In Conversation: Almira Armstrong on Fragrance, Ritual and Creative Purpose
Recently featured in Perri Cutten’s In Conversation series, LUMIRA founder Almira Armstrong reflects on the moments - both quiet and profound - that shape her creative world.
In this thoughtful exchange, Almira speaks about the sensory memories from her childhood that first ignited her love of fragrance, and how those memories continue to inspire her today. From the scent of blooming jasmine on early morning walks to the ritual of preparing her daughter’s lunch, Almira shares how small, everyday actions become meaningful creative fuel.
She also speaks to the values that define LUMIRA - intentionality, sustainability, and a commitment to craftsmanship - and how they guide everything from product development to daily life. Her approach to fragrance is deeply personal: every scent is designed not only to evoke a place or time, but to become part of the wearer's own rituals and memories.
“We often think of success as these big moments, but I’ve come to realise that the quiet, in-between spaces are just as powerful,” she shares.
This conversation is a reminder that fragrance is more than a sensory indulgence - it’s a way of being present, of honouring beauty in the everyday, and of living with purpose.
