The Art of Oud: An Exclusive Conversation with Ali Al-Durei'a, Founder of Attar Perfume

In the competitive world of luxury fragrances, where countless brands promise quality, Attar Perfume has carved a niche for itself as a beacon of authenticity and trust. Its founder, Ali Al-Durei'a, is a well-respected figure whose journey from an avid hobbyist to a successful entrepreneur is as captivating as the scents he curates. In this exclusive blog post, we delve into a frank discussion with Al-Durei'a about the secrets of the trade, the philosophy of Attar Perfume, and the true meaning of luxury in the world of oud.

The First Step: A Hobbyist’s Passion and a Sheikh's Trust

Ali Al-Durei'a's story begins not in a boardroom, but in his childhood home. His love for oud was nurtured by his late mother, who would prepare traditional perfumed incense from scratch. This early exposure to the art of fragrance ignited a passion that would later evolve into a thriving business.

His journey as a professional began with a leap of faith, reaching out to prominent figures in the Gulf. Al-Durei'a attributes his success to a simple yet powerful formula: product quality and a trader's reputation. "A sheikh is like a tree," he explains. "One sheikh brings you ten, and those ten bring you five more each. Once you gain the trust of the first one, if your work is good and your dealings are honest, you will spread throughout the family."

One poignant memory Al-Durei'a shares is of Sheikh Duaij Al-Khalifa Al-Sabah, may he rest in peace. As a young entrepreneur with little recognition, Al-Durei'a called the sheikh, who was known for his support of Kuwaiti projects. The sheikh not only attended Al-Durei'a’s exhibition but, after making a purchase, told him something he would never forget: “I would show up for any Kuwaiti, even if they were selling toothpicks.” This powerful moment of support and encouragement became a cornerstone of Al-Durei'a's commitment to excellence and integrity.

Breaking the Monopoly: A Glimpse into the Wholesale Market

Al-Durei'a's business strategy was bold and unconventional. He noticed a significant gap in the Kuwaiti market: the wholesale oud trade was dominated by a select few non-Kuwaiti traders. Rather than competing head-on, he decided to enter the market with a unique advantage—a partnership with a seasoned Indian trader. "When a Kuwaiti customer has a choice between an Indian and a Kuwaiti," he explains, "they'll choose the Kuwaiti."

This partnership was built on a perfect synergy: his partner, Mr. Niyaz, had the expertise and supply connections, while Al-Durei'a provided the capital and strong local relationships. To truly master the trade, Al-Durei'a spent months in India, immersing himself in the local culture and learning directly from the source. He refused to be a passive partner, instead choosing to actively participate in the wholesale markets and learn the intricacies of the business firsthand. This hands-on experience not only honed his expertise but also earned him the reputation and confidence needed to build his brand.

Al-Durei'a's time in India and the establishment of his wholesale presence there gave him an unparalleled understanding of market trends. By observing which types of oud were most in demand by his B2B clients, he could predict what retail customers would want, allowing him to anticipate market shifts and maintain a competitive edge.

The Reality of Oud Sourcing: Debunking Common Myths 🌿

The world of oud is often shrouded in romanticized tales of sourcing from deep jungles. Al-Durei'a offers a dose of reality, emphasizing that the trade is far more complex and, at times, dangerous. "No Gulf trader enters the jungle," he states bluntly. "That is the job of the locals, the men of the mountains." He recounts a harrowing experience in Sri Lanka where a young companion was held at gunpoint for taking a photo. This is the reality of dealing with a commodity that is often controlled by powerful local groups.

On the topic of "farm-grown" oud, he clarifies that while it is a thing, it is distinct from wild-grown oud. Wild oud is a gift of nature, while farm-grown oud involves human intervention to accelerate the resin formation process. "The oud you buy today for 50 dinars might be sold for 70 next year," he explains, "but its quality will be lower." This is the nature of the market: quality decreases as demand rises and supply dwindles, making today's purchases a potential investment for tomorrow.

The Investor vs. The Consumer: Two Sides of a Single Coin 🪙

Al-Durei'a directly addresses a common misconception: that buying oud is a waste of money because you burn it. "That's like saying a person who eats a meal wastes their money," he retorts. "It's a personal interest." He sees oud as an experience, a part of one's personal identity and elegance.

He also explains the investment potential of rare oud. While he cautions against investing in low-quality or mid-grade oud, he highlights the exceptional returns on rare and unique varieties. He recalls an oud purchase that went from 5,000 dinars to 60,000 dinars in just three years, an astonishing return that proves that rare oud is a legitimate asset. He advises a simple rule: invest in rare, high-quality oud that is still on the rise, not in varieties that have already peaked.

Navigating a Complex Market: Ali Al-Durei'a’s Advice to the Novice

For those new to the world of oud, Al-Durei'a offers practical and essential advice. He warns against the prevalence of fake and adulterated products, especially in the online space and unregulated auctions. To avoid being swindled, he offers a few tips:

• Beware of a single-color oud chip: The wood has a lot of gradients and natural colors.

• Inspect for impurities: Use your phone's flashlight to check for unnatural shine or glue residue.

• Trust Your Senses: The weight of a high-quality oud chip is a tell-tale sign. If it feels unusually heavy, it may be filled with lead to increase its weight.

• Start with small purchases: Before committing to a large quantity, buy a small sample to test its quality.

• Stick with a reputable seller: If you find a trader whose oud you like and trust, stick with them. This is the most reliable way to ensure you're getting an authentic product.

The Legacy of Attar Perfume: More Than a Scent

Today, Attar Perfume has expanded its presence, but Al-Durei'a remains grounded in the principles that built his brand. He continues to run free workshops to educate people on oud, viewing it as both a social responsibility and a powerful marketing tool. "Spreading knowledge is a form of giving back," he says, "and a satisfied customer is the best advertisement you can have."

His approach to sales is equally unique. He compares rare oud to a bride—not something to be flaunted to everyone, but to be shown only to a worthy suitor, the serious client. "When a good suitor comes with a good reputation," he concludes, "you proudly present your 'daughter'."

Attar Perfume's journey is a powerful testament to the fact that success isn't just about sales numbers. It’s about building a legacy of trust, respect, and unparalleled quality—a legacy that, like the rarest oud, only grows more fragrant with time.