Your host and guide to the world of perfumery

I am a product developer and serial entrepreneur. With over two decades of experience, I’ve honed my skills in market research, data analysis, product development, and project management. My career has been built on a foundation of innovation, adaptability, and a commitment to delivering exceptional results. In my youth, I watched my grandfather and father make tinctures with black and red currants and other berries back in the Soviet Union in the 80’s. I’ve always been drawn to the alchemy of natural essences and I kept family tincture recipes and methods and improved on them. I produce these tinctures to this day.

Photo credit: Roger William Theise

I found myself involved with skincare product launch and development in 2018-20. My research revealed that skincare and haircare brands were segmenting and promoting their products based on a few key ingredients, particularly scents. While a fragrance might make up just 1-3% of a product's total formula, it heavily influences purchasing decisions. A small portion of the formula wielded so much power over consumer preferences and human psychology.

Next, my colleague and creative director invited me to collaborate on the launch and production of her new perfume line, which will be known under the brand of Press Guwritz Perfumerie. This was my entry into the world of niche perfumery on the level of operations, and I began to work with fragrance oils. I’ve worked with solvents and alcohol before. I immersed myself in learning—taking courses, reading books, watching videos, and educating myself as quickly and effectively as possible. I am now embarking on remarkable projects, including bespoke perfume creation and sharing the knowledge I’ve gained from legendary perfumers in my workshops. Two mentors, Mandy Aftel and JK DeLapp—renowned masters of natural perfumery—have guided me along the way. I’m honored to call myself their apprentice as I continue learning and passing this knowledge on through my work.

Inevitably, I learned about the difference between synthetic and natural materials and was able to compare the two. It was a time of insight and great appreciation for the honor to be able to explore the natural raw material essences because it was almost a spiritual experience to connect with live plant essences and animalics, which still possess the life energy, the vibration in the form of the fairly short-lived aromatic essence of another life form. I fell in love with natural raw materials and their distinct vibrations, which I can blend to create an infinite number of new notes.

That said, there’s no shame in using synthetic ingredients in perfumery. I incorporate them into my practice wherever I deem it appropriate. They offer perfumers a vast and creative palette, make fragrances more accessible, and even eliminate many allergens found in natural ingredients. However, synthetics remain imitations of their natural counterparts. Much like a plastic flower can replicate the shape and beauty of a real one, it lacks the life, the radiance, and the complexity of the original. I hope you will join me on this incredible olfactory journey, where every scent tells your unique story.