SIMON TOOLEY
Etiket brand creator and owner
Perfumes are a very personal thing for Simon, a passion he has cultivated all his life. When he was studying fashion design in Paris back in the 80’s, he learned about fragrances from a historical perspective. Then in 2011, after more than 25 years working in fashion for Michael Kors and Anne Klein, among other designer brands in Canada, Simon opened Etiket, a niche fragrance and result-oriented skin care boutique selling one-of-a-kind beauty out of a former mansion on Montreal’s Sherbrooke Street.
His curated selection of products comes from all around the world. The perfume brands at Etiket are all about discovery, challenging some of their customers and for others, being a resource in Canada to be able to find small niche houses not easily available anywhere else. Simon’s goal is to be able to bring new and different perfume houses to Montreal and educate customers about the art of fragrance. Every spring Etiket hosts a fragrance event with a guest creator that has included Sylvie Ganter & Christophe Cervasel from Atelier Cologne, Jeffrey Dame from Dame Perfumery, Isabelle Michaud from Monsillage, Nick Steward from Gallivant, Carlos Huber from Arquiste and Andy Tauer from Tauer Perfumes. His goal is that as well as being a retail outlet for skin care, fragrance and beauty, that Etiket is a place where the local community of fragrance lovers feels at home.