This is what Mustafa told Sharp:
Where do you draw your fragrance inspiration from?
I get inspiration from everything around me - various concepts, different names, and sometimes I even discover a new palette of perfume ingredients.
For my niche brand, “The Spirit of Dubai” Parfums, the emirate of Dubai was the sole inspiration behind developing the fragrances. Dubai is a booming metropolis, rich in heritage and tradition, but is also very futuristic and modern, constantly at the forefront of change. Our goal was to give the world a Dubai experience through perfumery. From the sea and desert to the heritage and beyond, our products are inspired by all of the elements that make up Dubai.
How would you describe the fragrance industry in relation to other markets? How is the consumer different?
The perfume industry differs largely from others based on the positioning of the brand and the target customers. Fragrances are very personal as they stir human emotions and sometimes create a sense of nostalgia for the wearer. I’d definitely label The Spirit of Dubai as a niche fragrance, really targeted at perfume connoisseurs.
Our Arab customers tend to be more driven to intense fragrances with superior longevity, as they are more frequent users of perfumes. Comparatively, Westerners tend to prefer fresh, light, floral, aromatic, chypre based fragrances, although the trend to modern orientals is now on the rise. Discerning customers are showing more interest in authentic products with a renewed interest in artistic perfumes and bespoke ingredients. The industry is experiencing a shift with consumer tastes evolving, becoming more sophisticated as they slowly gravitate to products which ignite unique experiences.
What makes The Spirit of Dubai different / stand out from other perfume brands?
At The Spirit of Dubai, we combine expert craftsmanship and innovative concepts with intense market research to create perfumes of excellence, encapsulated with a strong narrative. With every fragrance produced, you have a part of Dubai etched in your memory. As a brand, we always dare to be different, hence our luxurious masterpiece, “SHUMUKH”, which fuses the art of jewellery, perfumery and technology.
What is the brand’s current geographic reach and how, as a niche brand, are you able to identify your clientele’s perfume preferences in your perfume creation?
We currently have 11 retail points of sale across the GCC and Europe, including our Knightsbridge flagship boutique in the UK. Our concept for blends is derived from the narratives inspired by the different elements of Dubai which use an innovative formula comprised of pure, rare, natural ingredients with distinct accords. Connoisseurs want to invest in an olfactory experience beyond anything they’ve ever imagined, so we apply a holistic approach when creating our fragrances.
What is next for The Spirit of Dubai and where do you see the perfume industry heading?
On what’s next for our brand, you’ll have to wait and see! For now, we are focused on expanding into new markets. Eventually, we would like to take the The Spirit of Dubai to the next level and make it a global lifestyle brand.
In regards to the industry, there is a commendable rise seen in the niche perfume sector. Although commercial brands still have a major presence, many niche and bespoke brands are gaining a foothold within the industry. There is now a lot of focus on using innovative formulas and experimentation with rare ingredients, so this is definitely an exciting time in the fragrance industry and I definitely think if you keep your eyes peeled, you’ll see a lot of growth in this space.