São Paulo – Since July this year, businesswoman Julia de Biase has been selling fragrances by the Asgharali brand, from Bahrain, in Brazil. The scents, which cost between R$ 570 (US$ 245) and R$ 3,200 (US$ 1,370) are sold in crystal and stone packages and turned to the luxury market.
Biase tells that she discovered the brand during a trip she made to the Middle East in 2009. “I fell in love with the perfume and brought ten to Brazil. I started wearing the fragrances and was stopped by people in the streets, who asked me about the scents,” she explains.
That was how she decided to bring the brand to the country. She called the company and, from there, several negotiations arose and some trips were made so that she could become the Asgharali representative in Brazil.
An architect by training, she says that this is the first time she operates in the fragrance sector. “I have never worked with perfumes. I am a granddaughter of Italians, but I am passionate about the Arab world,” she explained.
Biase says that the perfume started being sold at events up until famous hairdresser Marco Antônio de Biaggi learnt about them and they started being sold at his salon. The products are sold at four points of sale in São Paulo and there is also a retailer in Cuiabá, in Mato Grosso.
According to the businesswoman, the company from Bahrein has asked her for a business plan to open shops in Brazil in 2014. “I have already said that they must think of two or three shops in São Paulo and one in each large capital,” she stated.
The shops should be opened at shopping centres or on sophisticated streets in the Jardins neighbourhood, in the city of São Paulo, like Oscar Freire, a traditional retail street. “The shops will be like jewellery stores, with personalized services. The customers- will sit and sample the scents,” said Biase.
Apart from Brazil, she is also interested in taking Asgharali to other countries in Latin America, like Chile, Peru, Uruguay and Colombia.
The scents
Asgharali was established in 1924 by Bahraini perfumer Asghar Ali. Today, the company is run by his son, Saleem Asghar Ali, and is also present in Qatar, Saudi Arabia, the United Arab Emirates, Oman and Pakistan.
“All the scents are oriental: oud (wood), amber, musk, sandalwood and jasmine,” she says. She points out the design of the packages. “The perfume is like a jewel. The package is extremely worked, as in the Middle East it is men who buy women perfume. There are 10 ml scents that cost up to US$ 15,000,” said Biase. The Asgharali products are divided into concentrated perfumes, "eau de perfum", solid perfume, incense and incense holders.
According to her, perfume plays a very important part in female art of seduction in the region, as women have their bodies and heads covered. “Women seduce men with their eyes and aroma,” she said.
In Brazil, according to the businesswoman, sales are focussed at a few points of sale, as the brand is aimed at an audience that targets quality. “I want to make the products renowned and admired by people,” she finished off.
Contact
Asgharali
Showroom: Rua Doutor César, 1368, cj 711, Santana, São Paulo
There, it is Julia de Biase herself who talks to clients
Telephone: (+55 11) 3857-7523
MG Hair Design (Marco Antônio de Biaggi’s salon) – Rua Estados Unidos, 1862 – Jardim Paulista, São Paulo
Licy Home – Alameda Gabriel Monteiro da Silva, 1325 and Rua José Jannarelli, 603, São Paulo
Site: www.asgharali.com.br
E-mail: contato@asgharali.com.br
*Translated by Mark Ament
