Olfactive collective 12.29, founded by twins Dawn and Samantha Goldworm and named after their birth dates, have created specialised scents for the runways of Prabal Gurung, Zac Posen and Jason Wu, as well as for the boutiques of luxury Italian furniture brand Poltrona Frau.
To expand their brand, the sisters have drawn on their backgrounds in perfume design (Dawn has created scents for David and Victoria Beckham, Kate Moss and Pierre Cardin) and business strategy (Samantha honed her skills at Lancôme, Unilever and American Express) in order to bring a distinctive line of scented objects to a wider audience – via the web.
“We decided to debut with candles because we find them to be the most beautiful way to scent the home,” says Samantha. “Limoges, being the finest porcelain in the world, was naturally our go-to partner for the handmade bisque porcelain jar that holds them. When our candles are lit the jars glow, creating a soft golden light. And after the candle is finished, a scented refill is available so that people can continue their 12.29 scent story.”
12.29’s e-commerce site is named Only Scent Remains, and here you’ll find the five candles that comprise their current range ($150 each). The candle packaging is sublimely simple, with clean white boxes and letterpress font.
The first candle in the series – It Was All a Dream – has hints of jasmine, darkly textured oud and soft oriental notes, while A Vivid and Wild Beauty blends lactonic florals and “freshly turned earth”. A Dark Affair imparts deeper notes of amber and musk for a slightly more masculine feel.
Creating a custom scent for a space costs a minimum of $5,000 but 12.29’s aromatic candles diffuse beautiful scent at a more accessible price that allows for experimentation. A bright idea.