I'm honoured and please to announce that Ayala Moriel Parfums will be part of FRAGments - Underground, Artisan and Indie Perfume Event/Collective The 1st Event to be held on June 22, 2013 at MorYork Gallery, 4959 York Blvd, Los Angeles, CA. On June 22, 2013, FRAGments - Underground, Artisan and Indie Perfume Event/ Collective will bring together olfactory and perfume artists from across North America in a gallery setting to present a curated selection of their work. The event will be the first in a series to be held in a unique space and coincide with the first Saturday of the season. Each event will feature a moderated salon discussion followed by a reception and exhibition where perfumer/creators will be able to present their work in a collective pop- up shop designed and styled by FRAGments.

The name for the series is derived from FRAGRANCE MOVEMENT and picks up on the slang word for perfume, "FRAG". While the event represents a collective, implicit is the recognition that independent, artisan perfumers are fragments of a whole that move in different directions. FRAGments seeks to celebrate these differences.

“Artisan perfumery is a growing movement where individuals are exploring unique olfactory directions through a variety of fragrant media and palettes” says Maggie Mahboubian, founder and curator of FRAGments. “However, very few venues exist for these perfumers to present their handcrafted work. FRAGments will fill that gap”. She adds, “it will provide a small scale, intimate forum for artisan perfumers to interact directly with their audience”. Another unique aspect of this event is that it will define a community and spotlight the art of fragrance design through interpretive and experimental work.

The first FRAGments event will be held at MorYork Gallery in Los Angeles, the studio of eclectic sculptor, Clare Graham whose work visually embodies the spirit of this diverse group of perfumers, who create unique, multifaceted and experimental olfactory art. For more information about Clare Graham and this extraordinary venue please visit: www.claregraham.com.

The event will begin with a salon-style discussion session moderated by Saskia Wilson- Brown. Ms. Wilson-Brown is the director of the newly formed Institute for Art and

Olfaction in Los Angeles. The IAO supports the work of olfactory artists through grants, research opportunities, lectures, workshops and a materials library. For more information please visit www.artandolfaction.com.

Event Details:
Summer Solstice Saturday, June 22, 2013
11am-12pm, Moderated Discussion Session with perfumers 12pm-5pm Pop-up Shop

The following artists will present their work at the 1st FRAGments event on June 22:

JK DeLapp, The Rising Phoenix Perfumery
David Falsberg, Phoenicia Perfumes 
Amanda Feeley, Esscentual Alchemy
Lisa Fong, Artemisia Natural Perfume 
Heather Kauffman, Jolie Laide Perfume 
Maggie Mahboubian, Parfums Lalun
Christi Meshell, House of Matriarch
Mik, MIKMOI San Francisco 
Ayala Moriel, Ayala Moriel Parfums
Persephenie Lea, Persephenie
Sherri Sebastian, Sebastian Signs 
Nikki Sherritt, Rebel and Mercury Parfums 
Meredith Smith, Sweet Anthem Perfumes 
Dawn Spencer-Hurwitz, DSH Perfumes 
Laurie Stern, Velvet and Sweet Pea’s Purrfumery
Roxana Villa, Roxana Illunimated Perfume 
Shelley Waddington, En Voyage Perfume
Yosh Han, YOSH Olfactory Sense

Event Highlights and Notables:

*Persephenie will present an experimental olfaction project.
*En Voyage Perfume will be launching their new fragrance at the 1st FRAGments event. *House of Matriarch will spotlight their Blackbird fragrance which was just named a Top 10 fragrance for 2013 by Men's Journal magazine, the only Indie fragrance that made their Top 10 list.
*Esscentual Alchemy will present “Moon Valley” - Featured in Vogue UK May '13 issue in their Natural Beauty Selections.
*Ayala Moriel Parfums will bring Treazon, which was nominated for the Indie FiFi Awards 2013, and 4 more perfumes especially curated for this unique event.

About FRAGments:

FRAGments was founded by West Coast perfumer Maggie Mahboubian who launched her Parfums Lalun brand in September 2012. Maggie has the unique advantage of approaching FRAGments as an “insider” with knowledge about the details and tools needed to create a successful and vibrant event. Her background as a professional architect gives her the skills to coordinate a complex project and see it through to completion. The FRAGments series intends to uncover the potential of this rapidly evolving genre by highlighting artistic exploration and experimentation.

Follow/like FRAGments on Facebook and visit the website for more details. 

Come sniff, get the story behind each perfumer's art and, if you choose, purchase directly from us!
I won't be there in person, but my perfume-friend Faith Frenz will be representing me and will help you discover a collection of 5 perfumes I curated especially for Los Angeles! 

Tickets are $10 and can be purchased online in advance on the FRAGments website.