Creating the Fragrance for Bower Collective x Roald Dahl’s James and the Giant Peach

Bower Collective & James and the Giant Peach Launch Event

When Bower Collective first asked me to think about one question — what does the peach in Roald Dahl’s James and the Giant Peach actually smell like? — it really got me thinking.

Like so many people, I grew up loving Roald Dahl’s stories. They’re magical, strange, imaginative and slightly chaotic in the best possible way. Quentin Blake’s illustrations are completely tied to that feeling too — instantly nostalgic and full of personality.

But when I started thinking about the story itself, my first thoughts actually went somewhere quite olfactively unpleasant.

James and the Giant Peach - Quentin Blake Illustration

I immediately thought about the insects: Mr. Centipede, Miss Spider, Ladybird and Old-Green-Grasshopper, and this enormous peach rolling across the countryside. If you imagined it literally, it could easily become something overly ripe, earthy or slightly dank… which is probably not quite the direction you want for a collaboration across hand wash, washing up liquid and all-purpose cleaner.

So rather than trying to recreate a literal giant peach, we focused on the feeling the story gives people.

Bower Collective & James and the Giant Peach - Peach Velvet Fragance

For me, James and the Giant Peach is really about nostalgia, possibility, adventure and wonder. That feeling of childhood imagination where anything could happen. Fragrance has always done that for me too — it has the ability to transport you emotionally and bring back feelings you didn’t even realise you remembered.

That became the real inspiration behind the fragrance.

Creating Peach Velvet

We wanted Peach Velvet (the working name) to feel juicy and uplifting, but still clean, modern and sophisticated enough to work beautifully within the home.

The opening combines sharp lemon, velvet apricot and juicy peach nectar for an immediate juicy freshness. The peach itself was designed to feel natural and nostalgic rather than overly sugary or artificial — soft, velvety and familiar.

Rose and lily of the valley bring a clean floral freshness through the heart of the fragrance, helping balance the fruit and giving the scent an lightness that works especially well in homecare products.

Finally, cedarwood adds a subtle grounding effect. It gives the fragrance depth without becoming heavy, helping the overall scent feel comforting, fresh, and premium.

The result is something playful but still elevated, a fragrance that nods to the magic of James and the Giant Peach while still feeling very true to Bower Collective’s world.

A Career Highlight

This project has honestly been one of the highlights of my career so far!

To have one of my fragrances connected to a story and artwork that shaped so many childhoods (including my own) feels incredibly special. While seeing the fragrance paired with Quentin Blake’s illustrations and brought to life through the packaging and storytelling of the collection was a real pinch-me moment.

What made it even more meaningful was how naturally the partnership aligned. Bower Collective’s commitment to creating a more sustainable future through thoughtfully designed homecare products fits beautifully with the sense of care, imagination and optimism that sits at the heart of Roald Dahl’s stories.

A huge thank you to the whole team at Bower Collective for trusting me with such an iconic project. Collaborations like this are a reminder of how powerful fragrance can be in storytelling; creating emotional connection, nostalgia and identity far beyond traditional fine fragrance.

I can’t wait to see what people think of our peach powered fragrance and the collection as a whole!