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”.
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