Sterling Perfumes: Reimagining the business of scent

■ Congratulations on winning the Excellence in Business — Best in Fragrances and Cosmetics at the Gulf News Being She Excellence Awards! Women have historically had a nose for scents, but in your capacity as MD for a premier regional perfumes brand, do you believe women have a larger role to play in the perfumes business?

Absolutely. Women have always had a strong connection to fragrance, but now we’re seeing more of them shaping the industry from within — and it’s about time. At Sterling, I’ve seen how women bring a powerful mix of creativity, intuition, and business insight.

It’s not just about having a good nose — it’s about vision, empathy, and truly understanding what people want. One of our core brands, ARMAF Beauté, is proudly led by women, and I believe that kind of leadership makes a real difference. The more women step into decision-making roles, the more the industry evolves in meaningful and inspiring ways.

■ Sterling Perfumes has become a household name. What were some pivotal moments or challenges that helped define the brand’s identity?

One big moment was when we reimagined Hamidi. It started off as a traditional brand we mostly shared within the family. But we saw its potential and expanded it into something much bigger — keeping its heritage, but introducing products that could reach people globally.

From perfume oils to bakhoor and now even home fragrances, Hamidi became a full sensory experience. Launching Amiri by Hamidi and building ARMAF Beauté were also key milestones. Those moments really helped us define who we are — bold, rooted in culture, and always evolving.

■ How do you approach brand differentiation in a market saturated with both legacy labels and emerging niche players?

It’s a dynamic market, no doubt — with legacy giants and fresh niche brands. For us, the key is staying authentic and clear. Every Sterling brand has its own distinct personality and purpose. Hamidi honors oriental tradition and ritual.

ARMAF celebrates confidence and self-expression. ARMAF Beauté reflects the everyday beauty women seek. And Risala offers refined, modern elegance. We don’t try to be everything to everyone. Instead, we create brands that feel real — with stories and products people can truly connect with.

■ What legacy do you hope to leave behind, not just as a business leader, but as a creative force in the world of perfumery?

I’d love my legacy to be about possibility — especially for women. That you can lead with heart, grow something meaningful, and lift others up along the way. Creatively, I’ve always wanted our products to have depth — not just to smell nice, but to feel like they mean something.

If what we do makes someone feel beautiful, confident, or seen, then I’ve done my part. And if I’ve made room for more women to rise in this industry, that’s the legacy I’d be proudest of.

“We don’t try to be everything to everyone. We create brands that feel real — with stories and products people can truly connect with.”