Premier fragrance house, Ajmal Perfumes, bags prominent award at the second FiFi Arabia 2011 Awards

Dubai, 17 November 2011 - Celebrating excellence in the fragrance industry, the Premier fragrance house Ajmal Perfumes received the prestigious Retailer of the Year Mono brand award for the second year running at the region's second FiFi Arabia 2011 awards, held at the elegant Ritz-Carlton DIFC on November 15th in Dubai. The event organized by the Fragrance Foundation Arabia (FFA), brought together some of the region's biggest names in luxury fragrances alongside top international brands, key industry players, retailers, marketers and distributors. Once again the event marks a significant development in the globalization of the region's fragrance industry and is a testament of the important role that the Middle East plays in shaping future global trends in the sector.

It was the sweet smell of success once again for Ajmal bagging the Retailer of the Year Mono-brand Award held in high esteem amongst their peers and like-minded industry players. "It is a great honor to win this award for the second consecutive year at the FiFi, as it re-establishes Brand Ajmal as a premier fragrance house in the region. This year, the voting was completely online, allowing the consumer to decide who they felt deserved the award, that the verdict was Ajmal is extremely gratifying" said Abdulla Ajmal, General Manager, Ajmal Perfumes. "In the past 6 decades, we have endeavored continuously to elevate the brand into a true luxury brand that is identifiable to our consumers in the region, whilst appealing to a wider and more global audience."

The Retailer of the Year Mono Brand Award was presented to Ajmal for their retail philosophy Crafting Memories, which was unveiled during a revamp exercise in July 2009. Conceived from the notion that beautiful fragrances unify the human senses and create lasting memories in people's lives, the phased revamp of all Ajmal outlets boasts a new open-plan layout within a spacious, stylish and contemporary environment delivers an all-round sensory experience essential in the modern retail of fragrances.

Ajmal's positioning as ethnic chic, their expertise and in-depth knowledge of the fragrance business in the Middle East region, together with their vast understanding of the intricate history of perfumery in the Arab world, have enabled the brand to keep their finger on the consumer pulse, and stay on top of key trends in the regional and international fragrance industry. With their nose for creating exceptional and captivating oudhs, oils and perfumes, Ajmal fragrances appeal to both local and international audiences.

"While fragrances have always been an integral part of life in the Arab world, the FiFi awards aims at raising the bar of the region's fragrance industry and place it on the global map where it rightfully belongs, thus demonstrating the region's standards of excellence and creativity that extend their reach beyond the Middle East shores," added Abdulla Ajmal.

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About FiFi Dubai:
FiFi was conceived in 1972 by the Fragrance Foundation, which is headquartered in NYC and was established in 1949 by a group of leading international fragrance houses,  to enhance the image of the fragrance industry and expand the appreciation and use of fragrance in all its forms across all distribution channels globally. The first Awards Ceremony was attended by only 250 industry members, was held in the Grand Ballroom of The Plaza in New York. There were only seven awards and Chanel No 19 won for "Most Successful Introduction of a Fragrance. Today, FiFi has become akin to the "Oscars" of the fragrance industry, where the world's biggest names in the fragrance business and local and international celebrities come together to celebrate the industry's creative achievements. True to its representation, the award has today become an icon for the global fragrance industry. Besides the US regional FiFi Awards take place around the globe in UK, Germany, France, Japan, Russia; with Brazil in the pipeline

About Fragrance Foundation Arabia:
The Fragrance Foundation Arabia was established in 2008. It has been headquartered in New York City since 1949. The Foundation aims to enhance the image of the fragrance industry and expand the appreciation and use of fragrances in all its forms across all distribution channels globally. This is achieved through their various advanced training programs, whereby members learn new techniques and methods required to become connoisseurs in the fragrance industry. The Foundation's Certified Fragrance Sales Specialist Course (CFSSC), an internet education programme for Fragrance Consultants, provides highly specialized training, knowledge and skills to those who want to enter the business of perfumery.

In 1982 the Board of The Fragrance Foundation established the Sense of Smell Institute, formally known as the Olfactory Research Fund at the Foundation. The institute is devoted to supporting significant scientific and psychological research at leading universities and hospitals around the world that are related to unraveling the mysteries and importance of the sense of smell and the psychological benefits of fragrance.

About Ajmal:
Ajmal, in its 60 year history of creating fragrances, has mastered the art of perfume making and occupies a unique niche in the world of perfumery in the Middle East. Today, Ajmal is a regional corporate entity with a vast portfolio of the finest and most captivating fragrances available in the region. Ajmal has established a strong presence in the Middle East with over 135 exclusive retail outlets, including 42 in the UAE, and hundreds of dealerships across the Middle East. AJMAL also exports to around 24 countries across the globe

For more information contact:
Venicia Vessoaker
GolinHarris
t +971.4.332.3308
f +971.4.331.6733
vvessoaker@golinharris.com

© Press Release 2011