Heritage
A house, in its own words
Azzi Glasser's path to founding her own house began when she became a Creative Director in the fragrance industry at just 23 years old. After spending approximately two decades working as a Creative Director for multiple brands and businesses, she expanded into entrepreneurship by co-founding the fragrance division of Agent Provocateur, the British luxury lingerie brand. This partnership introduced her to a different approach to fragrance marketing, one that tied scent to attitude and lifestyle rather than traditional perfumery conventions. In October 2015, Glasser unveiled her own brand, The Perfumer's Story, launching eleven limited edition fragrances simultaneously. The collection marked her transition from creating scents for established houses to building an independent identity. She later expanded availability beyond her initial stockists, partnering with Liberty London as a key retail partner. The brand continued releasing collaborative fragrances, including S&X by Rankin in 2016 and Kingsman TGC in 2018, demonstrating Glasser's connections across fashion, photography, and film industries. The Perfumer's Story operates on the principle that fragrance should reflect personality rather than follow seasonal trends. Azzi Glasser approaches each scent as a character study, designing perfumes that she believes resonate with specific types of people rather than targeting broad demographics. This personality-driven methodology sets the brand apart from houses that emphasize ingredient sourcing or perfumer reputation as their primary selling point. Glasser has described herself as a rebel within the traditional fragrance industry, challenging conventions about how scents should be marketed and what they should represent. Rather than adhering to established fragrance families or seasonal release cycles, The Perfumer's Story releases scents based on creative impulse and the availability of compelling collaborators. The brand name itself signals Glasser's belief that perfume tells a story about the wearer, positioning fragrance as a narrative medium rather than simply a pleasant accessory.