THE OTHER ROOM: EP. 142 - STÉLE

Stéle Co-Founders Jake Levy & Matt Belanger share their current perfume obsessions

The Other Room is the official Perfume Room companion post-show. Every Tuesday, hear from guests on their episode of Perfume Room podcast, and on Fridays, enjoy bonus content from those same guests exclusively on Substack!

Jake Levy and Matt Belanger, the co-founders of Stéle, joined me this week on episode 142 of Perfume Room! Stéle is a brand-new niche perfume store that just opened in South Williamsburg on 339 Bedford Ave (just a few blocks south of the Bedford Ave L stop) and it’s absolutely worth the visit. It’s a STUNNING space, curation, and experience. Burning incense outside draws you in to a light-filled interior decked with custom marble shelves, tables, and built-ins that display a highly curated and thoughtful selection of hard-to-find niche fragrances. 

Stéle storefront (339 Bedford Ave)

Stéle carries brands that range from the esoteric and off-the-beaten-path (think Circle of Lim, Stora Skuggan, Idle, and Neandertal), to cult-favorites (like Maison D’ETTO, Liis, Ortigia, & Marissa Zappas), to highly-coveted US exclusives (like Ormaie and Perfumer H). All of this of course makes it all the more shocking that neither Jake nor Matt have any prior fragrance experience!

Jake is an interior designer and stone mason (all custom marble pieces in the store are his own creations (and many of them are also for sale)) and Matt is a musician with a focus in electronic music production. Their lack of fragrance pedantry (in an industry that’s chock-full of it) is not only refreshing, it’s inspiring. Two people, each with a good eye and great taste, creating the fragrance space and experience they wanted and sharing the same stories and smells with their clientele that first hooked them.

Today we chat about their childhoods, scent memories, current perfume obsessions, and what’s in-store (hehe pun intended) for the future!

Scroll to the bottom to enjoy a video clip from our in-studio recording.

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Jake Levy (left) and Matt Belanger (right).

Where did you both grow up and what are the strongest scent memories from each of your childhoods?

JAKE: I grew up in Brooklyn and my strongest memory of scent is rosewater; it was part of our Moroccan culture.

MATT: I grew up in New Hampshire, so anything pine/balsam fir always stands out for me. Part of my family is Italian Tunisian, so naturally olive oil, basil, fresh tomatoes and garlic has always been a thing.

In your opinion, what’s the best non-perfume smell in the world?

JAKE: We both love traveling upstate so I’d say [the smell of] a late-night arrival coming in from NYC. The grass, nature, and wet earth all come together into something that has yet to be captured. 

MATT: I would have to say something similar: the smell of lightning/ozone.

What perfume(s) in your store have you each been wearing most lately?

JAKE:  It’s not in the store (yet), but I can say it’s a secret upcoming release from one of the brands we carry!

MATT: It’s so hard to answer this! I try to put on a new one each time I get to the shop. Right now I’m loving Costa Brazil Aroma, Stora Skuggan Mistpouffer, Circle of Lim Lost Generation, Le Passant by Ormaie and No Mind by Idle.

What perfume do you most enjoy showing on your perfume tours?

JAKE: Hexensalbe by Stora Skuggan; I love the vagina salve story.

MATT: Same, but mostly for the mic drop moment of people’s reactions when Jake tells that story. 

Any unexpected hits or best sellers you couldn’t have predicted?

JAKE: Neandertal has the strangest variance of purchasers: housewives, grandmas, cool kids, fashion queens, literally everyone!

MATT: Honestly, I’m surprised every day at what people are drawn to, but happy to see that what we’re curating is resonating!

Any new additions to the store you’re really excited about?

JAKE: Perfumer H! The scents are so based, every name materializes in an accurate scent.

MATT: There are SO many that have just arrived and so many on the way! I have really been enjoying Hima Jomo, Clue and Miskeo and can’t wait to see them in the shop.

Can we get a pic of the shop dog? ;)

This is Charlie’s official cover shot! He’s now 16 years old and still going strong. He was a rescue from the south and we picked him up in a Walmart parking lot in Pennsylvania one hot summer day. He is such a huge part of our lives and loves being right next to us all the time!

Stéle shop dog Charlie 🫡

Have you discovered anything about yourselves as perfume wearers/consumers? Like notes you’ve realized you love/hate, etc?

JAKE: Someone asked me if I had to wear one scent for the rest of my life what would it be. I said no scent! I would hate to choose; it’s so limiting. I’d rather have nothing. Everyone should be a collector. I need to have as many scents as my personality.

MATT: I’ve discovered that I absolutely LOVE scents in general. Up until this year, I had no clue there was such a world of unique scents out there that didn’t smell like your typical department store scent.

Can you share a non-perfume holy grail?

JAKE: How about a quote? “Less is only more where more is no good.” – Frank Lloyd Wright

MATT: I have to say it. Madonna! I love that she continues to challenge herself throughout her life. It’s a great source of inspiration to watch.

Someone’s making a day out of their trip to Stéle. Where else in Williamsburg should they go?

JAKE: Simple Goods, Layla, Maison Premiere

MATT: All of the above! Also add With Others and the waterfront park to the itinerary while you’re here!

Should we… co-host an event in the future ;) ;) ;) 

Jake: One hundred percent, we would love to do an experiential event where people can have a private shopping experience. Also, maybe we can do where you host some of our upcoming event, we have a book/perfume release coming up soon! 

Matt: Absolutely! My senses are ready. 

Stay tuned for a possible Perfume Room x Stele event in your near future 😏 and in the meantime, enjoy this video clip from Matt & Jake’s ep!

Watch the full video here by becoming a paying subscriber <3

xx

Emma