Avery opened in June 2010. It’s a shop dedicated to niche scents, and as there aren’t many such shops in London (apart from the big department stores), it’s a very welcome addition to the capital’s perfume community.
The name is taken from Avery Row, where the shop is situated, which is a short pedestrianised passage south of Brook Street. The similarity of ‘Avery’ to ‘aviary’ provides the shop’s whimsical presentation. The window displays are caged enclosures with perfume bottles on perches; there are artificial birds ‘flying’ in the interior, and birdsong trills in the background. Perfumes can be sprayed on black feathers (a surprisingly effective way to get an impression of a scent), although traditional cardboard strips are available for those allergic to feathers…
