A scented legacy: The House of Creed’s first flagship boutique opens in Delhi

India has long had an intrinsic relationship with fragrances. Starting from the Mughal emperors who bathed in rose water to the ancient Ayurvedic practices that incorporated aromatic oils for healing, perfume has always held a sacred place in Indian life. The House of Creed, founded in London in 1760 by James Henry Creed, traces its origins to royal European court perfumery and shares a parallel reverence for artisanal methods. Now, the house brings to India its 260 years of fragrance artistry as it launches its first flagship boutique at The Chanakya, Delhi. “We aim to share a legacy built over seven generations,” says Erwin Creed, the seventh-generation perfumer from the house.

When I visited the store, what struck me most was how thoughtful the space felt. Every detail—be it the marbled surfaces or the soft lighting—is designed to honour Creed’s storied heritage. Alongside the classics—Aventus, Green Irish Tweed, and Aventus for Her—the boutique also features Creed’s line of body care, home scents, and gifting options. Whether you’re a loyal fan of Aventus or curious about lesser-known gems, there’s something here for everyone.

Bazaar India catches up with Erwin Creed to understand why this house has endured for centuries.

 

Harper’s Bazaar: Creed is a house steeped in history—how do you balance heritage with modernity when creating a fragrance today?

Erwin Creed: Balancing heritage with modernity is at the heart of everything we do at the House of Creed. Our fragrance creation is rooted in a profound respect for tradition, using the world’s finest natural ingredients sourced sustainably from trusted growers we have worked with for generations. This artisanal approach is complemented by a relentless pursuit of innovation—exploring new natural ingredients and pioneering advanced extraction techniques to bring fresh, nuanced facets to our compositions. Each scent is a fusion of timeless craftsmanship and contemporary sensibility, hand-blended at our artisanal Maison in Fontainebleau, France. In doing so, we honour our 260-year legacy while continuing to evolve, ensuring that Creed remains relevant and revered for generations to come.

HB: What are your earliest memories or associations with Indian aromas?

EC: My earliest memories of Indian aromas are deeply rooted in the richness and vibrancy of the country’s olfactory landscape. The scent of jasmine at dusk, the creamy warmth of sandalwood, the opulence of tuberose, and the unmistakable depth of saffron, all evoke a profound sense of place and tradition. These ingredients are not only beautiful in their own right, but also carry stories, rituals, and emotions that are both personal and universal. India’s aromatic heritage has always inspired a sense of reverence and curiosity in me, and it continues to influence the way we think about fragrance at Creed—where each note is a bridge between culture, memory, and artistry.

HB: What makes the Indian luxury consumer exciting or unique to you? How do you see Creed fitting into their lifestyle?

EC: The Indian luxury consumer is unique in their deep appreciation for craftsmanship, heritage, and authenticity—values that align seamlessly with The House of Creed. With our launch in India, we are delighted to connect with a discerning audience that values timeless elegance and artisanal excellence. Delhi, as the foremost luxury market in the country, provides the ideal setting for our first flagship boutique. Its culturally rich and globally connected clientele reflects the spirit of Creed’s 260-year legacy. We believe Creed fits naturally into the lifestyle of Indian consumers who seek refined, personalised experiences and celebrate quality in every detail.

HB: Fragrance is deeply personal. What is the first Creed perfume you can remember ?

EC: The first Creed perfume I can truly remember is Green Irish Tweed, launched in 1985 when I was five-years-old. It holds a special place in my memory, not only because of its distinctive scent, but also due to its deep connection to our family’s couture heritage at the Linton Tweed Mills in the English countryside. A true fougère, it is both aromatic and fresh, with a dry, grassy hay-like base that evokes the lush, rolling landscapes of British countryside. The refreshing top note of peppermint, layered with elegant touches of geranium and lavender, gives way to a rich, grounding sandalwood base. It felt like a modern twist on a classic gentleman’s fragrance; timeless, refined and evocative of nature, tradition, and understated sophistication.

HB: If House of Creed were to craft a scent inspired by India, what notes or emotions would you want it to capture?

EC: Fragrance is indeed deeply personal, and for me, the first scent that truly felt like an extension of myself would be one that captures both heritage and emotion. To celebrate the rich culture of India alongside Creed’s storied legacy, I would imagine a blend of jasmine, tuberose, sandalwood, and saffron—ingredients that are both evocative and timeless. These notes reflect a deep respect for tradition, while also allowing space for creativity and exploration. At Creed, we are constantly learning and evolving, always open to new ideas and inspired by the diverse beauty of the world around us and infusing our century old values when it comes to craftsmanship.
 

 

All images: Courtesy the brand

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