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collaboration remains strong, fueled by professionalism and a mutual passion for fine perfumery. PP: IN TODAY’S EVOLVING LUXURY LANDSCAPE, HOW DO YOU BALANCE TRADITION WITH INNOVATION WHILE ADDRESSING SUSTAINABILITY CONCERNS? SM: Sustainability is very important today. In the past, perfume brands focused mainly on tradition, but now we have to keep researching and adapting. One key shift is our evolving customer base— luxury fragrance enthusiasts are getting younger, and their expectations are different. The cultural gap between generations is much wider now, especially with the rapid pace of the digital world. To stay ahead, we embrace new ideas and technologies, particularly in sustainable distillation techniques. We prioritise high-quality materials over plastic, ensuring our creations remain luxurious while being mindful of the environment. PP: AS THE FOUNDER AND CREATIVE FORCE BEHIND XERJOFF, WHAT CONTINUES TO FUEL YOUR PASSION FOR PERFUMERY? SM: What keeps me going is simple—I truly love what I do. From the very beginning, I’ve had an incredible team, including my business partner, who has been with me since day one. Today, we have around 65 people working together, which is significant for a niche perfume house. But when I say “I,” I really mean “we” because this passion is shared by everyone at Xerjoff. There’s no real divide between work and life—our minds are always buzzing with new ideas, even on weekends. Nearly 20 years in, the excitement hasn’t faded. Every challenge is part of the journey, pushing us to innovate. What also fuels me is collaborating with other art forms—musicians, chefs, architects and writers. Perfume isn’t just about scent; it’s about connection, creativity and inspiration. PP: WHAT MESSAGE WOULD YOU LIKE TO SHARE WITH PARFUMPLUS READERS? SM: Quality and creativity should always be a priority. Quality is number one—it’s essential in everything, not just in perfume but in life. But alongside quality, creativity is just as important. Sometimes, you may find something that is high-quality, but if it feels like you’ve seen it before, it loses its impact. The key is to keep searching and keep innovating. When you bring quality and fresh ideas together, that’s when something truly special happens. That’s what I believe everyone should keep in mind. FEATURE INTERVIEW BY JUHIE JAHAN, DIGITAL INFLUENCER AT PARFUMPLUS MAGAZINE AND FORMER MRS. UNIVERSE — DUBAI & UAE 2023 parfumplusmag.com ❚ JUHIE JAHAN, DIGITAL INFLUENCER, PARFUMPLUS MAGAZINE P A R F U M P L U S 15