51 was inspired by the idea of nothing being quite what it seems, which is the whole story of Roja Parfums’ flagship store at 51, Burlington Arcade. It is in one way the epitome of propriety, soberness and refinement, yet underneath it lies a backstory that is all but that.

A homage to timeless femininity. Inspired by the best of the past, created today to be worn tomorrow.

A rich and sensual floral bouquet of lily of the valley, rose, gardenia, orange blossom, jasmine, tuberose, lily, and ylang ylang is given an unusual twist with a touch of raspberry. An infusion of citrus and violet leaves and a spicy heart of aniseed, cinnamon, and clove enlivens the scent. Nestling on a warm, soft base of cashmere and sandal wood, patchouli, benzoin, vanilla, and powdery orris, 51 promises the wearer and bystander a whiff of the eternal British icon.