SARAH JESSICA PARKER

THE ART OF BEING LOVELY

Jon Dinapoli, JMD Founder, has worked with Sarah Jessica Parker since 2006, where they launched the original Lovely fragrance at Coty together. JMD continues to partner with Sarah Jessica on her many fragrance and beauty endeavors

LOVELY LIGHTS

Lovely Lights, launched in 2022, and is inspired by the energy of NYC and the spirit of Broadway. The bottle dazzles with opaque creamy pink tones, bright lights enhancing the logo, a loosened bow tie collar and for the finale, an enchanting gold cap. All cues tie back to codes of the original Lovely fragrance.

BORN LOVELY

This first flanker and little sister to Lovely, Born Lovely arrived July 2018 as a new interpretation of the original Lovely fragrance. Born Lovely is a “celebration of inner beauty”. The bottle retains the same design codes of the original, but in reverse, with a youthful pink grosgrain bow and gray transparent glass.

WHERE’S MY STASH?

Sarah Jessica Parker worked quietly for ten years with the fragrance house to get the scent exactly how she wanted. It became her secret “stash” and the name and concept were born.

Simple heavy glass with a cap inspired by the shape and function of an old-fashioned cork evoked the artisanal feeling. The addition of the hand tied matte cord and signature gold SJP emblem around the gold collar gave it a finished look. The combination of these materials feels authentic, slightly vintage yet understated.

FOREVER LOVELY

The Sarah Jessica Parker Lovely Collection marks a new chapter in a fragrance legacy rooted in personal style and timeless femininity. Building on the beloved DNA of Lovely, Sarah Jessica Parker came to us with a clear vision: to create a new collection inspired by her favorite shoe from her namesake line, The Fawn.

Elegant, sculptural, and deeply personal, The Fawn became the creative catalyst. We translated its graceful silhouette into a flacon that feels poised and architectural, echoing the curve and stature of the iconic heel. Taking cues from the original Lovely bottle, we preserved its refined softness and femininity while elevating the form into something more expressive and fashion-forward. A signature grosgrain ribbon, a couture detail inspired by the finishing touches of a beautifully crafted shoe, adds texture, tactility, and unmistakable SJP charm.

The result is a collection that feels less like packaging and more like an accessory. Fragrances designed to be worn with the same joy and intention as a favorite pair of heels.