Interview with Tiffany Witehira
“Memories are meaningful. Memories inspire Curionoir”
Tiffany Witehira (Perfumer & the Founder of Curionoir)
Curionoir creates fragrances and rare objet d’art that evoke memories in a world of sensory intangibles. Since launching in 2011, the New Zealand-based brand Curionoir has grown into one of Australasia’s most luxurious perfumery and candle ranges.
Tiffany Witehira grew up immersed in Māori culture. After a career as a successful stylist, it was during her wedding that she realised her passion to create candles. She crafted a series of hand-cast skull candles, individually wrapped in tulle for each guest. The idea for Curionoir comes from this labour of love.
We have had the pleasure of interviewing Tiffany to find out more about her lifestyle, inspiration and the story behind fragrance.
How do you start your day?
Usually, my day starts with the hustle of getting the kids ready for kura (school). At the moment as we are in a Level 4 lockdown in Aotearoa, we all seem to have zoom calls in the mornings!
What was your first perfume and if you smelt it now what would it evoke?
I cannot remember the first ever perfume I made, but the first perfume I continued to evaluate was Dark Bouquet which we still have in our range now. It’s an earthy jasmine fragrance. When I smell this it takes me back to the day I thought I could be brave enough to share this with the world.
Who or what has shaped who you are?
I’m extremely close with my whānau, my cousins and I have a few good friends who have been inspirational and supportive of me throughout the years.
What do you like most about creating fragrance?
I love the reactions we receive from people, fragrances can bring people together and on the flip side, can be quite polarising, and that’s interesting to me.
What advice would you give to new customers on how to start choosing a signature scent?
As opposed to focusing on the ingredients that are in a fragrance and thinking you will like it because of that, just trust your senses and see what they enjoy.
What have you learned about yourself since you became a perfumer?
I annoy people with how picky I am.
Who or what makes you laugh?
We've been watching old episodes of Flight of the Conchords with the kids during lockdown and they’re pretty funny. There’s also this guy on Instagram @teao_p who is pretty funny.
Memory seems to play an important role in Curionoir. Why do you think fragrance is powerful in regards to memories?
Memories are meaningful. Memories inspire Curionoir as I feel there is no point in creating anything without a meaning, feeling or story. More than any sense, smell is closely linked to memory. From an anatomical point of view, basically, when we smell through our nose the particles travel to the brain’s olfactory bulb which is directly linked to the amygdala and hippocampus. These areas can immediately trigger a detailed memory, or intense emotion.
What are three words to describe living in New Zealand?
Tino Rangatiratanga, Re-indigenise
When you’re away what scents remind you of home?
The smell of soil usually reminds me of being home, and interestingly enough, 100% maple syrup, as we go through a lot in our home and this may be strange for some, but disinfectant reminds me of home as when I was very young I used to go to cleaning jobs with my Nan and Aunty and the smell of Dettol is strong in my memory.
What’s been inspiring you in 2021?
Native plants of Aotearoa, the rise of Māori leadership within parliament, my children growing, and Curionoir is always a source of inspiration for me.
What things are you passionate about apart from fragrance?
Te Ao Māori, yoga, and my friends and whānau. I’m fascinated in my native language and have been studying part time this year will be studying te reo Māori next year full time.
What are your favourite flowers to have around the house?
I’m not fussed about flowers around the house. I don’t mind a Magnolia branch from our tree with a few blooms every now and then, but I prefer to admire them on their tree.
What’s your home wardrobe aesthetic? Vintage or new?
A mixture of both
All of your products have interesting names. Where does that inspiration come from?
It’s hard to say really as the emphasis isn't ever on a name. The name is the outcome from the project and the time that was put in to the project. My staff also have an input with some of the fragrances. I like making sure everyone is happy with what we release in every facet.
If you could design a fragrance for anyone past or present who would it be and why?
My kuia, Erana first and foremost. She was a Māori rongoa practitioner and would travel to marae around Aotearoa and share her wisdom that had been passed down through the generations. She also used to be a translator in hospitals for those who couldn’t speak English. She spent a lot of time in the forest and was very knowledgeable about the healing properties of native plants. She sometimes took us in to the forest, they are my best memories which seem so distant now. I would love to make a fragrance for her. Then, Alexander McQueen was such an inspiration to me throughout my teens and early 20’s. He made me dream of things outside of Aotearoa. I’d love to have worked with him and his deep sensitive mind.
We love your Heirloom Parfum bottles, where did the idea come from?
The bottles aren’t an original idea, we have brought this idea back to life and made it accessible for those whom want something that’s crafted with true consideration and craft, something that is unique in form. Historically fragrance was always encased in beautiful handblown bottles. Over time as consumerism became more demanding I feel craft and consideration became less important. We have been making our pieces for over ten years now and it’s great to see there is a movement towards supporting real craft.
What’s on your playlist right now?
My playlist is so eclectic. Kendrick Lamar is my favourite, but then I have Tamino, Grace Jones, Outkast, Ali Farka, Faten Kanaan, Nirvana, Dorothy Ashby and the list could go on. I love music, old and new.
What are you currently reading?
I have just purchased Anne Frank, Te Rātaka a Tētahi Kōhine. This book is The Diary of Anne Frank that has been translated in te reo which I hope to start soon.
What are some of your biggest dreams that you are yet to fulfill? / Do you have any upcoming projects you want to share with us?
Biggest dreams…well, I would love to Karanga on my marae one day, and receive a moko kauae. We do have a new fragrance coming out soon, it was meant to be out now but due to the current health crisis it has been pushed back. I really look forward to this release as we haven’t released anything since prior to the Covid outbreak. It’s very deep, animalic and earthy.
We love Curionoir’s unique aesthetic and beautiful scents inspired by Maori heritage, and we are lucky enough to have the Curionoir Pablo candle in our shop. Be ready to immerse yourself in the smoky and aromatic scent!
£140.00