Interviews Interview with Jan Ewoud Vos, founder of PUREDISTANCE

Interview with Jan Ewoud Vos, founder of PUREDISTANCE

11/23/11 04:25:11 (21 comments)

by: Sandra Raičević Petrović

Puredistance is an independent perfume house with the seat in the Netherlands and it presents true fragrant masterpieces. The collection offers three exclusive fragrances named Puredistance I, Antonia and M, created by prominent perfumers in London and New York. The fragrances are available as perfume extract, with 25%-32% essential oils. Their originality and uniqueness is based on a blend of luxury, quality, art and timeless beauty. Their exclusiveness is the key to success.

"Puredistance for me is a voyage to the essences.
And in the essence lies beauty.
The kind of beauty that is timeless."

Jan Ewoud Vos, founder of Puredistance.

Jan Ewoud Vos is taking us for today's journey to timeless essences and top quality compositions. He will tell us more on the luxury house of Puredistance, their creations, co-workers and on himself. We proudly present the founder and owner of the house of Puredistance.

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At the beginning, I would like to know more about you. Could you tell me more about your beginnings and how the idea of the Puredistance brand was actually born.

I spent many years in the luxury travel industry and 10 years in film and photography—where my company John Foxx Images was successfully competing with the picture powerhouses Getty Images and Bill Gates’ Corbis. I sold these companies and decided to try the near impossible. To build a true luxury perfume brand from scratch: PUREDISTANCE.

The original idea of the name of Puredistance was based on a visual I once had. I visualized an elegant lady, minimally dressed in a simple, elegant white dress, stepping into a room where people were having a party. People were drinking, some people were showing off, some were overdressed, some were talking too loud... The lady is barefoot. The lady did not wear any logo or jewelry. Apart from the white dress she wore nothing. And she was stunningly beautiful. In a pure way. In a natural way. Think of Grace Kelly... Her pure beauty creates a distance: "PUREDISTANCE."

I love to build a brand from scratch. It starts with a clear long term vision and then the work starts, putting all the pieces together, with passion AND patience. Through PUREDISTANCE I wanted to bring the customer more than just a nice perfume. I wanted to bring them a true luxury experience and real exclusivity. Maybe I am a bit nostalgic, but I love the way perfumes were created and sold in the 20s and 30s. With so much care for packaging, elegant advertisements and without tax-free airport stores selling everything everywhere and always at a discount….

I also like to communicate the message,"less is more." I think overconsumption is one of the biggest problems today… So our motto is "small is beautiful and less is more."

With a small number of truly beautiful fragrances, complemented by elegant visuals and accessories, we hope to get some customers interested in a long term relationship with our perfumes and with our brand. The longer you use a perfume, the more memories it will have for you and in the end it will be uniquely yours. But not if you use 50+ fragrances and change your perfume every month or every year. I believe in loyalty. And from our side we will be loyal to the customer by offering the same fragrances and the same quality and the same service for the upcoming decades. So we have to stay relatively small. Which I think is wonderful; it leaves me some time for my family and friends!

Puredistance possesses luxury as its essence. The concept is based on minimalism and the highest quality. It is really hard when you want to present a perfume in the best way with unique simplicity. How did you get the idea of 17.5 ml bottles and why is that measure so important for your perfume house?

If stylish simplicity—as you call it—is in your DNA, it is not hard to design a collection in harmony with this DNA. And it IS my DNA. So as long as I stay loyal to this DNA and don't let myself be influenced too much by what other people or companies do or say, it's just a question of following my nature. The people I work with are often attracted by the same vision; so the Puredistance Collection develops very consistently.

The 17.5 ml bottle were an idea of Sander Sinot, a renowned Dutch designer. We tried to balance its contemporary design with some classic elements: an engraved ring of polished steel and a very traditional content: Pure Perfume extrait. The outcome was very different from most flacons in the market. What we see now is that the 17.5 perfume spray—put in a leather case—perfectly matches one's Iphone and allows you to easily AND stylishly carry it with you. And mobility today is very important! Because the Perfume Spray contains pure perfume you only have to spray once or twice, so the spray will last much longer than most flacons.

At first, Puredistance launched Puredistance I, a unique and very luxurious fragrance dedicatad to women. Tell me more about your vision of this fragrance.

