YOU: And That Mythical, Mystical, Heavenly Heroine-Like Scent of A Woman


This Here is a Once Upon a Time Story,
so come closer and get cozy Friends.


We Are Deep


a candlelit cave…

…your fingers dip into your gathered ritual earth pigment pots…
the crystal, geometric, powdery color vibes infuse
and begin to spin and shine.

Headphones tuned to your pulsing heart beat, you slowly trace matching bubbly, psychedelic and flowery doors on your body and the cave’s stony floor. Both tickle, you giggle. Damn right! You’ve traveled so far to get to exactly this point….this exact, echoing cave…this precious place. You made a radical move to play and wake a sacred goddess-like being, beckoning her to emerge from history’s slumber, to greet you with giggles and melt your anger, fear, and all your stored up, colossal cultural girl-interrupted suffering into multi-gyrating deliciousness.

Just then you notice the glinting gold-white lights dancing up in hover-float-spirals while electric blue drone lights dart, gather like a rolling wave of stars into the cave. Suddenly an entrancing scent seems to arise from both inside of you and the cave.

Ooops! You catch yourself wide-smiling.

Like a fractal unwinding, mysterious earthy dark, vintage ouds and million-year old amber resins swim through the air to group hug you with all the ancient dreams of Mama Earth. Stunning botanicals like Moroccan henna flower, precious head-buzzy beeswax absolute, and tobacco flower boop you on the nose. A shadow scent breeze of ambergris, labdanum and chypre play tease-lover with your hair. Bubble traces of delicate lily of the valley and sultry Madagascar vanilla arise your body’s cocktails and mysteriously pop a feeling back into thin air.

“Now there’s some ambient, alchemist high tech TIME TRAVEL there!”
you think, feeling as free as the wind itself and the scents that ride it.

Images of root earthy connects, people, and experiences begin floating in and out…

Like a massive velvet stage curtain parting, scent is sudden pleasure or pain. These scents have unfurled an opening in you, a newly remembered ancient/modern ritual. The ritual of Immortal Beloved.

Howdy Partner, that’s YOU.

Welcome to a symbolic sacred, transformational, ritual cave
(aka a goddess coloring book for short)

and a collection of goddess sacred and sensuous ritual body cocktails
(aka goddess scents)

Go on! Evoke your most magnificent, cross-cultural god and goddess powers. Imagine goddesses of ALL world traditions so pleased to be coming to life via the ECSTATIC ART of YOU.  ((( Y’all over-exposed Greco-Roman gals get some play gal pals finally!!! )))

Swing open your inter-dimensional digital eyelids for a selfie with
Immortal Beloved, the World’s First Goddess Perfume + Coloring Book inspired by A Whiff of the Perfume of Timeless Global Gals,
via the original Immortal Beloved perfume:

This sacred vial above holds the scent of Immortal Beloved. Get in on a goddess-tip, stop and Shop Here Right Now, Speedy ((( Link to The Jade Dress Shop ))) or get even deeper and slower with another HELPING of Slow Luxury … (aka read more below)

And NOW! The Mama Perfume above just gave birth to
4 NEW! Earth scents in their golden spheres:


1    Get Into The Radical Root of It ALL.

Slow Luxury is a starting point to ROOT down for the Earth, Self Love, and full-on luxe happenings as much as possible. Get to the root of this Slow Luxury idea, delve into the story behind the project and of course, dive in to color + get all sensual for yourself.

Imagine being able to tap into beguiling scents inspired by the First Four Immortal Beloved Goddesses of the Earth. Insta-ROOT Connect! ((( OK, Shop Here Now, Speedy! )))

Hello, Ullaakuut, Ciao + Hola Goddesses of the Earth!




The most magical way into the Immortal Beloved AURA is a combo gift: the coloring book plus a sampler of the first 4 new perfumes in a beauts handy, hand-appliqued, ritual medicine bag… (((just add water to get the free symbolic life raft…((( get all here! )))

Four Scents! PLUS! The coloring book! ((( Shop Here Now, Speedy! )))

There are 12 gorgeous gals all together so get your feet wet here kiddos.
8 more scents in the works!

More tantalizing “get your goddess on” info:

As we goddesses often do, we love to play tour guide and travel you to your body’s sacred energy centers to get your multi-dimensional splendor revved up!

The Secret of Us Goddesses is that together, we are actually a balancing and healing map. TWELVE goddesses match TWELVE life desires to TWELVE destinations or sacred spots on Earth we call Star Gates.

These Star Gates are a logical, left brain map system from mathematics called The Magic Square linked with a right brain, creative re-trace of an ancient Feng Shui blessing and healing ritual, called Tracing The Nine Stars. They add up to extra dimensional hook-ups, and voila! The 9-Star Passport. You’re looking at the key to a power energy match up of your chakras, your home’s sacred space, the planet’s sacred spots and beyond.

Take a trip and scroll down these 9 energy Super, Elevator Up destinations of body, home, earth and beyond … and absorb.
Notice what calls to you or asks you to dance.
This is the sequenced trail of healing via the goddess that also unfolds
the story behind this art and scent collaboration.

  1.  The Radical ROOT of It ALL.
  2. The DESIRE Pollen and The Designers.
  3. The CREATE Plant and The Collection.
  4. The Flowery HEART of The CO*lab.
  5. The COMMUNE Seeds and The Book.
  6. The WISDOM of The Perfume.
  7. The FAMED Power Juice of The Goddess Scents.
  8. The DESTINY of Your Connect.
  9. The RE-ELATE Of It ALL.

2     The Pollen of DESIRE and The Designers.

Once upon a time, inspired by grand myths and stories of goddesses from every part of our planet and beyond, House of Cherry Bomb perfumers, master perfumer, Maria McElroy and Alexis Karl, filmmaker, Metropolitan Museum of Art Lecturer, were in their Brooklyn atelier getting all crafty like the Alchemists they are. The quest was nothing less than the reincarnation of the Immortal Beloved perfume. (Many tales of its origin beyond what we write here, in fact, have been told.)

