He heads the seventeen year-old success story called Ne’emah For Fragrance & Oudh. He is Mohammed Neemah, the man behind the ultra-luxurious French-Oriental perfume brand. During his visit to our office, he opened up about his journey so far and his future plans
ParfumPlus (PP): Hi Mohammed. Recently we’ve been seeing a lot of you on Ne’emah visuals across Middle East, GCC and have heard about the displays in USA as well. So tell us what’s happening at Ne’emah For Fragrance & Oudh.
Mohammed Neemah (MN): A lot, actually. Ne’emah For Fragrance & Oudh was established in 1997 and built its success and reputation since then. Right from its inception, Ne’emah became a source of quality, excellence, luxury and signature perfumes in the market.
PP : And how did you discover your heightened sense of smell?
MN : I admit that I was born with a gift of finely perceiving and distinguishing smell, which helps me create my brand of perfumes. But my journey as a perfumer began around the age of 17. My parents had a huge collection of perfumes, meant for special occasions such as weddings, festivals, and other important events. Thankfully, I could recognise and distinguish the scents of those perfumes back then and even today, I remember them vividly and can recognise them anywhere. On discovering my abilities to smell even delicate fragrances and to identify the scent, I realised that I have all the special qualities that are required to be a true nose.
PP : So what does ‘perfume’ mean to you?
MN : I feel that a perfume represents a person’s character and state of mind. It serves as a reflection of a man or a woman’s personality. If I have to draw a physical parallel, I would say that just like a classic timepiece is iconic to a man and high heels to a woman, a perfume characterises a human being.
PP : In perfumery, what’s your ultimate goal?
MN : In today’s world, perfumery has evolved into a vast field with infinite possibilities. I am someone who is happy to contribute to the exponential growth of the industry. By doing this, I aim to simply create memories for people and keep them alive through the scents that I make.
PP : We all know that Prince Charles opted for Ne’emah perfume. Are there more celebrities who use your product? And what exactly is it that draws them to your fragrances?
MN : Yes there are many celebs who are already wearing Ne’emah brand of perfumes. They seem to love the brand and want more of it. As we all know, these famous personalities are well-travelled and have experienced a wide range of luxury brands. I think what draws them to my fragrances are their destiny and my fate.
PP : Have you always wanted to be in the fragrance business?
MN : By God’s will, I wound up in the fragrance industry and am very grateful for it. However, before joining this industry, I was inclined to become a computer network developer. I was also very keen on becoming a pilot. So yes, if I was not concocting new scents, I may have been programming and coding or flying a jet somewhere!
PP : You’ve positioned yourself as a ‘niche’ brand, where your products are ‘available at select stores’. Is this intentional?
MN : Ne’emah For Fragrance & Oudh has always been projected as a high-end luxury brand. Our customers are usually those who have a penchant for trying out new, bold and ultra-luxurious products. And keeping the demand of such customers in mind, we have shaped it as an exclusive brand. So yes, it was intentional.
PP : And how are you marketing your brand? Do you plan to open your own standalone stores too?
MN : Ne’emah is undergoing expansion. As of now, we have covered the GCC with great successful partnerships in department stores. Nevertheless, Ne’emah owns its standalone stores in Kuwait and in future, we plan to open our brand’s boutiques in various locations globally. And of course, we are working on online retailing to target a wider consumer demography.
PP : You are among the few brands that uses the owner/designer as the brand ambassador. Some even refer you as the Middle Eastern version of Tom Ford! Has it has been working for you?
MN : I chose myself to be the ambassador of my brand because this is what I have always aimed for. Also, I am the first perfume designer in the world who represented himself as brand ambassador in VOGUE. I believe that no one knows or understands a product as intricately as the designer himself.
PP : You call yourself a perfume specialist and a designer. What qualities would you believe are important for being this?
MN : Simply put, there is just one quality that makes someone worthy of being a good perfume specialist and designer. It is the ‘nose’. Without it, one cannot move forward in this field.
PP : Where do you seek inspiration while designing a perfume?
MN : I travel a lot. During each travel, I tend to observe and soak in the local flavours that each place offers. And the inspiration I get from the memories of such extensive travelling, helps me in developing new perfumes for my brand.
PP : Do you follow a pattern while deciding upon the combination of the three notes?
MN : Yes, there are times when I follow a certain pattern while deciding upon the combination of the three notes, while sometimes, I just go with the flow.
PP : Which perfume that you have created holds a special place in your heart and why?
MN : Though I am attached to all my products, I particularly love Laya because it is the most successful perfume that I have created.
PP : How do you intend to build the future of your brand?
MN : We plan to take Ne’emah international and make it historical. I hope that the brand becomes an inheriting legend.
Add Comment