tag:blogger.com,1999:blog-5998610887328065719Sun, 19 Jul 2026 00:25:03 +0000social mediaadviceCreativityaatif bokhariguideguidestipsTwittercareermarketingquick tipsracismsocial activismtacticstutorialAccidental GeniusBrain hackDonald SterlingGlobal GrindJason DeSantoLA ClippersLaurie BoettcherLinkedInMark LevyMarketing Agency BlueprintNBANorthwestern UniversityPRPaul RoetzerPreziSterlingStop Kony 2012Trayvon MartinYoung Turksbasketballbook reviewbookscommunicationscrisis communicationsdefusing tensionengagementexecutionfacebookfreewritinghelp using twitterhelp with Prezihelp with twitterhire an agencyinterviewkillingmemorypersonalitypinterestpsychologyracerace relationsracial harmonyredditreviewsportsstrategytensiontrendstrollingtrollstumblrupgradevineAli Bokhari's writingnoreply@blogger.com (Aatif (Ali) Bokhari)Blogger63125tag:blogger.com,1999:blog-5998610887328065719.post-6451968345596730295Tue, 11 Nov 2025 03:07:00 +00002025-11-10T21:07:41.467-06:00Parfums de Marly's new Les Extraits line shows storm clouds building on its horizon<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="; imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="849" data-original-width="1200" height="452" src="; width="640" /></a></div><br /><p></p><p dir="ltr">
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By 𝔸𝕝𝕚 𝔹𝕠𝕜𝕙𝕒𝕣𝕚 <br />
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Parfums de Marly's new "Les Extraits" line has turned frag comm's opinion of it on its head, and not for the better. I think I know why, even without having smelled them. <br />
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I have stayed mostly quiet about PDM's latest direction up to now, but enough is enough. I have studied and worked with marketing and design teams for many years, and rarely have I seen such as serious mistep as this.<br />
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I am not saying the following lightly, but neither am I saying something most people are not thinking privately. <br />
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There are three main reasons why I am seeing the new PDM fragrances getting more suspicion than acclaim, and it has everything to do with sales and marketing:<br />
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1️⃣ The cost of the Les Extraits fragrances on PDM's site is extremely high, at this time at more than $771 CAD ($550 USD) before taxes, which is more out of reach than all but the wealthiest frag heads, not the entry level niche crowd. At this price point the juice must be damn well above impeccable, as potential buyers are used to the unusual and trendsetting. Which brings us to ... <br />
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2️⃣ So far reviewers have mostly damned the new frags with faint praise as being fairly pedestrian (and dare I say ... designer!), not what customers carefully choosing their next big niche fragrance want to hear. Niche heads may not want to admit it because they are used to putting up with a lot in the name of art, but it doesn't take much negative press for them to head for the exits. The last thing they want to buy is something boring and pedestrian, even if that is unfair criticism.<br />
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3️⃣ The packaging of the new bottles is a radical departure from what most people have come to love and believe the brand stood for. Originally said to be inspired by King Louis XV of France's royal residence Château de Marly, PDM's name has been built on many years of carefully positioning the house to evoke all the tradition and heritage of an 18th century royal court, not ... 𝘵𝘩𝘪𝘴.<br />
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The third concern above is I think even more of an issue then the first two, for myself at least. Prices can be easily changed, reviewers can change their mind, but making a serious mistep in branding can potentially spell trouble for a brand for many years. <br />
Even individuals like myself who are not PDM fans think the original style has a simple beauty. Its design communicates a time in which artisans used rulers, printing blocks and hand drawings to create works of art. The new bottles on the other hand have to my eye an antiseptic and almost alien appearance. I would not be surprised if the horse on the new bottle (or Donald Trump's head in profile looking left, depending on who you ask) was created by an excited design student using AI.<br />
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With the new bottles PDM's design language also screams an embrace of futurism, which is a complete break with its identity until now. I cannot understand why they would take such a departure from an almost universally loved bottle design. There is something human profoundly lacking in the new design, in my opinion. <br />
