Designer Q & A

A CONVERSATION WITH LAURA SLATKIN

GWYNN’S: NEST New York Fragrances has become a staple in so many homes during the holidays. Can you take us back to the beginning of your journey—what inspired you to create NEST, and how did your first fragrances set the foundation for the brand's success?

LAURA SLATKIN: I created NEST for the home fragrance aficionado, the person who took scenting their home seriously, indeed. My goal was to deliver the highest quality product at a price point that was approachable so that our candles would become a part of everyone’s everyday lifestyle. It all began with our proprietary wax formula that has been perfected for over 30 years---the chemistry and science behind this formula is such that our candles always beautifully infuse a room with fragrance. Our candles have the highest percentage of oil in the industry, 14-16%, and we only work with master fine fragrance perfumers that have access to the finest ingredients around the globe. My goal was to a create a product that was far superior to anything on the market. Over the years, this foundation has enabled us to become the number one home fragrance company in the luxury market and I am very proud of our success!

GWYNN’S: Scent has a powerful connection to memory and emotion, especially during the holidays. How did you craft your core fragrances to capture those timeless feelings, and which of them are especially meaningful during the festive season?

LAURA SLATKIN: Whether it’s our Bamboo fragrance, our Grapefruit fragrance, Moroccan Amber, Ocean Mist & Sea Salt—or any of our core or wellness fragrances--we always start by taping the expected olfactive memories of a scent but then we add the unexpected to make it unusual and captivating. It’s a fine balance and that is part of the NEST New York’s magical DNA. Our Holiday fragrance is an outstanding blend that truly taps into everyone’s olfactive memories of the festive season. Beautiful elements such as pomegranate, clove, Mandarin orange, eucalyptus and cinnamon are blended with mysterious notes that all come together to create a quintessential fragrance; our Holiday fragrance has become a tradition in homes worldwide for so many people.

GWYNN’S: What are some of your favorite holiday traditions, and how do you bring the festive spirit into your own home?

LAURA SLATKIN: My main salons are always fragranced with either Holiday and/or Birchwood Pine; my entry way is always filled with the aroma of Blue Cypress & Snow to provide a refreshing hello; I add Hearth or Amber & Incense in my powder room and library as a cozy surprise and I feature Crystalized Ginger & Vanilla Bean in my kitchen. Aside from scenting our home throughout with our iconic festive fragrances, my daughter, Ali, is the family mixologist and every holiday she makes a punch that captures the holiday spirit. We never know what she is going to do in that punch bowl but what we do know is that it never fails to put everyone in the holiday spirit! We had a sneak preview of what’s to come this year and it looks like she took all the ingredients of our Holiday fragrance and reimagined it in a cocktail!

GWYNN’S: Do you have any special ways you like to decorate for the holidays?
LAURA SLATKIN: Yes, I love to hang beautiful green wreaths outside my home on all my windows, so it decorates the inside and the outside at the same time. I love to drape my fireplaces and banisters with a combination of the most exotic pine branches----I am all about that lush greenery accented with berries and pinecones for the holiday season!

GWYNN’S: What is your favorite part of seeing NEST New York products become part of your customers' holiday traditions, and how do you hope your fragrances will bring joy and nostalgia to homes during this special time of year?
LAURA SLATKIN: My favorite moment is when someone stops me on the street (and this happens ALL the time) and tells me how much they love my Holiday fragrance and that, for them, the holiday season begins when they start lighting my Holiday candle! Last year, and it’s happening AGAIN this year, NEST New York was asked by NYC to scent Fifth Avenue from 61st Street to 46th Street with our Holiday fragrance from Thanksgiving Day to New Year’s Eve! It was an extraordinary moment to walk down 5th Avenue and enjoy our Holiday fragrance while admiring the beautiful window decorations and the Fifth Avenue festivities. So, this season remember to follow your nose down Fifth Avenue and experience our beloved Holiday fragrance! By the way, we also had another spectacular honor; we were chosen to scent the White House for their annual holiday celebration. 350 Holiday candles were aglow all throughout the White House! I hope we are chosen again this year!

GWYNN’S: What is your favorite Holiday memory?
LAURA SLATKIN: Gift giving is extremely important in my home. The holidays are a time to tell each other how much we love each other and how important our family and friends are to us. An enormous amount of thought goes into all our gifts to each other, and they are planned many, many months in advance. My favorite Holiday memory was the first time I bought my husband a gift and it didn’t go over very well. I learned pretty quickly that last minute gifts don’t fly, and it’s been painstakingly challenging ever since then! But it is really terrific when you get it right! If you have any creative ideas, send them my way!

GWYNN’S: What's next for NEST New York?
LAURA SLATKIN: Interestingly enough after launching our fine fragrance assortment in 2013 and expanding it in 2021, our fine fragrances are soon going to be 50% of our portfolio. That makes us a luxury lifestyle fragrance brand that is dedicated to scenting your world in so many new and exciting ways!

LAURA SLATKIN: I know my dear friends at Gwynn’s who I adore and have been very close to for many, many years are dedicated to featuring the world of NEST New York. They are our valued partners, and I am always in awe of how hard they work to service their customers and how they strive to always fill their store with stylish brands and thoughtful assortments. Their entire family makes you feel like they are your family! That’s what makes them so special.

Discover the NEST New York Fragrance Collection at Gwynns
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