Michelle Feeney, is Floral Street founder and her mission is to bring fine fragrance to the modern woman – so that she might build an entire fragrance wardrobe which can express the many facets of who she is. Since the age of three, when I first smelt the gardenias in my great grandmother’s cottage in Ireland, I’ve been captivated by the power of scent and how it links to your personality.
I find urban, British women so inspiring: they are strong, confident and inquisitive, so I decided that Floral Street would be a collection of incredible fragrances built with them in mind and created by one of the best noses in the world. And, it was important to me that it should be accessible and affordable, too.I think of Floral Street as an ‘up-start’ brand.
Yes, we’re a start-up, but we’re also doing everything differently, from making recyclability and sustainability the core of our brand, a first in fragrance. I’m also against the use of using sexuality to sell scents – it’s degrading and old fashioned- we want to change the conversation around that.
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30 KING STREET