In 1923, Severem by Jovoy emerged as a captivating embodiment of the era's fascination with the exotic and the allure of distant lands. Against the backdrop of the 1920s, a period marked by cultural renaissance and societal transformation, Western fascination with Orientalism reached its zenith. Blanche Arvoy's selection of "Severem" as the perfume's name, meaning "I love it" in Uzbek, Azerbaijani, and Tajik languages, strategically capitalized on this trend of linguistic exoticism.
The name itself evoked a sense of mystery and adventure, offering women a portal to indulge in fantasies of faraway places where romance and passion intertwined effortlessly. For women of the time, Severem wasn't just a fragrance; it was a means of escapism into a world of opulence and intrigue, inspired by the imagined splendor of the East. The perfume's name alone conjured images of silk-clad figures in bustling bazaars, where every scent carried a story of love and longing.
The design of Severem's bottle further enhanced its allure. Crafted from glass in the shape of a sitting dromedary, with stopper depicting a Bedouin figure, it was a masterpiece of artistry and craftsmanship. This meticulous attention to detail transported women into a realm of exotic luxury, where each spray promised an olfactory journey to distant lands of enchantment.
In essence, Severem by Jovoy appealed to women of the 1920s not just as a fragrance but as a touchstone of their desire for fantasy and escapism. It offered a tangible connection to a world where the exotic met the everyday, where dreams of faraway lands could be briefly indulged through the simple act of wearing perfume. In doing so, Severem became not only a coveted accessory but also a symbol of the era's spirit of adventure and sophistication, encapsulating the allure of Orientalism in a bottle.
Fragrance Composition:
So what does it smell like? It is classified as an oriental fragrance for women.
- Top notes: bergamot
- Middle notes: jasmine, rose, spices
- Base notes: musk, sandalwood, ambergris, oakmoss, vanilla, incense
Bottle:
Severem by Jovoy not only captivated with its fragrance but also made a bold statement through its meticulously designed bottle. Crafted from polished clear molded glass, the bottle itself was a work of art, shaped in the likeness of a dromedary in a sitting position. The stopper, crafted from frosted clear glass, depicted a Bedouin figure, adding to its exotic allure. The base of the bottle bore the inscription "by Lordonnois 1922 France," a nod to Marcel Prosper Lordonnois, a renowned French sculptor and medallist known for his mastery in artistic representation.
Each detail of the Severem bottle spoke to luxury and sophistication. Adorned with a gold foil label embellished with a star and crescent motif along its edges, it was housed in an elegant black satin presentation box, further enhancing its prestige. The range of sizes offered catered to different preferences and needs: 3", 3.5", 4", and 5 5/8" tall variations provided options for collectors and enthusiasts alike.
In terms of volume, Severem was available in a 1 2/3 ounce size and a 2 ounce size for its parfum concentration, appealing to those who valued both quality and quantity in their fragrance choices. Additionally, the toilet water version came in a generous 8 oz bottle, reflecting the popularity of fragrances for daily use during that era.
Priced at $12.50 for a 2 oz bottle in 1924, Severem commanded a premium in the market, emphasizing its exclusivity and desirability among discerning consumers. Adjusted for inflation, this would equate to approximately $226.93 in 2024, highlighting its status as a luxury item even by contemporary standards. During special promotions, such as a three-day sale offering Severem for $8.88, or $161.21 in today's terms, it remained an investment in elegance and refinement.
Severem by Jovoy not only embodied the essence of its time through its fragrance but also through its exquisite presentation, reflecting an era where craftsmanship and artistry converged to create enduring symbols of beauty and sophistication.
Fate of the Fragrance:
Severem by Jovoy, a fragrance launched in 1923, continued to captivate consumers and maintain its presence on the market through 1929, despite the challenges posed by the Great Depression looming over the global economy. The perfume's enduring popularity and continued availability during this tumultuous period underscored its significance and appeal.
Despite its luxurious appeal, Severem was not immune to the economic pressures of its time. The Great Depression, which began in late 1929, likely contributed to the eventual discontinuation of Severem and other luxury items as consumer spending tightened. Nevertheless, its availability through 1929 suggests that Severem had established itself as a coveted fragrance, appreciated for its quality and artistry amid uncertain economic conditions.
In conclusion, Severem by Jovoy's ability to endure and remain available for purchase through 1929 highlighted its enduring appeal and quality craftsmanship. Its legacy as a symbol of elegance and exotic allure continues to resonate, representing a unique chapter in the history of perfumery during a period marked by both cultural dynamism and economic uncertainty.
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