Hello, Fragrance Lover!

My name is Itua, but for the purpose of my perfume story, call me JSAQ (pronounced jay-sak). I’m the Founder and Nose behind Apothecary of the EIGHT, home to Geicher, Gods of Our Fathers, and more.

Like many of you, I grew up in a home filled with classic fragrances like Chanel No. 5, Kouros, Obsession by Calvin Klein, and the occasional niche selection. I remember standing at my parents’ dressers, mesmerised by the sheer number of bottles, each scent vying for the title of ‘scent supreme.’ Even then, I knew I wanted a collection of my own someday.

I loved perfume long before I understood it, admiring the brands that crafted these olfactive masterpieces. My first proper purchase was A*Men by Thierry Mugler, and it was a revelation! But the real turning point came at Harrods, when I discovered Vétiver Tonka by Hermès. That moment changed everything. I became obsessed, buying everything I could afford, studying notes and performance, and sharing my newfound knowledge with anyone who would listen. Soon, friends and family came to me for scent advice - whether for a personal signature scent or the perfect gift for a loved one.

I had always dreamed of launching my own fragrance, even sketching bottle designs as early as 2005. But in 2009, fate intervened. At London Fashion Week, while waiting for a celebrity client at Somerset House, I stumbled upon a small exhibitor stand. The legendary Alexandra Soveral, a master perfumer, was hosting a fragrance competition. She approached me four times before I finally agreed to participate. Given 30 ingredients, I had to select just three - one for the top, middle, and base notes. I followed my instinct, crafted something unique, and walked away without thinking much of it. A week later, the newspapers announced that I had won.

That moment affirmed what I already knew: one day, I would build my own perfume house.

By 2012, I had put my perfume dreams on hold, working as a strategy consultant in luxury and FMCG. At the time, “omni-channel” was becoming a buzzword, and I envisioned a digital luxury landscape - a world where retailers, entertainers, and brands could sell, connect, and eliminate the bias that still plagues luxury retail, particularly for people of colour. I poured my finances into developing the concept, even considering a move to San Francisco to find the right talent. But after two years and very little tangible progress, I shelved it. I made crazy losses!

What’s interesting is that this digital world I had designed was made up of eight island-cities, each reflecting different luxury aesthetics, consumer personalities, music tastes, and real destinations. Their names? Borgan Bay, Bosch, Grand-Olang, Grand-Peru, Madabi, Manakai, Najjar, and Pacific-Assai.

Then came 2020. The world slowed down, and I finally returned to fragrance - thanks in part to Naomi Campbell whose call made me fly to London, where I got stuck in the lockdowns. It then hit me: I could take all that research, world-building, and personality profiling from my digital concept and translate it into perfume. That’s how the first eight Geicher fragrances were born.

Ironically, I face a unique challenge: I can barely smell due to a chronic sinus condition which I’m working to fix. So, I create fragrances without my nose - instead, I rely on music to create colour, which then helps me write beatuiful stories, personality profiles, and scents! Each scent has a soundtrack, a collection of songs that reflect the emotions I felt during its creation, and an album I listened to on repeat while blending its accords. This unconventional process results in the olfactive magic captured in every bottle.

And the name Geicher? The word has meaning, but no direct English translation.

This is my journey. And it’s only just beginning.