Puredistance I is our signature fragrance. The philosophy of Puredistance is deeply embedded in this perfume. And this vision exactly matched the vision of Annie Buzantian when she made this perfume—originally for herself. Annie and I seem to be on the same "frequency." When she composed Puredistance I she wanted to create a truly beautiful perfume that leaves with her when she would leave the room. A very intimate perfume. A very personal perfume. Understated elegance. Exactly like my idea of Puredistance.

PUREDISTANCE COLLECTION - FRAGRANCE PYRAMIDES


 





PUREDISTANCE ANTONIA

jasmine, ylang-ylang, rose, orris
galbanum, ivy
vetyver, vanilla



 

 

 

 

 

PUREDISTANCE I

tangerine, blackcurrant, neroli
magnolia, Taif rose, jasmine, mimosa
amber, vetyver, white musk

 








 

PUREDISTANCE M

lemon, bergamot
jasmine, rose
vetyver, patchouli, labdanum, carnation, moss, wood, cinnamon, clove, leather, musk

 

 

 

Beside the high quality fragrances, Puredistance is well known for the luxurious crystal columns. What do crystal columns mean to you and your customers?

The Crystal Colums are not at the heart of our business. They can add an extra dimension of luxury to our Perfumes, but are not necessary. Even without a Crystal Column our Master Perfumes are also something special. We offer the Columns as very exclusive accessories for special occasions. They are beautiful, they are perfect, but expensive due to the fact they are made by hand by Swarovski, produced in very limited numbers and include many small details that are very costly. For a special occasion they are unique and make a memorable gift, especially for weddings.

At the end of 2010 Puredistance launched two more fragrances in the same time. Those fragrances were presented in Mougins, France, before they came out on the market. Would you tell me more about those perfumes and what you wanted to give to the customers after the very successful Puredistance I?

We needed some choice for our customers… I think we are the only company in the world that has dared, in recent times, to start with only ONE perfume! So Annie Buzantian and Roja Dove came up with respectively Puredistance ANTONIA and Puredistance M. All our three fragrances are very different, but clearly are from the same stylish, elegant family. ANTONIA is a green floral that was named after my mother and does justice to her character and M was basically made for myself, since I have been using Antheus from Chanel for almost 30 years.

I thought it would be nice to have my "own" perfume, so now I have two fragrances I use! (I would never stop using Antheus, since, as explained earlier, I would throw away all my memories that are hidden inside.) I called it M, because the M can be easily changed into the W(omen). It all depends on your perspective... I briefed Roja with pictures of Marlene Dietrich, David Bowie, Annie Lennox to communicate this idea of M/W. But I also added some pictures of a grey Aston Martin and Mr. Bond to add some excitement and danger to it. We only introduced M one year ago, but when I read the comments of users at Basenotes I can only say Roja Dove perfectly interpreted this briefing, people absolutely love M!

I have recently read one article at your website and I have to add a few briliant sentences to this interview.  "In the end a company is as good as the people who work for it. Fortunately Puredistance is blessed with a very positive and enthusiastic team that enjoys trying to be the best." Tell me more about your team and how all people in this team contribute to the business.

According to me, everything in life is in the end about people. Not about money. Surround yourself with the right people and you will maximize your potential for happiness, fall into the big money trap and sooner or later you will discover you have become a slave who has lost freedom and friends.

Yes, you also need money to be happy, but to a certain extent. So at Puredistance we try to make a profit, but at the same time we want to really enjoy what we do. I want to surround myself with positive people that really like the things they do and are responsible and self motivated enough to enjoy all the freedom they are given at Puredistance and in the end we do things TOGETHER.

I normally work at home in the morning, working on the arts—mainly design, photography and film—and in the afternoon I go to work and when I step into our (former) church I immediately feel the positive energy of my team. Without it and without all the brilliant input of Annie, Roja, Sander Sinot and many more, Puredistance would never be where it is now.

Puredistance may sometimes seem to be a one man show, but it IS NOT! I see myself as a composer who directs an orchestra. Without all talented musicians of the orchestra who interpret my composition in their own unique way, Puredistance would still be a dream in my head.

After Rosanne and I met in Cannes, we announced a lovely leather perfume spray holder, in several colors, made by hand. Who designed it and which colors are available?

The design was done by Guy Reyné who owns the leather atelier in Belgium that produces the leather holders.

PUREDISTANCE I, ANTONIA, PUREDISTANCE M - 100ml flacons:

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If you think it is the right time, I will gladly announce the new Puredistance 100 ml bottles, for all three fragrances of the line. Tell us more about design of the bottles.

