São Paulo – The Al Ward store reopened late last Thursday (23), returning to its original focus on Arab perfumes. Located in the upscale Jardins neighborhood in São Paulo and owned by entrepreneur Julia de Biase, the boutique now offers fragrances imported from the United Arab Emirates and Bahrain, two Arab Gulf countries. According to Biase, the shop will soon also carry perfumes from Saudi Arabia.
“I completely restructured the store, bringing it back to its origins, when I started it as an Arab perfume shop,” Biase told ANBA. Al Ward opened in 2015 as an Arab perfumery and in the following years added other segments, such as a café, a cosmetics display, and a décor section on the second floor.
After completing 10 years last year and entering its 11th anniversary, at a time when the niche is on the rise globally, the shop is returning its focus to Arab perfumes. “I’ve noticed that with each passing day there is significant growth in Arab perfumery in Brazil and Latin America,” she said, noting that Al Ward was the first store in Latin America dedicated to Arab perfumes.
Biase highlights that Al Ward sells only Arab brands. Unlike some fragrances in the Brazilian market labeled as Arab due to their scent but produced locally, Al Ward’s perfumes are in fact sourced from Arab countries. “The store has entered a new, more mature phase, and I want it to have that identity—as a shop dedicated to Arab perfumery,” she said.
At Al Ward, customers can find perfumes from brands such as Riiffs, Lattafa, Ajmal, Armaf, Orientica, Ard Al Zaafaran and Maison Alhambra, from Dubai, UAE, as well as Asgharali from Bahrain. As fragrances from Saudi Arabia are set to arrive soon, Biase is also open to adding brands from other Arab countries, as long as they meet quality standards. “The store will become a reference point for the Arab world in Brazil,” she said. Prices range from BRL 250 to BRL 3,000, and body creams from Arab brands are also available.
The idea is for Al Ward to also become a flagship—a model or benchmark store for future units to be opened in other cities. Biase does not rule out a franchise model. As a symbol of this new phase, the store’s logo—a rose, as “Al Ward” means rose in Arabic—has been redesigned, changing from a black-and-gold mandala to a green mandala featuring the flower.
The fresh start is reflected in the new store’s décor, designed by architect Túlio Santana, featuring golden tones, touches of green, and lighting that blends modern and opulent elements, creating an overall feel that is both luxurious and clean. The boutique café remains, along with a space reminiscent of Arab tents. The second floor will host training sessions and events related to the Arab world, especially perfumery.
The reopening featured an Arab music performance and was attended by authorities and prominent figures, including businessman Samir Jaber of the importer Rebaj, the UAE consul in São Paulo, Abdalla Shaheen, and the Qatari consul in São Paulo, Almuhannad Ali Al-Hammadi.
Quick facts
Al Ward Arab perfume store
R. Dr. Melo Alves, 490 – Cerqueira César, São Paulo, Brazil
Open Monday to Saturday, 10 a.m. to 7 p.m.
WhatsApp: +55 11 99936-6674
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Translated by Guilherme Miranda
