As roots anchor deeply in the soil, aromatic traditions are deeply embedded in Arab history and culture, playing a pivotal role in their norms and daily life. Frankincense, incense, and perfumes have long symbolised luxury and personal grooming in Arab societies, and are revered as tokens of hospitality.
This tradition is not a recent addition but has ancient roots. The importance of Arabic perfumes is even acknowledged in literature, as illustrated by Shakespeare's Macbeth: “All the perfumes of Arabia will not sweeten this little hand,” says Lady Macbeth (Act V, Sc. I).
In Oman, these aromatic customs are especially pronounced. Oman is renowned for its frankincense, which is not just a trading commodity but a cultural touchstone, evoking memories and traditions among its people. Many Omani women recall childhood experiences where perfumes symbolized hospitality, such as the postpartum traditions where a basket of perfumes is presented, or the guest room rituals involving a person walking around with a frankincense burner.
Perfumes and incense, long symbols of hospitality and personal care, have inspired a new generation of entrepreneurs.
Asma al Arimi, the founder of La Odor World, an Omani brand specialising in perfumes and incense, emphasises that their products are deeply inspired by local traditions. “In Sur, as we serve food to our guests, we also serve perfumes and incense. These elements are integral to our hospitality customs,” Al Arimi explains.
Recognising the demand, perfumes and incense services have become popular in event planning, reflecting a symbolic gesture of hospitality.
Al-Arimi’s business has thrived, with her team dedicated to enhancing these services, expanding their reach across various governorates in Oman. This modern entrepreneurial venture, rooted in tradition, highlights how ancient customs can inspire contemporary business success.
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