Global Elite Awards had the pleasure of speaking with Sonia Segarra, Marketing Department at Niche Perfumes, following the boutique’s recognition as the Leading Niche Perfumery for Curated Rare Fragrance Brands 2026, an honour that arrives after their inclusion in the Global Elite Awards Top 100 in 2025. In our conversation, Sonia shared the philosophy behind the house, the discipline of true curation, and the vision that continues to shape one of the most distinctive names in niche fragrance retail.
A Recognition Built on Curation, Not Catalogue
For Niche Perfumes, the journey from a Top 100 mention in 2025 to a full category title in 2026 is more than a professional milestone. It is a confirmation of the path the boutique has followed from the very beginning, one defined not by breadth but by depth.
“We are deeply honoured. Receiving this distinction after being included in the Global Elite Awards Top 100 last year reinforces our belief that there is still a place for true curation, expertise and authenticity in luxury retail,” Sonia shares.
That belief has shaped every decision the house has made, from the first fragrance placed on the shelf to the client experience offered today.
“Since the beginning, our focus has not been on offering the largest catalogue, but on building a destination where every fragrance has a reason to be discovered,” she explains.
The recognition, in her words, is also a call to keep raising the standard for what a niche fragrance destination can be.
Where Every Fragrance Earns Its Place
In a market often driven by novelty and speed, Niche Perfumes approaches curation as a slow, considered discipline. Every house on the shelves has been chosen for what it stands for, not simply for what it sells.
“In an era where everything feels increasingly fast-paced and disposable, we are drawn to brands that embrace a different philosophy; one built on artistry, patience and purpose,” Sonia says.
The evaluation is holistic. Sonia and her team consider the vision behind each brand, the people creating it, the quality of the compositions, and the consistency of the identity across a collection. A beautiful scent alone is not enough.
“For us, a fragrance must be more than beautiful; it must tell a story. A house earns its place within our selection when its creations feel authentic and intentional rather than trend-driven,” she explains.
The goal is a shelf where every bottle represents excellence not only in the final scent, but in the passion, dedication and vision that brought it to life.
The Journey of Discovery
Discovery is at the heart of what the boutique does, and Sonia describes it as one of the most exciting parts of the work. It is also one of the most demanding, requiring travel, patience, and an unhurried approach to every new brand.
“We dedicate a significant amount of time to travelling, attending international fragrance exhibitions, private showcases and industry events, where we can experience new creations firsthand and meet the people behind them,” she shares.
Yet finding a brand is only the start of a much longer process. Every potential addition is studied carefully, from its history and creative vision to its distribution strategy and long-term ambitions.
“Bringing a new house into our portfolio is never a rushed decision. It is the result of extensive research, conversations and testing,” Sonia explains.
The intent is never simply to add something new, but to ensure that anything introduced to the boutique is truly worth discovering.
“Our goal is not simply to introduce something new, but to introduce something truly worth discovering,” she adds.
Guiding Clients Through the World of Niche
A curated perfumery is as much a place of education as it is of commerce, and at Niche Perfumes the client experience begins not with a recommendation but with a conversation.
“For us, discovery begins with listening. Every client arrives with their own tastes, memories and expectations, and our role is to understand those before making a single recommendation,” Sonia explains.
Rather than lead with fragrance families or technical vocabulary, the team focuses on creating connections between the person in front of them and the story behind each bottle.
“Storytelling is at the heart of the experience because niche perfumery is about far more than scent alone. Every bottle carries a vision, a place, a memory or a creative journey,” she says.
When a client discovers the story behind a fragrance, Sonia adds, they often discover a deeper connection to it, and that is what turns a purchase into something truly meaningful.
Close Relationships With the Artisans
One of the defining privileges of working in niche perfumery, according to Sonia, is the closeness of the relationship between a retailer and the people creating the fragrances themselves. These are relationships built slowly, over years, on shared values and mutual respect.
“One of the greatest privileges of working in niche perfumery is having direct access to the people behind the creations. These relationships are built over time through shared values, mutual trust and a genuine passion for the art of fragrance,” she shares.
That closeness is what allows Niche Perfumes to bring more than product to its clients. It brings context, intention, and the human story behind each collection.
“Working closely with founders, perfumers and creative directors allows us to understand the deeper story behind each collection and the intention behind every creation,” Sonia explains.
Loyalty Earned Through Constant Discovery
Niche fragrance clients are often connoisseurs, and keeping the experience alive for them requires more than simply presenting new arrivals. For Niche Perfumes, loyalty is earned through the ongoing sense of being genuinely known.
“We believe loyalty is earned through continual discovery. Even the most experienced collectors are always searching for something unexpected, whether that is a new house, an exclusive release or a fragrance that challenges their perception of perfumery,” Sonia says.
Personal recommendations, private events, early access opportunities and long, meaningful conversations all play a role in keeping the relationship engaging season after season. What ultimately transforms a curious visitor into a long-term client, Sonia notes, is something more subtle.
“What often transforms a first-time visitor into a long-term client is not a single fragrance, but the feeling of being understood. When someone discovers a scent that feels as though it was waiting for them all along, that connection tends to stay with them, and so does the place where they found it.”
Refining the Experience for the Year Ahead
Looking to the year ahead, Sonia is clear that the focus at Niche Perfumes is less about following trends and more about refining what the house already offers. Curation, she believes, is not a static exercise but a living process.
“At Niche Perfumes, curation is never static, it is a living process shaped by constant discovery, evolving tastes and, most importantly, the feedback of our community,” she explains.
Alongside continuing to introduce exceptional new fragrance houses from around the world, the team is investing in a more personalised approach to niche perfumery, listening carefully to what inspires their clients and how their preferences evolve over time.
Setting the Standard for Curated Niche Perfumery
Niche Perfumes’ recognition at the Global Elite Awards is a tribute to a rare kind of retail: one built on patience, expertise, and a genuine reverence for the art of perfumery. In a market where volume and speed too often define success, the boutique stands as a reminder that the best discoveries are the ones that stand the test of time.
Discover more about Niche Perfumes and explore their curated selection at nicheperfumes.net.
