Mohammed Obaid, the owner of perfume house Bramble, which is based in Dubai's BurJuman centre, has rolled out an exclusive, unisex scent called Loud to mark Ramadan. The Emirati entrepreneur, 40, tells The National that his passion for fragrances was ignited when, as a child, he watched his mother blend essential oils at home.
What are the key notes of Loud and how did the name come about?
Loud is a unisex fragrance that we’ve been working on for many months and it has oud, patchouli, citrus, agar wood and musk notes. It suits ladies and gents and it smells really wonderful. It’s called Loud because it’s really loud [laughs]. You can’t miss it, it’s captivating and lingers after the wearer has left.
Do perfume-buying trends during Ramadan differ from other times of the year?
Yes, and usually people do a lot of perfume shopping in the first and last 10 days of Ramadan. It’s obviously a very important occasion for Muslims and people like to buy special perfumes to use when visitors come to their homes. It is common for a host to spray guests with a nice perfume when they come for iftar or suhoor, for example. It’s an important part of our culture and tradition, and therefore we spend a lot of money on the best fragrances available.
Have people’s tastes changed much in recent years?
For sure, people tend to stick with the oud note in this region. What’s interesting internationally – with regards to fine fragrances – is that oud is increasing in popularity, too. From Europe to America we’re seeing oud used as a base note for perfumes. This is the current trend because it’s long-lasting and has such depth.
Where does the best oud come from?
It’s hard to say. We get our oud oil from many different suppliers, from India, France, Switzerland and even America. We’re always chasing quality and the very best ingredients.
What are the most expensive ingredients in your scents?
The most expensive to source are oud and good-quality amber. Orange blossom and sandalwood have risen in price, too.
The UAE is said to have the highest per capita spend on fragrance, beauty and personal-care products in the region. Do you see that trend continuing?
Yes, and in regional terms I’d say the UAE is probably number one for fine fragrances, too. Saudi Arabia is also a huge market. Globally, the GCC market comes in at number two after America but I would say they will probably be No 1 by 2017.
Does that mean we can expect to see more Bramble stores opening?
Yes, definitely, we have plans for branch expansion and promises from major malls in Dubai. So, I’d say we will open two or three more premises next year. Our concept is completely unique and it’s very much about hospitality. When you enter our store, we want you to feel like you’re at home. That’s the experience we want to deliver.
Of all the scents stocked at Bramble, do you have any favourites?
Yes, I have four or five fragrances that I like to use in addition to other brands. So it’s very hard to pick a favourite as it depends on my mood. I might like floral, woody, musky or vanilla, all on different occasions. Equally, if there’s a special event I might go for a heady, perfumed oud because I’ll spend a lot of time with a lot of people.
Tell me about your earliest memories of fragrance.
It was when I was a small child, around 10 years old. My mother would make her own blends, as is common in our region and culture. Women learn about fragrance and use scents to express their character and personalise their homes. My mother made wonderful blends and sold them to our neighbours and friends. I also remember when I was 13 and went to India with her, as she was looking for essential oils to bring back to Dubai. From that time, I knew I had a strong passion for fragrance and felt sure one day I would start a business.
rduane@thenational.ae