Founder and creative director of LUMIRA, Almira Armstrong is guided by a passion for design and travel to create fragrances that speak of memory, experience and love to be a perfume portal to other corners of the globe.

Find out her favourite guilty pleasure breakfast, the inspirations she jots down in her travel journal and where she stays in the city that never sleeps - New York!

Favourite Travel Destination:

New York City for the ultimate mix of work, play and everything in between. I lived there for a couple of years and love catching up with friends and seeing how the city evolves and renews itself each time I visit.

My favourite breakfast spot was:

I always like to start a day in NYC with a decent breakfast so I’m ready to hit the ground running. Sant Ambroeus in SoHo is my pick for brunch and people-watching in one of my favourite parts of the city.

I ate too much:

French toast. They top it with crushed pistachios and almonds – heaven!

I stayed at:

11 Howard, also in SoHo. The location is unbeatable, the interiors are chic and it has its own must-visit restaurant, Le CouCou.

I organised *this* in advance:

I always recommend booking restaurants and special experiences ahead of time, to avoid disappointment. Without a reservation the waiting times can be brutal; this is truly the city that never sleeps! On my last visit I had to try FaceGym, which – as the name suggests – is a natural way to give your face a workout.

My favourite spot to visit is:

One of the things I love about New York is that there’s always something new to discover, so I try to check out the latest developments alongside my usual favourites. This time it was the new Hudson Yards and especially the city’s outpost of the famous Dallas boutique Forty Five Ten. I was so proud to see LUMIRA displayed there alongside some of the finest luxury fashion and lifestyle brands in the world.

I always note down *this* in my travel diary:

I’m constantly looking for new inspiration for my fragrances and will always jot down sensory stimulations to refer to later. This could be a waft of fragrance from a passerby, a special dish at a favourite restaurant or even an art exhibition or cultural moment. I never quite know how it will inspire me later – these fleeting moments work their way into scent in so many different ways.

My favourite dinner spot was:

Bond St Sushi – the tuna tacos are a must!

My number one travel hack tip would be:

I travel a lot so I always keep a cosmetics case packed with mini versions of my favourite products and I replenish any that are running low as soon as I return home. This means I don’t have a mad rush before leaving for the airport and also helps me remember everything I need. Before each trip I always select one of the LUMIRA Perfume Oils to add to my case – they are ideal for travel and having one helps to set an olfactory tone for my trip.