Simply Abu Dhabi Magazine XVIII

2 8 0 S I M P LY A B U DH A B I W ith its roots firmly in Arabic culture, Yas the Royal Name of Perfumes understands that their clients often have international expectations. Knowing that the perfume market is highly competitive, Yas Perfumes combines traditional elements with modern twists – truly a force to be reckoned with. At the helm of the eminent brand is founder and chairman, Abdulla Al Qaissieh, who has high standards for his empire, citing, “We’re looking to be the most distinguished perfume house in the Middle East”. Indeed, for this company that has been going strong since 1999 with royalty and elite clients serving as their muses, nothing is too luxury. The name Yas itself derives from the heritage and gallantry of the Bani Yas tribe, heralding from the Gulf region. Both Al Nahyan and Al Maktum are descendants from two UAE royal families that bring with them the heritage of prestige and quality that the Yas Perfume house strives to perfect. Growing in expertise, collections and locations alike, Yas Perfumes can now be found in over forty retail stores across the UAE and is growing all the time. This expansion has only been possible due to the sustained ability of Yas Perfumes and their creator Abdulla Al Qaissieh to stay true to what discerning clients expect: only the best. Arabic scents are unique and deserve to be treated with respect; as Abdulla explains, “It was my passion for oud and other traditional Arabic scents that motivated me to establish a perfume house. I felt that these beautiful otherworldly aromas deserved to be made into the most exquisite perfumes, and that the process deserved to be as skilled as possible. I knew I could provide that level of quality.” My personal favourite, and one that stands head and shoulders above the rest, is the essence of oud, taking its fragrance from the woody notes of India, Cambodia, Laos, Malaysia and Indonesia, all of which are known for their intense, pungent scent. As one of the most expensive oils found on our planet, no wonder it’s gained the nickname of liquid gold. Fragrances for both men and women can benefit from having the element of oud infused in their perfume to deepen their aroma and intoxicate the wearer and their surroundings. Always believing in techniques and values that are traditional yet with a modern twist, Abdulla explains their process, “You choose one scent to be the base note, another to be the heart note and a third to be the top note. Each scent has to be perfect. After that, you play around with oils to create the perfume, and then add a percentage of spring water and alcohol mixture. It is a fascinating and intricate process – one that warrants only the very best ingredients.” To combine the modern West with the exotic East, both French and Oriental notes are catered for in Yas Perfumes’ incredible aromas. Whether you prefer fruity, flowery, woody or spicy, every taste can be satisfied with their vast selection of fragrances. So, too, will the selection offer you several ways of enjoying these fragrances – there’s personal fragrance, of course, but also scents for your fabrics, perfume bottles, gift ideas and beautiful hand lotions to complete your collection. Continuing this array of options to fragrance your world, one of Yas Perfume’s most popular products is their collection of Dokhon – a mixture of scents which are blended together in perfect harmony to fill your chosen room with a beautiful aroma. “A customer can spritz themselves with one of our excellent perfumes,” says Abdulla, “and their homes can benefit from the scent of a dokhon. Our offerings are all-encompassing.” As well as supporting charitable organisations and being involved in reputable international sponsorships, Yas’s reputation over its history has also been solidified by its impeccable customer service. To be known and respected for their high level of how they look after their clients is an honour that Yas Perfumes values highly. Constantly wanting to improve this as the market evolves and client needs change, so too must Yas and their ability to deliver what is needed and go beyond expectations. To have a close relationship with critics and loyal customers alike is a recipe for success that will last a lifetime. “The end result is that we’ve become experts in looking after our customers, and our staff know how to deliver a superlative and extensive service,” says Abdulla. “We’ve been able to develop a special approach that cultivates effective, long-term customer relationships.” Yas Perfumes and their growing presence in the UAE market proves to their clients that they are working hard to be there for those who rely on them. To be as available as possible to their clientele is the key to their service ethos. “We’re visible, accessible and part of their lives,” says Abdulla. “Our stores provide a luxurious experience in themselves, and reinforce our position in the market.” With retail experiences being more in demand than ever, it’s important to keep to tradition whilst still moving with the times. With our digital age, andmany stores losing out to the online takeover, we’re starting to see a shift in how customers wish to be treated and respected in exchange for their custom and loyalty. Yas offers a vibrant atmosphere for its shoppers, with Middle Eastern souks the inspiration behind the upbeat surroundings. Full of life, with a classic finish, you’ll know you’re in a boutique of quality selections. All of these careful considerations lend themselves to Yas’s ensured success in continuing long into the future. Abdulla knows more than anyone what hard work and passion can do to pay off. As he explains, “It’s been quite a journey for the company, considering it all began from just one small shop in Abu Dhabi. Those early years were challenging, but so exciting. Our steady growth and standout scents were the result of hard work, and we now hold a prominent place in the competitive Arab perfume market. A decade and a half later, our scents are recognisable, renowned and truly regal.” Yas–theRoyalNameof Perfumes Mr Abdullah