Meanwhile, catching a beguiling scent wafting over to Manhattan from Brooklyn, Jade Dressler, creative director, illustrator and stylist had begun sketching the accessories she created for photo shoots. Inspired, she drew them on goddesses of world. Soon she had a series of goddess illustrations representing the sacred female energy traditions of our planet, imagining what we ALL can call our belonging, our “Immortal Beloved.”

A few eons and sacred elixirs later, the girls mix-mistressed their super powers together to launch Immortal Beloved, The World’s First Goddess Perfume + Coloring Book.

And Now…All the better to inspire the next era of goddesses ( aka girls and women folk, plus men and boy folk, too!), the first four scents begin the future collection of twelve. (Note to Self: collect ‘em all)

Why Imagine Goddesses by Coloring in a Coloring Book? Consider Immortal Beloved a ritual link between your own creativity to the fractal spirals of Nature’s growth to the oldest art on Earth, the ancient cave imaginings of the goddess; thru her sacred geometry in temple and on land tributes to Japanese anime; to HERE, HER newest expression: a coloring book where one can trace the outlines of goddess identity, identify, dream, color, and create to their heart’s content.

Coloring while scent-bathing in a waft of natural botanicals taps the wearer into the stories and scent trails of the ancients. Tales of ancient + modern goddesses (plus their wellness tips of course! ) empowers one’s own life in the present and opens the dreams to images of Immortal Beings yet to come in the future! This is your invitation to feel connected to female empowerment elements and stories that resonate through time and global traditions. This is very personal, yet very connective and experiential art.

Talk about being Woke? This is nothing less than aligning universal forces of our planet Earth to the chakras of our bodies and home, evoking healings. Coming right NOW to Your Cave. Your Rooftop. Your …

Wherever you roam, wherever YOU are can be IS a safe, sacred and sweet place. Throughout time Goddesses marked safe energy spots or chakras on Earth via their “fingerprints.” It’s their secret way of marking and blessing a space or a sacred moment and perhaps portals of love if you are feeling poetic!

Here are the 12 fingerprints of our global gals…we invite you in to color + create.


3     The CREATE Plant and The Collection.

The Immortal Beloved, A Modern Ritualistic System.

Systems to CONNECT in many cultures go by many names: rituals, blessings, meditations, maps, games, manifestation matrices, dream catchers or a fortune teller’s secret divinatory method. The Immortal Beloved Goddess Perfume Collection and Coloring Book are based on The 9-Star Passport which is a new life revelation ritual based on an ancient structure of universal patterns. The timeless game concept employs The Magic Square, a mathematical map or algorithm of numbered squares found in multiple philosophy systems. Today we see this 9-square crosshatch pattern every day in the intrinsic, repeated patterns (or even just the idea that practice means perfect) that we use in our world ranging from hashtags to our phone keypad; to your body’s chakra system you tweak weekly in yoga class. Ponder on the expanded dimensional mix of these ancient/modern maps when they align:

Why 9-Stars and 12 goddesses? In many world symbols both numbers hold significant magical and mathematic design properties. Number nine, as the last single digit, is a powerful number with unique multiplication properties, for instance, any number multiplied by nine always distills down to 9. Doubling the goddesses in the 3 core Star Gates of our body and The 9-Star Passport gives strength and all the magical circular completion properties of the number 12.

The book circles, loops and fractal-hops the globe. Each goddess begins with quotes and teases you to enter her story with dancing, tickling, teasing fingertip “approved entry” stamps like a passport.

Each goddess has her story plus her portrait for you to love + color.

The Book System: The 78-page (age 12+ recommended) coloring book features 12 original global goddess illustrations and text by Jade Dressler, (see below) each image evoking the myth, fairy tales and legends of sacred traditions representing 12 sacred chakra or geographic areas of the world.

The Scent System: Because in our Book of Life, all goddess coloring books must come with perfume, the book inspired the namesake scent, Immortal Beloved.

Arriving now are new 4 scents from the master perfumers of House of Cherry Bomb. To ground and hold the four “Goddess of The Earth” scents, the perfumers manifested an oval glass shaped like a smooth river stone and then they hand gilded each bottle individually. The perfume bottle is sealed with wax and crowned with a gem-like cut-glass stopper. Each bottle feels like an artifact unwrapped from an ancient castle’s secret wardrobe chest suddenly opening a doorway and calming your entire world.

4   The Flowery HEART of The CO*lab.

The Immortal Beloved project is created as a Slow Luxury CO*lab.  Slow Luxury CO*lab projects are intentional creations that birth multi-layered economies of artists and deep dives for lovers of the sensuous.

As appropriate to Pocahontas, the root goddess and the first geographical location in The 9-Star Passport, American West, a preview presentation of the Immortal Beloved project traveled to Tucson at the invitation of The University of Arizona Museum of Art. Illustrations and the  perfume were first exhibited for the UAMA’s Head to Toe gala benefit pop-up shop in Tucson, AZ on November 5, 2016. Story of the event here.

Previously in New York City, Slow Luxury and House of Cherry Bomb have also produced pop up shops and scent-based experiences at Cornelia Spa at The Surrey, the Ornare showroom in the D + D Building (Decoration & Design Building) and even a goddess picnic with the Mind Body Spirit Network.

5   The COMMUNE and The Book.

Each goddess in the book is introduced with timeless quotes and is accompanied by a full page of humorous text on her life, famous quotes about her plus her attributes, gifts, healing mantras, love life, and modern-day appearances. Beyond the 12 full page goddess illustrations, there are 8 full page illustrations and text on The 9-Star Passport, the new/ancient navigation system of the heart, sacred spaces and places of the earth inviting exploration on how to work with one’s desires through story, images and 1D to 5D rituals.

Coloring books are a meditative practice, a current cure in vogue in response to our over digital stimulation. The slow luxury of coloring echoes ancient mandalas, yantra making and sand paintings. We’ve connected the best rituals so you can relax and remember healing and empowerment stories from around the world.

