Some people follow their heart to a fulfilling career; others follow their nose. That was the case for Cassie Buell, owner of Cassie’s in the Central West End. Having spent the last two decades establishing Cassie’s as the go-to scent shop in the area, Buell sells everything from Tom Ford cologne to 4,000 custom-blended products at her eponymous shop. I recently caught up with Buell to learn more about her start in this unique career and discuss the difference between cheap and expensive fragrances.
Town & Style: How did you start your career in perfume?
Cassie Buell: I graduated with a degree in psychology from Washington U. My first jobs were fundraising for an environmental group, universities and hospitals. I switched careers in 1990 to become a store clerk at the former ‘Makes Scent,’ and I loved it immediately. I became the store manager in 1992 and bought the business in 2005.
TS: What are your favorite scents?
CB: Pink Martini, Acai, Berry and China Lily.
TS: What advice do you have for someone looking to gift perfume, especially one that’s custom made?
CB: It’s important not to choose only scents that you like. Find out what scents the other person likes, or, even better, give them a gift certificate.
TS: Do scents smell different on every person?
CB: Some people change how scents smell more than others. The scent is still recognizable, but there can be variations.
TS: What are some of the most popular scents you sell?
CB: Egyptian Musk, Rain and Sage
TS: How do you make a fragrance last longer?
CB: I’m one of those people who don’t hold scent well, so the easiest way is to re-apply! Using a lotion in the same scent helps.
TS: What is the main difference between cheap and expensive fragrances?
CB: The more concentrated a scent is, the longer it lasts. We sell pure, undiluted scents, and they are applied by the drop. We also can dilute our scents and put them in an atomizer. It is a lighter form of the scent, but many people prefer to spray on their scents.
TS: Does perfume go bad? How do you know it’s time to throw it away?
CB: Yes. Everything ages; some perfumes age well, others don’t, just like wine. It’s time to throw it away when the changes make it smell bad.
TS: Who or what inspired your love for fragrances?
CB: My nose! My mother and both grandmothers wore fragrance daily, and my mother let me wear it starting at 8 years old. It took me longer to realize that not everyone would love the same scents as I did, or that people could enjoy a scent I didn’t find pleasing.
TS: What’s the difference between perfume, cologne and eau de toilette?
CB: Perfume is more concentrated than eau de toilette, which is more concentrated than cologne. There are no legal definitions for the various concentrations, and inexpensive colognes can be more concentrated than expensive perfumes.
