Sterling Perfumes will return to the TFWA World Exhibition (Red Village, M30) with its upcoming travel retail offerings as it celebrates its silver anniversary.
Visitors will be able to nose the brand’s indulgent scents and catch a glimpse of new anniversary-edition products, including the exclusive launch of Precieux I.

Sterling Perfumes’ 25-year history will be a key theme for the company’s activities at the show with a new launch paying tribute to their silver anniversary.
Precieux I is an extrait de parfum offering a more concentrated long-lasting scent. The company describes the fragrance profile as “timeless and innovative”, marrying traditional notes with contemporary nuances to highlight its presence in the world of luxury perfumery. The scent is designed for those who seek exclusivity and a statement without being overwhelming.
The exhibition booth will offer sneak-peaks at upcoming releases in the channel. The installation will also feature a plethora of new products alongside extensions of the Armaf’s Odyssey Collection: Candee, Limoni and Spectra. Delegates will be encouraged to sample the range in the company of Sterling Perfumes’ team, who will guide guests through the history and fragrance notes of each offering.
Novel setups within the booth will “transport visitors to the sky” as products appear to be displayed within aircraft windows.
Sterling Perfumes Chairman Dr Ali Asgar Fakhruddin commented: “It is a beautiful moment of serendipity that we are celebrating our 25th anniversary at the same time that TFWA mark their 40th.
“For over two decades, we have taken pride in championing innovation and creativity, consistently introducing fragrances that resonate with a diverse audience. It brings us great joy to showcase the products that represent the culmination of our years of commitment to quality, strategic partnerships, and our consumer-centric approach.
“Our overarching aspiration for the next 25 years is to become a global leader in the fragrance industry, known for innovation, quality and our company’s ethos of ‘journeys in creation’. This ethos will also be reflected in the way our stand is designed, with each segment of the booth telling a story of how we have evolved as a company and the ‘thought-to-product’ process for how our various brands have come to life. Sterling Perfumes envisions itself as a brand that continues to shape the future of perfumery while honouring its rich heritage.
“We are thrilled to launch Precieux I because it represents our storied journey in the fragrance industry. It is a celebration of our heritage, our achievements and our commitment to excellence. This fragrance is a tribute to our passion for perfumery and our relentless pursuit of perfection.
“We believe Precieux I captures the essence of Sterling Perfumes’ legacy and the vision for our future. It is a fragrance that not only honours our past but also sets the stage for the next chapter of our story.” ✈