Ah! To create your sacred-me-time, open your imagination and color in the forms of immortal goddesses! Since when have you been able to do THAT? When you create them as personal art via the Immortal Beloved coloring book, you open to a meditative, peaceful pastime and so much more. To identify and express one’s full, creative persona, via the art of perfume and coloring, is to participate in a many layered adornment and celebration of our bodies, and at the same time, we transcend time and memory, very much like the myths of goddesses do.

Case in point, Abundantia of Italy, the goddess of abundance (really!) looks like this multi-dimensionally:

The first three stories of the goddess book unfold via the full text excerpts from the book and the back story of the illustrations on The Jade Dress blog. The first three goddesses are here:

Goddess Pocahontas of Native America blog

Goddess Pinga of The Artic + Inuit North blog

Goddess Abundantia of Italy blog

Follow the blog to follow ALL the goddesses, Goddess El Sirena of Spain is up next!

6   The WISDOM of The Perfume.

“Perfume is a deep communication between all of nature and her plants, humans, animals, and the pleasures of the moment. There is an art to perfume creation, which extends in turn to the wearers. The scent becomes a part of a multitude of personalities, a signature of connection and individuality that makes history or herstory, as SHE likes to say.”

Maria McElroy, Master Perfumer

The original scent, Immortal Beloved, is an all-natural fragrance, sensual and complex, an olfactory story of Gods and Goddesses, beauty, power, and love eternal. The perfumers have envisioned the fragrance of immortality using rare and precious elements from nature. Immortal Beloved resonates through time, and the marvelous complexity of being.

The Mama Perfume and Body Cocktail:

7  The FAMED Power Juices of The Goddess Scents.

Just look at this heady ingredient list that comes with the power juice samplers, vials, and bottles of goddess scents:

8   The DESTINY of Your Connect.

A couple of happy Amazon reviewers of the Immortal Beloved Goddess Coloring Book here:

Very unusual treatment of a coloring book using vivid illustrations and ideas.
Very thought provoking and original. Recommend it highly.
The Judge


Great for inspiration and calming my mind when super stressed. I enjoy the combination of the wisdom traditions with the creative representations to make each one my own personally, with color. I purchased directly from Jade to get a signed copy.


Not your ordinary coloring book! Immortal Beloved is ripe with play and guides us on a journey of the extraordinary interrelated nature of inner and outer worlds, the macrocosmic connection to the microcosm and vice versa. Each page offers a unique blend of wit and wisdom colorfully revealing the endless depth and richness that the Goddess traditions hold. This book is an inspired gift for these times. Share it far and wide!
Shakti Ma


I was thrilled to purchase a copy of Immortal Beloved and begin my journey of meditative coloring. Dressler is not only a creative and intelligent artist, she provides a ground of being for all of us to understand the beauty and importance of goddess history and energy. A fabulous way to spend and evening in meditative bliss or coloring with friends.
Joy E. Stocke Young


I am so glad I found this on Amazon! I received Dressler’s Immortal Beloved book as a gift and I couldn’t think of a more original and unique present that I would like to gift as well. It’s dreamy, full of real and interesting data and all the illustrations have so many details that I look at them over and over again.
Thank you so much for this creation.

9     The RE-ELATE Of It ALL.

Here are the many splendored ways you can get in touch with your own Mythical, Mystical, Heavenly Heroine inside and out!

The Grand Goddess. The Immortal Beloved Goddess Coloring Book. The Immortal Beloved coloring book, above, is on Amazon, here.

The Immortal Beloved Scent. Immortal Beloved, above, is made of mysterious dark, vintage ouds and million-year old amber resins swim with stunning Moroccan henna flower, precious beeswax absolute, and tobacco flower. A shadow of ambergris, labdanum and chypre are touched with traces of delicate lily of the valley and Madagascar vanilla.   ((( Shop here now )))

The Tease. Earth Goddess Magic Bag: Perfume Samples and The Coloring Book. Try all 4 scents along with your coloring book! Sampler vials come tucked a hand-sewn + embellished, tiny magic bag, along with a chart of scent notes and symbolics for each goddess/scent as seen above.  (((Shop here now.)))

The Immortal Beloved Perfume Experience is available in several incarnations:

  • Immortal Beloved Body Cocktail Sampler. Find two vials of the perfume oil and EDP in a little magic bag. $10., here.
  • Perfume. 1/3 oz (10 ml) oil based perfume in a hand blown, gold filigree, red Czechoslovakian glass bottle. $150.00, here.
  • Atomizer. 1/3 oz (10 ml) EDP in a red metal purse atomizer. $50.00, here.

  • The Immortal Beloved Perfume + Coloring Book Gift Set. Perfume, atomizer and coloring book together tied in a sparkly gold cord as seen above. $200.00, here.


Goddesses of the Earth Perfumes. Each perfume is held in an exquisite, one-of-a-kind, hand-dyed 22-karat gold and silver leaf adorned smooth, river-stone shaped glass bottle, topped with a gem-like clear crystal glass topper. $200,  here.

Goddess Prints. The goddess illustrations in the book can be found as framable prints on The Jade Dress Shop, here.

Peek More goddess DESTINY upcoming here with the rest of the goddess gang:

Goddesses of the Earth




Girls of the DreamTime




Galaxy Gals




Let the goddesses, and you, giggle through these belongings, desires, and female expressions. Perfumes, body art and more Slow Luxury pleasures to come!

We leave you now…find us + share with us on social media, Twitter, Facebook, and Instagram.

Here’s a parting gift of a color/scent/pigment/plant synthesis to inspire your next deep cave dive.

CREDITS: Pigments from Arthur Buxton, Colour Extraction and Triangulation, many other images created by Jade Dressler, others not credited, yet very open to do that here.


