Ajmal Perfumes Launches The Untold Stories: A Collection Celebrating the Artistry of Global Perfumers and Individual Narratives
Dubai, United Arab Emirates – 8th February 2025
In an era where storytelling and personal expression continue to shape cultural landscapes, Ajmal Perfumes has taken a transformative leap in the world of fragrance with its latest collection titled The Untold Stories. This innovative endeavor, marking a significant chapter in Ajmal’s illustrious 74-year history, showcases five unique fragrances conceived by globally acclaimed perfumers. More than mere scents, these creations encapsulate personal narratives, evoking sentiments and memories that resonate universally. As it transcends traditional perfumery, The Untold Stories embraces a modern ethos rooted in creativity, collaboration, and individual expression.
Leading this pioneering initiative is Abdulla Ajmal, the visionary CEO of Ajmal Perfumes. Reflecting on the genesis of this project, he stated, “A couple of years ago, I envisioned a project that would put perfumers—the often-unsung heroes—at the forefront. While many brands recognize perfumers, The Untold Stories takes this further by removing all constraints. This project was not about following trends, adhering to budgets, or sticking to predefined briefs. It was about allowing perfumers to create from within, crafting fragrances that reflect their authentic stories.” This commitment to artistic integrity culminated in an extensive 18-month selection process, where hundreds of fragrance submissions were meticulously evaluated through a blind review, ensuring that the final offerings were selected for their artistic merit, devoid of external influences.
Revolutionizing Perfumery through Personal Narratives
The underlying principle of The Untold Stories Collection lies in the empowerment of perfumers, granting them the liberty to draw inspiration from their life experiences. Adopting a no-brief methodology, Ajmal has positioned itself at the forefront of a new wave in perfumery that values authentic artistic expression over commercial trends. The five fragrances serve as distinct chapters in an overarching narrative, crafting a sensory odyssey that engages both enthusiasts and casual users alike, thereby creating a fine balance between artistic richness and accessibility.
Introducing the Perfumers and Their Unique Creations
- Chapter 1: By Maxime Exler
Exler’s creation invokes memories of sun-soaked Mediterranean summers, fusing the creamy sweetness of fig pulp with refreshing green leaves to evoke nostalgia and curiosity. - Chapter 2: By Dalia Izem
This fragrance harmonizes Izem’s Mediterranean and Middle Eastern influences, emphasizing the grounding qualities of black tea enriched with smoky floral undertones, delivering a serene yet invigorating olfactory experience. - Chapter 3: By Benjamin Bélizon
Inspired by Shanghai’s autumnal essence, Bélizon’s scent beautifully unites the golden aroma of osmanthus blossoms with fruity red notes and creamy sandalwood, encapsulating themes of adventure and elegance. - Chapter 4: By Nathalie Lorson
With a bold vision, Master Perfumer Lorson marries the indulgent sweetness of black cherry with the ruggedness of smoky leather, crafting a fragrance that celebrates strength and sensuality. - Chapter 5: By Coralie Spicher & Fabrice Pellegrin
This collaborative scent captures the tension between fluidity and permanence, intertwining metallic nuances with smoky birch and warm vanilla, symbolizing boundless self-expression.
The Art of Creation: A Meticulous Process
The meticulous methodology behind The Untold Stories reaffirms Ajmal’s commitment to artistic excellence. The rigorous blind evaluation process, spanning 18 months, ensured that each fragrance was selected based solely on its artistic and sensory appeal. By granting perfumers the freedom to work without constraints, Ajmal has not only challenged the conventional norms of the fragrance industry but has also created a collection that impeccably balances authenticity with wide-ranging appeal. Renowned in the Middle East for its artisanal craftsmanship, Ajmal has now pioneered a fresh trajectory in the global perfume landscape, culminating in a sophisticated launch that serves as a benchmark for other regional brands.
With The Untold Stories, Ajmal Perfumes invites the public to embark on an evocative journey of discovery. Each fragrance transcends mere scent, telling tales of adventure, emotion, and individual experience. Through this ambitious and artistically rich collection, Ajmal not only celebrates the artistry of perfumery but also highlights the limitless potential inherent in the craft.
In an age defined by the quest for authenticity, Ajmal’s The Untold Stories stands as a testament to the power of personal narrative, inspiring a new generation to explore the profound depths of individual expression through fragrance.
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