YOU’VE OFTEN DESCRIBED YOUR ROLE AS A “BRIDGE BETWEEN GENERATIONS.” HOW DO YOU BALANCE THE RESPONSIBILITY OF BEING A CUSTODIAN OF YOUR GRANDMOTHER’S 1950S BUKHOOR LEGACY WITH THE NEED TO BE AN ARCHITECT FOR A MODERN, GLOBAL FRAGRANCE HOUSE?
The trade began with my great-grandfather, who was involved in trading between India and the region. My grandmother continued the blending tradition, and my mother strengthened the connection between East and West. As for me, I see myself as adding the final touches by connecting the brand to the modern world. With a background in marketing, my focus has been on building the brand and expanding it internationally. I truly see myself as the bridge between the past and the future, between the older generation and the next generation to come. We respect our roots, but we also think globally
BEFORE LEADING LOOTAH PERFUMES, YOU HELD SIGNIFICANT LEADERSHIP ROLES IN THE DUBAI GOVERNMENT AND THE MBRM FOUNDATION. WHAT IS THE MOST UNCONVENTIONAL LESSON FROM YOUR TIME IN PUBLIC SERVICE THAT YOU HAVE APPLIED TO THE LUXURY RETAIL WORLD?
Working under the leadership of Sheikh Mohammed bin Rashid was like attending a university. We learned how to think beyond limitations and to approach challenges with confidence. One key lesson was that nothing is impossible. If you look at Dubai 20 or 30 years ago and compare it to today, you see what vision and consistency can achieve. That mindset shaped how we think about our brand. We believe there is no reason an Emirati brand cannot compete internationally with the biggest names in luxury.
IN AN ERA WHERE THE FRAGRANCE MARKET IS INCREASINGLY FAST-PACED AND TREND-DRIVEN, HOW DO YOU ENSURE THAT EVERY NEW LOOTAH CREATION RETAINS THE SOUL OF EMIRATI CULTURE?
We always say that without a past, there is no future. If we forget that we are an Emirati brand, there will be no future for us. We maintain that connection through storytelling, communication, and ingredients. Even when we innovate, there is always an element that connects back to our oriental heritage. The history of the brand is reflected in the composition and in the message we send to the global market. That is how we preserve the soul of Emirati culture.
THE GLOBAL PERCEPTION OF MIDDLE EASTERN FRAGRANCE IS OFTEN LIMITED TO HEAVY OUD. HOW ARE YOU EDUCATING THE INTERNATIONAL MARKET ON THE NUANCES AND SOPHISTICATION OF TRADITIONAL BUKHOOR AND INCENSE?
I often use a cooking analogy. Just as it would be difficult for a foreign chef to authentically recreate a traditional regional dish, oriental perfumery is rooted in our region’s expertise. We understand how to balance oud, oriental notes, and French techniques because it is part of our DNA. At the same time, we have evolved. We blend tradition with modern artistry. We present ourselves as an Emirati brand from Dubai, and we communicate that we are masters of balancing these elements. This is how we demonstrate that oriental fragrance is sophisticated and nuanced, not just heavy.
YOU HAVE MENTIONED THAT PEOPLE ARE EVERYTHING AND THAT YOUR TEAM COMES FIRST. IN THE COMPETITIVE LANDSCAPE OF THE GCC, HOW DO YOU CULTIVATE A COMPANY CULTURE THAT PRIORITIZES CRAFTSMANSHIP AND PATIENCE?
I believe strongly in investing in people. An organization without people is nothing. The most valuable asset in any company is its team. To build an international brand, you need diversity, different backgrounds, and different experiences. When you invest in people and focus on quality rather than short-term profit, you build something lasting. Craftsmanship and customer satisfaction always come before rapid expansion.
LOOTAH HAS SUCCESSFULLY INTEGRATED FRENCH PERFUMERY TECHNIQUES WITH ORIENTAL HERITAGE. WHEN DEVELOPING A NEW BLEND, HOW DO YOU DECIDE THAT AN INNOVATION IS EXTENDING TRADITION RATHER THAN REPLACING IT?
For us, fragrance creation begins with mood and inspiration. We create a mood board and brief the perfumer with a story. The direction comes from the narrative behind the fragrance. We do not start with a formula and then decide what it should be. We begin with art. For example, a fragrance might be inspired by a specific place or time, such as a morning in Jumeirah or a winter sunset in Liwa. Once the fragrance is created, we evaluate its direction and how it connects to our heritage. Innovation extends tradition when it respects the story and the emotional foundation behind it.
WITH THE FRAGRANCE MARKET SHIFTING TOWARD NATURAL INGREDIENTS AND SUSTAINABLE SOURCING, HOW IS LOOTAH ADAPTING ITS SUPPLY CHAIN TO PRESERVE RARE MATERIALS FOR THE NEXT 50 YEARS?
We follow international standards such as IFRA and all relevant regulatory frameworks to maintain compliance and quality. Beyond that, we invest in sustainable practices ensure the continuity of rare materials, particularly agarwood. We support sustainable cultivation efforts in India to ensure that future generations will still have access to these materials. We are not thinking only about today. We are thinking about the long term. For us, fragrance creation begins with mood and inspiration. We create a mood board and brief the perfumer with a story. The direction comes from the narrative behind the fragrance. We do not start with a formula and then decide what it should be. We begin with art. For example, a fragrance might be inspired by a specific place or time, such as a morning in Jumeirah or a winter sunset in Liwa. Once the fragrance is created, we evaluate its direction and how it connects to our heritage. Innovation extends tradition when it respects the story and the emotional foundation behind it.
LOOKING AHEAD. WHAT DO YOU WANT THE NAME LOOTAH TO REPRESENT TO A YOUNG EMIRATI ENTREPRENEUR? WHAT IS THE ONE MEMORY YOU HOPE YOUR LEADERSHIP LEAVES BEHIND?
I want young entrepreneurs to see that nothing is impossible. If an Emirati brand can begin with family heritage and grow into an international competitor, then others can do the same. As for my personal legacy, I believe the brand should stand on its own. People come and go, generations change, but the brand should remain. I hope the memory is one of pride. Pride that an Emirati brand became international, competed with the biggest names, and maintained its identity along the way.
