Shadi has been in the Fragrance industry for almost 20 years, He also served as a member of the Fragrance Foundation Arabia board of directors and was the only one to be a judge in the Fragrance Oscars for 8 years. He has a huge GCC market knowledge and experience in Oud, Oud Oil and other oriental fragrances.
Shadi defines himself as an Oud lover, an advocate for its value and supports sustainability in Oud and Oud Oil production.
For Shadi, fragrance is memory, a strong fragrance holds the memory better. “When I create a fragrance, I try to put an emotion in a bottle, an emotion that can turn into an unforgettable situation and whenever you smell it you feel the fond memories comeback flooding”