Not just things.

Memories, captured.

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Wearable Sculpture

JEWELLERY

01

The Missing
Piece

22K White Gold · Mother of Pearl · Brushed Finish. A puzzle-piece clasp — a symbol of connection and completeness. Designed to be worn as a pair or alone as a quiet declaration.

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02

Calla Lily
Pendant

18K White Gold · Natural Diamonds · Sapphires. A sculptural interpretation of the calla lily — hand-formed petals in brushed silver with a stem set with graduating emeralds and a diamond-pavé spadix.

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03

Late Bloomer
Big Legacy

18K White Gold · Pavé Emeralds · Yellow Sapphire · Navette Emerald Drops. Modelled on bamboo — which roots itself underground for years before breaking the surface and growing faster and taller than anything around it. This bracelet was commissioned for someone who built something extraordinary through patience, discipline, and quiet belief. The bamboo-segmented band is set entirely in pavé emeralds. Three botanical charms hang from the nodes: navette emerald leaves radiating from a central yellow sapphire — the moment of emergence, captured in gold.

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Bamboo — the inspiration for Late Bloomer Big Legacy

04 04

The Slingshot
Pendant

18K Gold · Natural Polki Diamond · Sapphires. Inspired by the silhouette of a slingshot, this pendant reinterprets an object associated with tension, instinct, and youthful rebellion through the language of fine jewellery. Hand-finished in textured gold and accented with sapphires, the piece is centred around a natural Polki diamond — embracing the imperfect beauty of uncut stones. Organic, ancient, and quietly luminous. Sculptural yet intimate, it exists somewhere between artifact and talisman, balancing rawness with refinement.

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05 05

Three Stones,
One Form

18K Brushed Gold · Colombian Emeralds · Peridot · Blue Sapphires. Created as a deeply personal commission, these rings celebrate the birthstones of the client’s three children — born in May, August, and December. Scattered across the surface of each band, the stones gather into one form rather than sitting in rigid symmetry: intimate, imperfect, and alive. The composition mirrors the emotional chaos and beauty of family itself.

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Commission

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Olfactive Works

PERFUMERY

Fragrance is one of the strongest anchors of memory — shaping how people remember spaces, brands, and moments.

We create signature scents as emotional extensions of identity — ensuring your brand remains at the forefront of every guest’s memory, long after they leave.

57

Helly Choksi develops bespoke olfactive worlds for brands and individuals, translating atmosphere and emotion into scent. Over 57 scent identities have been created across hospitality, wellness, lifestyle, and private commissions.

01

Badiani Gelato 1932

A limited-edition sensory activation developed for Badiani's Fulham location, inspired by matcha gelato and conceived to heighten the atmosphere of the garden space. The project explored how scent can transform hospitality environments into destinations remembered beyond the visit itself.

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02

The Atelier London

A bespoke signature scent developed for a private Atelier London client seeking a fragrance-led wedding experience. Designed as luxury wedding favours, the scent captured the atmosphere and emotional tone of the celebration — allowing guests to leave with a lasting sensory memory of the occasion.

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03

Rebel Bunny Matcha

A scent identity created for a digitally native matcha lifestyle brand, designed to turn packaging, retail, and pop-ups into emotionally memorable experiences. The fragrance balances ritual, creative energy, and modern minimalism while remaining fresh, genderless, and culturally forward.

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04

Opa — Traditional Greek Dining

An experience-led hospitality fragrance for OPA, translating the atmosphere of celebration, warmth, and coastal escapism into scent. The concept extended beyond ambient scenting into retail formats including home fragrance and salt scrubs.

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05

L'aventure Atelier

An intimate olfactive collaboration — a fragrance that speaks of curiosity, craftsmanship and the quiet thrill of discovery.

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06

Yours Spaces — London · Marbella · Ibiza

A multi-location wellness scent architecture designed for Yours Studios across London, Marbella, and Ibiza. Built around movement, breath, and nervous system regulation, the fragrance creates a recognisable emotional atmosphere while adapting subtly to each location's mood and climate.

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07

A Milestone in Scent — Bespoke 30th Birthday Fragrance

A deeply personal bespoke fragrance created to celebrate a milestone birthday. Designed as an olfactive portrait rather than a conventional perfume, the scent captured memory, personality, and emotional significance through a fully custom composition.

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08

Publicis Groupe

Founded in 1926, Publicis Groupe is the world's largest communications group. Étrange London developed a bespoke gifting fragrance concept designed to transform client gifting into a sensory brand experience — strengthening emotional connection, memorability, and perceived brand depth through scent.

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09

Private Airline

An exclusive cabin fragrance commission for a private aviation client — the scent of altitude, luxury and seamless arrival.

Coming Soon

10

Four Seasons

A bespoke hotel fragrance in collaboration with Four Seasons — a scent that becomes inseparable from the memory of arrival.

Coming Soon

Commission

Begin a Scent Commission

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Badiani 1932

Developed a matcha-gelato inspired fragrance for a limited-time activation at Badiani’s Fulham location, conceived to heighten the sensory character of the garden setting and position the space as a destination to be experienced rather than simply visited.

The Atelier London

Private Bridal Commission — Bespoke Wedding Fragrance

A bespoke fragrance developed for a private bridal commission through The Atelier London, created as a sensory extension of the wedding itself.

