Exclusive Q&A with
CO-FOUNDER ADAM JAMES CAVALLARI 

1. What first stirred your love for perfume?

My own interest in perfumery began during my teenage years. At that age, I realized fragrance could be a way to draw attention to myself. A close friend of mine would say that “perfume precedes the person, giving a clear idea of who is about to arrive”. Back then, perfume felt almost like a mask. It helped me hide some of my adolescent insecurities and project an image of myself that wasn’t entirely true but one I wanted others to see.

2. What sparked the idea to create the brand?

It all began with a simple observation. In 2016, while in China, we noticed that Chinese teenagers were forming purchasing groups to buy French perfumes, something almost unheard of at the time. That insight sparked a vision: to create something of our own that could truly make an impact. We wanted a brand that embodied the beauty that emerges when different cultures meet and strive to understand one another. A reflection of our friendship and our diverse backgrounds, both Italian and Chinese. From that vision, Jijide was born, a bridge between Italian creativity and Chinese energy, built on collaboration and shared values. That spirit continues to define us today.

3. What inspired the flacon design?

For us at Jijide, the true value lies in the fragrance itself. We wanted a primary packaging that felt neutral, almost invisible. A pure container, nothing more. A design that doesn’t compete with the scent but embraces it, like a silent frame around a work of art. In our vision, the flacon is not the protagonist. It’s an understated gesture, an intimate embrace that lets the fragrance speak for itself.

4. Which part of bringing a new scent to life gives you the most energy?

The most stimulating part is creating the concept behind each fragrance. It begins with a dialogue between two very young and gifted people from different cultural backgrounds, whose only constraint is to uphold Jijide’s core values: cultural diversity, gender equality, and environmental responsibility. Beyond that, they are free to express their world through scent: sharing memories, traditions, and visions of a positive future. This intergenerational exchange, the ideas that emerge, and the way they transform into a fragrance: that’s what excites us most. It’s where creativity truly comes alive.

5. Which fragrance notes do you find yourself naturally gravitating toward?

For us at Jijide, it’s never about a single note, it’s about meaning. We gravitate toward notes that express the story the perfumer wants to tell. The decisive factor is the coherence between the choice of ingredients and the narrative behind the fragrance. In this sense, we keep the door open to every possibility, without imposing directions. Creativity flows freely when the scent truly speaks the language of its concept.

6. Which fragrance from the collection feels closest to your heart, and why?

Without a doubt, Riso. It’s special because it was born from our very first ‘dialogue’ at Jijide and from the vision of Zimo Luo, a highly talented Chinese perfumer. When she presented the formula that would become Riso, many of her colleagues dismissed it, suggesting other options. But Zimo trusted her instinct and stood by her creation. She only shared this story with us last year when we met again in Shanghai. Today, Riso is not only one of our best-sellers, but also a fragrance that embodies courage, conviction, and the beauty of believing in your own voice.

7. Is there a detail in the fragrances that people often overlook but you love?

Personally, I think the artistic dimension of a fragrance is what people overlook most. Conversations tend to focus on technical details, like longevity, projection, trending notes. Of course, they are important, but only if they respect and enhance the artistic nature of the perfume. For me, real beauty lies in a scent’s ability to tell a story and connect deeply with people. That emotional resonance is the detail I value above all.

8. Jijide is all about dialogues. How do you decide which dialogue to highlight and why?

Our dialogues are born from exploration and, above all, from encounters: sometimes they happen, sometimes they don’t. When we meet a talent, that’s when we understand what story to tell. Often, the first perfumer suggests the second person, and together with us they decide what they want to express. There’s no predefined formula; it’s a creative process that starts from the opportunity of a meeting and grows through shared ideas and perspectives.

9. The brand merges Italian and Chinese roots. How are these both presented within the fragrance collection?

For us, Italian and Chinese roots are not about looking back: they are about living in the present. Jijide draws inspiration from two ancient cultures, yet what we celebrate is their modern evolution, where both share a growing pursuit of quality and authenticity. Our fragrances are never distant representations or clichés; they are lived experiences. If a scent evokes today’s China (Riso), it is because the perfumer creating it breathes the air of contemporary China. If a fragrance tells the story of someone leaving their homeland (Oltre), it is because the nose behind it has truly walked that path. In this way, our collection becomes a dialogue between cultures, expressed through real lives and genuine emotions—where authenticity is not imagined, but experienced. And when it comes to quality, we prefer not to define it with words: we invite you to discover it for yourself, by experiencing our fragrances.

10. Is there a short message that you would love to leave with perfume lovers who are yet to discover the brand?

Beyond simply experiencing our fragrances, we believe in the beauty of meeting in person. As a brand, we love creating opportunities to connect and share the stories behind what we do. Follow us to discover where and when we can meet, because real dialogue is what truly brings our vision to life.

Want to learn more? Discover the niche perfumes of Jijide.