Lvnea is a local apothecary and natural fragrance shop in Montreal’s Mile-End neighbourhood. They only use natural ingredients and plant essences to make scents, fusing traditional perfumery methods with folklore, magic, and natural history. We spoke with the founder of Lvnea, April Lea, a natural perfumer, to learn more.
What is your business called and what does it do?
Lvnea (pronounced lou-nay-ah) is a natural perfumery and apothecary located in the Mile-End area of Montreal. We create perfumes exclusively from natural materials and plant essences combining ancient perfumery techniques with natural history, folklore, and magic.
What made you want to do this work?
As an avid plant lover and artist of multiple mediums, natural perfumery provided a way for me to explore artistic expression from a new perspective and conceptualize ideas using plants and their aromatic properties.
What problem did you want to solve with the business?
When I formulate perfume using scent specifically from natural or plant origin, I believe this creates a means of connecting with the plant world and gives me the opportunity to highlight the folklore and traditional uses of aromatic plants. I was also interested in making fragrances that actually smelled like the plants and notes that were listed in the perfumes and not an aroma-chemical representation.
Who are your clientele/demographics?
Our clientele are those usually interested in indie fragrance who want to support small businesses while seeking a unique scent experience, rather than commercially, produced-en-masse perfumed products. We also have a knack for developing relationships with a lot of folks who are new to wearing perfume and who find commercial fragrances overwhelming in their aromatic intensity or lacking the connection they seek with an indie, plant-based creation.
How does your business make money? How does it work?
We are a Brick and Mortar shop and we offer our creations online through our website as well as wholesale to other Brick and Mortar shops who align with our values.
Where in the city can we find your profession?
You can find Lvnea Perfume at our physical boutique in the Mile-End of Montreal (160 Saint-Viateur Est-Unit 108) or online at www.lvnea.com; where we offer delivery by post or locally by bike courier.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
The question: What is an indie natural perfume and how does it differ from a commercial fragrance?
The answer: Indie brands are those that are niche, smaller, and independently owned – for example, I am the owner, creator, and perfumer behind Lvnea. Furthermore, we only work with ingredients that are naturally sourced and often grown and artisanally extracted in house. If a perfume of ours lists rose as a note, it always contains a costly true rose extraction, whereas commercial perfumes often contain an accord of rose-like aroma-chemicals that are easier and cheaper to produce. This direct, hands-on approach using natural materials is one that I believe adds a charm and magic to the final results, as well as a deeper connection to the botanicals we’re working with.
What is the best part about what you do? What is the worst part?
The best part is getting to do something I love. Natural perfumery is incredibly inspiring and something I want to keep exploring and learning more about every day. The worst part would be managing the effect of overblown inflation on the market post-pandemic that has exponentially increased the cost of goods and supplies that are needed to create our offerings.
What is your favourite joke about your own profession?
I don’t have any jokes per se, but something we find amusing is the amount of times we get asked if we have read the novel, Perfume: The Story of a Murderer (the answer is absolutely yes!)
Where can we follow you?
PAY IT FORWARD: What is another local business that you love?
We love Chasseurs Courrier Coop and use them for all our local deliveries by bike, big or small!
