In the refined world of haute perfumery, Tiziana Terenzi stands as a true artist — a creator who transforms memories, emotions, and elements of nature into timeless fragrances. With roots deeply embedded in the tradition of Italian craftsmanship, Terenzi brings the same precision and storytelling she once dedicated to jewelry design into her world of scent. Together with her brother Paolo, she has built a house where each perfume is more than a fragrance — it is a journey through memory, beauty, and imagination.

In this exclusive interview with Persona Chapter, Tiziana reveals her transition from jewelry to perfumery, shares the emotional inspiration behind her collections, and reflects on the philosophy that defines her creative universe.

Tiziana, how did your experience in jewelry design shape your approach to perfume creation?
 

My background in jewelry design has profoundly influenced the way I create perfumes. In jewelry, each piece must not only be beautiful but also tell a story — often through the careful selection of gemstones or metals. This philosophy mirrors my approach to perfumery. Both worlds demand meticulous attention to detail, a sense of proportion, and a deep commitment to craftsmanship.

Just as in jewelry design a rare gem becomes the centerpiece, in perfumery I choose precious natural ingredients — such as Ambergris or Bulgarian Rose — that form the heart of the fragrance. Take Leonis I or Zubenel from our Assoluto Collection, for example. These perfumes are like jewels: every detail, from the bottle to the ingredients, is curated to reflect purity and brilliance. Inspired by cosmic journeys, they capture the magic and mystery of the most radiant stars.

What inspired you to transition from jewelry to fragrances?
 

Although jewelry design was my first artistic focus, fragrance has always been a part of my life. Growing up in a family deeply rooted in perfumery, it was natural that I would be drawn to this world. My grandfather Guglielmo and my father Evelino were both passionate about scent, and they passed this passion to me and my brother Paolo. Creating perfumes became an extension of the storytelling I had been doing through jewelry — now capturing not only visual beauty but also invisible emotions, memories, and experiences.

The Luna Collection, inspired by the moon and stars, reflects this journey from tangible jewelry to the ethereal art of fragrance. Each perfume embodies a different phase of the moon, capturing the magic of our childhood nights spent gazing at the stars. The desire to tell personal stories in a broader, more emotional medium inspired this transition.

How do you translate personal memories and experiences into your perfume collections?
 

Every perfume we create is a reflection of memory and experience. Perfume is like a diary written in scent, drawing inspiration from travel, cherished moments, and emotions.

For instance, Torpé was inspired by one of the oldest villages in Sardinia, where I spent unforgettable times. The fragrance captures the Mediterranean spirit with Sicilian Mandarin, Sorrento Lemon, and Marine notes, evoking the warmth of the Sardinian sun and rustic beauty.

Andromeda, from the Luna Collection, was born from a magical night in the Italian countryside. The star-filled sky created an atmosphere I wanted to capture forever. This perfume recreates that memory through exotic florals and creamy vanilla, transporting you to that moment beneath the stars.

Can you share the story behind the Sea Stars Collection and its significance?
 

The Sea Stars Collection is deeply personal — a tribute to the sea and a celebration of memory and wonder. Inspired by our lifelong connection to the Adriatic, it embodies the bond my brother Paolo and I share with the ocean, a love passed down from our father Evelino, an experienced navigator. The sea, with its calm beauty and powerful strength, symbolizes both our roots and life’s infinite adventures.

This collection was a special gift for Paolo’s fiftieth birthday, honoring his passion for sailing. The creative process took three years, exploring the poetry and spirit of the ocean. Each fragrance evokes the sensation of being at sea — the crashing waves, salty air, and vast horizons. The iconic bottle, adorned with a golden starfish embracing the cap, celebrates the sea’s treasures and the collection’s adventurous spirit.

Telea, named after our family sailboat, represents the freedom and serenity of Mediterranean exploration. Orza symbolizes navigating life’s challenges, capturing the thrill and courage of discovery. Every moment is unique and unforgettable.

How do you approach the challenge of creating distinct themes for each of your fragrance lines?
 

Creating distinct themes is both a challenge and a joy. It begins with a story or emotion Paolo and I wish to express. From there, we build the fragrance around that theme, ensuring every detail — from ingredients to bottle design — reflects the narrative.

The Anniversary Collection, for example, celebrates milestone moments. One fragrance, Gumin, is dedicated to our grandfather Guglielmo, whose scent always signaled festive days. This fragrance embodies his strength, love, and protection — honoring his memory and celebrating life itself.

In all our collections, storytelling lies at the heart. We aim to make each perfume an emotional journey, not just a scent.

What was the biggest challenge in expanding from candles to a full range of perfumes?
 

Expanding from candles to perfumes was a natural evolution, but not without challenges. Candles create a static scent that fills a space, whereas perfumes interact with the body and evolve over time. Maintaining the same level of craftsmanship and storytelling while mastering this complexity was the greatest challenge.

Our perfumes, such as bestseller Kirkè, require a different level of artistry. Kirkè, with fruity and musky notes, demanded a deep understanding of how each ingredient unfolds on the skin, ensuring the fragrance remains true from first spray to final trace.

You mentioned the role of "semiotics" in your work. How does this concept influence your perfume design?
 

I use semiotics to explore how words, images, gestures, and scents together form a language capable of evoking emotion and telling stories. In perfumery, this means studying the signs and meanings that emerge from the interaction between the fragrance, its narrative, the bottle’s shape, and the packaging. Each component communicates a message, creating an experience that goes beyond simply wearing a perfume — it becomes a complete sensory and emotional encounter.

What does the phrase “Born from Fire” mean to you in the context of your fragrances?
 

“Born from Fire” resonates deeply with me and our brand. Fire symbolizes transformation, passion, and creation. It represents turning raw materials — wax for candles or natural essences for perfumes — into something beautiful and lasting.

Fire is central to the Vulcani Collection, inspired by volcanoes. It embodies the elemental forces of earth and fire, blending smoky, mineral notes with vibrant citrus and wood. Idna, for instance, reflects the raw energy of Mount Etna — standing at the edge of a volcano, feeling the heat and vitality. Fire represents both destruction and creation, and each perfume in the collection captures that duality.

How do exclusive collaborations with retailers like Harrods impact your creative process?
 

Collaborating with prestigious retailers challenges us to elevate our creativity. These projects inspire exclusive, bespoke fragrances that embody the luxury and heritage of both our brand and the retailer.

For example, with Harrods, we created a limited-edition fragrance reflecting the store’s renowned opulence. The process required deep collaboration to ensure the scent met our standards while resonating with discerning clientele. Such partnerships encourage experimentation and often lead to innovations that might not have emerged otherwise — a creative dialogue enriching our artistic vision.

Looking forward, what new ideas or projects are you excited about in the world of fragrance?
 

Our passion for beauty will continue to guide us, weaving our story and emotions into fragrances that harmonize rare essences with storytelling. Each creation is an immersive sensory journey where tradition and innovation dance in perfect balance.

With every new discovery, we aim to preserve the spirit of La Dolce Vita and the stories that shape who we are — where timeless elegance meets modernity, crafting emotions as enduring as they are unforgettable.

Interview by Vugar Safarli, Editor-in-Chief of Persona Chapter