Elorea is a new Korean perfumery in Manhattan’s Nolita neighbourhood opened by a Korean-American couple. Read more at straitstimes.com.
NEW YORK – Inside Elorea, a sleek new Korean perfumery in Manhattan’s Nolita neighbourhood, you will find paintings and pottery by Korean and Korean-American artists, a cafe offering a chocolate and perfume pairing, and shop attendants dressed entirely in black, eager to explain the brand’s gender-neutral fragrance collections.
And yet, when Ms Park, 35, and Mr Lee, 36, walked through a department store in Seoul in 2019, they were surprised to find a lack of Korean perfume brands. “We had to dig deeper,” she said. “We have to talk about our history. We have to talk about our culture and what it means – what the scent means.”
“I was staring at the Korean flag, and I was staring at the fragrance wheel,” he recalled. “And I was, like, ‘There’s no way this can be; it’s too perfect.’”
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