CNN.com - Hanging with the king of bling

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(CNN) -- He is a man of many names -- Puff Daddy, P. Diddy, or as his mother knows him Sean Combs -- and an equal number of talents, beginning with music but taking in fashion, food and now, fragrances.

CNN's Justin Armsden caught up with the music star-turned business tycoon ahead of a party in the chic French resort town of Cote d'Azur for Unforgivable, his best-selling new men's fragrance for cosmetics giant Estée Lauder.

Of course, if you are going to spend time with man known so much for his opulent lifestyle -- the white suits, the parasol-toting butler -- then you need to look the part, meaning Justin took the advice of the experts.

From grooming to fashion, footwear and jewelry, only the best would do.

"I'm imagining you're going to be on his yacht, yes?" was the perceptive question from Tereska Buzek at exclusive shoe emporium Harrys of London.

"Harrys does a jet slipper, which is designed particularly for being inside of a jet, your personal jet or a yacht, they are very chic, they look great with anything."

Kate Jarvis at high-end jewelry shop Stephen Webster encouraged Justin to forget subtlety and go for excess.

"Ok, over here this is probably as bling as you get, so you could either really upset Diddy or he'll be your best friend," she said, pointing to one diamond-encrusted creation.

The man, the brand

Diddy, as he is now officially known, doesn't just spend, he makes a lot of money, a new chunk coming in from Unforgivable. John Dempsey, group president of Estée Lauder, explained Diddy's broad appeal.

"I've known Sean for about seven years, always believed in him when I was at Mac and Sean brought me (singer) Mary J. Blige," he said, adding that the company was working on two more Diddy-linked fragrances.

"I met Sean in those early years and I understand the power that he has over people, over the world. He is an incredibly iconic man, he is a man of incredible style, taste, he's a star, he's a fashion designer, he's a brand."

Diddy himself was equally effusive about the partnership, saying: "We have a whole Diddy brand that's gonna be coming but we've got to take our time take it slow and I'm learning a lot and I'm blessed to be in his company and at his guidance."

He might be sitting on a yacht in St Tropez, but it's not all pleasure, Diddy explains.

"You know I work hard and I play hard, sometimes I combine the two. I am out here, on a vacation, in St Tropez with my family, but at the same time I'm shooting a campaign for my up coming fragrance, and I'm also doing international press for my album."

Album? Oh yes -- having sold millions of records as Puff Daddy before giving up the music business, Diddy has a new album looming.

"I took a break from making music and it was one of the best things that I could have ever done," he said.

"Because when I went back to making music I was able to hear so many new sounds and was inspired by so many things... And I brought all the melodies and experiences that I have learnt over the years with this album and its called Press Play."