The story of St. Johns Fragrance Company begins in 1947 with U.S. Naval Officer John Webb, stationed in St. Thomas during World War II. Webb discovered the local tradition of using bay leaf oil as a health and beauty remedy. Intrigued by this natural practice, he blended the essential oil with exotic Caribbean spices, creating the first St. Johns Bay Rum fragrance.

The bay rum tradition traces back even further to 1838, when Danish chemist Albert Heinrich Riise first mixed St. John bay leaf oils with fine Virgin Island rums. Webb built upon this heritage, developing it into a distinctly masculine scent that would gain recognition far beyond the islands.

The iconic "Fishpot Weave®" bottles became a signature element of Webb's vision. These hand-woven palm frond coverings, crafted by local island artisans, transform each bottle into a work of art. The brand changed hands several times, survived hurricanes and the COVID-19 pandemic, yet remained true to its Caribbean roots.

Today, St. Johns represents over 75 years of authentic craftsmanship. The company maintains its commitment to traditional formulations while adapting to modern expectations. The bay leaf oil still comes from Pimenta racemosa trees growing on St. John island, renowned for producing superior quality essential oils.

The Encyclopedia Britannica once stated that "The word 'ST. JOHNS' on BAY RUM is like 'Sterling' on Silverware. It stands for the best in the world." This recognition reflects the brand's unwavering dedication to quality and authenticity that continues today.

The cornerstone of St. Johns' collection is the legendary Bay Rum. This spicy powerhouse opens with an intense blast of clove and eucalyptus, followed by warm spices including cinnamon and bay leaf. The dominant clove note creates a bold statement fragrance that demands attention. The composition settles into a subtle musky warmth with woody undertones, delivering impressive longevity and projection.

West Indian Lime offers a refreshing counterpoint to the intensity of Bay Rum. This citrus classic combines sparkling lime with bergamot, evolving through an aromatic heart of lavender and herbs before settling into a sophisticated mossy-musky base. The formula has remained unchanged since the 1960s, embodying timeless freshness.

For modern sophistication, No. 77 presents a refined blend of soft citrus, herbal notes, and Kashmir musk. This clean, refreshing composition works for any occasion, delivering the feeling of an island breeze regardless of location. The fragrance represents the brand's evolution while maintaining its Caribbean DNA.

Vetiver combines earthy freshness with timeless style. Opening with lime, grapefruit, and cardamom, it transitions through floral heart notes before revealing a vetiver-dominated base enhanced by amber, cedar, and sandalwood. This woody-fresh composition offers dignified masculinity suitable for both casual and formal occasions.

The collection also includes Madras with orange and black pepper, plus Coral - the brand's first women's fragrance launched in 2019, featuring jasmine, peach, and vanilla notes.

St. Johns positions itself in the premium fragrance market as an authentic heritage brand. With cologne sprays priced around €74 for 120ml, the brand targets discerning customers who value tradition, craftsmanship, and connection to storied history. The primary demographic consists of men who appreciate classic, masculine scents and handcrafted quality.

Production continues in small batches, with the characteristic Fishpot Weave® bottles hand-woven by Virgin Islands artisans using native Tyre palm fronds. This connection to local culture makes each product a piece of Caribbean history. The brand has upgraded its packaging with new labels, textured paper wraps, and a shift from plastic to wooden caps, emphasizing quality and environmental consciousness.

Distribution occurs through select specialty retailers, classic menswear stores like J. Press and Murray's Toggery, and the brand's official website. The company maintains a factory store in Havensight Mall, St. Thomas, offering tours that showcase the production process. For European customers, Parfinity provides sample testing opportunities, allowing exploration of these distinctive fragrances before committing to full bottles.

Sustainability plays an important role in St. Johns' modern approach. The palm fronds used for bottle weaving are recyclable, and new packaging incorporates eco-friendly materials. The brand supports the Virgin Islands economy through local sourcing and traditional craftsmanship preservation.

St. Johns proves that heritage brands can successfully bridge tradition and innovation. By maintaining authentic formulations while improving presentation and expanding distribution, the company continues its founder's vision of bringing Caribbean fragrance tradition to the world. The brand's resilience through challenges demonstrates the enduring appeal of genuine craftsmanship and authentic storytelling in today's fragrance market.