Perfume, Patience, And The Pull Of India: Erwin Creed Speaks

The Chanakya, New Delhi. 17th July, 2025.

It's around 6:30 in the evening when the attendant at the House of Creed's first flagship in India spritzes Silver Mountain Water for me. Before that came Queen of Silk (opulent), Green Irish Tweed (a vision of dad helping me with algebra), Aventus (summer night, some guy, his place, another time) and Millésime Impérial (a personal favourite).

But it is Silver Mountain Water that silences the room for me. I’m no longer standing on marble floors surrounded by sleek countertops. I’m in Jalapahar, walking up a steep slope to the chapel, reciting John 13:34 - a verse I’ll be reading aloud in 20 minutes. Then I'm suddenly yanked back to the present by a hug from a former colleague. It is only much later, during dinner, when I recount this Proustian moment to Creed's CMO, Giles Gordon, that he explains it's because at the heart of Silver Mountain Water lies tea.

"I would say that triggering memories is actually the ultimate power of perfume," shares Erwin Creed, in agreement. "Those special occasions or childhood times that you remember forever. Fragrance is one of the most personal and intimate forms of expression; it can’t be seen or heard, but it stays with you or lingers beautifully in a room."

The heir to the 260-year-old haute parfumerie house is in Delhi for the opening of the brand's first flagship boutique in India. It's a landmark moment—India has an ancient, almost sacred relationship with fragrance. And The House of Creed, launched when King George III was the ruler of Great Britain and Ireland, has been passed down through seven generations, making it one of the world’s most prestigious and storied fragrance houses, known particularly for its cult-like following amongst royalty, heads of state and the global elite.

This launch in Delhi has been a dream realised. Especially because two ingredients that Erwin Creed finds impossible to resist are cultivated here—Jasmine and Tuberose.

“They are warm and powerful, and bring a sense of depth to a fragrance that few other ingredients can,” he says. You’ll find them woven through creations like Iris Tubéreuse, Fleurissimo, Queen of Silk, and Wind Flowers. When the 44-year-old began his career in perfumery, jasmine enchanted him with her beauty and brightness. She still does, but he's come to appreciate the complexity too—her richness and raw elegance, that spiritual sensuality which sets her apart from other floral notes.

He tells me about arriving in Tamil Nadu at dawn, just as harvesters were beginning their slow, deliberate gathering of the sacred white flowers. “The air was filled with this soft, intoxicating scent, and there was such care in the way each flower was gathered - always by hand, always gently,” he says. “I spoke with one of the growers, whose family had worked that same land for generations. The pride and patience in his voice stayed with me. It was a reminder that behind every raw material we use, there’s a human story, a rhythm, and a deep respect for nature. That’s where the magic begins.”

Perhaps this is why the Creed scion speaks of their vision in India not as a traditional brand expansion, but as something more intimate. “We want to be more than a brand here,” he says. “We want to be a cultural and artistic partner.”

After the store’s Delhi launch—which saw the likes of Aditya Roy Kapur in attendance—Erwin Creed and Giles Gordon sat down with us to talk scent, memory, and what it truly means to bring Creed to India.

Excerpts...

How do you chase something invisible? What does it look like to pursue a scent that doesn’t yet exist?

Erwin Creed: Chasing a scent that doesn’t yet exist is like following a feeling you haven’t fully defined. It starts with the raw ingredients - I seek out the most exceptional, rare, and high-quality ingredients from around the world. These ingredients often spark the initial idea, but creating a fragrance is a long, meticulous journey. It takes countless conversations with growers and suppliers, ensuring the ingredient isn’t just beautiful, but also sustainable, consistent, and available in the right quantities. Then begins the delicate process of formulation, layering, adjusting, and testing. It’s a constant cycle of trial and error, guided by instinct and experience, until the scent feels complete. It’s an invisible chase, but a deeply intuitive one.

Rose de Mai's harvest period is so brief. Orris can take up to six years to prepare. What do those timelines teach you about patience and beauty?

Erwin Creed: They teach you that true beauty can’t be rushed. We have been in the business of craftsmanship since 1760, so we take our time to get things right. With ingredients like Rose de Mai or Orris, you’re reminded that nature works on its own timeline. The Rose de Mai blooms for only a few weeks in Grasse—if you miss that window, you have to wait another year. Orris root takes years to develop its scent after harvest. It’s a humbling process that forces you to slow down, to appreciate craftsmanship, and to plan with care. At Creed, we embrace that process fully. You’ll find Rose de Mai in creations like Carmina and Wind Flowers, and Orris in Millésime Impérial and Delphinus. When you wear these fragrances, you’re not just enjoying a beautiful scent; you’re experiencing the result of years of dedication, precision, and our unwavering commitment to excellence.

You speak passionately about motor racing and speed, yet your craft demands patience, stillness, and an almost monastic attention to detail. Are these opposites, or do they nourish each other?

Erwin Creed: It might seem like a contradiction, but to me, they actually complement each other. Racing is about precision, focus, and instinct, qualities that are just as essential in perfumery. Both require you to be completely present, whether it’s behind the wheel or in the lab. The energy I find in speed and movement is balanced by the stillness and patience that fragrance demands. One sharpens the other. It’s in that contrast that I find clarity and inspiration.

Creed has always been associated with discretion, loyalty, and quiet confidence even in an era that rewards noise. How do you preserve that identity today?

Giles Gordon: We don’t chase trends or volume for the sake of visibility; we focus on quality, consistency, and authenticity. In today’s fast-paced, attention-driven world, that approach actually stands out more than ever. We preserve our identity by staying true to our values: craftsmanship over hype, storytelling over noise, and long-term relationships over short-term wins. It’s not about being everywhere, it’s about being in the right places, with the right presence, and creating thoughtful moments that foster genuine connection.

Do you remember the first Creed fragrance you ever wore - and how it made you feel?

Giles Gordon: Yes, the first Creed fragrance I ever wore was Aventus. It’s a fragrance that’s become iconic, and for good reason. It has a presence that’s instantly recognisable. But wearing it for the first time was still a personal experience. It made me feel empowered, composed, and part of something bigger. There was a sense of stepping into a legacy, while still making it my own. That balance between its reputation and how it connects individually is what makes it so enduring.