Experience Matters: Floral Street’s London Flower BombNew British fragrance brand Floral Street refuses to spritz and sell, and offers a slower, personalized experience.

[Collection]LONDON — Spritz-and-sell tactics may be the norm in department stores, duty-free shops and some specialist retailers but Michelle Feeney, a former Estée Lauder Cos. Inc. and PZ Cussons executive and founder and owner of the indie fragrance brand Floral Street, is having none of it. The beauty industry marketer-turned-entrepreneur believes there are swathes of women who are as curious about fragrance as they are about fine wine, exotic tea or artisanal cheese, and want to study and research before they purchase and make their decisions based on more than just a name or a sexy ad campaign. Feeney also wanted an experience that was inclusive, rather than exclusive, and for customers to build a collection without having to take out a mortgage. With that in mind, Floral Street was born as a collection of eight floral fragrances created with Robertet, the French fragrance and flavor manufacturer that specializes in using natural raw materials. Prices range from 12 pounds for a discovery set of eight to 20 pounds for a 10-ml. spritzer to 55 pounds for a 50-ml. bottle. Central to Feeney’s idea was a flagship store where customers could spend time sniffing, sampling, learning about dry down — and finding out what scent suits them

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