Luxury fragrance and couture boutique Emanuel in midtown Manhattan celebrated its first anniversary May 1st. The brainchild of veteran perfumier Dustin Lujan and fashion designer Victor de Souza, Emanuel which translates to ‘in the hands of God’ is meant to be a safe, inspiring, and beautiful space. Fractally blending luxury fragrance, skincare, clothing and accessories, the name remains sacred to the founders.
Dustin notes:
“Emmanuel is a safe word for the world. You can be Muslim, Jewish, Hindu, or Christian. It’s any race, and it’s something special, holy.”
I met Dustin hosting his enclave of niche perfumiers back in Nolita few years ago, when he was butterflying Oswald into purposeful revelry. Leaving to do his own thing in 2025 has been ever so lovely to witness. Mr. Lujan transported all those stories in their unique bottles, while building on the perfume space with soap, skincare, and so much more yet to come. Emanuel fractalizes possibility…nuance and trend. Home to one-of-a-kind perfume brands (Dustin), and customized in-house concocted couture (Victor), the pair is notably transfixing the fashion/cosmetic industry. As quoted on their website, it is~
“Where the next icons of scent are born — bold new brands, unforgettable new fragrances.”
Having bequeathed a quick moment with the Nose-perfume guru himself, Dustin Lujan, I hereby generously impart the momentous transcription:
After one year of being here, what are you most proud of? ~Emmanuel?
After one year of… opening Emmanuel, New York, I’m most proud that I have a safe and respectable space for New York and the world. Fragrance stores, retail in general has really become an atmosphere for dis-clusion, not inclusion, and, um, I am just so happy I can give people joy. That’s my main thing.
And where do you hope to go? What are your focuses this next year, 2026?
The focus for next year is going to be expansion. I think more spaces like this need to be in more parts of America and eventually maybe the world. And working, obviously, with Victor is something you celebrate! And let me tell you, I have so many amazing partners in this unique space where there’s really something for everyone: Fashion, beauty, fragrance, skincare.
Every single thing here is [cherry] picked and selected down to the minutest detail, even down to the soap bars we carry. We have an amazing company called Ogleby Sisters that has no sodium bomb in it, which Americans are actually allergic to.
“Everything we have in here is no accident.”
And what are the latest perfumes that you have welcomed?
We have racked up 5 exclusives recently because we think you’re special and you deserve something private:
- Emanuel New York byCity Rhythm: Super special, super amazing, City Rhythm has two accessories: skin oil for the body + city rhythm candle. They feel like a warm, like, fuzzy, fuzzy, cozy sweater. And then, you know, we have the [tailored]
- Emanuel New York by Novitis
- Emanuel New York by Elemental 329, which constitutes my personal scent profile.
- Emanuel New York by Punk and Dandy, which is kind of a little freaky freak show one that people like.
- Emanuel New York Candle by Boutique Italiano
And what’s your Scent profile? I’m a tobacco amber oud boy. So, I like things a little darker than the average bear.
Do stay tuned for so much more to come at Emanuel…
Photos by Hideki Aono & Michael Ostuni (Getty and Patrick Mcmullan PMC)