The Brief

The project explored how scent could become part of memory and ritual rather than simply function as perfume. Developed as wedding favours for guests, the fragrance was designed to emotionally capture the atmosphere of the occasion — intimacy, softness, warmth, and timeless elegance.

Process

Helly developed a bespoke olfactive identity alongside packaging direction and sensory positioning, ensuring the final object felt deeply personal while remaining refined and understated. The process balanced emotional storytelling with luxury execution, translating an abstract emotional brief into a cohesive fragrance experience.

Rebel Bunny Matcha

A scent identity created for a digitally native matcha lifestyle brand, designed to turn packaging, retail, and pop-ups into emotionally memorable experiences. The fragrance balances ritual, creative energy, and modern minimalism while remaining fresh, genderless, and culturally forward.

Brand Context

Rebel Bunny Matcha is a digitally native lifestyle brand built around modern matcha culture — blending ritual, creativity, and playful rebellion into a contemporary identity that resonates with a new generation of consumers. Scent offered an opportunity to introduce a recognisable olfactive identity capable of connecting retail, packaging, and product experiences.

Objective

Create a recognisable olfactive identity that translates a digitally native brand into a physical memory anchor — strengthening unboxing impact, and building subconscious recall at pop-ups and packaging touch-points.

Approach

Developed a core scent architecture designed to reflect ritual, creative energy, and modern minimalism. Balanced freshness and warmth to avoid leaning spa or gourmand, maintaining a genderless and culture-forward identity. Calibrated diffusion for subtle atmospheric presence in-store while adapting intensity for packaging integration.

Outcome

A cohesive sensory layer that extends brand identity beyond screen into memory. A scalable scent architecture adaptable to PR mailers, seasonal drops, and future home extensions. Opportunity to adapt into merchandising in the form of candles, home fragrances, and hand creams.

Opa

An experience-led hospitality fragrance translating the atmosphere of celebration, warmth, and coastal escapism into scent. The concept extended beyond ambient scenting into retail formats including home fragrance and salt scrubs.

Brand Context

OPA is known for creating high-energy Mediterranean dining environments where food, music, and celebration merge into a theatrical hospitality experience. The atmosphere is designed to feel transportive — evoking the spirit of Mediterranean nights, vibrant gatherings, and communal dining.

Strategic Opportunity

For OPA, scent offered a natural extension of the brand’s atmosphere. By translating the restaurant’s energy into fragrance formats, the brand could reinforce emotional recall after guests leave, create a new merchandise category aligned with the brand, and extend the OPA experience into guests’ homes.

Product Strategy

Two scent-led products were developed to translate the restaurant experience into physical formats.

Home Fragrance Diffuser

Designed to recreate the warm Mediterranean atmosphere associated with the restaurant environment — lively, warm, and transportive.

Salt Scrub

A body scrub concept connecting the restaurant’s identity with themes of Mediterranean rituals, relaxation, and indulgence.

L’aventure Atelier

A bespoke scent architecture created for L’aventure Atelier — designed to capture intimacy, artistry, and timeless emotion through fragrance and future sensory objects.

The project explored scent as an atmospheric extension of the atelier itself: soft, elegant, emotionally layered, and deeply personal. Rooted in the idea of memory and quiet luxury, the olfactive direction was developed to evoke warmth, craftsmanship, skin, fabric, light, and the intimacy of objects created with care.

Sensory World

Beyond fragrance alone, the scent world was envisioned to later extend into a broader sensory collection across candles, cashmere care, and other retail formats — creating a cohesive emotional identity that could be experienced physically within the atelier’s universe.

Craft & Process

Every detail of the process was approached with restraint and refinement, resulting in a signature scent designed not simply to be worn, but to become part of memory itself.

The Result

L’attimo Extrait de Parfum

Signifying a moment in time.

Yours Spaces

A multi-location wellness scent architecture designed for Yours Studios across London, Marbella, and Ibiza. Built around movement, breath, and nervous system regulation, the fragrance creates a recognisable emotional atmosphere while adapting subtly to each location’s mood and climate.

Brand Context

Yours Pilates describes itself as more than a workout space — a studio environment powered by movement, creativity, and connection. The brand combines physical training with community, bringing together people, ideas, and creative energy within a welcoming environment. As the brand expands from London to Marbella with ambitions to become one of Europe’s leading Pilates studios, maintaining a recognisable atmosphere across locations becomes increasingly important.

Strategic Insight

During brand discovery, the Yours team described their studio environment through several key ideas: movement and momentum, creative approachable energy, a welcoming community atmosphere, and a space where diverse people and ideas come together. These insights suggested that the scent should feel energising but not stimulating, fresh and contemporary, and balanced between focus and calm.

Strategic Objective

Develop a scent architecture capable of functioning as a recognisable olfactory signature across Yours locations. The fragrance needed to reinforce the studio’s atmosphere of momentum and creative energy, support focus and breath-led movement during Pilates sessions, and remain consistent between London and Marbella as the brand grows.

Environmental Considerations

The London studio spans approximately 5,500 sq ft, combining workout areas with reception and social spaces. With locations in London and Marbella, weather must be taken into account for the creation of a signature scent that blends with both atmospheres.

Reception Area

Slightly more noticeable scent presence to establish the brand environment.

Studio Floors

Very subtle atmospheric diffusion to ensure the fragrance remains compatible with breath-led movement.

One-of-One

Private Fragrance Commission

A private fragrance commission created for a client seeking to develop a scent exclusively for his wife — a composition designed to exist for one person alone.