Diptyque: Three Friends Scented in The Streets of Paris

Their story began in the Sixties, in the bustling streets of Paris, where art and culture intermingled effortlessly, here three friends embarked on a journey that would redefine the boundaries of creativity and commerce via scent and homeware. The history of Diptyque is one of friendships that continues to flourish. Find out more here in Diptyque: Three Friends Scented in The Streets of Paris

All Images by Dityque.

Three friends changed the world of perfumed homes forever. Their story is one of passion for creativity and a purpose that drove them to explore and create. Meet the history of Britsh artist Demond Knox Leet, French interior designer Christiane Montadrate, and theatre lover. Yves Coueslant, who together created the internationally renowned brand Diptyque.

Yves Coueslant, Christiane Montadrate and Demond Knox Leet, The three friends.

Demond Knox Leet, a master of the painting, whose strokes breathed life into the world around him. After graduating from the prestigious Écoles des Beaux-Arts (Paris School of Arts), his passion for painting knew no bounds. 

Through destiny and mutual friends, Demond met Christiane Montadrate, a craftsperson of interior architecture. Trained meticulously at the French National School of Decorative Arts (Arts Decoratifs), her designs wove tales of elegance. Together, they started the journey of creativity with an inspirational view by designing fabrics and wallpaper for ultra-chic British Houses. 

Yet destiny had one more friendship to start, with connections of mutual friends they got introduced to Yves Coueslant, son of a banker raised in Indochina (current Vietnam), a soul who wanted to follow his heart and work in theatre. The three found themselves drawn together by the magnetic pull of their shared passion and vision for artistry and became inseparable.

The three friends were known as ‘marchands de rien’ (Purveyors of Trifles) as they curated a treasure of wonders, breathing new life into the forgotten past, fuelled by their collective dreams and a reservoir of creative energy and talent. They collected objects to sell from around the world, to antiques.

Throughout their journeys and interactions, they discovered antiques, adorned and reinvented both exotic and everyday items, and stocked the shelves of their avant-garde concept store. 

In 1961, they aimed little more than their boundless creativity and unwavering determination, they took a step and opened their boutique with part artist’s studio and part cabinet of curiosities at Paris’s 5th arrondissement, 34 boulevard Saint-Germain. Nothing could diminish their friendship as their business flourished. The store still stands today as a historic emblem of the brand’s legacy.

Diptyque Store at 34 boulevard Saint-Germain, Paris 5E.

In the earlier days of their business, it was tough for them to sell their designed fabric. However, they saw these obstacles as opportunities to learn and grow.

They tackled challenges such as sourcing materials, managing production logistics, and handling retail operations. Initially, their business offerings included textiles, furniture and ornaments, which catered to a niche market of Parisian artistic circles. While this approach helped them build a loyal customer base, it limited their reach to a broader audience.

However, the brand’s direction shifted when it entered the fragrance industry. Diptyque’s world then began to revolve around powerful emotions, delicate pleasures, art, and the art of living, all via our sense of smell. Their true breakthrough came with a simple idea to capture the essence of beauty and fragrances in a candle.

Fusing essence from their botanical gardens and wild landscapes, they set out to create a fragrance that would evoke memories and stir emotions. After countless experiments and late-night discussions, they finally struck gold.

They combined the delicate scent of Bulgarian roses with the fresh, green aroma of blackcurrant leaves. The result was magical, a perfect harmony of floral and fruity notes that transported anyone who breathed it into a calm garden in full bloom.

They named it the Baies candle. After the release, the candle captured the hearts of their loyal customers. The candle’s aroma became a signature of the Diptyque brand, embodying the perfect blend of nature’s beauty and artistry. Still today it is one of the company’s best sellers, and much loved by clients.

Baies candle

From the quaint streets of Paris to the bustling avenues of London, the legacy of Diptyque continues to unfold with the same elegance and creativity that marked its beginnings.

This remarkable journey, which began in Paris, expanded to London, is now set to embrace new horizons with the opening of two grand boutiques.

The new stores, located at 107 New Bond Street in London, and 7 rue Duphot in Paris are not just retail spaces, they are a testament to the brand’s rich heritage and innovative spirit. Each boutique, sprawling over 400 square meters, stands as the largest ever opened by the House, a true celebration of 60 years for Diptyque’s storied past and vibrant present.

The new Diptyque boutiques transcend the traditional shopping experience, enveloping visitors in a sensory journey that combines the timeless elegance of a Parisian aesthete with the innovative allure of a modern concept store. As you step inside, you are greeted by an ambiance that feels both luxurious and homely, with a fragrance-filled air that immediately evokes the charm and sophistication of a well-appointed Parisian house.

A dynamic program of cultural events breathes life into these boutiques, changing with the seasons to offer fresh and insightful explorations into contemporary art and artistic creations. Each visit promises new adventures, from contemporary art installations to workshops and events dedicated to the art of living, ensuring that there’s always something new to discover

Walking through these boutiques, one can almost hear the whispers of Demond Knox Leet, Christiane Montadrate, and Yves Coueslant, the trio of friends who started it all. Their vision, passion, and creativity are woven into every corner, creating an atmosphere that is inspiring. Inviting you to explore, dream and experience the timeless allure of Diptyque in a setting that feels part modern art gallery and a part fragrance museum, part experiental shopping moment.

The boutiques proudly display the complete Diptyque home fragrance collection, presenting a unique opportunity for guests to curate their own herbarium of 49 scented candles including a special candle named “107 New Bond Street, London.” This candle is designed to evoke the feeling of being in an art gallery, capturing the essence of the boutique’s unique atmosphere.

107 New Bond Street, London, Special Candle.

As you wander through, you are greeted by bespoke services and an array of unique home decor items. Elegant porcelain candle holders by Cécile Bichon and ceramics by Jean Roger are just a few of the exquisite items available, blending functionality with artistic flair.

Upon entering the ground floor, visitors are surrounded by Diptyque’s iconic fragrances, alongside a curated selection of skincare and home decor items. The experience is enriched by remarkable works from local artists, specially commissioned to enhance these unique spaces.

The entrance at Maison Diptyque in London, displayed candles, perfume, and more.

Each room you move through is a beautifully designed realm, offering an unprecedented range of bespoke services. Exclusive previews of new scents, shapes, and materials are displayed, all crafted to elevate everyday life with a touch of elegance and creativity.  This universe of fragrance and decoration is both intimate and rich in drama, inviting your imagination to roam freely and unfettered.

In the Second-Life Services Area, beloved products find new life through refills and recycling services for solid perfumes, skincare items, home fragrance diffusers, and candles. Personalisation as a key, with options for engravings and Diptyque’s signature coloured tissue paper wrapping, adding a bespoke touch to each purchase.

An expansive bathroom area showcases the complete Diptyque bath and body range, promising luxurious moments of well-being with an array of washes, lotions, and oils. The Fragrance Library is a highlight, displaying the complete range of Diptyque perfumes in beautifully illustrated bottles that invite guests to imagine their own scented stories.

As Diptyque opens its doors in these new locations, it honours its rich tradition of blending art with everyday life. These boutiques offer sanctuaries where the ordinary is transformed into the extraordinary.

The journey through Diptyque’s space inspires wonder and offers a serene escape where art and fragrance intertwine, allowing visitors to fully immerse themselves in the enchanting world of Diptyque.

To find out more about Diptyque.com please visit here

If you enjoyed reading Diptyque: Three Friends Scented in The Streets of Paris, why not read Woven; A love postcard to diptyque.

.Cent magazine London, Be Inspired; Get Involved

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