EL CERRITO, CALIF. Jan 1st, 2007 – Velvet & Sweet Pea's Purrfumery announces the launch of its online boutique, unveiling a signature line of luxury, artisanal botanical perfumes for the socially aware consumer. Blending perfume's legendary opulence with an enlightened focus on organics and without animal fixatives, the perfumery transforms rare, exotic floral and natural scents into distinctive perfumes, colognes, body oils and bath salts.

Velvet & Sweet Pea's Purrfumery's long-anticipated website, www.purrfumery.com, has been a labor of love for artisanal perfumer Laurie Stern. After careers as both a wedding florist and fashion designer, Stern established the perfumery, combining her passion for scent with her botanical studies. Dedicating six years to close examination and experimentation with scent, Stern explored ancient texts and Victorian treatises. Stern shares her hard-won knowledge and practical science alongside excerpts of perfume’s timeless lore, inviting the online audience to travel through the magical world of scent using photographs, how-tos and descriptions of ingredients and blending processes. Perfume stories from around the world are woven throughout the pages of the website, creating an ageless portal in which readers can return to perfume's rich romantic history and a foray into its earth-friendly future.

Hearkening back to ancient apothecary and romantic aesthetics, all of Velvet & Sweet Pea’s Purrfumery products unleash a multi-sensory experience for the wearer. Delicate scents are hand-blended in small caches using the most precious floral essences and extraordinary oils, such as narcissus flower and violet leaf. Once infused with an organic grape alcohol or jojoba base, these evocative perfumes are housed in vintage-style French crystal bottles or custom jewel-topped sterling silver boxes. The perfumery, much like a boutique winery, produces a private-label collection that features limited-edition vintages swathed in luxurious packaging. Whimsical, ornate labels featuring the perfumery's namesake cats adorn product labels, and each offering comes in a silk pouch, decorated with velvet flowers and rhinestone buckles.

Using flowers, fruits, seeds, leaves, honey and aromatic woods both imported and grown in her Bay Area "Perfumer's Garden," Stern innovates high-end scents for both men and women. Constantly innovating and experimenting in her garden laboratory, Stern creates unique, delicately blended scents. Tasmania's rare boronia and Indian tuberose create an aromatic marriage in the perfumery's Songbird fragrance, and the Narcissus Poeticus line features exotic flowers such as Chinese osmanthus. Other lines originate from native plants, such as the alluring bouquet of geranium and citrus trees in the perfumery's Terrain cologne, created by Stern for her husband and landscape architect Gary Lazar.

Including the finest organic, wild and sustainably grown ingredients, Velvet & Sweet Pea's perfume and bath products demonstrate sensitivity to the wearer and the environment alike. Naturally gentle on sensitive skin, the perfumery's scents offer an alternative to mass-produced petrochemical- and animal-based perfumes. Favoring organic bases and botanical ingredients over animal musks and synthetic chemicals, the perfumery's offerings create an natural, delicate bouquet, in contrast to the heavy cloud surrounding most commercial perfumes.

Velvet & Sweet Pea's Purrfumery website dually functions as an educational resource for consumers, providing photographs, guides and tips on perfume creation and enjoyment. After journeying through the rich history of scent online, visitors can learn about the perfume creation process. The perfumery’s website also provides online shoppers with creative gift ideas alongside brilliant photographs illustrating the perfumery’s deluxe gift packaging. Customers can explore the Purrfumery's website and purchase its signature perfumes, colognes, hydrosols, bath salts and body oils at www.purrfumery.com.

Velvet & Sweet Pea's Purrfumery, LLC is an all natural botanical boutique perfumery located in El Cerrito, CA. Perfumer Laurie Stern creates a variety of products, including liquid and crème perfumes, colognes, massage and body oils, hydrosols and bath salts for a home spa.