The year is 1923, the roaring 1920s are in full swing as Europe strives to forget the First World War with shows and excesses.

Lindbergh is flying across the oceans, Josephine Baker is taking Paris by storm and Prohibition in the United States gives life to the speakeasy and underground culture of music and dance.

Women are starting to exercise their independence; working, cutting their hair or using their rich and powerful lovers to climb society.

And so the Jovoy Paris fragrance by Blanche Arvoy is born in these years.

Jovoy is a contraction of "Joe" his nickname and "Voy" from the name of her husband (Esteban Arvoy). Jovoy was known for selling perfumes for gentlemen's nieces, a polite way in which Parisian dandies described buying gifts for their lovers. Her shop on Rue de la Paix soon became a destination for perfume lovers. She created fragrances that represented the intoxicating 20s: opulent, rich, able to leave traces that no one could forget.

With the arrival of the Second World War, the culture of excess and beauty is eliminated, along with the precious scents of Jovoy.

In 2006 Francois Hénin resurrected the maison with the debut of a new range of Eau de Parfums.

Jovoy Paris is reborn and brings with it the charm of historical perfumery with a contemporary allure.