Heritage
A house, in its own words
The origins of Press Gurwitz Perfumerie trace to 2019, when the family behind the brand established operations in Marathon, New York. The decision to locate in Marathon placed the perfumerie within New York's Finger Lakes region, an area known for its craft beverage and artisan food production. The family business model distinguishes the perfumerie from larger fragrance houses, operating with the flexibility associated with independent, owner-operated brands. According to available records, the house launched its numbered fragrance collection in 2023, introducing a series of ten scents (Nos. 1 through 15, with some numbering gaps) through its Marathon boutique and online presence. The brand expanded its physical footprint with a store opening in Marathon, positioning itself as a destination within the local artisan community. Unlike fragrance houses with multi-generational histories stretching back centuries, Press Gurwitz represents a recent entry into American perfumery, operating within a contemporary model that combines product sales with experiential services. The family has maintained a presence in the local community, participating in Marathon's identity as a destination for handcrafted goods. The brand's social media presence, particularly on Instagram under the handle @press_perfumerie, documents its activities and engages with customers seeking personalized fragrance experiences. The perfumerie's trajectory from 2019 founding through its first major collection launch in 2023 reflects a measured approach to growth, prioritizing the integration of custom creation services alongside its proprietary scent line. Press Gurwitz Perfumerie operates on principles centered around personalization and accessibility in fragrance. The brand's stated philosophy centers on the belief that scent creation should be an engaging, interactive experience rather than a passive purchase. Their custom fragrance sessions position customers as active participants in the creative process, allowing individuals or couples to work toward a scent that reflects their preferences or relationship. The house frames these sessions as occasions for connection, describing custom perfume creation as a date night option or solo creative activity. This approach reflects a broader philosophy within independent perfumery that fragrance should be deeply personal rather than mass-market. The brand's use of numbered nomenclature for its core collection (Nos. 1 through 15) suggests an aesthetic philosophy of letting scent speak independently, without elaborate narrative descriptions. Their marketing language emphasizes the experiential nature of their offerings, positioning the perfumerie as a space where customers can access both ready-made fragrances and collaborative creation opportunities. The house appears committed to maintaining small-batch production, which aligns with a philosophy prioritizing quality and attention over scale.