New York City’s fragrance scene shimmered with renewed brilliance this May as AMAFFI Perfume House unveiled Royal Diamond, the brand’s newest olfactory creation composed by celebrated perfumer Azzi Glasser. To mark the occasion, AMAFFI partnered with none other than MOMO—international K-pop icon, member of TWICE, and the newly announced Global Muse for the brand—for an exclusive launch event at its Fifth Avenue flagship boutique. The result? A glamorous evening that positioned the Royal Diamond scent not merely as a perfume, but as an emblem of emotional artistry, global culture, and aesthetic perfection.
Crafted in Grasse, France—the historic epicenter of haute perfumery—Royal Diamond is a sultry floral composition that unfolds like a precious gemstone. Opening with the lush radiance of Ylang-Ylang, the fragrance is layered with notes of jasmine, orchid, and black currant. Crisp accents of lily of the valley add freshness before the heart reveals its most treasured bloom: Rose de Mai, a flower that blossoms just once each May. Violet leaf lends green refinement, while the base deepens with the warmth of amber and musk—earthy and sensual, yet sophisticated.
“Royal Diamond is not merely a fragrance—it is an experience. Its sweetness lures you in, but it’s the darkness beneath that captivates. It’s a diamond—flawless, rare, and unforgettable.”Azzi Glasser, British Perfumer and Olfactory Storyteller
The perfume’s design echoes its composition. Each bottle is a crystal sculpture in its own right, crowned with a radiant, faceted crystal cap. Housed in a lacquered white wooden box lined in red velvet and adorned with Swarovski crystals, the presentation is as refined as the scent itself. True to AMAFFI’s brand philosophy, the packaging reflects the house’s pursuit of beauty not just in aroma, but in form and feeling.
This launch also marked the formal debut of MOMO as the face and spirit of AMAFFI. Known for her elegance, authenticity, and cultural impact, MOMO brings a unique energy to the brand’s next chapter. Her role extends beyond campaign visuals—she embodies the philosophy at the heart of AMAFFI: a reverence for craft, a celebration of individuality, and a commitment to emotional connection through artistry.
“Her warmth, radiant energy, and genuine love for expressing herself through art and beauty perfectly embody the spirit of our brand. Her ability to connect with fans worldwide resonates deeply with our own desire to share beauty and opulence with the world.”Didier Ambroise, Managing Director of AMAFFI Perfume House
The partnership also includes MOMO’s involvement in AMAFFI’s global advertising campaign and future immersive experiences designed to elevate fragrance beyond the bottle.
Founded by Madame Amaffi and headquartered in Geneva, AMAFFI is no stranger to excellence. The brand has boutique locations in London, New York, and Singapore, with every perfume produced using the rarest natural ingredients. Each bottle, hand-designed and artisanally finished, reinforces AMAFFI’s reputation for meticulous craftsmanship and devotion to the classical art of perfumery.
With Royal Diamond, AMAFFI furthers its vision of perfume as a sculptural, sensory art form—and with MOMO by its side, the house has never felt more globally resonant.