December 13, 2024 The World’s Most Secretive Fragrance Brand Just Set up Shop in N.Y.C. Avestan, a project of the late Deciem founder Brandon Truaxe, has only one other store in London.

The doors to Avestan opened yesterday (December 18) on 73 Beak St, in the heart of London's Soho, and a spokeswoman for the brand says the store is long-term.