Bonbon
EDT
Choix
Statement
Choix
Italian niche sub-line from Gritti Venetia focused on opulent, modern oriental compositions inspired by Middle Eastern tastes.
About Choix
Choix is an Italian niche fragrance line created by perfumer Luca Gritti and first presented in spring 2018 at the Esxence exhibition in Milan as a dedicated collection separate from, but closely tied to, the Gritti Venetia brand. Russian retailer Ambrer describes Choix as a new brand that debuted with five unisex perfumes in 2018, all composed by Gritti, who had previously worked both on Gritti family fragrances and for other houses such as Accendis and Unique.
Multiple distributors and Gritti-related descriptions frame Choix as a project developed to translate Middle Eastern tastes through an Italian niche perspective. The House of Fragrance and other retailers state that Choix by Gritti Venetia is inspired by travels and experiences in the Middle East and is intended to embody a contemporary oriental style filtered through European perfumery training. Bottles are described as heavy, jewel-like flacons in colored glass with prominent gold detailing, reflecting the luxury positioning of the line.
The launch lineup in 2018 included scents such as Matin d'Ete, Lumiere du Desert, Reve d'Or, Mon Ami and other compositions positioned as unisex extraits or parfums. Retail listings consistently classify Choix as a niche Italian brand, with production in Italy and concentration on richer oriental, woody, fruity and floral-citrus accords, often accented by gourmand touches like caramel, vanilla or tonka. Across the range, formulas are credited to Luca Gritti, reinforcing that this is a perfumer-driven collection nested under the broader Gritti Venetia umbrella.
Choix is frequently presented by resellers as an exclusive or luxury-oriented satellite line within Gritti Venetia, aimed at customers who enjoy Middle Eastern style opulence but want the refinement and structure associated with Italian niche perfumery. Explanatory material on Russian and Italian retail sites notes that the concept for the brand was commissioned from Gritti by a Middle Eastern entrepreneur, underlining its deliberate focus on Gulf and Levant markets while remaining produced and art-directed from Italy.
At a Glance
The Brand
Founded
2018
Founder
Luca Gritti
Country
Italy
Category
Niche
Scent Personality
Worth It?
Scent DNA
Oriental
Woody
Gourmand
Fruity
Floral-citrus
- Choix compositions lean heavily into dense oriental and woody structures augmented by fruity, gourmand and amber nuances, often with a pronounced unisex character
- Frequent use of rum, passion fruit, fig, tonka, caramel and rich woods gives many scents a plush, slightly baroque feel that reads more Middle Eastern than Mediterranean
Top Notes
Base Notes
Typical Performance
Longevity
Long
Projection
Strong
Positioning
A niche, luxury house known for oriental compositions.
How It Compares
- → Comparable Middle Eastern-leaning richness to Xerjoff
- → Heavier and sweeter than Acqua di Parma
- → More classically oriental than Mancera
Who It's For
Best For
- Evening wear
- Cool weather or air-conditioned environments
- Occasion and event dressing
- Middle Eastern market tastes
- Collectors of Italian niche orientals
Strengths & Weaknesses
Strengths
- Rich, impactful oriental-woody compositions with strong presence.[3][5][9]
- Distinct Middle Eastern leaning style filtered through Italian niche perfumery.[8][13]
- Consistent perfumer signature from Luca Gritti across the line.[6][9][14]
- Luxurious packaging that aligns with high-end gifting and display.[5][13]
Weaknesses
- High density and sweetness can feel heavy or cloying in heat or for those preferring minimalist scents.[3][5][14]
- Distribution is limited, making sampling difficult outside Europe and the Middle East.[1][6][13]
- Naming and branding can be confusing because of the tight overlap with Gritti Venetia labelling and co-branding.[8][12][13]
Brand Evolution
The line began in 2018 with a tight set of unisex extraits that emphasized Middle Eastern themes, oud, and rich oriental structures. Over time, flankers and additional references such as Reve d'Or, Mon Ami and Matin d'Ete expanded the palette to include brighter fruity and floral-citrus directions while maintaining an oriental backbone. Retail narratives still anchor Choix strongly to its Middle Eastern inspiration and jewel-like aesthetic, suggesting the brand is doubling down on this positioning rather than shifting toward fresher, more casual territory.
Quick Verdict
Choix is a solid choice if you want dense, luxurious, Middle Eastern style orientals with an Italian niche signature and do not mind weighty sweetness or limited availability. If you are after understated, airy perfumery, this line will likely feel overdone and expensive for what it offers.
