Interview
with Asem Al Qassim

His Highness Sheikh Mohammed bin Zayed Al Nahyan’s message inspired me. He had told his people – the Emiratis, to be the best examples of the sons of Sheikh Zayed. My wish is to be counted amongst them, someone spreading a message of love and kindness to the world. That wish inspired the story of my collection and the brand, Anfas. To show the world the meaning of hospitality and the welcoming nature in our land. For we are the people of peace, hospitality, love, and harmony. Ask anyone in the world about the Emirates, and you will hear about the open tents, the welcoming cup of Arabic coffee, the trips on camelback and so, I presented my collection embodying the spirit of Arab hospitality.

My entire collection is inspired by the environment in which I’ve grown. The names of my perfumes took on the same character, and so did the aromatic components composing them. All this, while making sure these compositions are integrated with global senses and diverse tastes so that the products would be accepted by the world. This contributed to the success of the collection’s propagation in more than 40 countries around the world. My entire collection is inspired by the environment in which I’ve grown. The names of my perfumes took on the same character, and so did the aromatic components composing them. All this, while making sure these compositions are integrated with global senses and diverse tastes so that the products would be accepted by the world. This contributed to the success of the collection’s propagation in more than 40 countries around the world.

The biggest challenge for me was understanding the global system of trademarking. It isn’t easy to build a brand with a global vision and contribute to its global spread without understanding this system. The processes of manufacturing and distribution all differ according to the nature of the markets you’re in, their population densities, and even their tastes in choosing the products.