Culture | Travel

Inside the global launch of Amaffi’s Royal White Diamond in New York

by Hamish McDougall

Legendary perfume house Amaffi hosted Boulevard at the brand’s global launch of their latest, enchanting fragrance, Royal White Diamond. Held in the maison’s flagship New York showroom—located, naturally, on the iconic billionaires’ row shopping Mecca of 57th Street—the event starred K-pop sensation and cultural force, Momo, who serves as Amaffi’s international ambassador and muse. “Perfume expresses itself by touching people’s hearts,” shared Momo. “It becomes a story that moves people when they smell it—it moves their emotions.”

“What surprised me is the effort that goes into creating a new fragrance; it can take years to build. Amaffi doesn’t just make perfume—they’re making art.”