Derya Türkan’s Journey into the Art of Perfumery – For Derya Türkan, perfume is far more than a scent — it’s an art form, a memory, and a bridge between emotion and identity. Her journey from academia in Istanbul to opening Parfum Le Dance in the heart of Richmond is one marked by courage, creativity, and an enduring love for fragrance. What began as a personal passion shared online through her Instagram and YouTube channels has blossomed into a boutique that celebrates individuality through scent.
Now, Derya is taking her vision a step further by introducing Kaorium, an AI-powered fragrance discovery experience from Japan, to her store — making Parfum Le Dance the first UK boutique to offer this innovative blend of technology and art. Kaorium transforms perfume exploration into a deeply personal journey, translating scent into language through emotion and memory.
We caught up with Derya to learn more about her inspiring transition from lecturer to perfumer, her philosophy on fragrance, and how Kaorium is reshaping the way we experience scent.
Personal Journey & Inspiration
Derya, your story takes you from academia in Istanbul to running your own niche perfume boutique in London — can you tell us about the moment you decided to make that leap from lecturer to perfumer?
It wasn’t sudden; my passion developed gradually over the years. Even while lecturing on production management at the university, perfumes were always my escape. After long and intense workdays, discovering new fragrances and exploring the stories behind them felt like entering another world. Over time, I wanted to share this passion and help others experience that same feeling, so I started an Instagram and YouTube channel dedicated to perfumes. I realised I was genuinely happier in this world I had created for myself. After the pandemic, I decided to leave academia and fully dedicate myself to perfumery. It was the biggest, yet most rewarding decision of my life.
What first sparked your fascination with fragrance, and how did it evolve from a personal passion into a professional pursuit?
I’ve had a special connection with scents since childhood. I associate all my memories with specific smells, and they are deeply imprinted in my mind. Over time, this interest became more than just enjoyment; I wanted to explore perfume compositions, the stories behind them, and the emotions each note evokes on a deeper level. Then I began creating content and sharing my interpretations of fragrances. Seeing that people were inspired by my stories gave me a clear professional direction.
Your background is rooted in business and academia. How have those experiences influenced the way you approach the perfume industry today?
My academic background taught me to think analytically, work in a structured way, and build sustainable systems. The perfume industry is deeply emotional, yet it also requires strong business discipline. I try to balance creativity with efficiency, and the strategic foundation behind Parfum Le Dance was built entirely with this mindset.
Leaving a stable academic career to follow a creative dream takes courage — what were some of the biggest challenges or fears you faced in that transition?
My biggest fear was failure. Academia was a safe space, structured and predictable. The world of perfumery, on the other hand, is full of risks and uncertainty. But I learned to trust my inner voice. Moving to the UK and building a new network from scratch was also challenging, yet with every step I became more myself. Looking back now, I realise those fears are what made me stronger.
The Art of Fragrance
You describe perfume as an “art form with the power to tell personal stories.” Can you share a scent or memory that has had a profound impact on you personally?
Yes, absolutely. For me, perfume is a language that speaks when words are not enough. Some scents do more than evoke a memory; they bring back a feeling, a voice, even a presence. For me, that scent is Jean Paul Gaultier Le Male. It was my brother’s perfume, and he passed away in 2013. Even now, whenever I smell it, I feel as if he’s suddenly there beside me. That fragrance is no longer just a scent; it’s a timeless echo of his presence. Scent has the power to connect us with those we’ve lost, allowing us to relive a fleeting moment with them, wrapped in warmth and memory once again.
In your view, what defines a niche perfume, and how does it differ from mainstream fragrances?
Niche perfume represents the soul of the fragrance industry. It is created not for commercial reasons but with an emotional purpose. Each scent carries its own story, character, and originality. While mainstream brands often appeal to the masses, niche perfumes speak to the individual’s identity. Choosing a niche fragrance is, in fact, a way of discovering oneself.
How do you curate the perfumes for Parfum Le Dance — what draws you to a particular scent or brand?
If a brand or a perfume truly moves me and allows me to feel its story, I include it in the collection. Every fragrance should have a soul behind it. The perfumer’s vision and the quality of the materials are also very important to me. I love discovering niche brands from around the world that are not yet available in London and bringing them to perfume lovers here. At the same time, I try to include independent UK-based brands that cannot be experienced anywhere else. My aim is to create a collection that feels globally inspired yet locally unique, giving space for each perfume to tell its own story.
Building Parfum Le Dance
Your online presence began with @parfumledans, which built a loyal following. How did your digital community help shape your boutique today?