Explore Bespoke Scent + Design Immersed in Marrakech



Imagine your complete sensual immersion in the magical, mystical scents, spices, flavors, and experiences in a place that has attracted artists, free-spirits, and the international jet-set since the 60’s.   Luminaries such as Yves St. Laurent, The Beatles and Stones; beauties from Talitha Getty to Madonna and Kate Moss; and world pioneering investors such as Richard Branson, all discovered a secret, precious world.  Marrakech, Morocco.

Slow Luxury is proud to be partnered with Epic Road, the transformative travel company.  Epic Road offers immersive and socially conscious experiences from luxury safaris tagging and helping to save the rhino population to honeymoons in Africa, the Indian Ocean, Asia, the Arctic, and Antarctica that combine the planet’s great adventures with thought-provoking experiences related to humanitarian and conservation initiatives.  Epic Road has created a new genre of travel, called “transformative travel,” by creating exceptional, mind-expansive journeys that inspire, captivate, and thrill.  Travel & Leisure magazine has designated Epic Road as a preferred travel specialist.

Beginning in December 2016, we offer Slow Luxury + Epic Road custom guided tours to Marrakech.  In support of the slow luxury arts and culture of Marrakech, we are launching the first opportunity to create your own scent with Master Perfumer, Maria McElroy and explore the rich, original arts and community craft that abounds in the city, guided by Slow Luxury’s Jade Dressler.

Immerse below or click here to learn more and speak to Epic Road about your travel desires.

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Maria has created indie-perfumes inspired by her travels in Asia and Africa with rare essences and natural oils through the brand AromaM for over 20 years. Learn more here.


Mark Lakin’s passion for luxury, adventure, photography and philanthropy galvanized a journey across all seven continents that continues today. Mark is co-founder of Epic Road, learn more about Mark, here.


Jade Dressler is an artist, designer, and co-founder of Slow Luxury who has written and spoken about design in magazines and international conferences. Learn more about Jade here.

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That’s so Nice!

Join Us!

Click here to learn more or dash a note to:

‘Mention the code ‘slow luxury’ to receive a special discount’


For travel inquiries, please contact:

USA: (+1) 646.580.3050

For media inquiries, please contact:

USA: (+1) 917.991.8140

Slow Luxury + Cornelia Spa at The Surrey present perfumer, Maria McElroy



Please Join Us


 THURSDAY, OCTOBER 29, from 6 to 8pm

for a special evening with

Master Perfumer,
Maria McElroy

Maria’s perfumes are world-renowned for sensory transport to
Kyoto, Marrakech, and Roma.
Meet Maria, experience her newest scent, the Roma-inspired, Voluptuous Nostalgia,
 and learn how she creates her AromaM collection and custom perfumes for magical clients,
perhaps you?
All the Scents of Desire, Prosecco Superiore,
and Treats in New York City’s Best Spa.

RSVP by clicking here. Space is Limited.

 Cornelia Spa at The Surrey 
20 E 76 in New York City
A portion of event proceeds to support American Heart Association
Please mention “Slow Luxury” for a $500. trip discount with Epic Road Travel


Slow Luxury + Cornelia Spa at The Surrey present Perfumer, Maria McElroy, Oct. 29

more soon!

To RSVP, click here.

For more information please contact or 646.358.3600

The Big Interview: Fiona Fraser, Slow Luxury Co-Founder


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Anthony Akilade of the Herald Scotland meets Slow Luxury Co-founder, Fiona Fraser, as part of the Scottish Enterprise ‘Knowledge for Growth’ series…

Bling. A flash in the eye. You wanted it. You bought it. It was fast, often noisy. There may have been quality but it wasn’t essential. What mattered was that it stood out, that it shouted.

“That was then,” says brand development specialist Fiona Fraser, the world of high-end luxury is turning and buyers are now looking for a bit more substance in their purchases.

The trend is showing up in many different sectors. We have slow food where consumers take a deeper interest in where food comes from, how it is cooked and indeed how it is eaten. We also have slow travel, where the journey is as much a focus as the destination. In architecture, we have slow health with places such as Maggie’s Centres. Now we have slow luxury.

“The slow aspect recognises that the face of luxury has changed. Luxury consumers are far more educated today. They are really looking for meaning, value and connection in what they purchase. Their interest is in sustainability, they are interested in quality, heritage and in provenance. They are looking for products with a soul,” says Fraser who, along with co-founder Jade Dressler, has now established Slow Luxury.

Fraser and her New York-based business partner have both individually designed and developed luxury brands of their own. These have sold internationally to the top luxury retailers and it is this experience that informs Slow Luxury’s brand development work.

Luxury leaders such as Saks Fifth Avenue, Henri Bendel and Joyce in Hong Kong sold accessories Jade Dressler designed and she developed runway and stage pieces for Oscar de la Renta, Bill Blass and celebrities such as Cher.

“We’re not just saying let’s look at your marketing. We’re actually able to use our experience throughout the whole process to develop brands,” Fraser says.

“It all started when we worked with Scottish Enterprise’s textiles team to bring together a showcase roundtable conversation on the idea of slow luxury.

“We invited a number of non-competing Scottish brands, such Johnstons of Elgin and Hamilton & Inches, to come and take part so they had an opportunity to connect with American destination and events planners and tastemakers. These people included a planner who does the decorations for the White House in America, and writers for the New York Times, Forbes,, Huffington Post and Vanity Fair. These were people with a lot of influence in the market either directly with the consumer or with buyers for high-end retailers,” says Fraser.

Fiona Fraser’s previous business, Fraser Balgowan, designed and developed bags and accessories that were made with sustainably-sourced red deer hides and sporting tweeds for the top end of the market.

“Within the first year of business we were selling to Saks 5th Avenue in New York and we were in The Wall Street Journal and Forbes magazine. It was the depth of storytelling that really connected with the people we were marketing to. Every bag had a story. That story connected people to those who worked on the land, worked on the estates, it related to shepherding, weaving, deerstalking and to the history of the communities in the Highlands.”

