DIY: Perfume

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Add perfume to the growing list of businesses (publishing, cosmetics, cars, moviemaking…) that are cutting out the middle men and carving out successful ventures from businesses traditionally reliant on a large corporate structure (and their millions in marketing muscle). The NYT published a story this week about Jessica Dunne, who invested $100,000 of her own savings into creating an indie perfume, Ellie (named after her grandmother Eleanor). Last year, luxury Manhattan department store Henri Bendel began selling Dunne’s $180-a-bottle creation. In June, Dunne, who said that while the other kids were selling lemonade she sold homemade perfume made from crushed berries and flowers, released a second scent: Ellie Nuit. Hmmm, I wonder what will be next?

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