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I don't know what I'm supposed to think about the new juice inside with such a radically different approach. PDM definitely does have our attention though, so if that is what they wanted, they certainly have it. My question is what will we think after PDM has had their 15 minutes in the sun? Once the shock wears off what will history say about this moment in time? <br />
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I hope I'm wrong and I wish PDM all my best, but in my opinion I don't see how the new design will work. The best thing they can do is discontinue this poorly thought line and get back to doing what they do best: entry-level aspirational niche fragrances inspired my aristocracy.<br />
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What are your thoughts on the new Parfums de Marly Les Extraits line? Do you agree with my criticisms, or do you have another take?<br />
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Sound off in the comments below!</p>2025/11/parfums-de-marlys-new-les-extraits-line.htmlnoreply@blogger.com (Aatif (Ali) Bokhari)0tag:blogger.com,1999:blog-5998610887328065719.post-4748270230961266880Fri, 10 Oct 2025 12:35:00 +00002025-10-10T08:02:10.589-05:00(REVIEW) Memo Paris African Leather: A Masterpiece With a Problematic Name <p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="688" data-original-width="736" height="598" src="; width="640" /></a></div><p></p><p><span style="font-family: arial;">By 𝔸𝕝𝕚 𝔹𝕠𝕜𝕙𝕒𝕣𝕚</span></p><p><span style="font-family: arial;">Several months after buying Memo Paris African Leather, I can safely say it falls well within masterpiece territory. Certainly not because of its name, though, which almost turned me away. I’ll get to that in the second half of this article.</span></p><p><span style="font-family: arial;">This is the second of four fragrance reviews, the first one being Frederic Malle Promise. The next two reviews are Amouage Lyric Man and Amouage Interlude Black Iris Man.</span></p><p><span style="font-family: arial;">𝐀𝐧 𝐞𝐱𝐨𝐭𝐢𝐜 𝐟𝐫𝐚𝐠𝐫𝐚𝐧𝐜𝐞 𝐭𝐡𝐚𝐭 𝐫𝐞𝐦𝐢𝐧𝐝𝐬 𝐦𝐞 𝐨𝐟 𝐡𝐨𝐦𝐞</span></p><p><span style="font-family: arial;">Is African Leather great? Yes, it’s absolutely a phenomenal fragrance.</span></p><p><span style="font-family: arial;">When I first reviewed it, I couldn’t detect any leather, just beautiful wafts of cardamom, cumin and other spices. This was not a disappointment; if anything, my appreciation has only deepened with time.</span></p><p><span style="font-family: arial;">The perfumer, Alienor Massenet, was a familiar name even before I owned this fragrance. She has composed more than 160 perfumes, including Jazz Club by Maison Martin Margiela. I sampled Jazz Club last winter in Chicago, hoping to be captivated, but found it far too boozy for my taste. As in I felt I actually had booze on my hand where I sprayed Jazz Club. Not exactly what an observant Muslim wants.</span></p><p><span style="font-family: arial;">Massenet has also created several strikingly unusual, very expensive scents for the ultra-niche house Floraiku. Her One Umbrella for Two, for example, features tea and rice among its middle notes. It’s one fragrance I’ve heard is amazing but I haven’t yet tried.</span></p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2992" data-original-width="2992" height="640" src="; width="640" /></a></div><p></p><p><span style="font-family: arial;">With African Leather, however, Massenet hit a home run with the bases fully loaded, and we’re all better off for it. This fragrance radiates an atmosphere that resonates deeply with me, and if anything, my respect for it grows with each wearing.</span></p><p><span style="font-family: arial;">What makes it special is not the individual notes but the way they are composed and intertwined with such expertise.</span></p><p><span style="font-family: arial;">𝐌𝐲 𝐟𝐚𝐯𝐨𝐮𝐫𝐢𝐭𝐞 𝐜𝐚𝐫𝐝𝐚𝐦𝐨𝐦 𝐟𝐫𝐚𝐠 𝐢𝐧 𝐭𝐡𝐞 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬</span></p><p><span style="font-family: arial;">Cardamom, for instance, is by no means an uncommon note. It appears in everything from Parfums de Marly Layton to YSL La Nuit de l’Homme to Adidas Energy Drive. Yet in African Leather, the cardamom is presented with exceptional precision and authenticity.</span></p><p><span style="font-family: arial;">While there are notes on which I may not have the expertise to comment, I know cardamom intimately.