The Scent of Legacy: Connection’s Curated World of Perfume
From the outside, Connection might appear to be a quaint gift and homeware shop - but step inside, and you’re transported into a world of rare fragrances and exclusive scent stories.
At the heart of this transformation is Connection Parfumerie, an ever-evolving collection of independent and international perfume houses handpicked by a passionate in-house team.
“We’re pretty deep into niche perfumery,” says Troy O’Dwyer, part of the family’s third generation leading the business. “We’re constantly researching, reading, talking to perfumers and fragrance houses, and connecting with the Australian perfume community - both in-store and online.”
Each year, Troy and the team travel to global perfume conferences in Milan and Cannes, scouting for brands that push the boundaries of scent. Their criteria? Innovation, storytelling, design, and - most importantly - originality.
“We look for indie houses doing something different - whether it’s through their compositions or the narrative behind them. We support local perfumers too, but also have over ten exclusive perfume houses that you won’t find anywhere else in Australia,” says Troy.
Among those exclusives are underground cult favourites like Strangers Parfumerie from Thailand, the quietly luxurious Menditterosa from Italy, and the avant-garde Liquides Imaginaires from France.
But what truly sets Connection apart is the experience. There’s no intimidating white-coat consultation here - just a warm, inclusive space where curiosity is encouraged.
“We try to put education and exploration at the core of what we do,” Troy explains. “Whether it’s school-aged kids who’ve discovered fragrance through TikTok or older customers who’ve worn the same scent for 40 years, we want everyone to feel welcome.”
This ethos extends to helping people mark life’s milestones with scent. From wedding perfumes to anniversary gifts, the team at Connection understand the deep link between scent and memory.
“Fragrance is personal. Sometimes a note will transport someone to a childhood memory or remind them of someone special. We love helping people discover those moments.”
That sense of emotional connection goes beyond the perfume counter. As one of the Market’s longest-standing retailers, Connection has grown alongside the community. Generational customers whose parents, grandparents and great-grandparents once shopped at Connection, still walk through the doors each week.
“The Market has always been a community hub,” says Troy. “But over the years, it’s also become a tourist destination, which is great. We feel proud that Connection continues to offer something truly unique - a curated shopping experience for locals and visitors alike.”
Troy credits the business’s longevity to a mix of authenticity, adaptability, and community engagement.
“Our staff are local, and many live in South Melbourne. We bring new products in every month - over 200 at a time - to keep things fresh and reflect the diversity of the people who shop with us.”
That same diversity informs their advocacy, too. With one foot firmly planted in tradition and the other in innovation, Connection often works with local council and community groups to shape the Market’s future.
“Because we’ve been here so long, and because our team reflects both the old and the new, we have a really good sense of what our community needs. We want South Melbourne Market to remain a melting pot - a thriving hub for small businesses and families.”
Seventy years on, Connection continues to do just that: offering moments of beauty, discovery and nostalgia - one unforgettable scent at a time.
Visit Troy and the Parfumerie at Connection in Stall 108, Aisle G.