A PERFECT new niche perfume store has just opened in Williamsburg. It's called Stéle, and today, I'm joined by its Co-Founders Jake Levy and Matt Belanger. Despite the fact that this store has some of the most obscure and deeply niche fragrances I've come across, neither Matt nor Jake come from fragrance backgrounds! Hear how and why they created Stéle and all the great perfumes they've discovered (and stocked) along the way. Watch the full length video of this episode on Substack. FRAGS MENTIONED: Commodity Juice (Expressive, Personal, Bold), YSL Baby Doll, Versace Bright Crystal, Liis Rose Struck, Ormaie, Fischersund No. 23, Circle of Lim, Amphora, Jorum Studio, DS & Durga, Polo Green, Clive Christian, Gap Grass, CK be, CK One, St. Rose, Stora Skuggan Hexensalbe, Oddity Dead Air, MAISON d’ETTO, Ormaie Le Passant, Clue Perfumery, Binaurale, Costa Brazil, Dior Eau Noire, St. Rose Gypsy Cowboy, Atelier Materi Poivre Pomelo, Perfumer H: Ink, Dandelion; Neandertal Them, Mihan Aromatics Kirra Curl FOLLOW: @stelenewyork SHOP: stele.shop SUBSCRIBE TO THE PERFUME ROOM SUBSTACK: perfumeroom.substack.com