</span></p><p><span style="font-family: arial;"></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: arial;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="728" data-original-width="1296" height="360" src="; width="640" /></a></span></div><span style="font-family: arial;"></span><p></p><p><span style="font-family: arial;">It is an essential ingredient in South Asian cooking, a scent that defined my childhood. It reminds me of my mother’s Pakistani dishes, she used cardamom in everything from steaming hot rice to flavourful tea, to dry and wet curries. In such dishes, cardamom is never meant to be eaten; it’s added to food to elevate the aroma, and thank God for that, because without it many dishes would be far less enchanting.</span></p><p><span style="font-family: arial;">In African Leather, the cardamom is photorealistic. It’s the most faithful and refined representation of that spice I’ve ever encountered in a fragrance. It takes me back to evenings in Illinois around the kitchen table with my parents and sister, eating dinner and talking about our day.</span></p><p><span style="font-family: arial;">𝐂𝐮𝐦𝐢𝐧, 𝐚 𝐩𝐨𝐥𝐚𝐫𝐢𝐳𝐢𝐧𝐠 𝐛𝐮𝐭 𝐞𝐬𝐬𝐞𝐧𝐭𝐢𝐚𝐥 𝐈𝐧𝐠𝐫𝐞𝐝𝐢𝐞𝐧𝐭</span></p><p><span style="font-family: arial;">Cumin, another powerful defining note in African Leather, might be more polarizing, but I love it as well. Unlike cardamom, cumin isn’t officially listed on Fragrantica or Parfumo, though Basenotes includes it among the top notes. I definitely do smell the cumin, and it more than holds it's own.</span></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="680" data-original-width="1024" height="426" src="; width="640" /></a></div><p><span style="font-family: arial;">Cumin is just as central to South Asian cooking as cardamom, perhaps even more so. Used whole or ground in thousands of dishes, cumin imparts a warm, earthy and slightly smoky flavour. In Pakistan, India and Bangladesh, it’s a staple. To me, its scent feels completely natural and familiar, though I understand why those unaccustomed to it might find it challenging in a fragrance.</span></p><p><span style="font-family: arial;">Many reviewers describe cumin as reminiscent of body odour, but in African Leather it walks a careful tightrope, adding depth without overpowering the cardamom. Its smoky warmth lends the perfume gravity and richness.</span></p><p><span style="font-family: arial;">Together, the cardamom and cumin create a subtly gourmand effect for someone like me who grew up surrounded by these spices. That said, you don’t need a South Asian background to appreciate this fragrance, just approach it with an open mind.</span></p><p><span style="font-family: arial;">Maybe even visit a restaurant that uses such spices before trying the scent yourself. If you love the vibe and gorgeous aromas, you’ll likely adore African Leather</span></p><p><span style="font-family: arial;">𝐖𝐡𝐞𝐧 𝐠𝐫𝐞𝐚𝐭 𝐚𝐫𝐭 𝐡𝐚𝐬 𝐚 𝐛𝐚𝐝 𝐧𝐚𝐦𝐞</span></p><p><span style="font-family: arial;">So is it all good? Well …</span></p><p><span style="font-family: arial;">I have to admit, the first time I saw Memo Paris African Leather, I was sceptical.</span></p><p><span style="font-family: arial;">It had nothing to do with the fragrance itself, and everything to do with its name. Buckle up.</span></p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2992" data-original-width="2992" height="400" src="; width="400" /></a></div><p></p><p><span style="font-family: arial;">I’ll be honest. I may be in the minority among fragrance enthusiasts, but I dislike the name African Leather. At the risk of being dismissed or mocked, I’ll say it plainly. I believe in being transparent in my reviews because I learn not only about fragrance but also about myself and other people’s perspectives in the process.</span></p><p><span style="font-family: arial;">I’m certain no harm was intended in naming it African Leather. It’s an outstanding creation, one I truly admire. But as someone who has actually lived in North Africa, in Morocco, the name feels, frankly, more than a little cringe.</span></p><p><span style="font-family: arial;">𝐓𝐡𝐞 𝐩𝐫𝐨𝐛𝐥𝐞𝐦 𝐨𝐟 𝐫𝐞𝐩𝐫𝐞𝐬𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧</span></p><p><span style="font-family: arial;">I lived in Morocco and studied Arabic there after earning my BA in Communications. At the time, I had no idea how many distinct cultures existed within Morocco, many of which are little known outside the region. But after my limited experience in that country, it became clear to me how much I had to learn about a part of the world that gets little love, a heavy dose of pity and a lot of ridicule.</span></p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1160" data-original-width="1080" height="640" src="; width="596" /></a></div><p></p><p><span style="font-family: arial;">Too often, Africa is still imagined as one vast, mysterious land filled with monkeys, tigers, call centre scams and dark-skinned, impoverished people. But actually, Africa is a continent, not a country, and it is vast, complex and extraordinarily diverse.