Fraser took this thirst for detail a step further and invited tastemakers from the US to Scotland. These high-end fashionistas were treated to a full tweed and heather deerstalking adventure so they could understand the way of life. So successful was this Slow Luxury immersive sourcing event that they are now offered by the company as a key brand development service.

“It’s about touching on something very personal, dipping into the richness of the craftspeople and the components of the products. In Scotland we are well positioned to highlight our history of manufacturing, our years of excellence and to tell a really great story,” she says.

But for Fraser too many of Scotland’s manufacturers are failing to truly connect with potential markets and customers.

“Technology obviously gives us much more of an even playing field than we had before. We don’t need to spend £10 million on a marketing campaign in the way we would have had to five or ten years ago,” Fraser says.

“If we are really going to work across the digital opportunities which provide us with other routes to market, we really have to improve on the way we tell our stories. It’s absolutely not good enough to say here’s our lovely scarf and it’s made with the best materials and it’s Made in Scotland. There needs to be more depth to the storytelling.”

Fraser does praise Scottish producers for being able to sell into the wholesale market however she sees a downside to this success.

“When all we do is sell to wholesalers we don’t have direct contact with the end customer so we don’t know what they are connecting with. We are not getting the intelligence back that helps us innovate and create new products,” Fraser says.

“The ‘cash rich and time poor’ luxury consumer is increasingly looking for curated product, it’s that idea of connection and personal engagement. That means the consumer is often interested in the lifestyle. They want to know what is the Scottish lifestyle.”

Learning these lessons from their own forays into high-end retailing has enabled Slow Luxury to reach out to other sectors of the luxury market and the company now is in discussions to consult and develop product with top-end Scottish retailers in apparel, interiors, accessories, food and drink, and experiential travel.

The company’s online brand development strategy focuses on using technology to strengthen social engagement by providing rich personalised content to create a virtual cycle.

“You build your audience and you build your conversation, that then drives traffic, which in turn drives sales and influences the media and buyers,” Fraser says.

In all this Fraser has high praise for the assistance she gained from Scottish Enterprise and the Global Scot Network.

“Stewart Roxburgh and the textiles team really connected with what we were doing. He’s been a fantastic mentor and helped with the initial introduction to Saks. The Global Scot Network too, both in the UK and the US, were a tremendous help. The advice I got from them was advice I couldn’t get from the agencies,” Fraser says.

“The irony of the Slow Luxury story is just how fast the journey has been,” Fraser adds.

Read the full interview in the Herald Scotland here

GREAT SCOTS: Scotland’s Slow Luxury Culture


A Story About Luxury by Fiona Fraser

We Scots we don’t tell stories or shout out about our excellence, our luxury. While our invention, creativity and influence is felt throughout the world, most are unaware that the story of the luxury products we associate with Paris, London or Milan, actually originate from this wild and poetic place I call home, Scotland.


Tilda Swinton for Chanel

From a Chanel dress to a rare whisky; from a cashmere blanket to a $5000 designer suit, more often than not, while a label bears a famous name, the material inspiration and invention originates in Scotland.  Besides luxury fabrics and materials, we’ve created other inventions that have influenced the world.  Many began as the luxuries of their time, now necessities of today, such as the refrigerator, tires, steam engine, penicillin, colour photography, Peter Pan, Sherlock Holmes, golf, the telephone and television.


The Balvenie

In Scotland, our ‘material culture’, the relationship between people, land and product inventions, is the story we have to tell. Aside from our great ‘social’ gifts to the world such as whisky, tartan and travel destinations, we have, however, failed to fully develop recognition for our other aspirational products, wholly owning our luxury brand identities that relate to Scotland’s materials, from pure sea salt to luxurious textiles.

Hebridean Sea Salt

Hebridean Sea Salt

Our heritage is based on hundreds of years of imaginative, ethical, sustainable production of material goods, (what we call Slow Luxury) and this is exactly what makes our products so desirable. Now is the time for these products, and their connection to people, land and time, to become the stories we tell globally. Now is the time for imaginative storytelling, for ‘imagination is the foundation of everything that is uniquely and distinctively human’ (The Element: How Finding Your Passion Changes Everything; Sir Ken Robinson with Lou Aronica) – and human interest, connection and relationships are what we know now drives the luxury desires of the contemporary consumer. The truth of the materials and production is the reward for the story.

Johnstons of Elgin2

Fabric from Johnstons of Elgin

Integral to this new idea of storytelling is Slow Luxury, not a fantasy nor a rigid and imposing ‘walk the talk,’ marketing “story”, rather an aspirational belief, an invitation for conversation, and an authentic way of blending lifestyle, community and commerce that has some greater depth of truth, transparency and meaning. 

For business, this framework must deliver returns but dare we anticipate that those returns might include benefits to the wider bottom line in addition to short term, hard cash?

For me, as the designer of a luxury collection, the benefits of this new adventure include becoming far more connected with my passions in life and questioning how I can contribute towards the sustainability of the economy, particularly in Scotland’s most fragile communities. I often ask this question of my clients and friends in luxury; ‘What might inviting dialogue and conversation focused on the stories around your brand actually realise for you personally and professionally; for your business, for your community, for your culture?’ ‘What is the market opportunity for us in using our vulnerability to ‘dare greatly’, to see the next adventure, given our knowledge of the thirst for connection with Scotland worldwide?’

We have lived through boom and bust times, particularly in terms of the manufacture of textiles.  We faced the near death of the industry and its negative impact on many communities, but we are re-inventing our offering as niche, as something of special, global value.  There is real vulnerability in this experience and we can use this to unlock our creativity.

Tweed Shop at Kyle of Lochalsh, Scotland

Tweed Shop at Kyle of Lochalsh, Scotland

What makes for this poor visibility or recognition for true Scottish luxury brands in the marketplace? Many of the best known Scottish (luxury) companies produce private label garments for other global brands such as Louis Vuitton and Burberry, sell through third party wholesalers, or in cases such as Pringle, our companies have been bought by international concerns who have expertly traded on ‘Scottishness’ and heritage, while moving much of the management and production out of the country.

