But she also worries that the sector has lost its way. ‘I feel the true meaning of niche has disappeared,’ she says. ‘That, for me, is authenticity, creativity, showing craft, doing something unique and breaking away from trends. Today, I see none of that. I see groups of people – some from the commercial world – seeing an opportunity to make money and doing a me-too brand of something that already exists in this arena. Niche should be about being different, about standing out from the crowd – and that seems to have gone.’

— Wallpaper (again) on the explosion of niche; the quote is from Lynn Harris (the founder of Miller Harris and Perfumer H). Read more at Eau zone: the makers of niche perfumes explain why uncommon scents are in the ascendant.