</span></p><p><span style="font-family: arial;">So, to name a fragrance African Leather doesn’t make much sense to me. It might sound to some of my readers like just a woke observation, but it’s really not if you think about it.</span></p><p><span style="font-family: arial;">For most of us, we readily recognize that Europe, a far smaller continent, is multifaceted, and rightly so. We don’t confuse Greece with Iceland, or Germany with Spain. We understand that each has its own language, culture and identity. Yet when it comes to Africa, many people lump an entire continent of 54 nations and 1.5 billion people into one monolithic exotic idea, one supposedly defined by spices, mystery and primal sensuality.</span></p><p><span style="font-family: arial;">That kind of over-generalization does a disservice to everyone.</span></p><p><span style="font-family: arial;">If I were to ask even many well-educated people how Djibouti differs from Ghana, or Senegal from Rwanda, I’d likely get blank stares. Too few people realize that Africa is home to countless cultures, languages and histories, some stretching back tens of thousands of years. Anthropologists even identify it as the birthplace of humanity itself.</span></p><p><span style="font-family: arial;">Why is it that so many in the West know almost nothing about Africa? It’s bizarre. The continent is so massive that you can fit the United States, Europe, and China inside it, and still have plenty of space left over.</span></p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="728" data-original-width="640" height="640" src="; width="562" /></a></div><p></p><p><span style="font-family: arial;">𝐓𝐡𝐞 𝐢𝐫𝐨𝐧𝐲 𝐨𝐟 𝐚 𝐦𝐚𝐬𝐭𝐞𝐫𝐩𝐢𝐞𝐜𝐞</span></p><p><span style="font-family: arial;">So what does all this have to do with African Leather? Simply put, naming a perfume after an entire continent feels misguided.</span></p><p><span style="font-family: arial;">None of Memo Paris’s other scents are named after continents. Within the brand’s lineup, you’ll find Irish Leather, French Leather, Russian Leather, and, interestingly enough, Moroccan Leather, even though as I explained, Morocco is part of Africa.</span></p><p><span style="font-family: arial;">There is no North American Leather, however there is an Oriental Leather, which I find nearly as uncomfortable as African Leather, a little bit less perhaps because general awareness of countries in the Asia-Pacific Rim is somewhat greater.</span></p><p><span style="font-family: arial;">𝐑𝐞𝐬𝐩𝐞𝐜𝐭𝐢𝐧𝐠 𝐜𝐨𝐦𝐩𝐥𝐞𝐱𝐢𝐭𝐲 𝐢𝐧 𝐚𝐫𝐭 𝐚𝐧𝐝 𝐜𝐮𝐥𝐭𝐮𝐫𝐞</span></p><p><span style="font-family: arial;">Memo Paris African Leather is, without question, a masterpiece of modern perfumery. The craftsmanship, balance and emotional power of its composition make it one of the finest spice-based fragrances I’ve ever experienced. It is warm, sophisticated, outspoken and transportive, which is everything great art should be. Yet the brilliance of the perfume only heightens the irony that its name is too simplistic. </span></p><p><span style="font-family: arial;">A fragrance that achieves such depth and complexity deserves a title that reflects the same respect for nuance that Alienor Massenet brought to its composition.</span></p><p><span style="font-family: arial;">African Leather may not have the perfect name, but the scent itself comes remarkably close to perfection. Get it if you can, enjoy it and use it as inspiration to begin learning about a part of the world that 1.5 billion people call home.</span></p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2992" data-original-width="2992" height="640" src="; width="640" /></a></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2992" data-original-width="2992" height="640" src="; width="640" /></a></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2992" data-original-width="2992" height="640" src="; width="640" /></a></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2992" data-original-width="2992" height="640" src="; width="640" /></a></div><br /><span style="font-family: arial;"><br /></span><p></p>2025/10/review-memo-paris-african-leather.htmlnoreply@blogger.com (Aatif (Ali) Bokhari)0tag:blogger.com,1999:blog-5998610887328065719.post-4529348979188182113Sat, 04 Oct 2025 02:59:00 +00002025-10-04T16:50:49.649-05:00From climbing to 45,000 followers to hitting rock botton: Derek Hughes on fragrances, divorce and always refusing to give up<div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2000" data-original-width="2000" height="640" src="; width="640" /></a></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;">By 𝔸𝕝𝕚 𝔹𝕠𝕜𝕙𝕒𝕣𝕚</span></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;">As someone who built a career in writing and communications, I’ve always been drawn to stories of reinvention. I especially love to see people from different walks of life in the fragrance community succeeding and to interview them. T</span><span style="font-family: arial;">hat’s what initially drew me to Derek Hughes, an up-and-coming fragrance influencer. </span></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;">It was only after Derek approached me earlier this week, asking me if I would like to buy his vlogging equipment, that I immediately sensed something was wrong. Until I asked, </span><span style="font-family: arial;">I had no idea what he was going through.