Van Cleef & Arpels is a story expressed in fine jewels, and in exquisite fragrances. It began when Dutch craftsman Alfred Van Cleef "an expert in cutting precious stones" fell in love with Estelle Arpels, "the daughter of a dealer in those stones". With family support they got married and grew their family passion by partnering with in-laws to open their doors to Paris’s elite in the Place Vendôme. Later on, Van Cleef & Arples commissioned Jean-Claude Ellena to create the first jewel perfume in the world and they named it "FIRST". Since then, every perfume created reflects their fine delicate jewelry.