Homegrown perfume label Spirit of Dubai launch new fragrance
- Niche luxury fragrance house The Spirit of Dubai has launched its latest perfume
- Called 'Dubai Turath' it was inspired by the city's ancient traditions and rituals
- Turath roughly translates from Arabic to 'heritage' or 'legacy'
- It's a blend of woody notes and oriental spices
Established in 2015, ‘The Spirit of Dubai’ was borne of the vision of Nabeel Perfumes' Chairman, Asghar Adam Ali (Al Attar).
Embarking on the adventure within a space he describes as "concept-driven and artistic", Asghar combined Nabeel Perfumes’ legacy of expert craftsmanship and his love for Dubai - the city he has called ‘home’ for over three decades - to arrive at his brand of passion, "The Spirit of Dubai". Reflecting on the evolving story of the Emirate, the niche luxury fragrance house - which he developed with son Mustafa who helms as President for the brand - employs traditional perfume making techniques fine-tuned and perfected for over a century, to create two generations of ‘one of a kind’ exceptional scents, inspired by the key elements of the great Emirate.
The ‘First Generation’ niche collection launched in 2015 and embodies the very essence of Dubai - the sea, sand dunes, Arabian horses on the playground, Oud and Arabian hospitality, the opulent luxury and promising skyline of the city of hope, Dubai. Each of the eight ‘First Generation’ fragrances chronicle a particular element in the city, created with the intention to capture and ignite the wearer’s imagination.
The following year, in 2016, Asghar felt compelled to continue the storytelling with The Spirit of Dubai's ‘Second Generation’ ultra-niche collection. Created as an evolution of the first seven fragrances, this luxurious line bridges the gap between the past, present, and future. The scintillating notes are a blend of the city’s ancient traditions and rituals, and its modern hallmarks culture.
March 2019 brought a truly special moment for the brand’s legacy, with the launch of the highly anticipated, one-of-a-kind bejewelled perfume masterpiece, ‘SHUMUKH’. Paying tribute to ‘The Spirit of Dubai’, SHUMUKH, which in Arabic translates to ‘deserving the highest’, is the world’s most expensive unisex perfume that unites artistry, perfumery and jewellery. This is a key milestone for both the brand and Mustafa who worked closely on the creation with his father as the lead perfumer.
The Spirit of Dubai stands tall with 11 retail points of sale around the GCC and Europe, including their Knightsbridge flagship boutique in the UK. The award-winning fragrance house is a subsidiary of the acclaimed Nabeel Group of Companies, who are pioneers in the luxury perfume industry with over 48 years of trusted experience.
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