Our short film captures the languid, twilight vibes that inspired a limited-edition candle collaboration with Joya.
Film byEMI BELL
When VIOLET GREY decided to commission an exclusive candle, we knew exactly who to ask: Frederick Bouchardy, the enormously gifted founder of Brooklyn-based fragrance studio Joya. And in turn, Bouchardy knew (even before we did) exactly what it should smell like. “I’m a native New Yorker,” he laughs. “Everybody who’s a New Yorker also has the fantasy of moving to Los Angeles.” The resultant The Violet Hour: 5PM candle captures that distinct feeling—a mixture of longing, anticipation, and daydreaming—in scent.
The 5PM annotation is deliberate, and meant to evoke the dusky, liminal space between afternoon and evening. It tells the story of “this amazing woman who’s done with an action-packed day,” says Bouchardy. We envision a leisurely moment at the vanity, getting ready for a night out with a glass of champagne and low lights—the VIOLET GREY version of day-to-night. Our short film (see above) captures this languid, twilight mood.
As for the fragrance itself, Bouchardy drew inspiration from an unlikely source: “I was thinking of the Johnny Cash record Orange Blossom Special. It’s like a train to Los Angeles.” The titular bloom—sunny, sparkling, elegant—figures prominently as a top note, but the scent’s full profile is more complex. “It’s Los Angeles on a FaceTime with New York,” says Bouchardy by way of explanation. Honey, jasmine and apricot are a nod to California. For New York, there’s the “dank” green smell of cedar. “To me, that’s like New York park life.”
And much like bicoastal real estate, The Violet Hour: 5PM is highly covetable: only 150 of the hand-numbered, limited-edition candles were produced. So grab yours quickly—but then turn off your phone and take a moment to enjoy a proper Violet Hour.
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