The story of Profumum began in the small Italian town of Sant Elena Sannita, where Celestino Durante, worked as knife cutter. He and his wife instilled within their children the pride of good craftsmanship. After surviving World War II, Celestino moved his family to Rome, where they opened a small shop, which eventually blossomed into a chain of stores selling handmade soaps and other beauty products. In 1996, his grandchildren started the exclusive Profumum fragrance line. Today they pay homage to Celestino by placing bronze statues of a knife cutter in their Profumum boutiques throughout Rome. Like every self-respecting perfume line, Profumum promises that their scents evoke emotions and memories and are made of the highest quality ingredients.