“Inspiration of modern Emirati lifestyle, encapsulated in the form of Qafiya”
Ajmal Perfumes, the regions multi award winning fragrance house launched its unique initiative called “Qafiya” few days back. I attended the launch event at the symbolic Burj Al Arab hotel
The journey of this amazing initiative took place when Rashid Abdulla Turki, a young Emirati walked into Ajmal’s office with a concept of collaborating with the brand to launch a fragrance. A fragrance that represents the new-age Emirati lifestyle but marinated in local traditions that’s so integral to every Emirati, young and old.
This concept worked brilliantly well with Brand Ajmal, as the brand has been embarking on initiatives where it could work with local talents and add value to the ‘community’ that’s been at the forefront of its existence in this region. After all, Dubai was the city that Ajmal opened its first retail showroom in 1976.
The pitch was to have “UAE’s first fragrance that’s ‘made’ by the young, new-age Emirati community, ‘for’ the young, new-age Emirati community”.Through this collaborative approach, Ajmal is proud to introduce two unisex fragrances called Qafiya 01 for day wear and Qafiya 02 for the evenings.
Over the past 21 months of its creation, numerous meetings & ideations took place, everything had to start from the very basic need to understand what ingredients to choose from.
The creative idea and process behind the design of the fragrance was inspired by the Emirates, with the ‘cap’ of the bottle made out of wood, with its shape inspired by the ‘Dhow’ that’s symbolic of the region. The light-brown colour of the secondary packaging was selected to match the colour of sand, a feature that runs across the seven Emirates. All attempts were taken to ensure that this new product truly reflects the Emiratis and stay true to the pitch of ‘made by Emiratis, for the Emiratis’.
Crafted for taste that reflects the region, Qafiya 01 is a unisex fragrance aimed for use during the day. An inviting fragrance with top notes comprised of Saffron, Orange flower and Rose, blend amicably with Amber and Woody notes of Patchouli and Musk. The fragrance is designed to illuminate and bring forth your desire to succeed.
TOP: Spicy Floral
HEART: Ambery Woody
BASE: Woody Musky Ambery Price: 75ml – AED 250
A unisex fragrance designed to enhance your evenings, Qafiya 02 is a unique blend of the flavours all around you. With fresh Spicy top notes the fragrance lingers with Bergamot, Coffee and Orange flower resting on a base of Moss and Sandalwood that provides a calm yet provocative demeanour. Unravel evenings of delight and add to your desire to reflect reassured confidence.
TOP: Fresh Spicy HEART: Spicy Floral BASE: Woody Mossy Price : 75ml – AED 250
Available at Ajmal Boutiques