Dawn at the world's most legendary flower auction — where jasmine, rose, and tuberose are traded before the world fully wakes.
At 4 a.m., the bell tolls at the Grasse flower market. Tens of thousands of blossoms have been harvested while the town still sleeps, delivered from fields stretching all the way to the Italian Riviera. In the cool morning air, producers and buyers negotiate over hand-carried baskets of fragrant gold.
The auction determines the day's price for jasmine sambac, rose centifolia, and orange blossom — the raw materials behind some of the world's finest perfumes. The quality varies daily, influenced by rainfall, sunshine, and the skill of the growers.
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