The House of Fragrance

The House of Fragrance of St. Georges, established by Charles Richard Rutherford, began as a humble venture rooted in Rutherford's deep-seated passion for the art of perfume making. By 1931, Rutherford was already engrossed in the craft, experimenting with fragrances as a hobby. His fascination with perfume creation, paired with the unique allure of Bermuda's natural bounty, sparked an ambitious idea: to craft perfumes that celebrated both local ingredients and global aromatic treasures.

Set against the backdrop of Bermuda's lush landscapes and vibrant botanical diversity, Rutherford envisioned a perfume house that would capture the essence of the island. The House of Fragrance sought to blend Bermuda's native flora—such as the fragrant cedarwood and the tropical blooms like hibiscus—with exotic ingredients sourced from around the world. This innovative approach aimed to create a distinct olfactory identity that highlighted Bermuda's natural beauty while embracing the richness of international fragrance traditions.

The company's location in St. Georges, a historic and picturesque town, lent an air of sophistication and charm to its operations. As Rutherford's venture gained momentum, it became clear that his vision extended beyond a mere hobby. The House of Fragrance of St. Georges began to transition into a commercial enterprise, reflecting Rutherford's commitment to bringing a slice of Bermuda's unique scent profile to a broader audience.

In due course, the House of Fragrance evolved into the Bermuda Perfume Factory, marking a significant milestone in its journey. This transition symbolized a shift from an artisanal endeavor to a more established business, dedicated to producing high-quality fragrances that captured the essence of Bermuda's natural and cultural heritage. The Bermuda Perfume Factory continued to honor Rutherford's initial vision, blending local charm with global sophistication, and leaving a lasting legacy in the world of perfumery.

The Story of Bermuda, 1935:

"We passed the house of Richard Rutherford, who began experimenting with perfume making in 1931. He used the lily, the freesia, and wild lemon grass, with fixative ingredients from the various corners on the globe. His "House of Fragrance" had developed such a good export business that two rival companies sprang up and began producing bottled scent."

In 1935, Bermuda's burgeoning reputation in the world of perfumery was significantly marked by the work of Richard Rutherford. As detailed in "The Story of Bermuda," Rutherford began his perfume-making journey in 1931, initially driven by a personal passion for the craft. His experimental approach involved utilizing Bermuda's native flora, including the delicate lily, the vibrant freesia, and the zesty wild lemon grass. These local ingredients were meticulously combined with fixatives sourced from various global locations, creating fragrances that were both unique and appealing.

By 1935, Rutherford's "House of Fragrance" had made a notable impact on the perfume industry, establishing a robust export business. His success was so pronounced that it spurred the creation of two rival companies, eager to replicate his achievements and capture a slice of the growing market for bottled scents. The rise of these competitors underscored the significance of Rutherford's innovations and the allure of Bermuda's fragrance industry, which had quickly become a notable player on the international stage.

Beautiful Bermuda, 1947:

"Bermuda perfumes were widely sold in Bermuda and the United States before World War II, and they also created a considerable demand in many far markets. The Fidelwood and other perfumes of the House of Fragrance were in great demand in South Africa, Australia, Canada, and Great Britain, as well as in the United States, and there is no doubt that renewed exportation to these countries will enhance the industry here...In 1927, Richard Rutherford, of Shelly Bay, who had been studying the art of perfume-making for some time as a hobby, began to consider making Bermuda perfumes commercially, using such extracts as he could make from local sources, blended with materials that had to be imported from all parts of the world from the islands of the Pacific to the wilds of Africa and the shores of the Baltic Sea.."

In 1947, the global reach and influence of Bermuda's perfumery were further acknowledged in "Beautiful Bermuda." Prior to World War II, Bermuda perfumes had already made substantial inroads into both local and American markets, and their appeal extended far beyond. The House of Fragrance's offerings, including the popular Fidelwood, had created a significant demand not only in Bermuda and the United States but also across distant markets such as South Africa, Australia, Canada, and Great Britain.

