An interview about the experiences of Andrius Remisevskis in the perfume industry and the success of Crème de la Crème.
In which areas of the Crème de la Crème concept are you involved in and responsible for?
My job is essentially to improve the overall business of Crème de la Crème on a regular base. From the physical universe of the stores to the distribution of the products, managing and training the staff and overseeing all the processes. I am constantly trying to improve our business, in all fields of our activities.
In 2008 you opened your first Crème de la Crème store. How did you come to that decision?
It was a personal revolt against the banality and mediocrity. It was a move of “rational idealism”. I had a desire to make an authentic local concept, based on my own aesthetic ideology.
In a short period of time Crème de la Crème expanded from one store to three. How did your first store grow and change over the years?
The most important & positive change is by far the increase in the number of customers and their perception of our concept. From being an unknown new store, Crème de la Crème has gained a lot of awareness and we have become very well known in short amount of time. Carrying the Crème de la Crème bag has become a symbol of elevated social status and a clear sign of the good taste of our customer.
How do you select these exciting luxury brands for your stores?
Selecting brands requires constant and specialized research. We continuously travel to discover new brands. We do not only look in the field of beauty but we also focus social trends and luxury in general.
Where does your love for niche perfumes come from?
Nowadays we prefer to use terms such as “haute parfumerie”, “artistic” or “conceptual” perfumery to describe niche perfume houses. Those terms better reflect the nature of our business. In the best haute parfumerie houses of today, you will find true innovation, luxury and authenticity. Those houses are not afraid to challenge the large International beauty companies who dominate the industry. These haute parfumerie houses are clearly outdoing them in quality and creativity.
How does Puredistance fit with the concept of Crème de la Crème?
Puredistance is opulent and sincerely luxurious, the fragrances are bold and powerful, and there is a thorough attention to detail. Puredistance matches perfectly with the concept of our stores.
If you were part of the Puredistance Team, what would you like to do and see this year?
I already got my pleasant surprise! The launch of Puredistance Black has exceeded all expectations. It is a true masterpiece
Design plays an important role in all three stores. Did you always have an affinity for interior design?
I am born into an art family. My grandfather was a famous painter and mother was a textiles designer. I always had an eye for beautiful and proportionate things. Design, luxury, beauty and art are so interlinked, it is impossible to separate them. In terms of business, all human beings strive to touch, embrace and own a piece of something beautiful. Therefore beauty, art and design become very tangible and worth purchasing.
How would you describe the style of Crème de la Crème?
Warm Minimalism. We rely upon the principles of Modernism, the clarity of shapes and on “less is more”. We also care a lot about the materials that we use so that they are really pleasant to not only look at but also to touch. The question I always ask myself, when looking into the proposals of the architects, is how the design will stand the test of time. I am obsessed with timelessness.
Are there any interior design pieces that customers complement a lot and love in one of the stores?
Our customer love the Hans Wegner chairs and the Tom Dixon lighting as well as some of our custom made pieces. Some wealthy people even come with their own architects and point to them that they want a feeling of Crème de la Crème in their homes!
