Interview by Ali Shahrakhi, ZH Magazine
In an era where luxury is too often reduced to surface and spectacle, House of Dastan dares to go deeper—into memory, mythology, and the mysteries of the self. Founded by siblings Sonia and Hamed Arefian, this fragrance house draws its power not only from rare ingredients or refined packaging, but from something more intimate: story.
Rooted in Persian poetic traditions and sculpted through French perfumery techniques, House of Dastan invites wearers to experience scent as narrative—where love, longing, and transformation unfold like verses across the skin. From the architectural elegance of its bottles to the emotional complexity of its accords, this is a brand that doesn’t just offer perfume—it offers a portal.
In this exclusive conversation with ZH Magazine, Sonia and Hamed take us behind the scenes: into the moments that inspired their vision, the creative tensions that shaped their scents, and the cultural bridges they continue to build.
ZH: Let’s begin with the name: “Dastan” means “story” in Persian. What is the very first personal memory or story that planted the seed for this house?
Sonia & Hamed: It started with scent as memory. For us, it was the smell of saffron rice in our grandmother’s kitchen, the rosewater and cardamom in her tea, the jasmine on our father’s scarf. We didn’t know it then, but those moments were our first “dastan.” The idea didn’t come from strategy—it came from nostalgia, longing, and the desire to preserve something meaningful.
ZH: You both come from two decades in the fragrance industry in New York. At what moment did you feel the pull to step away from retail and start something of your own?
Sonia & Hamed: After years of helping others build their brands, we realized our own story was still unwritten. One late-night conversation changed everything: “What fragrance would we create if we had no limits?” It wasn’t about stepping away from retail—it was about stepping toward authenticity.
ZH: House of Dastan sits at a crossroad between Persian heritage, Parisian refinement, and New York modernity. How did you go about balancing these three worlds without losing the essence of any?
Sonia & Hamed: We didn’t try to blend them—we let them coexist. Persian heritage gives depth and poetry. Parisian perfumery brings structure. New York adds edge and clarity. Where they overlapped, magic happened. House of Dastan is not a compromise; it’s a conversation.