The coming of Diwali always has a touch of magic to it. Streets are illuminated beneath strips of fairy lights, houses are scented with marigolds and incense, and tables groan under kaju katlis and mithai. But beyond the glamour and chocolates, Diwali is all about togetherness and the thrill of sharing, of giving, and of making someone feel special. This time around, Jo Malone London brings its own magic touch to the season with a collaboration that elegantly comes together in a poetic marriage of British elegance and Indian craftsmanship.
For the first time ever, the legendary scent house has collaborated with an Indian designer, releasing a festive limited-edition collection with Arpita Mehta. With a signature touch of mirrorwork and lighthearted, contemporary reinterpretations of old-school design, Mehta adds an irreproducible Indian essence to the realm of elegant restraint at Jo Malone London. They have created something celebratory, collectible, and very much about the soul of gifting.
A Potli with a Story
At the center of this collaboration is a handcrafted ivory potli. Delicately embroidered with mirrorwork and finished with tassels, it looks like something that could easily move from a Diwali soiree in Mumbai to an evening out in London. It’s not just an accessory but a keepsake, one of those objects that feels too beautiful to pack away after the festival. Along with the potli is a personalized bottle-neck charm that includes three small treasures: a flower representing the spirit of labdanum, a sun symbolizing the brightness of Diwali, and an ornate mirror pendant in the style of Arpita.
It’s these details, the marriage of scent and symbolism, that make the collaboration feel intimate, almost like an heirloom for modern times.
The Scent of Celebration
The collection also marks the global debut of Jo Malone London’s Amber Labdanum Cologne Intense. Built around labdanum, the resinous sap of the cistus flower harvested in the Spanish mountains, the fragrance unfolds like a story. It begins bright and slightly sweet, then deepens into warm amber, roasted oak, vanilla, and smoke. It feels like Diwali in a bottle—glowing, layered, and unforgettable.
Sneha Parikh, Brand Director of Fragrances at The Estée Lauder Companies India, describes the experience of walking into a Jo Malone London store as being “transported to another world.” That same feeling of joy and exuberance was what the team wanted to capture for Diwali, and Amber Labdanum became the perfect muse.
A Natural Partnership
For Arpita Mehta, the collaboration was almost instinctive. “I’ve been a loyal Jo Malone London user for years,” she shares, “so it felt like two worlds coming together for me.” Her creative process began with the fragrance itself, understanding its origin, its mood, and its warmth. From there, she imagined what “India” could look like in a collectible, global form. The answer was the potli, an accessory with a timeless presence but designed to feel fresh and versatile.
The process, both Sneha and Arpita agree, was effortless. Over nine months, the teams brainstormed, exchanged ideas, and aligned visions until they arrived at this perfect balance of tradition and modernity. What shines through is not just the final product but the trust and joy that built it.
India to the World
This isn’t just a Diwali story; it’s also a moment of pride. “We’re at such an exciting point where Indian culture and craftsmanship are finally getting the global visibility they deserve,” Sneha says. For Jo Malone London, this is an “India-first” story conceptualized and created here but destined to travel across the world.
In that sense, the collaboration mirrors Diwali itself. Rooted in tradition, yet expansive enough to touch lives everywhere.
The Perfect Present
At its very heart, generosity is about giving people moments of joy—something that lasts much longer than the gift wrap. This holiday season, Jo Malone London and Arpita Mehta have done just that. From the shine of the mirrorwork, the depth of Amber Labdanum, or the meaning of charms, the collection is intimate and celebratory all at once.
As a diya shines on a window or a scent wafts through a celebratory night, it is a reminder that Diwali is as much about what we receive as what we give.