Bulgari partners with Firmenich to launch ‘Flower Gems of India’ initiative

By

Isabelle Crossley

Published
Feb 11, 2020

Fine jewellery brand Bulgari has collaborated with French fragrance brand, Firmenich, and Indian floral extract exporter, Jasmine Concrete, on ‘Flower Gems of India’, an initiative to create new jasmine farms.

 
Bulgari, Firmenich, and its Indian partner Jasmine Concrete, have launched a pilot for their Flower Gems of India project to offer farmers in Tamil Nadu an alternative approach to jasmine farming for perfumes, Firmenich announced on its website. The pilot will run until 2021 and will test out a new, more sustainable jasmine farming method, with 100 family-run farms in Tamil Nadu.
 
The new sustainable approach is intended to create higher quality jasmine flowers and use permaculture techniques including soil restoration and water supply management. The project also aims to improve the wellbeing of farmers by introducing a fixed price for goods and reduced production costs.

Bulgari has consistently used jasmine in its perfumes, making the scent a brand signature.

“Bulgari’s quest for the most beautiful and flawless gems of nature lead us to Firmenich and its partner Jasmine Concrete, which produces the world’s highest quality jasmine,” said Bulgari’s CEO Jean-Christophe Babin at the conception of the project last year, Firmenich reported. 
 
“It became important to us to contribute to support the communities that enable us to create our masterpiece fragrances, and that we establish a sustainable approach to preserve and support the local economy,” said Babin.