SHUMUKH, a pinnacle of luxury and tribute to Dubai

April 4, 2019 | By Rupkatha B

Dubai recently saw the unveiling of an uber luxury fragrance called SHUMUKH, valued at AED4.752 million ($1.29 million). Developed by Spirit of Dubai by Nabeel, SHUMUKH is one of the world’s most expensive, unisex perfumes.

“SHUMUKH is the interpretation of my dream. It took us over three years and 494 trials to formulate SHUMUKH,” shared Asghar Adam Ali, chairman and master perfumer at Nabeel Perfumes Group of Companies.

Paying tribute to the spirit of Dubai, the seven elements of SHUMUKH includes Durra, the most magnificent pearl ever found; Baz, the imperial falcon; Aamal, the city of future; Abjar, the noble steed; Narjesi, the rose in eternal bloom; Haibah, the most precious diamond; and Diwan, the home of heroes.

“The idea struck me in 2016 that an ultra-luxury, niche fragrance should be created highlighting the seven elements that are close to Dubai’s heart. I was keen to create a product that will be looked upon as the seven wonders of Dubai. It had to be unique and out of this world,” said Adam Ali.

SHUMUKH is indeed the epitome of luxury, set with 3,571 high-quality, sparkling diamonds totalling 38.55 carats with rare Swiss topaz, mother of pearl. Added to it are 18-karat gold, 2479.26 and 5892.88-gram pure silver and a three-litre Murano, handblown crystal bottle with 24-karat gold plated inside. Standing at 1.97 metres, the perfume bottle is adjustable according to the user’s height with a unique hydraulic mechanism dispensed via a remote-controlled spray.

SHUMUKH comprises of the most beautiful natural ingredients sourced from different corners of the world. It has notes of amber, sandalwood, musk, rare pure Indian agarwood, pure Turkish rose, patchouli ylang-ylang and frankincense. “We chose the best artisans from France to work on the perfume. We chose the finest Italian craftsmen to design the outer case in the finest Italian leather. You can imagine the kind of effort we have put in, besides investments, to produce this fragrance,” Adam Ali pointed out. “To take the experience to the next level, we decided to build a customisable catalogue for those who would like to personalise their SHUMUKH experience. And it will be a single piece in the world – that’s the level of personalisation we are talking about.”

When asked about SHUMUKH’s clientele, Adam Ali unabashedly said, “Whoever can afford to buy! It is a piece of art and those who can appreciate the thoughts, craftsmanship and hours that have gone into creating SHUMUKH are the worthy buyers. It is a history in the making.”

SHUMUKH had an exclusive display at The Dubai Mall, Fashion Avenue as part of the mall’s ART+ series in March 2019. “The next stop will be Milan in Italy at one of the most niche fragrance shows in the world called Esxence. But it will be available only for private viewing. After that, we will take SHUMUKH to London. I want to take SHUMUKH around the world. It is my dream to take it to India.”



Previous Article Next Article


UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu 

Continue Reading

June 2, 2021 | By RetailME Bureau

UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand 

Continue Reading

March 31, 2021 | By RetailME Bureau

Locally owned supermarket Spinneys celebrates 60 years of doing business in the 

Continue Reading

March 9, 2021 | By RetailME Bureau
Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau

The Organic Farmers’ Market is back in Bay Avenue for its 12th 

Continue Reading

February 17, 2021 | By RetailME Bureau

UAE-based  Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah, 

Continue Reading

February 15, 2021 | By RetailME Bureau
Jones the grocer

Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones 

Continue Reading

February 1, 2021 | By RetailME Bureau

UAE-based Al Maya Supermarkets is hosting a two-week food festival at select 

Continue Reading

January 17, 2021 | By Lawrence Pinto

Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the 

Continue Reading

January 17, 2021 | By RetailME Bureau

Carrefour UAE has launched “Cookit Yourself” — a curated recipe box created 

Continue Reading

January 5, 2021 | By RetailME Bureau
Al Islami Plant-Based Burger

UAE-based Al Islami Foods, one of the largest frozen food companies in 

Continue Reading

January 3, 2021 | By RetailME Bureau
Marks & Spencer's plant-based range

Marks & Spencer’s plant-based range now offers over 25 vegan products including meat-free 

Continue Reading

December 23, 2020 | By RetailME Bureau

Download Images RetailME Magazine