</span></div><div><span style="font-family: arial;"><br /></span><span style="font-family: arial;"><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1080" data-original-width="1920" height="360" src="; width="640" /></a></div><br /></span></div><div><span style="font-family: arial;"></span><span style="font-family: arial;">Derek lives in a quiet, conservative New Hampshire town, a place where standing out isn’t always welcomed and word travels fast. His fragrance reviews are now enjoyed by more than 40,000 followers across the net, but nearby with certain folks Derek is a pariah. His unusual style, clear love of fragrances and his growing online presence have set him apart. </span></div><div><span style="font-family: arial;"></span></div><div><span style="font-family: arial;">According to Derek, the intense hours he poured into building a marketing business and creating fragrance content recently strained his marriage and contributed to its breakup. He also says online attacks by locals who didn't understand his love for fragrances peddled the falsehood that he was gay, crippling his business and reputation. If that was not enough, the court ruling regarding his and his ex's separation of assets is looming. Derek said he could lose almost everything but his car, including his house.</span></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;">(<i>There's</i></span><span style="font-family: arial;"><i> a fundraiser to help on GoFundMe, </i></span><a href="; style="font-family: arial;" target="_blank">Secure Housing and Health for Derek's Future</a><span style="font-family: arial;"><i>. Click the link to donate.</i>)</span></div><div><span style="font-family: arial;"><br /></span><span style="font-family: arial;"><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1080" data-original-width="1920" height="360" src="; width="640" /></a></div><br /></span></div><div><span style="font-family: arial;">I sat down with Derek to talk about his journey, the personal cost of pursuing a passion in an unsupportive environment and the fragrances that still inspire him. </span><span style="font-family: arial;">What follows is our conversation. I kept Derek's words true to how he spoke them, edited only for clarity and spelling.</span></div><div></div><div><span style="font-family: arial;">
<div dir="auto"><p><strong>AB:</strong> Derek, you and I both know what it’s like to grow up in a small town where standing out can be hard. What was childhood like for you?</p><p><strong>DH:</strong> Growing up in Massachusetts, I was a curious, creative kid who loved music, writing and art. I’d even pretend to host TV shows in the mirror. My teen years got harder after doctors misdiagnosed me with dysthymia, which I later learned was bipolar disorder. It created challenges not only for me but also for my family and made social situations tough. However, I've been getting treatment for many years. I don't actually see bipolar as a disability, it has its benefits, including great creativity.</p><p><strong>AB:</strong> Were you always drawn to creativity or entrepreneurship?</p><p><strong>DH:</strong> Yes! I idolized musicians and actors and dreamed of being famous so people would see my talents, not my shortcomings. Somehow I felt that if I became famous then people would see me for who I really was.</p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="480" data-original-width="480" height="320" src="; width="320" /></a></div><strong>AB:</strong> Who influenced you most growing up?<p></p><p></p><p><strong>DH:</strong> My dad. Our relationship is strained, but he was always my superhero. He adopted me, gave me his name and taught me how to have deep heart-to-heart conversations. I was always aware that what he did was incredibly unique and honorable.</p><p><strong>AB:</strong> Did you imagine running a business or being online back then?</p><p><strong>DH:</strong> Not at all! I was a chef for 16 years. But a psychic once told me I’d travel the world, reach millions and work in media and marketing. I found that extremely odd for years. </p><p><strong>AB:</strong> How did your marketing agency begin?