Apple’s Jony Ive once said that people are very good at sensing how much care went into making something. The trouble is, care isn’t nearly enough. Even very carefully made products so often arise from an exploitative spirit, from the shabby way contributors are treated to the disregard for the well being of the audience. (Sadly, Apple does come to mind.) Miraculously, there remain brave souls who willingly give the customer a fair shake: people who charge less than they might and deliver more than they could. In the world of perfume, these companies are vanishingly rare. As niche perfumers drive prices sky high, the big brands have followed suit, charging more for cruder, shoddier products. Never has it been possible to spend so much on so little.

Which is why smelling Nicolaï’s New York Intense can actually bring me to tears. Patricia de Nicolaï didn’t have to put such lovely materials in the formula. She didn’t have to polish the stuff until it positively brimmed over with warmth and generosity. But, she did. And that generosity, that sensation of not just care but care for someone, is why I treasure her and why she deserves all her success–and much more. I imagine Mme de Nicolaï making perfumes, not for an abstract customer or market, but for a friend, and for someone to whom she holds herself accountable.

Of course, it smells great, too. I’ve always thought of New York–in any formulation–as the most comforting fragrance I know. No showy flashes. No modern cleverness. Just a fantastic melody played on keen instruments, its sumptuousness derived from de Nicolaï’s diligent tuning and counterbalancing. Unlike other master technicians–Dominique Ropion comes to mind–every choice, every careful turn adds up to delight. As I smell it I can feel my whole body relax.

The curmudgeons among us might say that she just happens to be really, really good at her job. That exemplary creations naturally create the effect of sentience, and thereby intention. But I’m an optimist. Her work is not just great but personable, making easy terms for those who would seek it. Her work is not challenging, but it is, in every sense of the word, satisfying.

Perhaps people like Patricia de Nicolaï were always meant to come scarce, but I think not. For those who listen, she can remind us to demand more and deliver better. I for one am paying attention.