Richard Rutherford's vision, which began with a hobby in 1927, had evolved into a thriving commercial enterprise. By blending Bermuda's local extracts with exotic materials from regions as diverse as the Pacific Islands, Africa, and the Baltic Sea, Rutherford crafted perfumes that resonated globally. The enduring success and demand for Bermuda's fragrances highlighted the industry's potential for growth and the promise of renewed exportation to further enhance Bermuda's standing in the global perfume market.

The perfumes of The House of Fragrance:

• 1930 Fidelwood
• 1930 Hibiscus
• 1930 Lily
• 1930 Freesia
• 1930 Wild Lemongrass 
• 1930 Loulette Divine
• 1930 Wild Jasmine  
• 1930 Corsage
• Lady of the Night 
• Oleander
• Buttonwood 
• Snowberry
• Banana Patch

Fidelwood, a standout fragrance from The House of Fragrance, became renowned for its distinctive allure and sophisticated composition. Introduced as one of the flagship perfumes, Fidelwood captivated perfume enthusiasts with its unique scent profile that blended Bermuda’s native ingredients with exotic elements from around the world. The fragrance’s name itself evoked a sense of exoticism and elegance, aligning perfectly with the brand's commitment to quality and innovation.

The presentation of Fidelwood was equally remarkable. It was typically housed in a Depinoix bottle, a creation of the esteemed designer Julien Viard. Viard, known for his exquisite craftsmanship and artistic flair, designed the bottle with meticulous attention to detail. The Depinoix bottle for Fidelwood was more than just a container; it was a work of art that reflected the sophistication and luxury of the fragrance within. Viard’s design often featured intricate patterns and elegant shapes that complemented the opulence of the perfume, making it not only a sensory delight but also a visual pleasure.

The combination of Fidelwood’s alluring scent and the Depinoix bottle’s artistic design made it a symbol of refinement and taste. This blend of olfactory and visual artistry underscored The House of Fragrance’s dedication to creating a complete and captivating sensory experience. As a result, Fidelwood not only became the most famous of the house's offerings but also a lasting icon in the world of perfumery.

The perfume Fidelwood, renowned for its elegant and exotic scent, also shares its name with an American concern that emerged in 1937. This enterprise, known as Fidelwood, Inc., was established in New York City and was pivotal in expanding the reach of the House of Fragrance's offerings beyond Bermuda. The establishment of Fidelwood, Inc. represented a strategic move to penetrate the American market more effectively, leveraging New York City's status as a major commercial hub.

According to a report from the "Drug and Cosmetic Industry" in 1937, Fidelwood, Inc. opened showrooms and offices at 551 Fifth Avenue, a prestigious address that underscored the brand's ambitions and aspirations. The company aimed to make a significant impact in the U.S. market by introducing Fidelwood through leading stores, thus positioning itself prominently within the competitive perfume industry. This expansion marked a critical step in elevating the House of Fragrance's profile and establishing Fidelwood as a notable name in American perfumery.

By 1939, the House of Fragrance had solidified its reputation with its flagship scent, Fidelwood, gaining recognition in industry publications. "Glass Packer," a prominent trade journal, noted the House of Fragrance of Bermuda for its distinguished "Fidelwood" odor. This acknowledgment highlighted Fidelwood's growing influence and the brand's successful penetration into international markets. The fragrance's unique appeal and the quality of its presentation contributed to its esteemed position in the perfume industry, reinforcing the legacy of both the product and the House of Fragrance.

Drug and Cosmetic Industry - Volume 41, 1937:

"Fidelwood Opens Offices: Fidelwood, Inc., has opened showrooms and offices at 551 Fifth Avenue. New York. The line which was recently introduced in the United States through leading stores, is made by the House of Fragrance, Bermuda."

 Glass Packer,1939:

"the House of Fragrance of Bermuda, noted for its "Fidelwood" odor."