</p><p><strong>DH:</strong> I filmed a food review for fun, and the restaurant had its busiest day that season. They paid me to do another, so I launched my business two weeks later. I realized there might be something to turning social media influence into income.</p><p><strong>AB:</strong> What was life like at its peak?</p><p><strong>DH:</strong> Incredible. My confidence soared, and we outperformed every other agency in New Hampshire. Hearing a 'no' was rare, which was exhilarating.</p><p><strong>AB:</strong> Did running your business affect your personal life?</p><p><strong>DH:</strong> Absolutely. I lived online chasing likes and views. My marriage suffered because my wife felt neglected due to my paying more attention to my business and fragrance channels. It also created distance from friends and family as I became consumed by my work.</p><p><strong>AB:</strong> Let's switch gears, but I'm coming back to the topic of your marriage in a bit. When did fragrance become important to you?</p><p><strong>DH:</strong> My mom sold Avon and gifted me cologne, but my passion truly started in 2005 during Hurricane Katrina. Stranded in an abandoned hotel, I found a bottle of Acqua di Giò. Surrounded by filth and despair, that fragrance transported me and showed me scent’s power to comfort.</p><p><strong>AB:</strong> Who inspired you in fragrance?</p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="662" data-original-width="1206" height="352" src="; width="640" /></a></div><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="681" data-original-width="1206" height="362" src="; width="640" /></a></div><br /><p><strong>DH:</strong> Jeremy Fragrance first, then later Steven from Redolessence, Brooklyn Fragrance Lover, Robes08 and Cubaknow. Each brought something unique to the table and helped inspire my channel, <em>A Fragrant State of Mind</em>. Jeremy especially paved the way for content creators.</p><p><strong>AB:</strong> How did you start creating fragrance content?</p><p><strong>DH:</strong> During COVID, after surgeries and mobility issues (I weighed over 500 pounds), my wife</p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="640" src="; width="480" /></a></div><br /> suggested I find a hobby. I loved fragrances, so I grabbed a camera and started. I was lonely and depressed and needed something to lift me up.<p></p><p><strong>AB:</strong> Did you expect a big audience?</p><p><strong>DH:</strong> Not at all. I was thrilled when I'd get 100 views early on. Now I have 45,000 followers across all my channels. I used to joke that my early followers could at most fill the local high school, now they could fill a stadium.</p><p><strong>AB:</strong> Has the fragrance community been supportive?</p><p><strong>DH:</strong> Amazingly so. Despite my weight struggles, I’ve had very few negative comments. It truly feels like a family.</p><p><strong>AB:</strong> Living in a small conservative town while making fragrance content ... what’s that like?</p><p></p><p></p><p><strong>DH:</strong> People judge, but I always try to stay authentic. My many videos and podcasts show who I really am. I believe good choices and openness will naturally win over assumptions.</p><p><strong>AB:</strong> People have spread rumors about you. How do you handle it?</p><p><strong>DH:</strong> I stay honest and respectful. Some claims were absurd, like saying I lived in Ohio, flipped burgers, or that I sold fake perfumes. In reality, I live in New Hampshire and I’ve only occasionally shared bottles with friends or followers.</p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="2048" data-original-width="1536" height="400" src="; width="300" /></a></div><strong>AB:</strong> Did the negativity ever make you want to quit?<p></p><p><strong>DH:</strong> Never. I’m certain this is my path. I live by the principle that every stumbling block can become a stepping stone. </p><p><strong>AB:</strong> Why did your agency falter?</p><p><strong>DH:</strong> In small towns, gossip snowballs and messages distort. People started leaving negative reviews which tanked my business. People don’t always have open, honest conversations. It’s part of the journey, and you have to be ready to pivot.</p><p><strong>AB:</strong> How did losing your business hit you?</p><p><strong>DH:</strong> Brutally. I'm in danger of losing my home and had to prioritize my pets’ needs over my own. But I see this as a hiccup, not the end.</p><p><strong>AB:</strong> Your marriage ended as you chased growth. What happened?</p><p><strong>DH:</strong> I got obsessed with metrics (views, likes, comments and milestones) and unintentionally neglected my wife. It was never my intention to make her feel overlooked.</p><p></p><p><strong>AB:</strong> How has divorce impacted you?