Looking to the high street, Brooks Brothers and Paul Stewart shop windows in New York this very week are all ‘Highland’, featuring Scottish fabrics made by Scottish manufacturers, with little trace of a Scottish brand name to be seen.  In fact, Brooks Brothers has ‘Highland Heritage’ as its lead fashion trend for this season online, and the first edition of the Brooks Brothers magazine, published this week, features an extended editorial piece about Scotland with rich Scottish imagery and style sensibility.

This position is underpinned by the current Financial Times ‘How to Spend It’ edition, which speaks to technical innovation and the unrivalled quality of Scottish textiles, citing a who’s who of designers and luxury brands sourcing from Scotland, but with only passing reference to Scottish labels such as Begg & Co, who have invested in brand development in order to create visibility as a stand-alone proposition.  However, expert in the business of knowing how to ‘hook’ the audience, the FT article begins with a story; a story of Johnstons of Elgin, its film set-like archive and a royal connection.  Imagine if we were the ones telling this story?  Why encourage others to take ownership of our heritage, style, craftsmanship and luxury?

This invisibility, lack of individual brand identity and an inability to compete with large, international marketing budgets, goes some way to explain why Scotland’s luxury brands in fashion and interiors aren’t among the world’s best known names in luxury.  All the pride of manufacture and provenance, combined with our culture, inexperience, and less than bolshy approach to marketing, somehow precludes us from telling the world about our innovation and creativity, about our stories.  We collectively fail to envisage how our voice might be heard.  However, with social media and a plethora of online channels at our disposal, we do now have the opportunity to compete in a very cost effective way.

Style, Travel and Luxury on the Royal Scotsman

Style, Travel and Luxury on the Royal Scotsman

Marketing luxury is a game of desire and aspiration told through inventive stories. How do we get our Scottish selves into that mind-set? Appeal to our sense of adventure, sensitivity and imagination. Desire, and what is aspirational today is changing, as our world and environment necessitates. The fast, exploitative, rare, and controlled is thankfully now seen as excessive, wasteful and singularly offensive.  Luckily for Scots, pure slow provenance, balance and connection are our basic luxuries and what the world desires.

 B+W Slow luxury

Enter Slow Luxury. 2014 is a BIG year for Scotland on the world stage.  We will host the Ryder Cup, Commonwealth Games, and the ‘Year of Homecoming’.  The world’s media will be trained on us, it has already started, and this is an unprecedented opportunity to share with the world our old/new essential paradigms…and in the process, raise our luxury profile.

There is much support for the development of Scottish luxury from within Government and industry bodies.  Only this week, James Sugden, Director at cashmere weaver Johnstons of Elgin, said the ‘tide has turned’ for the Scottish textiles industry and ‘the time is now’ for the Scottish Government to support investment in a textiles centre of excellence, as retailers are ‘re-shoring’ their orders from Far East suppliers to our own in Scotland. It is interesting however, that focus is predominantly aimed at innovation and production, with little evident discourse about connecting our brand identities and marketing development to that very innovation by developing new products with an ‘old soul’.   In any event, following closely behind must be development of capacity and capability within companies, to engage a workforce in cultural change and a refreshed common goal that is centred around developing identity, selling the story and delivering world-class service.

Ryder Cup 2014

Ryder Cup 2014

How does Scotland further develop its own brand of luxury culture?  This idea of Slow Luxury includes both accessing our vulnerability and ‘daring greatly’, a philosophy coined and described by US researcher and storyteller, Brene Brown that has achieved global recognition.  What is the vulnerable, the daring we all aspire to?  What are the strengths of our stories and connections with our past? The world today is loudly social, mobile and imminently promoting itself in a collaborative, connected way. Strength in messaging, in collaboration and its ultimate success will depend on the extent to which Scottish luxury companies can envisage their marketing activities solidly taking place in a new paradigm.  We can’t compete with the multi-million pound budgets of our global luxury brand cousins but there may be a better way to reflect our excellence.

How to create a compelling brand story today to expand profits tomorrow? Scotland is a perfect case study to illustrate how the concept of Slow Luxury can be a lens applied to brands and product offerings, to offer luxury consumers specific compelling reasons to purchase now.  In the presentation below, we  roadmap the steps smart brands can take to target more desire for their products and services through this proven new thought leadership, shaping the marketing of the best luxury brands today.

The New Black, not the same as the Old Black: Fashion Gathers at the Round Table, NY Fashion Week


Fashion Gathers at the Round Table, NY Fashion Week February 2013

by Jade Dressler


Black clad on Paris and Milan runways or on any street in the world situates one in a fashionable place, an approved global style uniform. At the same time it is the use of black dye, along with red, for clothing and textiles, that happens to be the most toxic to the Earth. Both colors are clearly contributing to life on Earth’s “in the red” status. What will it take for sustainable fashion to be seen as balanced and healthy—“in the black” on financial registers, on our bodies and the planet?

While many in the fashion industry regard themselves being “in the green” or “eco-friendly” by making a donation to charity, much more must be done. Perhaps like the growth of the organic food movement, our growing awareness will impact the values we place on what we choose to wear personally and its collective impact.

Like the issue of food, the production of textiles and clothing has so many aspects, from economic to aesthetics and social justice issues, to designers who fear limits to their creativity. While supply and demand has changed this landscape from when I designed with one of the first organic cotton clothing lines in the 1990’s, Blue Fish Clothing, we can still do more. During this February’s Fashion Week NY, Slow Luxury joined experts at a round table on the subject, sponsored by Fashion-4-Development and Sustainia. The intimate “think-tank” event was moderated by Evie Evangelou, founder of Fashion-4-Development and Laura Storm, Executive Director of Sustainia, “a global collaborative platform for communicating best practices for a sustainable future.”

We invited Nicole Giordano of Startup Fashion to join us along with Slow Luxury friend, John Favreau, of Little Lake Partners, LIM College Professor, Product Development, and a business consultant to top designers and brands.

