LOVE this store – and it’s not even finished yet but aesthetically it is brilliant. It has everything that I look for in a space. It’s spare, but warm, it’s clean but edgy. Every design element is perfectly thought out: the tile-work, sink, lighting, product displays, packaging. And it is located in a former railroad apartment.

Deciem is a Canadian brand founded in 2013 by Brandon Truaxe. The company entered a partnership with the Estee Lauder Companies earlier this year which has, I assume, given them the resources to take not just one space on Prince Street – but THREE!

One of those spaces will house Brandon Truaxe’s fragrance line, a personal project NOT under the Deciem name. What the third space will house is a mystery – the NY staff could not tell me. I also wanted to do a shout out to the architects and the artists who are doing the interior work (which is fabulous) but have not been able to uncover that information.

Deciem’s founding principles are beautifully expressed on their website and I would like to believe that I could be one of the people they choose to serve:

• Quality today means being authentic, being different, being functional, being beautiful and being sensibly priced, even to the wealthy. And we respect these principles.
• We choose to serve the educated, the curious and the intelligent who appreciate our dedication to this very genuine definition of quality.

Speaking of their website, the only aspect of their company I’m not enamored by are their job descriptions:  Customer Happiness Ambassador? Lab Guru? Graphic Genius? Money Watchdog? These gimmicky titles seem at odds with their straightforward approach to product. All these “happiness providers” and geniuses and gurus do not instill confidence that this is a serious company with solid credentials.

I have not experimented with any of their products yet but friends who are in the biz praise them for their quality. The hand creams especially get rave reviews. Their Ordinary line is also now, for the first time, available at Sephora.

It’s interesting how this little stretch of Prince Street has become a mecca for skincare and beauty brands. Directly across the street is Space NK while Credo Beauty is at 9 Prince Street.

Details:

Deciem, 26 Prince Street at Mott

Hours: 10am – 8pm

More pics below.