A good fragrance is really a powerful cocktail of memories and emotion.

You are never fully dressed without perfume!

An apple tree is just like a person. In order to thrive, it needs companionship that's similar to it in some ways, but quite different than others.

Whether we like it or not, we all come from someplace. And at some point in our lives, we have to make peace with that place.

We are surrounded by scents, so you don't want the room scent to compete or be overpowering. There's fragrance in deodorants and almost every household product. People spend a great deal of time in grocery aisles just trying to decide which scented detergent, dish or bath or cleaning soap to buy.

When we set out to create this fragrance, I wanted to revolutionize this industry. I wanted to create a scent, package it and promote it in a way that has never been seen before. I drew upon my experience as a fashion designer and a recording artist and launched Unforgivable like an album ... and we have hit number one! I am a boy from Harlem and to have this kind of success right out of the box is truly beyond my wildest dreams.