Don't Tell Jasmine by Vilhelm Parfumerie

Don’t Tell Jasmine by Vilhelm Parfumerie is one of the latest fragrances by this New York based niche perfume brand. Vilhelm Parfumerie was founded by Jan Ahlgren who collaborated on a creative project to infuse leather with scent while working as a handbag designer in Sweden. Ahlgren was born to an American mother and Swedish father and spent his early years  working in the fashion industry and traveling throughout Europe. Eventually he  relocated to New York where he fell in love with the city and it was there that he met his future wife and Vilhelm partner.

In New York Ahlgren continued designing handbags before enlisting the talents of master perfumer Jerome Epinette to start a line of fragrances. Epinette was a

Don't Tell Jasmine perfumer Jerome Epinette and Vilhelm Parfumerie founder Jan Ahlgren

Perfumer Jerome Epinette (left) and Vilhelm Parfumerie founder Jan Ahlgren

senior perfumer with Robertet and already had a proven track record of creating noteworthy fragrances for niche brands Atelier Cologne and Byredo, among others.

Working together, Ahlgren and Epinette started creating a line of fragrances based upon the by-gone memories and moments in Ahlgren’s life  and the considerable creative talents of Epinette. Since 2015, Vilhelm Parfumerie has launched 19 scents. In 2017, they released the newest perfumes in the collection: Basilico & Fellini, Darling Nikki, Harlem Bloom and Don’t Tell Jasmine.

Don’t Tell Jasmine has my name written all over it. I don’t know why I love jasmine so much. I just know that the pleasantly pungent and delightfully comforting aroma sends me to my happyWikimedia Commons Jasminum place. The scent of jasmine is soft, light, never imposing and always satisfying to me. I’m drawn to other flowers but most have a downside. Lilacs are gorgeously perfumed but their color is pastel (meh). Roses are lovely but tend to be pretentiously smug about their likelihood of being top choice for special occasions. Jasmine is forever associated in my mind with the carefree happiness and glorious freedom that reminds me of youth.

As its cheeky name suggests, Don’t Tell Jasmine by Vilhelm Parfumerie is a playful, sexy scent that unabashedly flatters and woos. Delicious lemon and Kir Royal notes add a mouthwatering sharpness before leading up to the rich and creamy jasmine notes that await in the heart. A warm and sensuous petal musk completes the seduction.




  1. Taetske Guillaume says:

    Good afternoon Erica,

    Thank you for your reply. A shame I cannot send you a photo of my little Jasmin. I am happy to be blessed with a good nose which makes life so more enjoyable. I suppose you have read the”Parfum” book by Susskind or seen the film?


    • Erica says:

      Hello again Taetske,

      I have indeed read Perfume: The Story of a Murderer by Patrick Suskind and loved it though I never saw the film which didn’t get great reviews. Another good perfume read is Jitterbug Perfume by Tom Robbins. I would have loved seeing a photo of your little kitty and if you can figure out a way to send it please do. One of my Pinterest boards is LOVE ANIMALS and it features mostly cats of all ages:)


  2. Taetske says:

    Good afternoon Erica,

    A lot of people seem to have lost the gift of being able to smell all the beautiful creations of this world.
    I live in the south of Spain in a 180-year-old-farmhouse. In old times the farmers would plant Jasmine around their farms to keep the mosquitos away. As there are different varieties of Jasmine they also bloom at different periods. To sit on the patio on a warm summer evening one can enjoy this delicate smell. Another smell which I really enjoy it the one of orange blossom, I have a scent with it as one of its ingredients.
    A last little thing I want to tell you that on Sept 9th, 2013, from the middle of the road, I saved Jasmine, a small 4-week old cat. 

    Thank you for this nice site, I really liked it.



    • Erica says:

      Hi Taetske,

      If there’s a Queen of flowers in perfumery then it must be the jasmine. I adore jasmine scents, especially that of Jasminum Sambac, and also love the sweet and creamy fragrance of orange blossom. I’m happy to hear you were able to save Jasmine from a cruel fate. Kittens are just about the cutest things in the world. LOVE them:)

      Thanks for stopping to comment and hope to see you back,


  3. Annie says:

    Your description of the scent is completely captivating! I want to run right out to check it out.
    I loved learning the history of the developer and his wife, too.
    Where can I find this perfume? It sounds like a perfect holiday gift for my daughter-in-law, and like he will also enjoy it when she wears it.

    • Erica says:

      Hi Annie,

      If you live in New York, Don’t Tell Jasmine can be purchased at Barneys New York but you can also buy it online at I’m sure that other stores will be carrying the line soon but I’m not aware of any others.

      Good luck and happy holidays to you and your family!


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