There was a moment, not long after launching STORIES Parfums, when I began to question what luxury really meant.

In an industry built on beauty, excess had quietly become normal. Heavy glass discarded after a single use. Packaging designed to impress once, then disappear into landfill. Objects made to be admired briefly, rather than lived with.

And it didn’t sit right with me.

Luxury, to me, has always been about longevity — choosing fewer things, better things, and allowing them to stay with us over time. It’s about intention. About care. About respecting both craftsmanship and the world that holds it.

That’s why we refill.

Keeping What Matters

When we design a fragrance at STORIES Parfums, we don’t see a bottle as disposable. We see it as a vessel — one that holds memory, ritual, and personal meaning.

Glass doesn’t need to be thrown away to make room for something new. It can be returned, cleaned, reused, and honoured. The same bottle. The same form. A continuation, rather than a replacement.

Refilling allows us to keep what matters, instead of constantly starting again.

A World That Thrives

Sustainability is often framed as survival — doing just enough to slow damage, to lessen harm, to cope.

But I believe we should be aiming higher.

I want to live in a world that thrives, not one that merely survives. A world where beauty and responsibility coexist. Where craftsmanship doesn’t come at the cost of the environment. Where luxury isn’t measured by excess, but by thoughtfulness.

Return to Refill is our way of contributing to that future.

• We don’t send out unnecessary glass.
• We collect what already exists.
• We reduce waste without compromising craftsmanship.

In the UK and Ireland, we offer complimentary collection of your empty bottle, because responsibility shouldn’t feel like a burden. It should feel intuitive, supported, and part of the ritual.

Ritual Over Replacement

Fragrance is deeply personal. It marks seasons of our lives, moments we return to, memories we carry.

Why should something so meaningful be treated as temporary?

Refilling allows your fragrance story to continue — quietly, seamlessly, without interruption. Same scent. Same bottle. Same ritual.

It’s not about doing more.
It’s about doing better.

A Considered Choice

Return to Refill isn’t a trend, a campaign, or a moment in time. It’s a pillar of how we think about design, responsibility, and the future of STORIES Parfums.

Every refill represents a conscious choice — to slow down, to reduce waste, and to value longevity over convenience.

And every returned bottle tells us that this way of thinking resonates.

A Boxing Day Thank You

This Boxing Day, for one week only, I wanted to say thank you — for coming on this journey with us and for choosing fragrance with intention.

As part of our Return to Refill initiative, when you purchase a 100ml Eau de Parfum, you’ll receive 200ml over time for the price of 100ml — a considered invitation designed to support longevity and a more circular approach to fragrance.

Shop the Return to Refill Event

Shop 100ml Eau de Parfum

Thank you for choosing to refill, return, and continue the story — thoughtfully.