Creed boasts an unbroken line of perfumers: father-to-son, descending and developing through seven generations. Creed is the quintessential family business. The Creeds have the unique genetic heritage of a discerning nose for scent – a centuries’ long passion for perfume. This gives the House an authenticity beyond price.
The first Creed of whom we hear came down to London from the East Midlands in the reign of Queen Anne. Business was booming in the new West End: a pair of former Royal footmen had just established the Piccadilly grocery Fortnum and Mason. Half a century later in 1760 one James Henry Creed hung up his sign in Conduit Street, Mayfair. His tailoring business specialized in military uniforms, riding habits and equestrian accessories for the gentry, and especially for the Court of the new King George III at nearby St James Palace. Creed’s secret stock-in-trade was the private creation of bespoke perfumes for prized illustrious clients. These scents were offered as luxurious gifts and their mystery was enhanced by their being designated by number, not by name.