Who we are
My name is Monika and I’m the creator of brand NICHE PARFUM, a store and e-shop located in Czech Republic (Europe). My motto that describes my career and business is:
„Do what you love and turn it into something that the others will love.“
I truly love my job. Fashion and fragrances are my passion and have accompanied me all my life.
I am searching for brands that are produced with respect to traditions, a love for craft and with freedom – these are values that I respect since the beginning of business.
Our customers are not „ordinary buyers“ that come and leave. We are building up long-lasting relationships with our clients. Relationships based on mutual trust and similar values. I believe this is the reason we are succesfull on the market for more than 25 years, when we started to develop in the fashion industry.
A long time ago, when my passion for fashion had been already burning for years, new love and passion awakened in me – not in the hot blooded Italian or the elegant Frenchman – but in the NICHE perfumes that I brought back home from my trips abroad.
I believe that it is the fragrance that will allow people to dream and transfer their mind in time and space. The fragrance that can remind moments from their childhood, place they love, a memorable moment or a beloved person.
My dream is to be able to teach my clients to slow down for a while and let themselves be carried away by the moment with precisely crafted perfume, remembering deeply forgotten places and situations, or draw them into imaginations of distant countries and places they are willing to visit.
It is important to dream and fight for your dreams!
One of my dreams came true in the NICHE PARFUME store. Let me share my dream with you.
Our store
The history of my business and my passion dates back to the 1990’s, to a time that brought freedom not only to our country. Of course, this freedom not only had a political dimension, but also significantly relaxed our minds and the overall atmosphere on the market and among people who started to pay more attention to fashion and design, exploring foreign brands and willing higher quality standards.
The first flagship of our business was a fashion store in Luhačovice, followed by stores in other cities and also the well-known luxury store in Prague, Na Příkopě, where there were already exclusively Italian goods offered. In 2016, my daughter was born and I have interrupted all my megalomaniac activities and moved to my place of origin. This brought me back to my roots and the beginning of my business, to Luhačovice, where it all started and where it continues.
Here I’m now working on strenghtening and further developing both my brands, fashion project „MY LOVE BRANDS“ and niche perfumery project „NICHE PARFUM“.
5 / 5
Store rating at Google.com
4,7 / 5
Store rating at Seznam.cz
100%
Customer satisfaction at Heureka.cz
Our manifesto
For us, perfume is not a product.
It's a language. A ritual. A silent form of culture.
A perfumer in our world is not a person who mixes fragrances. They are renaissance personalities, craftsmen, aesthetes, chemists, philosophers and storytellers.
Imagination is their tool – as well as discipline and a deep knowledge of materials. Not because they have taken a course or tried to play with some oils at home, but because they have gone through a long and honest path, often supported by education at one of the few prestigious perfumery schools.
They perfectly know the origin, behavior, limits and beauty of individual raw materials. They can distinguish quality from average. They know the history and present of the perfumery craft so they can build a composition that has logic, timelessness and character.
Today, it is relatively easy to “make” a perfume. In principle, all you need to do is buy essential oils, try combinations, imitate the structure – in many cases, unfortunately, even copy already known compositions. Even though there is always only one original.
But that is only the surface.
At NICHE.cz, we are looking for something different both for ourselves and for you: authenticity, personality, signature.
We are interested in who is behind a particular brand and fragrance – whether it is a person who really lives with fragrances. If they have discipline, humility and aesthetics. If their work can stand up even without excessive marketing.
That is why you will find only originals with us – no imitations or fakes, no compromises. You will not find brands without genesis, built on abbreviations. Not because we despise beginners, but because curation is a commitment for us: we select only what has depth, natural nobility and timelessness – in the highest quality.
At a time when “niche” is becoming an increasingly common term and seeping into the mainstream, we believe that there is another level – one that remains exclusive to precisely what it honors: craftsmanship, quality and time.
Not louder – but more quiet and precise.
Not trendier – but more timeless.
Let’s call it ultra-niche.
For us, this means only one thing: fragrance as a culture for people who like quiet luxury, pay attention to detail, and have matured into a niche themselves.
Our commitment:
no hype, no shortcuts.
Just honest craftsmanship, quality and scents that don't need to be explained - but lived.
Our values
Craft and truthfulness
We believe in fragrances that have an author and an honest genesis. It's not just an "idea", but a discipline: knowledge of materials, a sense of proportion and composition that lasts from the first whiff to the final echo. A true fragrance doesn't need effects - it has structure, character and stands the test of time.
Quiet luxury
Quiet luxury is elegance without the need to shout. It is a quality that does not impose itself, but naturally attracts - with subtlety, purity and a cultivated trail. We choose fragrances that feel confident and mature: they are not about the current hype, but about the atmosphere you carry with you.
Curation
We don't want to have everything. We want to have the right thing. For us, curation means fewer brands, but more meaning: we only choose those that have signature, depth and meaning. Every scent has its place with us not because it sells well, but because it fits into the culture we create.
Conscious perception
For us, scent is a ritual and a way to live in detail. Conscious perception means slowing down, giving space time, and choosing a scent that matches your personality and the moment. NICHE is not a pose - it's a culture for people who seek quality themselves and can truly perceive it.
Top Quality Perfumes
High Level of Service
Focus on Details
Personal Approach
Shopping as Enjoyment
Whe are we located?
Our shop is located in the old villa of picturesque spa town of Luhačovice, which lies in the southeast of the Czech Republic.
Luhačovice is the 4th largest spa in the Czech Republic and the largest spa in Moravia region.
Local healing mineral springs are famous. There are 6 natural springs and several dozen drilled springs – the most famous is the Vincentka spring, the mineral water of the same name with beneficial effects and medicinal products made from it can be purchased all over the country.
Luhačovice is known for its architecture with unique buildings designed by architect Dusan Jurkovic. This spa town has its own special atmosphere.
Brands we cooperate with
Our aim is to keep reasonable number of brands – partners – in our portfolio, to be able to understand the concept and story of the brand as well as the whole collection. We have to be able to faithfully hand over the emotion to the client.
All the brands and perfumes are carefully tested in our team for originality, quality, strenght, longevity and sillage. We stand behind the brands we offer, so we are able to always guarantee maximum quality to our customers.
Exclusively in Czech Republic
1 of 2 retailers in Czech Republic
1 of 2 retailers in Czech Republic
Exclusively in Czech Republic
Exclusively in Czech Republic
Exclusively in Czech Republic
Exclusively in Czech Republic
Exclusively in Czech Republic
The only authorised reteailer in Czech Republic
Exclusively in Czech Republic
Exclusively in Czech Republic
We are looking forward to meet you.
We’ll be glad to talk with you about your niche scents, your philosophy and history, and in case of interest on both sides also about a possibility of adding your collection into our store and e-shop offer.