Screen Shot 2015-09-24 at 15.21.51The sweet smell of success has arrived in a new Newcastle store bringing with it an unusual and exclusive shopping experience for its customers.

House of Scents in the city’s Eldon Gardens specialises in exclusive perfumes for both men and women that you would perhaps only find in a London department store such as Harrods or Selfridges. In addition, visitors can create their own individual scent based on their lifestyle, likes and personality.

The boutique store is the brainchild of postgraduate Ash Kapur who left her native India to settle in Newcastle when she was just 16.

After gaining her Masters Degree, Ash took on a series of part time jobs before focusing on starting her own business.

The idea of bringing rare and exclusive perfumes to Newcastle came about when she was on honeymoon in India with husband Gaurav.

“We visited a perfumery in India that allowed us to make our own personal perfume to reflect our personalities. We created four different essences and tested the market on family and friends when we got back home and were amazed at how popular they were. After a lot of studying and more market research we found the ideal premises to set up the boutique in Eldon Gardens,” said Ash.

House of Scents stocks perfumes that aren’t easy to find in the North East such as Creed and Bond No9 and also a selection of mainstream products that can be found on the High Street.

“I wanted the store to be a unique retail experience and not just another perfume store. By blending good interior design and decoration of the boutique with the range of perfumes we carry, I think we have something that the public of Newcastle will enjoy coming to.”

Since opening five months ago, the business has already grown and House of Scents has taken on additional staff to meet the demand for the highly personalised individual service needed to make the customer’s experience memorable and enjoyable.

“Every customer who comes in for a personal consultation is treated with respect and we never hurry anyone. We carry out a lifestyle survey that helps us to determine the best aroma for that person. Everyone is different and we appreciate that smell is a very important part of helping people to feel confident and happy in their lives. We even have a special blindfold test so that we can be absolutely sure that our customer is choosing the right perfume without any outside distractions or preconceptions about the shape of the bottle or the marketing collateral that goes into each mainstream perfume.”

House of Scents key element of this new and very personal shopping experience is the one to one fulfilment of the customer’s needs. As the unique shopping experience is very customer focused, additional staff are needed for the busy period leading up to and beyond Christmas.

Indeed with Christmas just around the corner, House of Scents is gearing up for its busiest time of the year with North East shoppers now being able to buy more exclusive perfumes locally than ever before. 

Ash has future plans for a special bridal package where a unique scent is made for the bride and her bridesmaids as well as introducing a loyalty scheme for her customers.