Our Story
Born from a love of
what roses used to be
Our Mission
To give the rose back
its most precious quality.
Proroma Ltd was founded on a simple but powerful belief: a rose without fragrance is only half a rose. For centuries, the scent of a rose was inseparable from its beauty — it was the invisible thread that connected the flower to human emotion, memory, and meaning.
Modern commercial breeding changed that. In pursuit of longer vase life, uniform colour, and resistance to disease, fragrance genes were quietly bred out. The result is a flower that looks perfect but says nothing to the senses beyond sight.
We set out to change that — not by going backwards, but by going further. Proroma Ltd's work combines deep botanical knowledge with modern fragrance science to restore what was lost, while preserving everything the industry depends on.
2019
Founded
14+
Varieties developed
8
Countries growing Proroma Ltd roses
20+
Years of fragrance research
The Science
Restoring fragrance
without compromise.
The fragrance of a rose is produced by a complex network of volatile organic compounds — geraniol, citronellol, rose oxide, and dozens more — each contributing a layer to the scent we recognise as distinctly "rose."
These compounds are encoded by specific gene pathways that were inadvertently suppressed during decades of commercial breeding. Proroma Ltd's scientists have mapped these pathways and developed methods to reactivate them — restoring the full fragrance profile without altering the traits that make modern roses commercially viable.
The result: roses that are as durable and beautiful as growers and florists require, and as fragrant as nature intended.
The People
Driven by passion,
guided by science.
Dr. Elena Marchetti
Founder & Chief Botanist
With over two decades in rose breeding and fragrance chemistry, Elena founded Proroma Ltd after realising that the industry had traded the soul of the rose for shelf life.
James Whitfield
Head of Grower Relations
A third-generation rose grower, James bridges the gap between Proroma Ltd's science and the practical realities of commercial cultivation.
Dr. Saoirse Brennan
Lead Fragrance Scientist
Saoirse's research into rose volatile compounds underpins Proroma Ltd's breakthrough in restoring natural scent without compromising durability.
Ready to bring fragrance
back to your roses?
Whether you are a florist, grower, or simply someone who loves roses, we would love to hear from you.