We are so happy the new 100 ml flacons came out so nicely! We have just received some first copies and photographed them and we love them! The design is in line with the tall, sleek and simple lines of the 17.5 ml. flacon. As a standard, they come with a leather case that protects the perfume from scratches, sunlight and at the same time will absorb some of the perfume each time your spray and smell wonderfully in the end. But also without the leather case the flacons look beautiful.

And why 100 ml? To satisfy the heavy users of Puredistance that love the fragrance, are willing to spend some serious money (EU price will be 490 euro) and want a good value in return. We find the combination of the 17.5 ml flacon (for people who only use Puredistance for special occasions or traveling) and the 100 ml flacon a good one. Again, we don't do what most other companies offer, we prefer to be different again and do our own thinking. So no 30 ml and 50 ml versions!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

One thing is really interesting:  all the photos are so classy, sophisticated and elegant. How do you choose the ladies who will be on the promo posters and who are they?

They are models from all over the world, often without much model experience at all. I like the naturalness of models that don't model for a living. I travel a lot and do photoshoots in all countries I visit. Choosing them is simple; because Puredistance is about sophistication and elegance the ladies must match this concept.

What makes finding the right model sometimes difficult is the fact that many models lost their naturalness seeing too many fake smiles on television and in the magazines, since so much advertising today, also in fragrances, focuses so heavily on sexuality and seduction rather than on sophistication and elegance. And not in a very tasteful and intelligent way, I must say.

Where can our readers find Puredistance fragrances?

Please go to www.puredistance.com/storelocator to find our all stores that sell Puredistance and if you cannot find anything near, you can also order directly from our online store at our website.

 

Read also:

- Puredistance Antonia and Puredistance M - Surrending to Primeval Beauty

- Puredistance I - Idea of Perfect Beauty

- Exclusive Fragrant Presentation at La Villa Sesame and Sagma, Mougins France 2010

- 2011 Retrospective + Exclusive interviews - Cannes, Grasse and Monaco

 


   Author: Sandra Raicevic Petrovic
                 (sandrina_bambina)

   Fragrantica Executive Editor, Writer and Designer
 

 

   Translation: Ivana (Ina_Mo)

 

 

 



Previous Interviews Next


Alchimiste
Alchimiste

An other very professional interview made by Sandrina.
Congratulations!

Dec
19
2011
gorgonna
gorgonna

Really nice to read about a Dutch perfume house. The bottles are beautiful. Although being Dutch myself, I have yet to try these perfumes. Might order myself some samples.

Nov
25
2011
naheed
naheed

Great read! I am so impressed by his motto "less is more" and he just spotted on by saying about the present day perfume adds. The ladies photographed for his perfume adds are beautiful as well as appear so natural. The best interview, Sandrina:))

Nov
24
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

oh well if she's so prety she must be so wonderful o.0 lmao

Nov
24
2011
Vickalena
Vickalena

Very interesting and informative interview! Thank you!
PUREDISTANCE... Yes, this is a breathtaking stylish simplicity, pure beauty and luxury... I like an outstanding design of these bottles and concept of "real exclusivity", but I can't afford it, unfortunately. So far I was lucky to own only a tiny sample of Puredistance I. To me this is not only a beatiful delicate fragrance, but also a kind of "associative scent" - it awakens happy memories...

Nov
24
2011
exciter76
exciter76

Great interview! I am a huge fan of Annie Buzantian's creations and I can hardly wait to get a whiff of these masterpieces. Though pricey--and Giannahazagunaka Buddhizt, you bring up excellent points about price and accessibility vs. exclusivity--I do believe these are fragrant works of art, no different from a Matisse or a Picasso. But like a reprint of a Picasso, how about a small vial for the devoted masses?

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

hmmm, I'm thinking, contest.. and prize is one beautiful crystal collumn bottle with the juice inside , of course..lol :P

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

True true :)

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

omgosh, the Crysta Collumn (transluscent bottle) is $2279.00 ... I'm so upset right now!

Nov
23
2011
sandrina_bambina
sandrina_bambina

I never said it is cheap, but if we just compare it to other pure perfumes... :) Those perfumes are created to be specific and unique, and believe me, compositions are truly masterpieces.


edit: No, pure perfume concentration is the same for 17,5ml bottles and for 100ml bottles. I think they will never change that.

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

I do believe there is an art to applying or weraing perfume. I perfer to use pure perfume, along with an edt. It's my opinion tho, that edt versions of today are not the same as of yesteryear, when they were more similar, meant to be worn together.

