Michel at Trudon London



In Conversation with Trudon store manager Michel Blanco in London.

Trudon is the world’s oldest working candlemaker from France, founded in 1643. Maison Trudon’s customers have included French royalty such as Louis the Great. To this day, they continue to handcraft their products. They now also sell luxurious home fragrances and exquisite perfumes. This year they opened their first UK store in Seven Dials, near Covent Garden in London. Here, store manager Michel and shop assistant Zara tell customers the historical stories that have inspired the scents of their products. We asked Michel about the brand’s unusual and enchanting way of storytelling.

Trudon has an amazing history dating back to 1643 starting as a wax manufacturer. The brand now not only offers handmade scented candles but also luxurious body and room fragrances. What is your favourite detail of the brand story, Michel?

Trudon is the most prestigious and reputable candle and fragrance brand in the world. Every single scent can transport you to a sensory experience beyond imagination. I have had the privilege of working in the fragrance industry for an extensive period, working as a brand specialist and closely collaborating with over 100 esteemed brands throughout my career. From my early days in the realm of fragrances and candles, Trudon has always stood head and shoulders above its counterparts, occupying a place of royalty that is unrivaled by any other brand.

Trudon has led the market by investing in sustainability long before eco-friendly practices were widely embraced. The brand prioritizes innovation and creativity over following commercial trends, which gives it a unique edge.

Being a royal brand at heart means that we are leaders, not followers. Our candles and fragrances embody the essence of opulence, exquisite craftsmanship, and elegance. Their sophisticated scents and high-end designs create a glamorous ambiance. Each product is meticulously handcrafted using premium materials, resulting in refined and luxurious products.

We do not merely sell products; we offer unique and memorable experiences. We strive to reach our clients with not just a product. But a positive and lasting memory, encapsulating nearly 400 years of passion and dedication. I like the idea that customers do not simply spend money on Trudon. But they invest in our products and enjoy the lasting joy of their acquisitions. The historical endorsement by the appreciation of The Sun King – King Louis XIV -, Queen Marie Antoinette, Napoleon Bonaparte, Queen Victoria, Coco Channel, Marie Curie, and other numerous historical figures gives us the credibility and reassurance of the highest quality products.

"We do not merely sell products; we offer unique and memorable experiences."

Michel Blanco, Trudon

The scented candles are named after historical figures and places that refer to a story related to the scent. How important do you consider these details of story for the brand? Do they make a difference to your customers?

Our olfactory system and memory are intricately intertwined. This means that a scent has the power to evoke strong emotions and feelings. When we encounter a particular scent, it can trigger memories and experiences that are associated with it. This phenomenon is often referred to as the “Proustian effect” or “olfactory memory.”

Telling the story behind a scent creates a sense of anticipation and curiosity in the minds of customers. They begin to form expectations based on the narrative and the emotions it evokes. This is why the history of a scent is so important in building a connection with customers. It prepares the terrain for them to anticipate and appreciate the sensory experience even more.

The history behind a fragrance can provide valuable context and significance to clients, enhancing their overall experience and connection with the scent. By understanding the origins, inspirations, and stories behind a fragrance, clients can develop a deeper appreciation for its unique characteristics and the emotions it evokes. History also adds a layer of authenticity and cultural relevance, making the fragrance more captivating and interesting.

"Telling the story behind a scent creates a sense of anticipation and curiosity in the minds of customers."

Michel Blanco, Trudon

Apart from its extraordinary history what would you say are the main differentiators of Trudon products?

Trudon candles have gained a well-deserved reputation for their exceptional qualities, distinguishing them in the market. As the oldest working candle manufacturer in the world Trudon has preserved the artistry and expertise of candle-making through traditional methods passed down through generations. Each Trudon candle is meticulously handcrafted by skilled artisans who pay close attention to every detail, from pouring the wax to applying the labels. The result is a collection of exquisite and visually stunning candles that are a testament to their artistic craftsmanship.

Only the finest raw materials are used. We source our wax from a unique blend of vegetable-based ingredients, ensuring a clean and long-lasting burn. The fragrances used in the candles, diffusers, room sprays and finally body fragrances – Eau de Parfum – are created by renowned perfumers, resulting in captivating and sophisticated scents that are inspired by historical events, places, and personalities. Each fragrance is carefully developed to evoke a sense of nostalgia, luxury, and ambiance, creating a truly sensorial experience.

Our candles are known for their long burn time. The 270g size of a Trudon candle, considered the average size, burns for around 60 hours. Trudon is also highly committed to sustainability and ethical practices. We strive to minimize the environmental impact by using renewable resources, recyclable packaging, and ensuring the production processes are eco-friendly. 

It is no wonder that Trudon has become a favourite among candle enthusiasts and fragrance connoisseurs. 
Trudon aims to reach a perfect balance between respecting tradition and history while also being innovative and adapting to remain desirable and irresistible. 

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You can find more about Trudon here:  www.trudon.co.uk

To visit the store in London go to Seven Dials and head to 39 Monmouth Street, London, WC2H 9DD

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