Founder claims new Makkah store 'is not a sex shop'

The founder of a brand of ‘sensual’ body products says his new store in Makkah is ‘something totally different’ but is not a ‘halal sex shop’.
Founder claims new Makkah store 'is not a sex shop'
By Courtney Trenwith
Sun 26 Apr 2015 11:37 AM

The founder of a brand of body products, perfumes and candles has denied his new store in Makkah will be a “halal sex shop”.

Abdelaziz Aouragh, a Dutch-Moroccan who describes himself as an Islamic branding expert, said the store that would sell his El Asira product range in Islam’s holiest city was “not a sexshop [sic] in anyway let alone a halal sexshop”.

“We have the ambition to open a concept store. That's something totally different,” he posted on the El Asira Facebook page after international media reported about the unusually risqué nature of a store in Makkah.

On its website, El Asira is described as “an arabica sensual wellness and bodycare brand” and ads feature lingerie, a floating feather and a pair of red high heels.

It is “not only a luxury brand, but also a unique experience. We don’t sell products that simply enhance the life of woman; all of our products provide a deeper meaning to wellness, beauty and bodycare. We strive to offer a product range which will eventually lead to more admiration and love for women,” it added.

The approval of such a brand in one of the most conservative countries in the world led to media coverage across Europe and the Middle East, including by Arabian Business. But Aouragh has described it as “unfortunate”, “incorrect” and “unethical”.

For all the latest business news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.

Subscribe to our Newsletter

Subscribe to Arabian Business' newsletter to receive the latest breaking news and business stories in Dubai,the UAE and the GCC straight to your inbox.