“The GREAT Britain Campaign was launched in 2012 to capitalise on the excitement generated by the Diamond Jubilee and London Olympics and Paralympics. Since then, the campaign has grown and can now be seen across 144 countries. The initiative was created to help British companies gain access Government services and showcase the best of what the UK has to offer to inspire the world and encourage people to visit, do business, invest and study in the U.K. In 2013, I was appointed an Ambassador for the GREAT Britain Campaign - it was one of the proudest moments of my life. This scent is the result of the time I was asked to create the essence of the world’s first GREAT festival, which was held in Istanbul. I had to think what epitomised Britain and ‘Britishness’. We are a country that is known for having a huge element of tradition and a lot of long-established institutions. I believe British people have always been very good at doing pomp and circumstance like no other country, but we are also renowned for being very reserved. I loved the idea of making a scent that was at once opulent but also tailored, understated, and disciplined. This perfume celebrates our nation’s great tradition for creativity and our respect of heritage.” - Roja Dove.