Shiraz Parfums

PART II

I returned to Kashan searching for a rose.

Nearly a decade earlier, I had discovered an attar there that stayed with me long after I left Iran. When I returned, I was determined to find it again.

The shop was still there.

Everything else had changed.

The rose attar I had travelled so far to find was gone.

As I spoke with the owner, he placed a small bottle before me.

Jasmine.

I thought I knew jasmine.

I was wrong.

Petal-soft at first, it slowly revealed a deeper, more narcotic character. The more time I spent with it, the more mysterious and mesmerising it became.

During my stay in Kashan, I applied a few drops to the keffiyeh that shielded me from the afternoon sun. Hours later, waves of jasmine would drift back towards me.

Sometimes carried by the wind.

Sometimes released by the heat.

Always stopping me in my tracks.

When I returned to London, the bottle came home with me.

Years later, I was still trying to find the right materials to blend it with.

Part III coming soon.

JasmineAttar

The Story of Perfume H

During my travels to Iran in 2013, I came to discover the deep and layered history of the country — how every city seemed to carry a scent, a craft, or a story uniquely its own. Saffron belonged to Mashhad, rose to Kashan, and each place held its own identity through aroma and tradition.

It had long been a wish of mine to visit the historic homes of Kashan. While exploring the city, I stumbled upon a small gift shop selling the most exquisite rose attar I had ever encountered. The scent was unlike any rose I had smelled before — rich, smooth, and beautifully natural. It was there that I learned the rose of Kashan was famous throughout Iran.

Months later, I left the country, but I never forgot that fragrance.

Ten years later, in 2023, I returned to Iran. From my residence in Qom, I hired a driver and began the four-hour journey toward Isfahan, asking him to stop in Kashan along the way.

I was searching for that shop once again.

Part II coming soon.

JOVOY MAYFAIR EXCLUSIVE

Inspired by 21 Conduit Street.

Built for collectors.

Cumin. Blackcurrant. Rose. Sandalwood.

Strictly 100 bottles worldwide.

No restock. No repeat.

Available only in Mayfair.


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Back where it all started. LAHORE

It's been 5 years since we launched Shiraz Parfums. This was never intended to be a business but a simple luxury gifting idea to friends and family but God had other plans.

I've met some incredible people along the way and the journey is just beginning.

Thank you to the boutiques who work with us and the customers who believe in us.

2026 is going to be busy and to find out more and be one of the first to recieve DM info regarding the new releases comment Shiraz.

Indulge in a curated collection of three exquisite fragrances, each embodying the essence of sophistication and allure.

As a token of appreciation, receive an exclusive sample of the limited-production Jovoy Exclusive—a scent reserved for the discerning few.

Valued at over £500, this opulent ensemble is available for a limited time at £200.

The man behind the brand itself.

For those of you new to the page may not know too much about the brand or the story. Each name of the fragrance tells aspects my Dad's journey from his migration to London, his paralysis, his time in the council, to becoming mayor and beyond. Shiraz parfums is another opportunity for him to relive his story through perfumery. Here he is today at the official opening of

His journey begins in Lahore, born in 1952 to a most wonderful woman called Taaj.

Becomes the first Asian mayor of Kingston in 2001.

An opening begins and his life changes.

After six heart bypasses in 2018 he is able to hang up his gloves.

Triumph is the final perfume from the biography collection. It shows my fathers journey to success and victory despite his paralysis from guillan-bare syndrome.

We are what we say we do.

Luxury hand made.

Gift wrapped every time.

Scent of opulence.
















#1952

-GIVEAWAY-

To mark the launch of our first of 6 prive perfumes we are giving you the opportunity to win an exclusive limited edition bottle (numbered of course) of S. An extrait, composed of 38% oil concentration.

With top notes of dark cherry, arabic coffee, marzipan and cognac, S dries down with notes of 3 different aged (2021) sweet pipe to***co leaves and to***co absolute. Vetiver and Oppoponax are present in the base.

Exclusively available via our stockist Jovoy Mayfair until stocks last.

To enter:
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like this post and Tag as many friends as you'd like in the comments.
Lastly, add this to your story and tag our account.


Winner will be announced: 18th January 2025

It's finally here.

S. The new release.

1 of 6 limited edition releases.

S is an olfactory dive into the early 2000s. Picture yourself walking into a Jazz cafe. The smoking ban is yet to become a nemesis. As you approach the bar the sweetened syrupy smell of sweet pipe to***co lips caress a crystal glass containing the finest Cognac. As he proceeds to speak his speech is merely as though the Cognac and sweet pipe to***co are making love. The syrupy fruits of the sweetened to***co and booziness provide a depth and charisma that could almost be described as the love child of these two indulgences. A boozy cherry note is married to an indulgent arabic coffee aroma that is simply a dream for boozy gourmand lovers. S, if he were a person it would be a Jazz lover sitting by venetian blinds in a dimly lit bar listening to the greatness of Louis Armstrong.

Head over to the website. Promotion available only on the first 6 bottles.






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📸

....1 of our 6 new extrait de parfum perfumes is launching soon.

Can you guess the price point?