The Scent of Distinction: How We Stand Apart in the Perfume World

Don't join the race of losers!

So, they've convinced you to join the race! and now you're stuck with subpar products! Oh, the joys of being considered a client, not just a mere customer, because, you know, that makes all the difference!

Ever wondered why your order takes an eternity to reach you? Is it drop shipping, or Master Ali Attar is so old it takes him a few days to pack your bottle? Why does crafting a fragrance require the patience of a saint and a calendar that seems to move at a snail's pace? Well, brace yourself for the shocking revelation: good things take time. Shocker! If you're up for a longer, more detailed explanation – for the elite readers, of course – keep scrolling.

Let's start by acknowledging that our perfume-making process is light years away from the mundane routines of other companies. I mean, we don't just differ in the way we mix, mature, bottle, pack, and label – it's a full-blown extravaganza of uniqueness in every conceivable aspect! Details, details, and more details!

Now, let's highlight some blatantly obvious distinctions that have a profound impact on the perfume's quality and aroma, so even the biggest non-believers and conspiracy theorists would agree. Brace yourself – the bottled alcoholic perfume industry is essentially a playground dominated by a select few, responsible for churning out a whopping 90% of the world's perfumes!

Once a perfumer conjures up a scent (likely concocted from a delightful blend of synthetic wonders, one step before making a TNT, or one step before making a cleaning supplies), these industry giants go into overdrive. Mass production, automated processes, minimal human touch – you get the drift. Your beloved fragrance goes from machine to bottle, skipping any personal interaction like it's going out of style.

But wait, there's more! After the bottling fiesta, it's off to the packing line – an automated wonderland where labels are slapped on faster than you can say "mass production." Bang. Then, these olfactory marvels sail on a journey (not like my great grandfather when we went to India to master oud distillation), those are loaded onto pallets and trucks, destined for warehouses and, eventually, your local department store. Cue the red or yellow font screaming "SALE" – a siren call you can't resist!

Now, let's ponder the shelf-life dilemma. Yes, even perfumes have an expiration date, although they're supposedly the essence of eternal things, Eternal and the E is not for electronics! Google it if you must; there are ancient perfumes still wafting through history. Yet, our contemporary perfumes, the mass-produced synthetics, have a shelf life shorter than a TikTok video, did you ever ask yourself that question!?

The genius moves. Craft perfumes that change over time. Ingenious, right? Companies cleverly ensure that after a couple of years, your signature scent morphs into something unrecognizable. Throw in some unfavorable weather conditions, sun, heat or a few days in your overwhelmed glovebox and voila – your precious fragrance is forever altered.

Why, you ask? Simple. It's a strategic plot to pressure vendors, department stores, and, of course, you, the user, the money into a frenzy of quick buying, quick using, and quick making. In this whirlwind, quality, exclusivity, and attention to detail are casualties, while the human touch becomes as rare as a flying unicorn.

Blame it on societal pressure, the rush to flaunt mass-produced liquids parading as perfumes. It's all about accessibility and widespread availability, right? Well, not in our aromatic haven. Let's delve into our meticulous perfume-making process – a far cry from the assembly line of synthetic mediocrity.

Our master Perfumist begins with a crucial decision: which notes, accords, and materials will grace this olfactory masterpiece? Sourcing raw materials is no walk in the park, with weather, Earth's whims, and the seasons influencing the final product. It's a delicate dance of timing, ensuring the highest quality crops, we don't use third parties, we pick our own stuff! Our own materials.

Enter the distillation dance, extracting the eternal essence of rose, wood, sandal, and more. Unlike synthetic production, distillation is an art fraught with potential pitfalls. One wrong move, and the entire material is lost. The watchful eye on pods, fire, pressure, water, time, and oil is crucial, very crucial!

Mixing, too, is an intricate affair. Oud overpowering rose? It's a disaster we aim to avoid. Understanding the nature of elements – fire, water, harshness, softness – is key. Once the concoction is complete, the maturation process kicks in – a vital step most are oblivious to. Have you ever been to a famous perfume company that looks or sounds like a lab! And they mixed your perfume right there in front of you and gave it to you and maybe (I say maybe a lot) asked you to keep it for a week before using it, well that's your week maturity process!

Creating a perfume with natural materials and a high-quality structure demands a minimum of 60 to 90 days of maturation. Other companies may scoff at such patience, but we take our sweet time, ensuring your fragrance reaches optimal evolution.

Now, think about the volume of orders pouring in. Contemplate the meticulous production, maturation, and individual packaging, all done by hand. All this effort so you can spritz away without worrying about shelf life, expiration dates, or the horror of poisonous synthetic concoctions, still with a lower possibility of bumping into a billionaire in the street than bumping into someone wearing your same perfume (read that again).

In defiance of all business advice, let me be clear: if you can't fathom the intricacies, the time invested, and the unparalleled value of our craft, just don't buy it. Rushing? Not here. We're in the business of dedication, commitment, and perfecting the art of scent. If you can't wait, if you don't appreciate the nuances, spare yourself the olfactory masterpiece. It's not for everyone – only those who understand the art of patience and the pursuit of perfection.

- Ali Attar