I guess my question here, is that do you consider this? Is there an edt version in a larger bottle in the possible forseeable future?

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

My appologies, considering it's pure perfume... then yes.. it's quite affordable. Who knows, this may be 'the one' for me :D

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

I am sooooo purchasing samples. And that translucent bottle... my life won't be complete without it! lol

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

oh! hermmmmm.... excellent point.. I'll have to look into this further ;)

Many thanks !

Nov
23
2011
sandrina_bambina
sandrina_bambina

Samples and perfumes can be found at LuckyScent. Deluxe sample set include all Puredistance perfumes and cost $24. Each sample cost $7. 17,5 ml bottles of Antonia, M or Puredistance I costs $198 each.

Sorry, but you can't compare Juliette Has a Gun with this perfumes, simply because this is pure perfume concentration and JHAG perfumes comes as EDP.
I would like to say something, when someone loves pure perfumes and really want to have it, we can take Dior or Chanel as an example. Dior pure perfumes are packed in 7ml-8ml bottles and cost 80-120$, also Chanel and the other houses, so if you compare concentration with the price, Dior pure perfume in 100ml bottle should be priced more than $1200:)

One more thing, in US all perfumes are much cheaper than in Europe so, I have to say, you are so lucky, guys:)

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

Sorry about the typos! Can't seem to correct them. No edit option. lol

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

I do agree with you about loyalty. I am on a personal quest to find my favorites so that I can then greatly reduce the perfume that I do have, which most I do not wear. I give some away, I trade some, and have sold a few. When I find the right one (and I believe most are like this) I will stay, but it has to be somewhat affordable. We all pay for than we can afford if we love a fragrance. But your price range is so steep, it's really something that would go beyond my realm of ever possibly affording this. Curious how much your 17.5 ml bottles will sell for. It might be soemthing I could afford but not something I would be able to afford on a continuous basis... so loyalty for me might be unrealistic. And in the grand scheme of things to most of the world I'm well off.

"According to me, everything in life is in the end about people. Not about money. Surround yourself with right people and you will maximize your your potential for happiness..." - Jan Ewoud Vos

-- I'm sorry if these seems a bit rash, but if you mean this ...''not about money'', what could possibly constitute a price tage of 653.69 us.dollars? There are several off the radar perfumery's that use similar conentratins without having such a steep pricetag. For example Juliette has a Gun's concentratin is similar.. and a 100 ml bottle averages around 100 dollars... and one can even purchase a set of 3.5 ml samples of all for a mere 10 usd's ...then you can use that 10 dollars twords your purchase, making your sample purchse, ultimately free? Why not offer something like this so that all people can have a chance to sample and possibly purchase your perfume? If it's limited to one per person I dont see how this could financially hurt a company, instead I see this as a way for a company to profit greatly, while at the same time being about the product and the people, not the money.

I mean if it is about people, shouldn't it be possible for most people to afford? Or is it only about people that have big bucks?

And I ask to consider your quote. It actually sounds a bit selfish, if it's about you being happy, is it then also really about people.. or about you being happy? lol :p

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

The transluscent bottles remind of my favorite skin care line ... 'Dr. Wexler'... I instantly admire this look. Beautiful simplicity. Less really is more!

I'm hoping samples can be purchased fairly cheaply.

Nov
23
2011
Giannahazagunaka Buddhizt
Giannahazagunaka Buddhizt

490 Euros for 100 ml? o.0 .... While I do absolutely love the concept and the bottles especially that clear/transluscent one this is almost like a not there vial of perfume. This all does seem a bit pretentious!

It's so odd to me to see such luxury when the majority of the world is starving to death.

Sorry, but yes.. very nice

Nov
23
2011
sandrina_bambina
sandrina_bambina

Puredistance is such a great house. I really respect everything they do. With style and very smart. I could say that Antonia is really my personal favorite beside the passionate M. Created like an olfactive image of a perfect woman (tender and sophisticated) and a perfect man (passionate and sophisticated). Brilliantly natural and honest in both ways. If you are true perfume lover I will like to recommend you to test their perfume collection.

Nov
23
2011
NebraskaLovesScent
NebraskaLovesScent

Deep thoughts here. As someone who might be said to overconsume perfume :-) I am pondering his words about scent and memories. Thank you, Sandrina, for this thought-provoking interview!

Nov
23
2011

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