Tucked away in Paved Court, Richmond is a tiny shop, one that’s packed with fragrant inspiration. If you want to indulge your olfactory senses, then I urge you to pop in to Parfum le Dance and meet the owner Derya Türkan and ask her to take you through Kaorium, the AI-powered fragrance discovery experience. Opened in March by internationally acclaimed perfume critic and entrepreneur Derya, the Richmond-based store has quickly established itself as a destination for niche and hard-to-find global brands.
Kaorium
Created in Japan by Toshiharu Kurisu in 2019, Kaorium offers a unique sensory journey by translating scent into language, allowing visitors to explore fragrances through a blend of emotion, memory, and AI-driven insight.
An entirely novel approach to fragrance exploration that decodes the enigmatic world of scent, the device helps people discover new fragrances intuitively through an exploration of perfumes and the language that the user associates with them. Harnessing state-of-the-art technology, the brand utilises custom hardware, software and AI to help customers identify and select new fragrances without the distraction of marketing, bottles, or their own preconceptions about a brand.
In order to guide people towards new fragrance selections, Kaorium harnesses the huge amount of open-source textual data available on the internet and analyses how scents are represented in language. It couples this with its own expertise, and how the customer reacts to each scent, to deliver a precise, personalised recommendation – the ultimate scent discovery experience.
Ben Janousek, CEO of Kaorium said, “We’re absolutely thrilled to see Kaorium available at Parfum Le Dance, a boutique that truly values creativity and individuality in fragrance. Collaborating with Derya Turkan is especially exciting — her artistry and vision perfectly align with Kaorium’s mission to transform the way people experience and express scent. Together, we’re opening up a new world of discovery for perfume lovers”
Derya Türkan, Parfum Le Dance said, “I’m so excited to be collaborating with Kaorium and to introduce the experience at Parfum Le Dance. Kaorium brings a fresh, innovative way of experiencing fragrance, and I love how it empowers people to connect with scent on a deeper, more personal level. It feels like a perfect fit for my boutique and the community.”
Customers at Parfum Le Dance can now engage with Kaorium’s AI technology, offering a personalised exploration of various niche luxury scents. This immersive experience aims to redefine how consumers connect with fragrance, blending cutting-edge technology with the art of perfumery.
About Derya Türkan
As a dedicated lecturer at various universities, she cultivated a love for teaching and research. However, beyond the classroom, another passion always captivated her: the world of scents.
For Derya, fragrances were never just a hobby – they were a way to evoke memories, stir emotions, and transport oneself to different places and times. She believes that perfume is far more than just a product; it’s an art form with the power to tell personal stories. As a passionate collector, she has explored a vast range of perfumes, always searching for unique and inspiring scents that resonate on a deeper level.
This love for fragrance inspired her to start sharing her experiences and discoveries with others. Nearly six years ago, Derya launched a YouTube channel and an Instagram account under the name @parfumledans, where she began to document and discuss the beauty of niche perfumes. Her insightful and heartfelt reviews quickly gained a following among perfume enthusiasts.
Four years ago, she made a bold decision to leave her academic career behind and immerse herself fully in the world of fragrance. She took on various roles at a niche perfume boutique, learning every aspect of the business and deepening her expertise in niche perfumery.
In June 2024, Derya made the move to London, where she is now realising a new dream: curating her own collection of exceptional niche perfumes through her online boutique. What began as an online platform has now grown into a physical boutique in Richmond, where she can personally connect with customers and shares her passion for fragrances.
