Scented interview with Tiziana Terenzi: a story born in a drop of wax that grew into a drop of perfume

I have in mind the idea of ​​an English section for some time now, but I know very well that everything happens at the right time and with a reason. During the pandemic I rediscovered not only the things that bring joy to my soul, but also the special energy of those who give them life. When you have more time to analyze, you manage to train your senses in a completely different way and you begin to listen carefully to those little things that can speak right to your heart. Such as a scented candle left lit to tell its story. And because I never believed in insurmountable distances, I corresponded virtually with one of the most intelligent, charming and successful women in the field of artistic perfumery – Tiziana Terenzi, the Creative Director of the homonymous brand and a lady who puts her soul into the smallest details.

Tiziana Terenzi brings together the ancient knowledge of three generations of master candle-makers and perfumers to create sophisticated pieces with amazing details and 20% fragrance candles – the only company in the world able to offer such intensity of scent. But there is more to the story: every single creation is an open invitation to discover slow living habits and to follow your own rules in a world that is changing before our eyes. A manifesto for beautiful elegance and the daily magic of the little things. Some of them passed down from one generation to another. Just like the hypnotic charm of fire.

We love to say that we were born from a drop of wax and grew up in a drop of perfume.

Tiziana Terenzi

Both you and your brother Paolo grew up in the middle of your father’s work. What are your most precious olfactive memories? Some of them can also be found in your current compositions?

We love to say that we were born from a drop of wax and grew up in a drop of perfume. From our family we learned an ancient craft. As children we thought it was a game to smell all the essences and learn to know them and appreciate their quality. We understood growing up that this is how we were raised to be „noses”.

The passion for the art of perfumery was a discovery made by adults. Among the things we have inherited, the teaching of how and where to buy the precious natural essences that make up all our works also has an important place. We have relationships of collaboration and friendship with suppliers from all over the world. Many of them are the children of those who sold the precious natural molecules to our father.

What are your five favourite smells in the world?

Please consider that I love all natural essences and I couldn’t give up any of them because they are like words that serve to compose a story or notes that serve to compose a melody.

My favourite essences are: Grey Amber that as you know is a precious gift of the sea that with its harmonious aroma can enhance all the essences to which it is combined; the flowers among which I love the sweet and sensual carnality of the tuberose; the woods among which I particularly love patchouly and fruit especially pear and peach combined with heliotrope (not to be confused the latter with synthetic heliotrope).

Cereria Terenzi Evelino was officially established in 1968 from a far-sighted idea: to produce absolutely healthy and safe cake candles.

Tiziana Terenzi

Cereria Terenzi is said to be the main wax manufactory in Italy. Can you explain what are the aspect that make the difference?

Cereria Terenzi Evelino was officially established in 1968 from a far-sighted idea: to produce absolutely healthy and safe cake candles. Our father and grandfather bought exclusively the wax for food and pharmaceutical use to produce candles. Since then we have never stopped researching the quality of the raw materials we use, and today we can guarantee our consumers that our candles are safe and healthy.

During the burning they do not release any pollutant in the environment, on the contrary they humidify and purify the air while illuminating and perfuming, giving the environment a relaxing, spiritual and healthy atmosphere.

What is so special about the wax you use for candles, apart from the fact that we are talking about a natural product?

The refining process that does not stop with the elimination of toxic substances but is completed with the elimination of all solvents used in the refining itself through a process called hydrogenation. In fact, these solvents, if not eliminated during the burning of the candle, would turn into the notorious fine dust, causing serious pollution with the known damage to property and especially to living beings. Unfortunately, cheap candles do not have this quality and the pleasure of the flame turns into a health problem.

For this reason our company is unique in the production of these wonderful objects that possess all the hypnotic charm of fire.

How long it takes to make a candle and what steps must be followed?

A proper use of a candle is burning it for a maximum of 4 hours, then turning it off for a time during which the liquefied wax resolidifies.

It is scientifically proven that perfumes have the power of influencing our brain’s limbic system. Can you recommend some scented candles from your collection for different moods? And also some perfumes?

That’s right, congratulations on these beautiful questions. The perfume acts (in a mysterious way still today) on the irrational part of our mind and, just like dreams, it connects with our unconscious life.  Fragrances have a very powerful evocative effect and affect our moods by reviving emotions dormant in our memory.

Perfumers generally know what the essences say, for example, for home perfumes all the notes that contain vanilla are indicated as very embracing and reassuring. In fact, vanilla brings us back to the satisfaction of motherly feeding. The citrus notes are par excellence the notes that tell the sense of cleanliness and are perfect to improve concentration, the flowers are born to seduce through the beauty of their smell and their colors, our animal part is not insensitive to this charm.

Special prize won in Russia for best perfume

The packaging of Tiziana Terenzi is so beautifully made… and so personal (the note “X Te” that can be found in every box, make me think of a product made especially for me). Can you explain the process?

Thank you for these kind words, we try to communicate with consistency even in the packaging the story of the fragrance contained in it, speaking through all the senses is important when you express yourself in the most mysterious and ephemeral art as the impalpable perfumery. What you see, what you touch are the prelude to what you will smell and must be one only thing with it. The Tiziana Terenzi line was born out of the desire to celebrate the history of the family, it was born out of love and contains love, each piece is marked with the XTe numbers. It translates into the idea of being a gift but for me and my brother Paolo it means „For Terenzi Evelino”. Our work is dedicated to Him who has given us so much in human values and love.

All creative projects have their challenges. What was the biggest challenge so far?

The next one. We are more and more in love with our work which is one whole thing with our most cherished affections and with our life. We always like to think that the best is yet to come. Positivity, perseverance, passion and madness are our energy in everyday challenges.

In my opinion luxury should contain the concepts of real value in terms of quality of raw materials used, mastery of workmanship together with a value in terms of sustainability and social justice understood as respect for the quality of life of workers and consumers.

Tiziana Terenzi

Can you tell me what are you working on right now? There are new launches on their way?

We are working on new stories after opening the chapter on the sea dedicated to Paolo and his passion for sailing. It’s a new extension of our story that has pushed us to explore less usual molecules in our brand.

Which is the most uncomfortable truth about luxury that people should take into account?

The word LUXURY for its etymology should mean „handmade by master craftsmen” but unfortunately today it only means expensive and not always valuable.

In my opinion luxury should contain the concepts of real value in terms of quality of raw materials used, mastery of workmanship together with a value in terms of sustainability and social justice understood as respect for the quality of life of workers and consumers.

Luxury should be a civil and moral guide. These things are worth investing in.

What was your survival strategy for your business during COVID-19 lockdown? Did you have to put your work on hold or are you still professionally active?

Our work was also put on hold out of respect for all workers, and we are now slowly and prudently returning to normal. We have learned to be a little more familiar with „social” communication and above all we have used this pause to listen to new creative energies and reflect on the value of life of every being and of our planet.

Tiziana’s favorite corner at home among the perfumes and roses that she painted on the wall

What do you think about the future of artistic perfumery?

The concept of artistic perfumery is in my opinion very confused given the great presence in the market of products that brag about this title without any real reason. For me, artistic perfumery cannot exist when fragrances are entirely built with molecules manufactured in the laboratory and the compositions are built like chemical formulas without a soul that doesn’t narrate any emotion. We are fortunate to have inherited knowledge built up over 3 generations of passion and work and we wish to maintain this respect for traditions combined with a great curiosity and love for knowledge for future generations.

You can discover all Tiziana Terenzi creations on the official website and you can order them online in Romania from Obsentum and BestValue.

Read about my favorite scented candles HERE.