Award-winning Designer Shaik targets travel retail – 26/10/05

Fragrances in hand-crafted flacons are among Designer Shaik's flagship products. The company's logo (bottom) features the Desert Prince
Fragrances in hand-crafted flacons are among Designer Shaik’s flagship products. The company’s logo (bottom) features the Desert Prince

BAHRAIN. Luxury goods house Designer Shaik Inc is targeting travel retailers with a range of exclusive accessories in special packaging. The company specialises in producing high-class fragrances, jewellery, gifts and fashion goods.

About Designer Shaik Inc

Bahrain-based fashion house Designer Shaik Inc creates products which are said to combine the adventure and mystique of traditional Arabia with the style and skill of the Western world. Hand-crafted and customised, its products are characterised by opulence, elegance and sophistication, and are sold in exclusive boutiques. The Designer Shaik brand is built around the Desert Prince, described as an aloof, almost mythical, figure with a romantic allure. Designer Shaik has picked up awards including the Frontier Brands Awards and the GMR awards.

Designer Shaik’s main markets

Designer Shaik Inc is well established in the Gulf region. Its luxury products sit alongside international brands in a number of airport duty free shops throughout Middle East, including Bahrain Duty Free, Dubai Duty Free, Muscat Duty Free, Qatar Duty Free and Kuwait Duty Free. The company is among the top-ranking brands in sales. The products are placed on Royal flights and are carried onboard all major airlines in the GCC.

Designer Shaik Inc’s Mohammed Al Asfoor told The Moodie Report: “The Western market has also shown keen interest on our products, because the fragrance combines elements between old and new Arabia, creating a dynamic balance.

“We also display our treasures in VIP areas of hotels such as the famous seven-star Burj Al Arab and Emirates Towers to further promote the legendary image of Designer Shaik, which is inspired by centuries of Arabian heritage. Our sales teams have also targeted Protocol Departments, Royalty and Heads of States with impressive results. We have become a must-have product in royal circles.”

Plans for expansion and growth

Designer Shaik products are handmade and in limited supply. The brand is available only at points of sale renowned for exclusivity and specialisation, either directly from the company headquarters in Bahrain (direct home delivery service), international airports, exclusive hotels and a network of fashion, jewellery and perfumery outlets. Designer Shaik plans to open its own exclusive boutiques.

Said Mohammed Al Asfoor: “We aim to create an international image with a romantic appeal that reflects dignity and pride in our Arabian heritage and culture, and to be recognised and admired as a creative fashion house that has set its sights on establishing a truly unique brand experience.”

To boost its travel retail sales, Designer Shaik is designing special products exclusively for the market. It has launched a series of jewelled accessories and is currently developing special packaging.

Added Mohammed Al Asfoor: “We expect good growth for our brand as it forms an ideal memento for any traveller in the region and it’s a precious treasure that invokes memories of a romantic Arabia. The past few years have shown that duty free shops are a proven ambassador for the region.”

The product range

The flagship collection is Jewelessence Blue, a collection of fragrances that are among the most expensive in the world and represent “a symbol of distinction”, according to the house. The collection comprises Opulent Shaik for Men and Opulent Shaik for Women, each of which are available in Silver and Gold versions. Each creation uses components and materials obtained from leading manufacturers across Europe. The flacon is made of precious metals, encrusted with gems. An exclusive Platinum version of the Jewelessence Collection is also being created, to add to the existing Precious and Classic editions.

In addition, a new collection of luxury gifts is offered for both men and women. The limited-edition gift packs are based on exclusive themes, described by the firm as suitable for top executives and corporate events. Products include bejewelled cufflinks and tie-pins. Also available is the traditional Arabic Egal headdress, produced in fine quality Swiss voile.

A new collection of watches is soon to be unveiled, along with the latest Chic Shaik fragrance range, which will target a younger audience.

Introduced during the 2004 Formula One Grand Prix, Desert Jewels is a line of detailed bejewelled accessories, designed with semi-precious stones known for their talisman-like attributes. The collection will be incorporated into a new range.

For details, contact Bobby Thomas, PO Box 5643, Manama, Bahrain, tel: +973 17 598088, fax: +973 17 593844, email: or visit

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