woody and slightly resinous, giving the roses somewhere to lean. The drydown reads like bark warmed by late-afternoon sun, a quieter register where the woods and resins take precedence over the blooms that opened the show.
Cultural impact
Part of Jorum Studio's London Collection, Rose Regent draws on Queen Mary's Rose Garden in Regent's Park as its source material. The London Collection positions itself through specific locations within the city, each fragrance responding to a particular site or landmark rather than an abstract concept. Rose Regent is the collection's floral entry, built around the rose garden that anchors the southwestern corner of Regent's Park. The collection's wider approach treats London as a series of olfactory portraits, each composition working to capture something site-specific.






















