Perfume is like a language – deeply personal, spoken without words, and shaped entirely by the one who wears it

Hicham, originally from Marrakech, Morocco, has been running the “Shéhérazade” boutique for ten years in the souk – the emblematic market nestled in the very heart of the city. The entrance to this labyrinth of bustling alleyways opens onto Jemaa el-Fna square, the true heartbeat of the medina and the starting point of its entire market network. It is a vibrant space, filled with street performers, vendors, and food stalls, especially alive as night falls. Passionate about fragrances and perfumes since childhood, Hicham has turned this passion into a way of understanding the world. We speak with him about the intimate relationship between perfumes and people, and about how to choose a personal, distinctive fragrance while staying attuned to contemporary trends. Interview: Irina Rybalchenko, Marrakech Are perfumes simply your profession, or do they represent something deeper – almost a way of life? Yes, it is my passion. I love it deeply. I work from the heart, and I give everything from the heart. Perfumes are my way of loving. Why did you choose the name “Shéhérazade” for your boutique? What does it represent to you? Shéhérazade is a very well-known figure in the Arab world: a beautiful woman who tells stories. On my business card, it says “1,001 exceptional oils.” Shéhérazade tells stories, and perfumes are always linked to people’s stories. If you come and tell me your story, I can find a fragrance for you. Does that mean you observe people and, based on what they project, you can guide them toward the most suitable scent? Yes. I base my recommendations on a person’s face. I can find the right perfume almost immediately, also through their expression. I feel it. Perfume is a very personal choice – almost a form of identity, isn’t it? Yes, it’s like a language: it depends on the person. I love scents that may not appeal to someone else, and vice versa. It is very individual. But if we talk a little and I get to know you, and you ask me to create a perfume for you, I can design something I know you will love. Do perfumes also follow seasons or trends? Are there differences between summer and winter, for example? Yes, each season has its own scents. Winter perfumes are not the same as summer ones. In summer, they are fresher, slightly floral or soft. In winter, they are more intense. Beyond the seasons, what differences exist according to age? What would you advise an older person or a young girl who is unsure which perfume to choose? For an older person, I do not recommend sweet fragrances. I suggest woody or less floral scents instead. Sweet perfumes are more suited to younger people. And for men –  is the selection process equally personal or more straightforward? If you tell me which fragrance you already use, I can recommend other options. I have more than 300 perfumes. For example, if you use Sauvage by Dior – a fresh, bold, and sophisticated masculine fragrance with notes of bergamot, Sichuan pepper, ambroxan, and vanilla – I might suggest Creed Aventus, an iconic scent that combines citrus freshness with a smoky, woody base. In a profession like yours, where smell and intuition are essential, what knowledge is necessary to understand and create the right fragrance for each person? You need to know the ingredients and study perfumes. You have to stay informed and examine what each fragrance contains. It makes the work much easier. When we think of Marrakech and Arab perfumery traditions, what makes them truly unique compared to other olfactory cultures? Is there a defining element? Rather than speaking about Morocco specifically, let’s talk about Arab perfumes. They are predominantly woody, for both men and women. Oud, for example, is extremely important — a deep woody scent. It is unisex, worn by both men and women, especially in Gulf countries such as Saudi Arabia, the United Arab Emirates, Kuwait, and Qatar. As summer approaches, what olfactory trends are emerging? Which perfumes or fragrance families are currently in demand? Among younger generations, Baccarat Rouge 540 by Maison Francis Kurkdjian is highly popular, a unisex luxury fragrance that has become iconic, known for its intense amber-woody trail, with notes of jasmine, saffron, cedarwood, and ambergris. I can also mention a few names that will define this summer season: Born in Roma by Valentino, a versatile fragrance line inspired by haute couture and the urban culture of Rome. We also have Prada Paradoxe, a modern floral-amber scent with notes of neroli, jasmine, and vanilla, as well as Kayali Vanilla, a gourmand fragrance centered on vanilla, musk, and brown sugar that is currently very fashionable. Finally, there is Montale Arabians Tonka, a bold and addictive unisex perfume known for its exceptional longevity and powerful sillage. It pays tribute to the Arabian horse with a rich blend of tonka bean, sugar, saffron, bergamot, oud, amber, and musk. A sweet, spicy, and woody fragrance, ideal for special occasions.The post Perfume is like a language – deeply personal, spoken without words, and shaped entirely by the one who wears it first appeared on All PYRENEES.