At Santa Maria Novella Ginza

— At Santa Maria Novella Ginza (Ginza Komatsu 1F)

Kaori NakanoIt's a pleasure to meet you. I've wanted to meet you for a long time. I never imagined that Mr. Yamano would be connected to Santa Maria Novella. Please forgive my ignorance.

Emile YamanoThe pleasure is all mine. Were you familiar with the Ginza store?

NakanoI've been a frequent visitor since it first opened.

YamanoThank you for that.

NakanoAs I recall, Santa Maria Novella gained popularity about three to four years ago from a men's magazine. Men who were hesitant about fashion fragrances but still wanted to use fragrance started using it and recommending it to others. Men appreciate history, so they were probably waiting for something like this—something with a story.

YamanoI founded my marketing company 32 years ago. My main business has been assisting European food manufacturers with expanding their market in Japan. I also love clothes, but I was always hesitant about branded items and used to shop exclusively at what you'd now call select shops. The place I frequented the most was "Tie Your Tie." Are you familiar with it, Ms. Nakano?

NakanoThat's Franco Minucci's shop in Florence, isn't it?

YamanoThat's right! When I visited the flagship store in Florence for the first time 11 years ago, the store had a wonderful scent. I perceived it as something like incense, so when I asked Minucci, "What is this scent?" he told me it was Santa Maria Novella, but I didn't know it then. Intrigued, I asked him, "Could you take me to the company?"



NakanoI also received it as a gift from an editor friend last Christmas. I use it regularly. Just having the scent of this potpourri elevates the ambiance of a room. It's incredibly effective. I find its timeless elegance to be truly remarkable.

YamanoSo, Minucci took me there, but he was a rather capricious president. I was kept waiting for an hour and a half, and he was quite dismissive. He seemed unapproachable, but when Minucci mentioned that "Yamano also loves classic cars in addition to his work," the president's demeanor changed (laughs). By the time I left, we had agreed to do business.

NakanoSo, classic cars brought Santa Maria Novella to Japan! (laughs) It feels like I've uncovered a secret story behind a famous fragrance, and I'm getting excited. Speaking of which, Santa Maria Novella is also a scent that suits luxury cars. Placing potpourri in a car seems like a popular way for men to enjoy fragrances. So, where was the first Santa Maria Novella in Japan located?

YamanoInitially, we placed it in a lounge corner at "Tie Your Tie" in Shinsaibashi, Osaka. From there, it expanded, and gradually we gained customer support.

At Santa Maria Novella Ginza

NakanoMr. Yamano, what aspects of Santa Maria Novella do you particularly value?

YamanoTo put it simply, it's "history and culture." Not only do customers enjoy the products, but behind them lies over 800 years of history, supported by numerous fans. I feel an unadulterated romance in that. "History and culture" can never be overturned.

NakanoThat story must be the greatest allure for men.

NakanoThat's a fitting anecdote for Visconti.

YamanoWhile I cannot disclose many names, actresses like Anouk Aimée and Catherine Deneuve visit every year. The same goes for a female candidate for the next US presidency. It's reassuring to have such supporters worldwide.

NakanoThese individuals are more like patrons than mere customers, aren't they? Like patrons of the arts. Still, just hearing the names of Santa Maria Novella's patrons one after another, it's fascinating how a certain society or class emerges. It's like a noble secret society (laughs) that shares the value of Santa Maria Novella. The fact that classic cars are involved is also something that would deeply resonate with fans of Santa Maria Novella.

YamanoIndeed, you never know what connections you'll make.

To be continued in (2)