ParfumPlus

everything collides and creates something new. And the international market shows us the trend- driven customer needs. We listen to all these voices. A fragrance house shaped by only one culture speaks only one dialect. We aspire to speak the full language. PP: HOW IMPORTANT IS STORYTELLING IN PERFUMERY, AND CAN A SCENT SOMETIMES SPEAK BEST ON ITS OWN? KA: Storytelling opens the door. The scent decides whether you stay. A compelling narrative gives the customer a way in, it creates context and invites the imagination before the bottle is opened. But the moment fragrance meets skin, the story becomes secondary. What matters is sensation: the opening, the development, the quiet signature left hours later. No narrative can manufacture that. Either it is there, or it is not. I believe in both the story that draws you close and the silence that follows when the fragrance does what words cannot. PP: WHAT GIVES A FRAGRANCE LASTING IMPACT, BEYOND JUST HOW LONG IT STAYS ON THE SKIN? KA: Memory. Longevity on skin is a technical achievement. But the lasting impact of the reason someone wears the same scent for decades or associates a bottle with their wedding day is entirely emotional. A fragrance earns that place when it becomes part of someone's identity. When it aligns with who they are, rather than overpowering them. When it tells its truth quietly and consistently. We create fragrances hoping they will be worn once. We dream of them being worn for a lifetime. PP: WHAT MESSAGE WOULD YOU LIKE TO SHARE WITH PARFUMPLUS READERS? KA: Trust your nose more than the name on the bottle. Fragrance is one of the last truly personal luxuries; it does not care about status or trends. At Ahmed Al Maghribi, we have always believed that heritage, quality, and beauty belong to everyone. We will keep working to deserve the trust of every person who chooses us, and we are deeply grateful for each one. parfumplusmag.com