East London Elegance: Earl of East

At Blue Nomad, we’re drawn to brands that carry a sense of place—those rooted in memory, movement, and the rituals that make us feel at home, wherever we are. Earl of East embodies all of that and more.

Last week, while Niko and Paul were visiting New York, I had the chance to spend time with them—an encounter that gave me a deeper appreciation for the brand they’ve built. Both are incredibly kind, and I was delighted to give them their first-ever facials at Blue Nomad. Our conversation moved easily between their creative process, the brand’s journey, and the shared highs and lows of building something independently—the way the goalpost always shifts, and how an insatiable desire to create and make something from nothing keeps it all exciting.

What struck me most was their calm energy. In our space, they seemed to let go of the founder edge, settling into a moment of ease and presence. That same intentional spirit runs through Earl of East—from its humble beginnings as a market stall in East London to the community-driven lifestyle brand it is today, guided by its four pillars: Create, Curate, Collaborate, and Community.

We’re proud to stock their products at Blue Nomad—not just for their scent profiles, but for the story and soul they carry.

Describe Earl of East in five words.

Creative, Collaborative, Curated, Democratic and Ritualistic.

I’m obsessed with your brand name—it feels both edgy and modern, with ‘East’ evoking East London vibes, yet elegant and aristocratic thanks to the ‘Earl of’ phrasing. What’s the story behind the name Earl of East, and how has its meaning evolved as the brand has grown?

Paul: The name was originally my moniker in my first job in London, I’ve always lived in East side of the city, and back then it wasn’t quite as popular an area as it is today. I was always trying to persuade my colleagues to come and spend time with me here, so jokingly they called me the Earl of East, the name stuck and when Niko and I first met and spoke through creating something together, back then we didn’t know what it would be but it felt like the name could work for a brand or business. It translates well in other markets and leans into something we spoke about from the early days which is to become a future heritage brand.

What were you both doing before founding EoE, and what inspired the shift into scent, ritual, and slow living?

Paul: I spend most of my career working in media advertising, first in radio and then on to digital. I’ve always been in a sales function and whilst I loved the job I wanted to create something of my own outside of it. The shift into scent happened really organically, as once Niko and I got together we quickly realised it was a shared passion and interest and therefore it became our hobby and then something much more than that. I definitely started out as a slower way to be, although these days our roles have become as fast paced as in our former careers. Niko: I worked in Advertising, within the agency space as a producer. In terms of exploring the world of scent, I’ve always been intrigued by the power of the senses to evoke memories and emotions, this started with food, something so deep-rooted in my families way of being, and then once I realised how closely linked scent and taste were it was a no-brainer to learn more.

From JW Anderson to Selfridges, your collaborations are varied and dynamic. What do you look for in a brand partnership, and how do you maintain your unique voice within collaborative work?

We have been privileged to work with so many incredible brands and artists over the years. For us we love working with brands that are aligned, and that see scent (or more specifically a candle) as more than just an add on. We do a lot of work with the music industry, most recently we collaborated with 'Bon Iver', this could easily have been executed remotely, but we spent a day with Justin to explore scent and create something that had true meaning to him, the end result felt so much more meaningful both to him and his fans. As we grow as a brand these kinds of projects which explore the power of scent with the collaborator, are the ones that we are actively seeking.

Your scent lines often feel like stories. Do you usually begin with a narrative or with specific fragrance notes when developing a new candle?

That really depends, for most of our ranges the story comes first, our overarching inspiration is travel, and whilst away we take note of everything we find inspiring, capture images, bring back keepsakes. This then forms a story which helps us select particular notes for our blends. However there have been occasions when working with scents that something sparks our interest, these blends often make their way to our scent library first and then we draw on them later, either when working on a custom project, or just when the time feels right.

You’re here in New York right now—does the city spark any particular scent memories or creative ideas for you?

So many creative ideas have been flying around between us since we landed. Simply put New York is awe inspiring, and it has a distinct scent in the summer lingers in the air - we would love to bottle it. That said, we also think it leans into Elementary from our line, which is without doubt the most intense in the range with notes of leather, tobacco and amber. The inspiration for this scent is actually London, but what this trip has taught us is that there is so much in common with the two cities; the grit, the concrete, the rhythm of a big city steeped in history that this scent feels equally at home here. We have also had another idea for a scent specific to New York which hopefully we can find a way to launch one day.

What’s one unexpected lesson you’ve learned as co-founders?

Paul: The goal posts always move, and as business owners we’ve learned that milestones often pass you by, only to be recognised a few years down the line. It is important to appreciate those milestones even after the moment.

Niko: I’ve learned how rewarding it is to work together and build something as partners in life and business. It's a unique but very special relationship.

Is there a scent or product that feels most personal to you—and why?

Paul: Shinrin-Yoku is my most treasured scent, it’s become our best-seller across the range despite it being on the more delicate side. I find it so calming and it transports me to our first trip to Japan. It's also so versatile and I particularly love it in our new incense sticks which are produced in the Nikko mountains. 

Niko: Greenhouse is very special to me because the inspiration for the scent is Summer’s spent with my Grandparents in Greece, it was one of the first three scents we launched and it's still one of the most popular. It really does take me back to hot days spent with my Yia yia watching her prepare food for the family, and neighbours.

How do you hope people feel—not just when they smell your candles, but when they step into the Earl of East universe?

Welcome. For us we always wanted the range and brand as a whole to accompany the everyday. To elevate their home, to provide solace when needed. In our stores we find that service is led by conversation, not about products but about them, their day. As a brand we try to create content that is easy - a five minute recipe, our favourite places in a city to visit, a playlist to enjoy, that kind of thing.

What’s next for Earl of East—and what kind of legacy do you hope the brand leaves in the long run?

We are so proud of what the team and business has achieved, and now more than ever feels like an inflection point for the brand. Coming to the US for our first trade show is a big leap for us, but we’ve loved the experience and definitely feel like we have great partners in Thought Forms Studio. Our hope would be that we can expand in the US, and maybe one day have a space here. In terms of launches we have a lot going on, with a new range coming in Spring, and more depth in our category. We have seen a lot of success with our skincare ranges, so this is something we want to continue to develop in.

We mentioned it earlier but our hope is that Earl of East becomes a heritage brand of the future, that we can help to elevate everyday moments in an accessible way. We always set out to create something that felt like a luxury, but that was inclusive for everyone to enjoy. That would be a lasting legacy we would be proud of.

Much like their scents, time with Niko and Paul lingers—subtle yet memorable, carrying with it a reminder that the most meaningful creations are born from intention, curiosity, and a deep sense of place.

Book here to discover Earl of East in-studio.