The journey that began on Instagram is now at the heart of the boutique experience. Parfum Le Dance is more than a retail establishment; it represents a community. For years, my followers and I have been sharing conversations about perfume and learning together. Without their energy and support, the boutique could never have grown to where it is today in such a short time.
What was it like transitioning from running an online platform to opening a physical boutique in Richmond?
It was like a dream but one that required a great deal of effort and dedication. Considering that I had just moved to the UK and that this was my first retail experience, I had to discover everything from the ground up. I managed most things on my own and the boutique felt like a newborn baby to me, something I have lovingly nurtured, shared every step of with excitement, and watched grow with pride. In the online world everything is visual, but in a physical space every detail is felt, the scents, the atmosphere, the design. Opening my boutique on Paved Court in Richmond has been one of the most meaningful milestones of my life.
How do you hope customers feel when they walk into Parfum Le Dance for the first time?
I want customers to feel comfortable, calm, and truly at ease when they walk into Parfum Le Dance. I hope they take their time, slow down, and explore the perfumes in a relaxed and intimate atmosphere. This is not just about shopping but about experiencing, discovering emotions, engaging in conversations about scent, and learning more about the world of perfumery. My wish is for Parfum Le Dance to be a place where people do not just find a fragrance but reconnect with themselves and their emotions.
Do you notice differences in how people from different cultures approach perfume — for example, the way Turkish versus British customers experience fragrance?
There are clear differences. Turkish customers tend to prefer bold, intense fragrances with strong longevity and a powerful sillage. For them, a perfume should make its presence known and leave a lasting impression. They are usually less drawn to citrus-based scents, as they often find them too light or casual. Instead, warm, powdery, and textured fragrances are among their favourites. British customers, on the other hand, gravitate towards more subtle, balanced, and refined compositions. They appreciate longevity but prefer a scent that does not project too strongly or overwhelm others. Interestingly, while Turks adore powdery fragrances, British customers tend to be more reserved toward them, favouring fresh, citrusy perfumes instead. These contrasts beautifully reflect the cultural nuances in how each perceives and experiences scent.
Philosophy & Future Vision
What’s your guiding philosophy when it comes to selecting and recommending perfumes to your customers?
I never tell anyone what to buy. I start by listening and trying to understand their mood, personal style, memories, and the fragrance families they are drawn to. Perfume is personal; no fragrance suits everyone. Each skin tells a different story. My role is to help them discover the fragrance that best complements their own.
You’ve described perfume as deeply personal — what advice would you give to someone trying to find their “signature scent”?
I am not one of those who believe in having a single signature scent. Seasons change, temperatures shift, we go to different places, wear different clothes, and our moods constantly evolve. It is almost impossible to express yourself with only one fragrance in every situation. When someone visits my boutique, I usually ask them what kind of scent they feel like experiencing at that moment, considering the season and their current mood. Perfume is a journey, it needs to be tried, given time, and allowed to live on the skin. Sometimes a fragrance captures your heart not instantly but hours later. That is why I always encourage people to take their time, trust their feelings, and experience every stage of the perfume throughout the day.
You are the first UK boutique to offer Kaorium — tell us about this innovation from Japan that translates scent into language, guiding customers to their perfect fragrance through emotion, memory, and AI-driven insight.
Kaorium is a unique system where technology meets art and emotion. Developed in Japan, this AI-powered experience turns perfume selection into something deeply personal. It begins by asking questions such as “What kind of scent are you looking for?” or “Which scent feels closest to your desired image?” and after the perfume is chosen, it asks, “How would you describe this scent in one word?” helping customers connect emotionally with what they smell.
I wrote my doctoral thesis on artificial intelligence and have conducted research in this field, which is why I wanted to bring this emotional and technological experience into my boutique. What I love about Kaorium is that it does not feel mechanical; it remains a very human, emotional process. Kaorium is like a poetic tool that simply makes those feelings visible. In Parfum Le Dance, we personally guide every visitor, but when they want to explore something different, they can experience Kaorium. The final choice, however, always belongs to them. Because choosing a perfume is never about algorithms, it is about emotions. I am proud that Parfum Le Dance is the first boutique in the UK to introduce this innovation.
Listening to Derya speak, it’s clear that Parfum Le Dance is far more than a perfume boutique — it’s a sanctuary for the senses. Her ability to blend analytical precision with emotional intuition gives every visitor a unique, personal experience. Through her collaboration with Kaorium, Derya is bridging the gap between innovation and intimacy, inviting customers to connect with fragrance — and themselves — on a deeper level.
For anyone seeking a scent that tells their story, Parfum Le Dance in Richmond offers not just perfumes, but moments of discovery, reflection, and emotion — a true celebration of the art of fragrance.
Poppy Watt