Dubai, UAE – 14 March 2019: The Spirit of Dubai Parfums by Nabeel, an ultra-luxury fragrance brand from the UAE has unveiled SHUMUKH, the world’s most expensive and luxurious unisex perfume, valued at AED 4.752 million /US $ 1.295 million. Paying tribute to “The Spirit of Dubai”, SHUMUKH, which in Arabic translates to ‘deserving the highest’, unites the art of jewellery and perfumery to create a one-of-a kind masterpiece that tells the tale of the great Emirate through seven core design elements. Set with 3,571 sparkling diamonds (totalling 38.55 carats), topaz, pearls, 18 karat gold 2479.26 grams and 5892.88 grams pure silver, SHUMUKH is the epitome of luxury. SHUMUKH can be exclusively seen at The Dubai Mall, Fashion Avenue as part of the mall’s ART+ series.
The Spirit of Dubai Parfums is inspired by the rich and diverse cultural heritage of Dubai – an awe-inspiring city of vivid scenery and captivating contrasts of ancient tradition and all the luxuries of a thriving, cosmopolitan society. The award-winning brand launched its ‘First generation’ Luxury collection in 2015 followed by ‘Second Generation’ Ultra-luxury Collection in 2016. All products are conceptualized from the seven core elements. SHUMUKH – an unrivalled tribute to Dubai in the world of fragrance, beautifully showcases the seven key elements of pearl diving (Durra), falconry (Baz), Arabian horses (Abjar), roses (Narjesi), luxury (Haibah), Arabian hospitality (Diwan), and Dubai’s stature as a ‘city of the future’ (Aamal), all of which have been intricately modelled in gold and silver, and ornamented with the highest quality VVS diamonds and precious stones.
Standing 1.97 metres tall and taking over three years and 494 perfume trials to formulate, SHUMUKH is comprised of the finest natural ingredients sourced from the furthest corners of the globe, culminating in a scent that is as unforgettable as it is mesmerising with notes of amber, sandalwood, musk, rare pure Indian agarwood, pure Turkish rose, patchouli ylang-ylang and frankincense.
SHUMUKH takes its lasting power from the superior quality and rarity of its ingredients and is estimated to last on the skin for more than 12 hours and up to 30 days on fabric. SHUMUKH's hand-blown Italian Murano glass bottle has the capacity to hold three litres of perfume that is dispensed via a revolutionary remote-controlled spray mechanism that adjusts to the user's ideal height.
SHUMUKH is conceptualised in the UAE by Mr. Asghar Adam Ali, Chairman and Master perfumer at Nabeel Perfumes Group of Companies and executed by renowned artisans and master craftsmen from Switzerland, Italy and France - including the recipients of the designation of Meilleurs Ouvriers de France ('Best Craftsman of France'). SHUMUKH is the only perfume to hold two Guinness World Record titles, including ‘Most diamonds set on a perfume bottle’, and ‘Tallest remote controlled (RC) fragrance spray product’. It is also customisable and offers the opportunity to have bespoke and personalised modification incorporated. Additionally, all diamonds and precious stones are accompanied by individual certificates of authenticity.
Mr. Asghar Adam Ali, Founder & Chairman of Nabeel Perfumes Group of Companies, Master Perfumer and Designer of SHUMUKH said, ‘with a history of passion for perfumery that has spanned 47 years and a keen eye for jewellery design, my dream was to bring to life a “history in the making” concept with innovation at its core. My vision was not only to capture Dubai’s persona in one monumental piece of art, but to also create a fragrance that embodied the pinnacle of luxury in the world of perfumery. Today, I am very proud of SHUMUKH, an evocatively stunning and bespoke creation which combines the disciplines of art, jewellery design and perfumery and, is concurrently also the holder of the highest number of Guinness World Records in the world of perfume industries”.
Paying tribute to 'The Spirit of Dubai', the seven elements SHUMUKH represents are as follows:
- Durra – the greatest pearl ever found
- Baz – the imperial falcon
- Aamal – the city of Future
- Abjar – the noble steed
- Narjesi – the rose in eternal bloom
- Haibah – the most precious diamond
- Diwan – the home of heroes
SHUMUKH will be on public display in The Dubai Mall’s Fashion Avenue from 14th – 30th March 2019. The custom-built, seven window display beautifully showcases each of the seven elements and takes the viewer on a memorable journey of the inspiration behind the brand. Each window showcases the ‘First Generation’ and ‘Second Generation’ perfumes that are the foundation of SHUMUKH.