Shay & Blue, a boutique perfumery brand, was founded in 2012 by Dom De Vetta in London. De Vetta is a veteran of the world of high class fragrances, having spent most of his career in the perfume sector. Former Senior Vice President of Chanel, Global General Manager at Jo Malone London, and now Shay & Blue’s Creative Director, De Vetta is an expert at seeking out and harnessing talent to make his fragrances, as well as possessed of a remarkable ability to capture the zeitgeist of each new generation of perfume lovers.
His far-reaching search for talent ended when he met Julie Massé. Julie Massé can be described as an exceptional person – a real breath of fresh air in a stuffy industry, ready and able to create unique, modern, and bold compositions that grab you by the throat and don’t let go. She soon became the "nose" of Shay & Blue.
The partnership between De Vetta and Massé has proved truly fruitful, with the duo winning numerous perfumery prizes. In particular, the fragrances English Cherry Blossom, Salt Caramel, Framboise Noire and Oud Alif have won awards everywhere from CaFleureBon to Vogue, Telegraph Magazine and Luckyscent.
The secret behind their success, they say, is that they look upon their brand as a “boutique perfumery”, meaning a special level of passion, care, authenticity and loving attention to detail goes into each and every one of the perfumes, a sort of individual care that characterizes bespoke services and owner-managed boutiques.
If there is something like the opposite of soulless perfume mass production, then it is probably Shay & Blue. At Shay & Blue, traditional craftsmanship, exquisite quality and the expertise of a talented young perfumer all merges into a line of fragrances that will capture your heart and your attention.