Fragrance house

Jijide

Founded in Milan in 2016, Jijide emerged from a friendship and conversation among Adam James Cavallari, Andrea Alessandri, and Fanqi Guan, combining Italian and Chinese cultural perspectives. The founders’ interest in perfumery began around 2015, prompted by growing interest among young Chinese consumers in imported Western fragrances and fragrance as a form of self-expression. Initially presented as an Italian home-fragrance brand creating a connection with Chinese culture, Jijide was described by 2023 as an artistic-perfumery brand. Its creative identity frames fragrance as dialogue between cultures, with an emphasis on inclusion, respect, integration, and individual identity; its perfumes are not divided into women’s and men’s categories. The debut Personality Collection comprises eight fragrances portraying moods, emotions, and states of mind, developed with Maurizio Cerizza and tested with focus groups in China and Italy. The Dialogue Collection pairs emerging perfumers from different cultural backgrounds in year-long collaborations. Riso and Grano began this direction in 2023, followed by Terra and Fuoco in 2024. In 2026, Jijide introduced the Conversations collection with Talea, built around white chrysanthemum absolute and themes of cultural divergence, prejudice, and changing perspective.