The Story
Why it exists.
The beginning
2019 takes its number from the year, and from the spirit of that particular moment. The Ormonde Jayne 'Secrets of London' series turned to Selfridges and Harry Gordon Selfridge, the man who understood that retail is theatre. His London flagship was the first store to light up its windows at night, drawing crowds with live music and sensory extravaganza. 2019 the fragrance captures that electric moment of opening night: the buzz, the anticipation, the collective exhale of something new.
The note structure reflects that tension between spectacle and intimacy. Bergamot, mandarin, and freesia create the entrance, bright, attention-grabbing, the crowd pressing forward. But jasmine absolute is the quiet centre that holds everything together. It doesn't compete with the citrus. It asks the citrus to settle, to become something softer. The base of sandalwood, musk, and vanilla absolute completes the arc: from theatrical to tender, from Selfridges floor to the private space afterward. Three notes in the pyramid, each given room to exist on its own terms, British restraint applied to the architecture of scent.
The evolution
The opening hits immediately: bergamot and mandarin orange create a sharp, luminous citrus that's impossible to miss. Freesia threads through within seconds, not heavy, just present, adding a slightly powdery sweetness that softens the citrus edge. This phase reads like a storefront display: curated, bright, designed to catch attention. Twenty minutes in, the hand-off begins. The citrus doesn't disappear, it retreats, making space for jasmine absolute to expand. The transition feels intentional rather than abrupt, like a crowd dispersing after the doors close. By the second hour, the drydown is fully established: sandalwood and vanilla absolute create a warm, slightly sweet base that sits close to the skin. Musk gives it persistence without projection. The sillage drops to intimate within three hours, but the fragrance doesn't quit. Eight to ten hours overall, fading slowly rather than disappearing. On fabric, it lingers until the next day, faint, sweet, almost nostalgic.
Cultural impact
Part of Ormonde Jayne's 'Secrets of London' trilogy alongside 1909 and 1984, each fragrance named for a year that shaped the city's identity. Wearers describe 2019 as elegant and summery, comparable to Nero70 in tone. The limited run and the Selfridges connection give it a collectible quality, the scent of a specific moment in time, preserved in a bottle that disappeared before many could discover it.





















