New Perfume Boutique Opened in London
Press Release
Internationally acclaimed perfume critic and entrepreneur Derya Türkan has unveiled her first UK boutique, Parfum Le Dance, bringing a curated collection of rare and exclusive fragrances to Richmond upon Thames, London.
Photo from the brand’s album
The new perfumery, located in the historic Paved Court, just steps away from the popular Ted Lasso store and within short walking distance of Richmond Green, the River Thames, and Richmond Train Station, opened its doors on 15th March 2025.
Drawing on her extensive industry connections developed over a decade in the perfume world, Türkan has assembled an impressive portfolio of niche international brands, including some that have previously been unavailable to UK consumers. Parfum Le Dance will showcase curated collections from renowned perfume houses such as Czech Republic's Renier, Greece's Manos Gerakinis, and the sophisticated Italian brand, Giardini Di Toscana.
Türkan's journey to becoming a niche perfume boutique owner represents a story of passion and reinvention. Originally from Istanbul, she built an impressive academic career, earning a PhD in Business and Production Management and lecturing at several universities before following her true calling in the world of fine fragrances.
Photo from the brand’s album
"Perfume has always been more than just a product to me—it's an art form with the power to evoke memories, stir emotions, and tell deeply personal stories," says Türkan. "After sharing my discoveries with enthusiasts through my @parfumledans platform for nearly six years, I'm thrilled to create a physical space where people can truly experience these olfactory treasures. Richmond's charming character makes it the perfect setting for this boutique, and I'm delighted to contribute to London's fragrance landscape with these carefully selected gems from around the world."
Since relocating to London in June 2024, Türkan has focused on expanding her online boutique while preparing for this brick-and-mortar location. The move represents the culmination of a journey that began four years ago when she left academia to immerse herself fully in the perfume industry, working in various roles at a niche perfume boutique to master every aspect of the business.
The Richmond boutique aims to become a destination for those with a curious nose seeking sophisticated, unusual scents beyond mainstream offerings, while providing expert guidance and personalised recommendations. Türkan's academic background in logistics has proven invaluable in establishing direct relationships with exclusive perfumeries and bringing their unique creations to discerning customers in London.