Xerjoff: Blending Art Into Fragrances
Sergio Momo discusses craftsmanship, creativity and the evolution of Xerjoff with Juhie Jahan
Since its inception in 2003, Xerjoff founded by Sergio Momo, has redefined luxury perfumery with its exquisite craftsmanship and rare ingredients.
In this exclusive interview, Sergio Momo shares insights into Xerjoff’s evolution, the inspiration behind its iconic fragrances, and the brand’s deep-rooted connection with the Middle Eastern market.
ParfumPlus: Xerjoff has become synonymous with luxury and artistic perfumery. What inspired you to create the brand, and how has it evolved over the years?
Sergio Momo: Xerjoff wasn’t born from economic research —it was a personal passion project. In the beginning, we didn’t even have a formal company or a profit-and-loss sheet. It was simply about creating something unique, inspired by nature and Italian craftsmanship.
There were so many elements I wanted to bring into the brand, but at first, some of them felt too complex to turn into reality. Over time, however, we found ways to refine and incorporate those ideas, shaping Xerjoff into what it is today.
PP: Your fragrances are crafted by master perfumers using rare ingredients. Can you walk us through the creative process of developing a signature Xerjoff scent?
SM: Nature is a key element in Xerjoff’s creations. We focus heavily on researching and understanding natural ingredients while also supporting advancements in chemistry.
Our raw materials come from all over the world, and each one requires careful handling and deep respect for its cultivation, processing and distillation. This transformation—from raw material to essential oil—is crucial because it defines the creativity behind a fragrance. Distillation techniques play a major role in shaping our scents, and we continuously explore new developments in this field to refine our craft.
Xerjoff is a complex brand, with over 141-145 perfumes in our portfolio. Each new creation either enhances an existing collection or introduces a completely new concept that could evolve into its own series. This layered approach allows us to push boundaries while maintaining the artistic integrity of our perfumes.
PP: The design of Xerjoff bottles often features exquisite materials like Murano glass and quartz stone. How do you ensure the perfect harmony between visual artistry and olfactory excellence?
SM: Design has always been an integral part of my creative approach. For me, perfume isn’t just about the scent—it’s a complete sensory experience. The bottle design and materials are just as important as the fragrance itself.
We incorporate Italy’s rich cultural and artistic heritage into our packaging, using exquisite materials such as Murano glass, Venetian craftsmanship, and semi-precious stones. These elements not only enhance the aesthetic appeal but also reflect the luxury and artistry behind each scent.
Historically, perfumery was closely linked to art, with fragrances housed in intricately designed crystal bottles, often as limited editions. Over time, mass production made perfumes more accessible, but in the process, some of that artistry was lost. At Xerjoff, I want to revive that tradition—where perfume is not just a fragrance, but a work of art.
PP: The Xerjoff boutique at The Dubai Mall is a key destination for fragrance enthusiasts. What makes this boutique experience unique for customers in the region?
SM: Our boutique at The Dubai Mall is special for many reasons. Xerjoff is investing heavily in boutiques worldwide, as they offer the ultimate experience—where customers can explore our full collection and receive expert guidance from trained consultants who truly understand our brand. In a way, a boutique embodies the very DNA of Xerjoff.
This boutique holds even greater significance because it was our very first, opened 13 years ago. It’s not just a store; it’s a landmark in our journey, representing our foundation and the evolution of Xerjoff’s style and vision.
PP: How has the Middle Eastern market influenced Xerjoff’s fragrance creations, especially given the region's deep-rooted love for luxury scents?
SM: The Middle East has a deep-rooted passion for perfumery, and its influence on Xerjoff has been profound. While classical European perfumery shaped my early approach, exploring Middle Eastern traditions opened up a world of rich olfactory heritage and exceptional raw materials.
I immersed myself in its history, travelling extensively across the region and Southeast Asia to understand its artistry firsthand. This led to the creation of our Oud Stars collection, inspired by historic cities like Alexandria and Al-Khatt. Through this collection, we don’t just celebrate Middle Eastern perfumery—we honour its deep cultural legacy.
PP: Plethora is a trusted distributor for Xerjoff in the Gulf region. How has this partnership contributed to the brand's growth and accessibility?
SM: Our partnership with Plethora has been crucial to Xerjoff’s growth in the Gulf. I’ve always believed that people drive success, and from the start, our relationship has been built on trust, dedication, and a shared vision.
Launching a luxury fragrance brand comes with challenges, but Plethora has worked closely with us to strengthen Xerjoff’s presence in the region. Despite the geographical distance, our collaboration remains strong, fueled by professionalism and a mutual passion for fine perfumery.
PP: In today’s evolving luxury landscape, how do you balance tradition with innovation while addressing sustainability concerns?
SM: Sustainability is very important today. In the past, perfume brands focused mainly on tradition, but now we have to keep researching and adapting.
One key shift is our evolving customer base—luxury fragrance enthusiasts are getting younger, and their expectations are different. The cultural gap between generations is much wider now, especially with the rapid pace of the digital world.
To stay ahead, we embrace new ideas and technologies, particularly in sustainable distillation techniques. We prioritise high-quality materials over plastic, ensuring our creations remain luxurious while being mindful of the environment.
PP: As the founder and creative force behind Xerjoff, what continues to fuel your passion for perfumery?
SM: What keeps me going is simple—I truly love what I do. From the very beginning, I’ve had an incredible team, including my business partner, who has been with me since day one. Today, we have around 65 people working together, which is significant for a niche perfume house. But when I say “I,” I really mean “we” because this passion is shared by everyone at Xerjoff.
There’s no real divide between work and life—our minds are always buzzing with new ideas, even on weekends. Nearly 20 years in, the excitement hasn’t faded.
Every challenge is part of the journey, pushing us to innovate. What also fuels me is collaborating with other art forms—musicians, chefs, architects and writers. Perfume isn’t just about scent; it’s about connection, creativity and inspiration.
PP: What message would you like to share with ParfumPlus readers?
SM: Quality and creativity should always be a priority. Quality is number one—it’s essential in everything, not just in perfume but in life.
But alongside quality, creativity is just as important. Sometimes, you may find something that is high-quality, but if it feels like you’ve seen it before, it loses its impact.
The key is to keep searching and keep innovating. When you bring quality and fresh ideas together, that’s when something truly special happens. That’s what I believe everyone should keep in mind.
