From Passion to Purpose: Meet the Brooklyn Family Behind Premium Fragrances & Fine Jewelry
By Sarah Klein, Beauty & Lifestyle Editor
Raise your hand if you've ever dreamed of turning your childhood passion into a thriving business! Growing up in Brooklyn's tight-knit Jewish community, Chany Waldman Rabin was surrounded by beautiful jewelry. Not just her mother's collection that she loved playing with as a little girl, but the family's home-based jewelry business that served local customers through elegant showcases displayed in their living room.
"I've had a love affair with jewelry since I was a little girl," Chany shares, smiling as she adjusts a delicate necklace display in her new Brooklyn boutique. "I would spend hours not just playing with my mom's jewelry, but learning about the pieces we sold to customers who visited our home. That childhood passion never went away - it just evolved."
This leap of faith in 2015 would transform into something special - Picntell, a family-owned brand that's connecting with customers nationwide through premium fragrances and fine jewelry.
A Family's Journey
The defining moment came during Covid, when Chany found herself at home with family, looking at their showcase full of beautiful jewelry with no way to share it. "During covid I was sitting at home with family and had all this jewelry sitting in a showcase with no way to show it," she explains. "So we began a new website with listing just what we had on hand. I felt it was time for a brand refresh that reflected the expansion."
The name "Picntell" emerged during a road trip conversation with her brand manager Michelle. "I was looking for a brand name that would not be limited to jewelry and that can be an umbrella for other products," Chany shares. The name itself encourages customers to pick their favorites and share their discoveries with friends.
A Natural Evolution
While building her jewelry business, Chany noticed an opportunity to make luxury more accessible. Working with expert perfumers, Picntell developed a line of premium fragrance oils that capture the essence of coveted designer scents.
The customer response has been heart-warming. Here's what some have shared:
"I honestly cannot say enough about this roll-on perfume. A little goes a long way and the scent lasts for hours!" - Wil2021
"I get so many compliments when I wear this perfume. Many people ask me if I'm wearing Baccarat Rouge!" - Jennifer V.
The Picntell Difference
What makes Picntell special is their attention to detail and personal touch:
- Premium quality oils that last all day
- Carefully curated scent profiles
- Convenient roll-on application
- Travel-friendly sizes
- Accessible luxury prices
Creating Personal Connections
In 2023, Picntell opened their Brooklyn storefront, staying true to their commitment to personal service. "It was really two things," Chany explains. "Firstly, a desire to connect to my customers more and build a relationship with people who are local and able to come in. Second, jewelry is an item that's very personal, and you want to feel how heavy an earring is, if it works with an outfit and to get some styling help."
Every piece in the collection is thoughtfully chosen. "I like basics and classics to build out the foundation of your collection. Then we build on that with beautiful designs that either work for an occasion or everyday wear. For some it means dainty, others want a statement so making sure we have something for each person's taste."
Experience Picntell Today
For a limited time, experience their best-selling Perfume Collections - featuring four premium fragrance oils - for just $109 (regular price $156).
Product names and trademarks mentioned are property of their respective holders. Our fragrances are premium impressions inspired by popular scents but are not affiliated with the original brands.