It was a gathering of like-minded and inspiring to see many of our friends and associates in the room.


Notable attendees included Franca Sozzani, EIC of Vogue Italia, Goodwill Ambassador for Fashion-4-Development and Julie Gilhart, leader in sustainable garb, as buyer at Barneys, now with Amazon.

Julie Gilhart

Also attending were Carola Beeney, PR and Events at ABC Carpet and Home, reps from Vogue Vert, and The Council of Fashion Designers of America, CFDA. Reigning experts at the table included, Ruth DeGolia of Mercado Global, and Sass Brown, author of “Eco Fashion” and eco-expert at FIT, whose bright remarks match her eye for the most sophisticated eco-style.

Sass Brown

Another business focused on sustainable process, in the digital printing world for top fashion and advertising photography as well as eco-friendly building development, our friend, Baldev Duggal of Duggal also attended.

baldev duggal


Sustainia identified 5 reasons for the fashion industry to connect philosophy and practices to sustainable options: waste, pollution, water, transport and social and labor. Slow Luxury adds 5 Solutions we champion for making a difference and a “plus 1” category of importance wellness. Our clothing choices must assign value based on more than just “pretty.” The value of Slow Luxury, is to consider the positive impact of the entire life-process of manufacture and its holistic wellness impact, from the material resources to the contact with our bodies. See Slow Luxury’s Ten Commitments to connect with our own visionary ”round table” where manufacturers, the public and media can interchange for best sustainable practices.

Here are some of the identified Challenges/Opportunities and solutions, our choices for the best practices and companies we admire which address these issues. We’d love to hear your thoughts and champion your own eco-efforts as designers, manufacturers and consumers.

ONE     Waste Challenges/Opportunities

Over-Buying: Americans buy two million tons of clothes each year and discard two quadrillion pounds (that’s a two with fifteen zeroes) or 68 pounds per person of used clothing and textiles into landfills each year, according to the US Environmental Protection Agency.

Toxic Text-tiling: Synthetic textiles have become one of the fastest-growing waste products, rotting slowly (or not at all) in landfills. The production of viscose consumes more energy than the production of cotton and synthetic fabric, emits greenhouse gases, and spews wastewater bearing organic solvents, heavy metals, and poisonous dyes and fiber treatments.

Tiny Recycling. The Council for Textile Recycling says the industry prevents 2.5 billion pounds of post-consumer textile product waste from entering the solid waste stream. However, this is less than 25 percent of the total post-consumer textile waste that is generated each year.

Slow Luxury Waste Solutions

Creative couture thrift buying is the favorite secret of stylish people all over the world and it has the “green” side effects of “not buying” and “no new manufacturing.” Recycling clothes saves more C02, and, in fact, it takes ten times more energy to make a ton of textiles than it does to make a ton of glass. We all recycle bottles and paper, clothing belongs in that mind-set as well.

Livia Firth, whom we spoke with recently, leads with her Green Carpet Challengeand is our vote for most influential force in this arena, inspiring celebrities and A-listers to wear and champion vintage.

livia firth

Both Rent the Runway and top stylist’s secret source, Albright Fashion Library, founded by my friend Irene Albright, 

Irene Albright

along with friend Claudine DeSola, who is founder of Caravan Stylist Studio, are among innovators of this concept.

Claudine Desola

Shopping online is certainly an energy-saver and notably, long-time organic pioneer, Maria Rodale entered the organic product e-commerce world this year with Rodale’s. We’ve met several times with our friend, Michele Barbone, the buyer, whose perspective on the progress on criteria underscored our mission to support companies in whatever effort they make.

Maria Rodale

Several participants emphasized it was the designers themselves who bear the load of influencing the consumer desire for sustainable clothing, and this area is ripe with creative opportunity, for example up-cycling, or incorporating recycled goods into new designs. Schmidt Takahashi, from Germany, is one of our favorite up-cycling designers, the recycled connection with former wearers is an integral part of its unique branding.

TWO     Pollution Challenges/Opportunities

“Friendly + natural fabrics”? Actually, not so earth-friendly. Traditional cotton and wool for starters are not actually eco-friendly. Conventional cotton clothing comes at a great cost. Grown on less than 2 percent of U.S. farmland, cotton accounts for 1 of every 4 pounds of the total pesticides sprayed each year, according to the US Department of Agriculture. Further, when we toss wool and cotton clothes into a landfill, they produce methane, a gas 23 times more powerful at warming the atmosphere than CO2, according to the BBC.  

Slow Luxury Pollution Solutions

New crops are the old crops: Hemp. Nice to know that President Obama and I are fans of hemp fabrics sourced from the very inspiring and passionate Barbara Filippone and daughter Summer Star Haeske of EnviroTextiles.


Summer enthusiastically told me about her work with Obama’s campaign which specified hemp for fundraising scarves.  She said the movement is growing, with Kentucky just approving a bill to join 8 other states allowing cultivation of industrial hemp for fabric and other uses.

Requiring few pesticides, hemp (a cousin of cannabis) has been called a carbon negative raw material, and has been in cultivations all over the planet for over 12,000 years. EnviroTextiles serves designers such as Versace, Calvin Klein and Donna Karan, and “is a pioneer in the development of hemp and hemp blend textiles as well as other natural fiber products, and is the industry leader in the efforts to improve corporate responsibility and transparency in manufacturing processes and labeling.”  Their hemp blends and knits, with organic cotton, silk and Lyocell, offer creative, eco-friendly textile inspiration.

THREE   Water Challenges/Opportunities

Water Everywhere? While Franca Sozzani and F4D are pioneering fashion initiatives in Africa, Franca emphasized that business in developing countries can hinge upon such a basic issue like the access to water. Consider, as well that it takes an estimated 1800 gallons of water required to make just one pair of jeans.

Slow Luxury Water Solutions

One company addressing the water issue is Eileen Fisher. We first met Eileen Fisher in the 1990’s, both leaders in spurring the fledgling organic cotton clothing movement and today, Eileen Fisher continues sustainability leadership.

