Interview with LUMIRA（Creative Directer / ALMIRA ARMSTRONG）
“LUMIRA” is the fragrance brand from Sydny Austraria, with the theme of “Traveling Fragrance,” which expresses the cities visited on the trip and their memories.
We interviewed ALMIRA ARMSTRONG, creative director and working mother, about her family’s memories of fragrance and her lifestyle with fragrance.
Q：LUMIRA has developed many fragrances that express memories of travels and the cities you have visited.
After becoming a mother, your preferences for fragrances or the scents that you create have changed?
A：Creating a new fragrance always begins with an inspiration; it might be an image, a memory or even just a notion. This inspiration is developed and refined until we have a physical product, which echoes that original influence. The time from concept to finished product can take anywhere from six to twelve months, depending on the scarcity of the ingredients required for the perfume.
Becoming a mother hasn’t changed this, as we continue to travel as a family which makes the scent creation and memories even more special.
My current favorite product is the La Primavera Parfum. I’m immediately transported back to many Summers spent with family and friends in Italy.
[LUMIRA] eau de parfum LA PRIMAVERA ¥ 15,950（税込）
Q：How do you switch between “mother” and “yourself” in your daily life?
Please tell us about the timing or the moments when you switch, along with your scent recommendations.
A：Being a busy mum and always on the go, I like to make sure I make time for myself and restoring my equilibrium. I like meditating in the morning, going for long walks or doing a workout with F45 to get my day started.
Q：Which of LUMIRA’s fragrances that have particular episodes or memories with your family?
Please also tell us how and in what situations you use these scents in your daily life?
A：Annual family holidays in Europe – the sweet, earthy aroma of the mountains, as we drove the winding roads towards Italy. The scent of the ocean always brings back memories of family, good food and the warmth of the sun on my skin. Paradiso Del Sole is inspired by the Amalfi Coast, Italy, the scent instantly transports me back in time.
I always start my morning by spraying the Paradiso del Sole Room Spray across the living room. It is a scent that awakens the morning senses.
[LUMIRA] Interior Scent “PARADISO DEL SOLE” ¥ 10,725（税込）
I love taking hot relaxing baths, I light my LUMIRA candle and dim the lights which makes for a really calming atmosphere. I think selfcare is so important especially in times like this where everything is slightly more chaotic.
Before I leave home, I always spritz the Cuban Tobacco Parfum on my wrists and neck.
I journal when I get the time in the morning, this helps to get all my thoughts and ideas down on paper first thing before my day gets busy! I am loving our Scented Journal – the Cuban Tobacco fragrance takes me back to some of my favourite memories.
[LUMIRA] Eau de Parfum “CUBAN TOBACCO” ¥ 15,950（税込）
Q：When you develop the products how you reflect or would like to reflect the perspective of the social contribution or SDGs in your product creation,especially when you think about the next young generation.
A：We create luxury niche fragrances for the home and the self, using the very finest ingredients. We’re also guided by sustainable production principles and an ethical commitment to human rights. Our candles use only natural soy coconut wax and the beautiful fragrance oils that give each candle and perfume oil its unique scent are all ethically sourced.
About LUMIRA
LUMIRA is the fragrance brand from Sydney, Australia, created by designer and entrepreneur Almira Armstrong.
After working in fashion PR, Almira started her own multiple businesses simultaneously, and as they expanded, she began to travel the world, London, Los Angeles, and New York on business. LUMIRA includes a line of fragrances with a unique appeal that expresses the cities visited and the memories of those trips, with the theme of “scents that travel”.
LUMIRA offers wide range of high-quality, well-designed items that will enrich your daily life, the signature fragrance candles, unisex fragrances, perfume oils, hand soaps, and other high-quality, well-designed items that enrich your daily life through the scents.