Following in the tradition of C. O. Bigelow, New London is a neighborhood pharmacy with a high-end twist: its well-stocked aisles mix basic drugstore remedies and mainstream beauty items with luxury toiletries gathered from locations around the world. Perfume lovers will also find a wide choice of merchandise, from popular favorites such as Thierry Mugler Angel and Marc Jacobs to more unusual lines like the New York-based SAN and Alan Cumming’s eponymous fragrance.
The only drawback to New London’s varied and colorful fragrance selection is its limited display space. Perfumes are densely packed on shelves below and behind the counter at the front of the store, where they share space with gum and candy and razor refills, and on the counter itself, where they surround the store’s main cash register. This all looks and sounds quaint enough, until you’re trying to sniff some Parfums de Nicolaï testers and you find yourself elbowed aside by Chelsea locals buying toothpaste or aspirin. It’s not really an ideal space for leisurely testing at lunchtime or during the evening rush-hour; instead, try going at odd times of day, when the shop will be quieter. If you plan your visit wisely, New London can be a very convenient spot to stock up on favorite niche perfumes along with other necessities.
Fragrance brands: Acqua di Parma, Agraria, Antica Farmacista, Aroma M, Brandy, Calypso, Campos de Ibiza, Comptoir Sud Pacifique, Creative Universe (Beth Terry), Cumming by Alan Cumming, Fragonard, Hampton Sun, Hanae Mori, Hilde Solani, I Profumi di Firenze, Jil Sander, L’erbolario, Les Bains du Marais, Ligne St. Barth, Lorenzo Villoresi, Maître Parfumeur et Gantier, Marc Jacobs, Matthew Williamson, Michael Kors, Miller et Bertaux, Miller Harris, No. 4711, Parfums 06130, Parfums de Nicolaï, Patyka, Peter Thomas Roth, Propoline, Ralph Lauren, Robert Piguet, SAN, The Different Company, The Thymes, Tocca.
Not to be missed: A seemingly endless, international selection of good-smelling body products, skincare, haircare, and home fragrance, including Korres from Greece, Louise Galvin Sacred Locks from London, Hei Poa monoï products from Tahiti, Côté Bastide amber potpourri from France, and Victoria Eggwhite Facial soap from Sweden.
Details: 246 8th Avenue (between 22nd and 23rd Streets), New York, NY, 10011; (212) 243-4987 and (800) 941-0490; website.
Nearby: Ricky’s NYC (267 23rd St. between 7th and 8th Aves.), Malin + Goetz (122 7th Ave. between 20th and 21st Sts.), Whole Body at Whole Foods Market (260 7th Ave. at 25th St.)
— Report and images filed by Jessica M.
See also: Perfume Stores in New York City.