Not every great brand begins with a business plan. Some begin with childhood memories, a vial of rose oil, and a lesson about what it means to truly value something. For Basel Binjabr, a man who built his career in the measured world of investments, it was precisely this kind of quiet, personal inheritance that would eventually pull him toward one of the most unexpected pivots in modern luxury: founding Thameen London, a niche fragrance house that has since become one of Britain’s most distinguished names in perfumery.
Basel grew up watching his father treat fragrance the way others treat fine art – with reverence, discernment, and deep personal meaning. Those early visits to perfumers, where his father would carefully select precious rose oils and speak of them as though they were gemstones, left a mark that no boardroom ever could. When his father passed, Basel did what some only dream of – he turned grief into something lasting. He chose London as his stage and set out to build a brand worthy of the man who first taught him that a beautiful scent is never just a scent. That brand became Thameen, an Arabic word for ‘precious’ – a name that says everything about what Basel intended to create.
We meet with Founder of Thameen, Basel Binjabr, on his visit to Oman to learn about his journey and the fragrant story he is creating.
You are businessman. Yet here we are all set to talk about one of the finest and niche fragrance brands to come out of United Kingdom that you founded. Tell us how your pivot to the world of fragrances happened.
I’m definitely a businessperson, specialising in investments – not perfumes. I hadn’t dealt with perfumes from a business perspective until recently. But I was introduced to the world of perfumery when I was a kid, thanks to my late father. He was a big collector and treated his perfumes like precious jewels. He had this amazing passion for rose oils. He never went for alcohol-based fragrances; he was all about oil-based scents.
I loved his knack for selecting the best quality fragrances. I was influenced by his love for good and well-crafted fragrances from a young age.
Did you learn about perfumery early on?
My father’s passion for perfumes definitely influenced me; I found myself becoming connected to the world of perfumery. I recall my high school days, where my desk held around 50 different fragrance bottles. Exploring various scents became a personal passion, especially those from high-end fashion brands. Some iconic fragrances of that era still linger in my memory – Azzaro and Corum, for instance. These were legendary scents that dominated the market back then.
Around 10 years before founding Thameen, I decided to pivot from mainstream fashion brands to niche fragrances. When traveling to London or Paris, I would visit small boutiques and dive into exploring lesser-known brands. Over time, my appreciation for niche fragrances grew — especially for their intricate construction and unparalleled quality.
How did Thameen London happen?
When my father passed away, I chose to create a perfume brand as a heartfelt tribute to his deep love for perfumery. As I mentioned earlier, perfumery wasn’t my career; it came purely out of passion. While I instinctively knew how to select the right fragrances, I lacked any business expertise in this industry. Starting a perfume brand came with inevitable challenges, particularly since I chose not to launch it in Saudi Arabia. Instead, I made the bold decision to establish it in London and position it as a British brand from the outset, ensuring it was built on a solid foundation before expanding into other countries. This vision was clear, but putting it into action was far from simple. One of the biggest hurdles was navigating the manufacturing side of things. In this sector, suppliers often impose minimum order quantities that can be almost impossible for a budding brand to meet. Every supplier I connected with had their own set of tough conditions. There were additional obstacles on the creative side of things; renowned perfumers wouldn’t collaborate with me because I lacked fame, wasn’t part of a fashion house, nor did I come from an established fragrance brand. Nevertheless, I tackled these challenges with unwavering dedication and persistence. Finally, I discovered certain fragrances that resonated deeply with me – and I chose to leave their formulas untouched. That marked the beginning of Thameen London.
How did a new, niche, and relatively unknown brand secure retail space at Selfridges right at the beginning of Thameen London’s journey?