Eileen Fisher

They produce their core China silks in certification with bluesign® which means that garments are dyed and finished using fewer chemicals, less water and less energy. The certification insures a lessening of the most serious water contamination problem resulting from the use of sulfur dyes in denim and other fabrics, as 50% or more of the sulfur dyes are washed off into the water stream.

“Dyeing is a hot-button topic,” says Shona Quinn, Eileen Fisher’s very eloquent sustainability leader, whom I had the pleasure to hear speak last year at FIT’s “Sustainable Fashion: From Fiber to Fabulous!”

Shona Quinn

The world’s most famous fabric dying expert, Charles Stewart of Tumbling Colors, also presented his eco-findings that day, and good to know he works for everyone from Marc Jacobs to Elie Tahari.


Transport, Social and Labor Challenges/Opportunities

What price is fairness? The economics of eco-fashion are still not feasible to mass manufacturers and industry, who make most decisions based upon their bottom-line, noted John Favreau. The cheapest labor from foreign shores has been seen as profitable, and the headlines are full of unfair labor practices. Even organic growing in Africa has come under scrutiny. What will it take for us to be proud of what is worn on our backs?

Slow Luxury Social Solutions

Labor issues and the cost and impact of transport has inspired grassroots and even government sponsored local production, particularly in New York…thankfully a growing movement everywhere. Both traditional and new models offer creative inspirations worth exploring. Our friend, Bob Bland leads the noteworthy, Manufacture New York, working to create a new garment district in Brooklyn.

bob bland

“Slow Luxury” Solutions: Homework! From the Highlands of Scotland, where Harris Tweed weavers do their thing in their homes to the pioneer in the couture movement stateside, Natalie Chanin and her Alabama Collection, creating community around design and fabrication of apparel can thankfully equal rewarding work and community and not sweatshops.

FIVE   Wellness Challenges/Opportunities

Slow Luxury champions sustainable heritage and emerging brands creating connection, community and beautiful clothing as standards of true luxury, and through this, we also see how clothing can contribute to the wellness of ourselves and the Earth.  

The organic food movement grew from people caring about the health of themselves, family and the planet. We can do the same from a personal commitment to wear wellness. In fact, it is caring mothers who are driving the business for organic baby clothes, which can be a force leading this movement.

Slow Luxury suggests that we work with designers as new eco-oriented lifestyle advocates. With social media and word-of-mouth, designers, manufacturers and individuals can best champion the virtues of eco-style by their personal style and contribute to creating new standards of beauty, craft and luxury, based on wellness as a total concept.

We think now is the perfect moment, a creative opportunity to design and contribute to the conversation about quality, investment pieces made with soulful, loving labor. After all, basic, classic pieces that are investments vs. fast, unsustainably produced clothing are a timeless secret of the most stylish people. Designing investment pieces with the provenance of a Harris tweed blazer, a sustainable cashmere sweater, or designing a classic, signature pair of organic cotton jeans or trousers could well be the mainstay of any collection.

Now that puts Earth “in the new black” from both a smart design and a financial perspective. As industry designers and consumers what are your insights, designs and pioneering initiatives? Introduce yourselves, let’s keep the conversation going.

 images from NY magazine, Vogue Italia, etc.

Daum Art Glass, slow luxury since 1878


Daum Art Nouveau vase

Daum art nouveau vase

Daum art nouveau vase

The head of Creative Production design at one of France’s most revered art glass manufacturers, Daum, Benoit Crantz, was recently in New York for a special appearence on December 4th at the Park Avenue showroom. He demonstrated the unveiling of a sculpture via Daum’s famed lost wax technique…a slow luxury indeed.

Today the atelier, which has collaborated with artists from Salvatore Dali to Philippe Starck, is an internationally known name, collected for art glass mastery depicting exquisite florals, fauna and figure sculpture of all sizes and majesty. The pate verre technique results in unparalleled color variations, textures, bubbles, detail and abilities to catch light and imagination. The lost wax, or cire perdue, technique captures every detail. This is a slow and ancient process, the pate verre dates back to Ancient Egypt and cire perdue dates back 5,000 years to roots in India. This deep history and lineage with the arts explains the fascination that a wide audience has for Daum.

Daum fig vase

Daum Ganesha

This season, tiny to massive figures of Ganesh are popular. The artist collaborations are shared from the imagination of artists to the craftspeople of the atelier. It is the light that is invited every day and evolves, as the object is owned and lived with and the light changes within rooms.

Daum demonstration

Daum slow luxury process

Daum process

Daum Slow LuxuryThe piece by Sylvie Mangaud Lasseigne is unveiled.

Sylvie Mangaud Lasseigne

The matte finish and the bubbles are trademark Daum, although the polished and sleek is also realized.
Daum cat

While nature scenes were bucolically pictured early on, they would be quite at home in a modern composition, mixed with the sensitivity of furnishings, colors, textures and design of various eras. (or in a David Lynch movie)Daum art nouveau vase

Daum appaloosa tulip vaseThis Appaloosa tulip vase comes in sizes from 3 inches high to about 30 inches high. Powerful. Vases are receptivity, suggesting a very female welcoming. Perhaps this one could have been the focal point of a room or a table in Georgia O’Keefe’s home.


Compare with Philippe Starck’s collaboration with Daum, La Toute Petite Etrangete (All Small Strangeness), the smallest of the vase series he designed for Daum in 1988.

Dali Daum vase

Dali’s collaboration, a lime green, heavy footed kind of thing, boasts a humor and attitude of the artist.

Imagine the slow luxury of discovering and collecting this history of art and style.

Daum art nouveau vase

an_art_deco_daum_vase_french_circa_1930_d5382125hCaptivating to study and collect, they remain to be discovered at 499 Park Avenue between 58th and 59th Street, New York, New York or at auction. This 1930’s Daum vase recently sold at Christie’s is testament to the timeless beauty, craft and value of Daum.

Jade Dressler