Artisanship and excellence are at the core of AMAFFI’s manifesto. Each and every scent is crafted in Grasse, France by master perfumers using only the rarest and highest quality natural ingredients. AMAFFI fragrances are unrivaled vessels for elegance, nobility and power.  To launch AMAFFI in the United States, SGC hosted an intimate press launch for editors to discover the AMAFFI universe through an immersive fragrance experience to underscore the brand’s philosophy of excellence, handcrafted fragrances and bottles. Their journey began at the new boutique on Billionaire’s Row in NYC with a champagne reception of Cristal, guided fragrance tour and 'perfume tasting' of signature scents. The ceremonious initiation into AMAFFI continued as guests were transported to Restaurant Daniel for a five-course, custom dinner menu inspired by AMAFFI’s signature natural ingredients.  A four-piece string quartet played a variety of curated songs throughout the dinner. The last course included a celebratory tea ceremony in which the press sampled AMAFFI’s bespoke tea recipe that teased their upcoming 2022 new fragrance.