I crossed paths with a German company immersed in perfumery. Their products were undeniably expensive but unmatched in. Starting out, I decided to launch with five fragrances from their offerings. The question that followed was where the fragrances would be sold. I envisioned Selfridges as the ultimate destination. For five years prior to launching Thameen, Selfridges had been my go-to place for buying niche fragrances – it was synonymous with exclusivity and excellence in the perfume realm. However, approaching such an iconic department store was far from easy. They have rigorous standards and terms for any prospective brand alongside stiff competition from major names in France, Italy, and Spain. Despite the odds, I reached out to them and presented my vision with passion and resolve. Armed only with a brochure and samples of the five fragrances, I shared the story behind Thameen – its ethos rooted in the idea of showcasing perfumes as gemstones, reflecting luxury and quality at every touchpoint including ingredients, packaging, and design. Fortunately, Selfridges was captivated by the concept and agreed to give me a chance. They issued me a challenge: if we could sell 10 units within our first week, a significant feat for an unknown new brand, we would be allowed to continue. On our first day at Selfridges, we sold 15 units, a groundbreaking achievement for a new brand in such a prestigious venue. It was a monumental milestone that no new brand had accomplished there before.
How has Thameen London evolved since?
In August 2019, we achieved a remarkable milestone by selling 400 units in a single day, generating £90,000 – our highest sales record at Selfridges. This accomplishment placed us above renowned brands like Creed, Dior, Chanel, and Armani. This success took place in London, and since then, we’ve expanded into other European countries. Today, we proudly operate in both Selfridges and Harrods, reaching 50 countries across 300 locations. We have garnered a strong fan base worldwide, and I am consistently delighted to see numerous reviews of Thameen fragrances from countries like India, Argentina, Russia, Italy, Spain, Dubai, and Egypt.
And now we have Thameen London in Oman!
We are thrilled to be in Oman! We anticipate Oman will be a great market for us.
Interestingly, our launch in Oman coincides with a new fragrance, Coronet, featuring Omani frankincense, presented in a distinctive brown bottle. This fragrance is unique, as it harmonizes beautifully with surrounding notes such as amber, wood, juniper berries, and pink pepper. I am confident that our Omani customers will enjoy this scent.
How would you describe your role within the brand, aside from being the founder?
I am deeply involved in the creative elements of Thameen London. I typically start by providing the perfumers with a specific direction, focusing on a primary ingredient I want to feature. For instance, when I select tuberose, I challenge them to present various interpretations, such as one with floral notes, another with woody notes, and yet another with resinous notes like frankincense or myrrh. We then collaborate and refine these options over nearly a year until we perfect the formula.
Once we finalize the fragrance, we conduct stability testing, ensuring that the ingredients remain stable over six months. This step is crucial to guarantee that the fragrance maintains its integrity once it hits the shelves. We embrace the maceration process, which allows the ingredients to blend seamlessly. I am constantly working with the perfumers to bring each fragrance to life.
Niche perfume brands are bourgeoning. What makes Thameen London different?
In the crowded perfume market, Tameen London stands out for two main reasons. First, our focus is not solely on the scent itself, as many brands do. Instead, we prioritize the quality of the ingredients. I ensure that we use only the highest quality components. For instance, every ingredient can have numerous varieties with varying qualities and costs. Thai rose, for example, is the most expensive rose oil globally, while we also utilize Turkish and Bulgarian rose oils, along with Indian and Egyptian jasmine, which is the finest in the world. Our cedar wood comes from the Atlas Cedar of Morocco, which is superior to Virginia or Indian cedar wood. Our perfumers are advised to select only the best notes, such as Haitian vetiver and Madagascar vanilla. When it comes to frankincense, we use Omani frankincense. Our commitment to quality is unwavering. Secondly, we emphasize concentration levels. All our fragrances are extrait de parfum, with 35% concentration in most cases – an unprecedented level in the market. This commitment to quality and concentration is what differentiates us, as our customers truly appreciate excellence.
How do you view Oman as a market for Thameen?
The people of Oman love their perfumes like most of GCC. They know their fragrances and also understand the art of layering. We are quite excited to be in Oman. Many perfume enthusiasts from Oman have been in touch with us and we look forward to meeting them all soon.
I must take a moment to commend, compliment, and congratulate Amouage as a brand. They have successfully established themselves as a global entity originating from Oman. I believe they represent the most remarkable success story among perfume brands. Although they have been in existence for a considerable time, the international presence of Amouage is genuinely remarkable. I would like to extend my congratulations to the owners of Amouage, acknowledging their exceptional efforts in enhancing the brand.