Abdulla Ajmal on 75 years of heritage, human connection and the evolving future of Arabian perfumery
By Shereen Shabnam
Being in business for 75 years is more than a milestone in current times. It is a testament to resilience, relevance and the ability to evolve without losing identity. For Ajmal Perfumes, one of the Middle East’s most iconic fragrance houses, this anniversary is not simply a moment of reflection, but a reaffirmation of purpose. At the centre of that journey is Abdulla Ajmal, who continues to guide the brand through a rapidly changing global fragrance landscape while remaining deeply rooted in its Arabian heritage.
In this exclusive conversation with GTM, he shares insights on navigating global fragrance trends, shaping modern consumer preferences, and leading one of the region’s most iconic perfume houses into its next chapter.
Founded on the art of perfumery and the richness of oud, Ajmal has long been synonymous with craftsmanship. Yet today, the conversation around fragrance is shifting. Global trends are increasingly being shaped by the Gulf and Abdulla notes that the international industry is now looking towards Khaleeji preferences for inspiration in layering, intensity and the cultural significance of scent. What was once considered niche is now influencing mainstream perfumery, signalling a broader shift in how fragrance is experienced and understood.
At the same time, consumer expectations are evolving. There is a growing demand for what Abdulla describes as “second-skin” fragrances that are intimate scents that sit close to the wearer rather than announcing themselves. This quieter approach exists alongside another defining trend: the desire for bespoke fragrance experiences.
Personalisation, long embedded in Arabian perfumery traditions, is becoming a global expectation. Ajmal, with its deep heritage in custom blends and scent layering, is uniquely positioned to bridge these two worlds, crafting fragrances that feel both personal and contemporary.
For Abdulla, the essence of Ajmal today is no different from the time of his grandfather. The techniques, the patience, and the artistry that define traditional perfumery continue to anchor the brand. The challenge lies not in preserving craftsmanship, but in ensuring its relevance for a new generation of consumers. It is about translating heritage into a modern language without diluting its authenticity.
Looking back on the brand’s journey, Abdulla speaks less about commercial milestones and more about people. The strength of Ajmal, he reflects, has always been rooted in family unity and a shared commitment to purpose. Across generations, the business has been guided not just by ambition, but by a desire to build something meaningful that extends beyond profit. That philosophy has shaped both the internal culture of the company and its broader social impact.
“Ask anyone within the organisation what Ajmal stands for,” he suggests, “and the answer will always come back to human service.” It is a perspective that has remained constant, even as the brand has expanded globally. From employees to customers, relationships have been central to its growth, reinforcing a sense of loyalty that transcends transactional engagement.
That human connection also plays a critical role in how Ajmal navigates market trends. Unlike many global brands that rely heavily on distribution networks, Ajmal’s extensive retail presence allows it to remain directly connected to its customers. This proximity provides real-time insights into evolving preferences, enabling the brand to respond quickly and intuitively to shifts in demand. It is a model that has served Ajmal well for decades, ensuring genuine consumer experience.
As the company looks to the future, its ambitions are firmly global. Expansion across Europe, the United States and Asia is already underway, signalling a new chapter in its evolution. Yet even as it scales, Ajmal remains committed to controlling every aspect of its value chain, from sourcing raw materials to crafting the final product.
Anniversary launches, including the evocative Strings of Oud collection and upcoming celebratory releases, further underscore this balance between past and future. They serve as both a tribute to the brand’s origins and a statement of its continued relevance in a competitive, fast-moving industry.
The decision to rebrand as Ajmal Dubai during its 75th year reflects this forward-looking vision. Dubai, with its dynamic blend of tradition and modernity, has become a natural anchor for the brand. It represents a global identity that resonates across cultures while remaining firmly connected to its Arabian roots. In many ways, the city mirrors Ajmal itself as a brand that is evolving and deeply aware of its heritage.
For Abdulla, the story of Ajmal is ultimately one of continuity. It is about carrying forward a legacy while adapting to the demands of a new era.