</p><p><strong>DH:</strong> It’s devastating. You lose your best friend and support system, and life feels unreal. Some days I can’t sleep; other days I just want to sleep forever.</p><p><strong>AB:</strong> You might soon lose everything, including your home, leaving you only with your car. How are you coping?</p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="485" data-original-width="687" height="283" src="; width="400" /></a></div><strong>DH:</strong> Friends are helping for now, but what I really need is for my brand to earn enough to stand on its own. Right now, I’m just living moment to moment.<p></p><p><strong>AB:</strong> Does that uncertainty make you rethink content creation?</p><p></p><p><strong>DH:</strong> No, it actually pushes me to innovate and stay true to my work on <em>A Fragrant State of Mind</em>. I see it as an opportunity to dig deeper creatively.</p><p><strong>AB:</strong> What keeps you going?</p><p><strong>DH:</strong> Faith in God, my family, friends, and the fragrance community’s support. People who reach out and want to help mean a lot.</p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1536" data-original-width="2048" height="480" src="; width="640" /></a></div><strong><div dir="auto"><strong><br /></strong></div>AB:</strong> What’s next for your fragrance journey?<p></p><p><strong>DH:</strong> Stability, not riches. Enough to live safely and help others facing similar struggles. I’d love to work with a brand that shares those values.</p><p><strong>AB:</strong> After everything from business loss, to divorce, to online attacks, how do you want people to see you?</p><p><strong>DH:</strong> As authentic and relatable. Someone who makes good choices, loves deeply, and never takes blessings for granted. I want people to feel I’m someone they can trust. </p><p><br /></p><div class="separator" style="clear: both; text-align: center;"><a href="; style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="843" data-original-width="1445" height="374" src="; width="640" /></a></div><br /><strong><br /></strong><p></p><p><strong>AB:</strong> What advice would you give to someone chasing a dream while life falls apart?</p><p><strong>DH:</strong> Seek truth and faith. Take the first step, even if you're scared. Courage and fear go hand in hand. Just keep moving forward inch by inch.</p><p><strong>AB:</strong> Is there a way readers can support you?</p><p><strong>DH:</strong> Yes. I started a GoFundMe, <a href="; target="_blank">Secure Housing and Health for Derek's Future</a>, on GoFundMe. It would mean a lot to me if anyone reading this shares the link or donates to it. Thank you for your support.</p></div></span></div><div><span style="font-family: arial;"><i>To see Derek Hughes social accounts and videos, please visit</i> </span></div><div><a class="x1i10hfl xjbqb8w x1ejq31n x18oe1m7 x1sy0etr xstzfhl x972fbf x10w94by x1qhh985 x14e42zd x9f619 x1ypdohk xt0psk2 x3ct3a4 xdj266r x14z9mp xat24cr x1lziwak xexx8yu xyri2b x18d9i69 x1c1uobl x16tdsg8 xggy1nq x1a2a7pz x1s688f x1heor9g x1bvjpef xujl8zx" href="; rel="nofollow noreferrer" role="link" style="-webkit-tap-highlight-color: transparent; background-color: white; border-bottom-style: none; border-bottom-width: 0px; border-inline-style: none; border-inline-width: 0px; border-top-style: none; border-top-width: 0px; box-sizing: border-box; cursor: pointer; display: inline; font-family: "Segoe UI Historic", "Segoe UI", Helvetica, Arial, sans-serif; font-size: 15px; font-weight: 600; list-style-type: none; margin-bottom: 0px; margin-inline: 0px; margin-top: 0px; outline: none; padding-bottom: 0px; padding-inline: 0px; padding-top: 0px; touch-action: manipulation; white-space-collapse: preserve;" tabindex="-1" target="_blank">;2025/10/Derek-Hughes-the-fragrance-reviewer-and-influencer-speaks-about-life-and-frags.htmlnoreply@blogger.com (Aatif (Ali) Bokhari)3tag:blogger.com,1999:blog-5998610887328065719.post-6010540634145355500Tue, 09 Sep 2025 18:08:00 +00002025-10-03T10:08:26.062-05:00The Dragon’s Blood and Frankincense Company in Richmond Hill Making Waves Worldwide<h3 style="text-align: left;"><div style="text-align: center;"><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="; style="margin-left: auto; margin-right: auto;"><i><img border="0" data-original-height="2992" data-original-width="2992" height="640" src="; width="640" /></i></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><i><br />Ali K. Raza, owner of Raw Traders in Richmond Hill, ON, shows the jacket he wears while handling frankincense and other exotic incense products from around the world.</i></td></tr></tbody></table></div></h3><p><span style="font-family: arial;"><b>Meet Ali K. Raza, the young owner of one of the only North American wholesale suppliers of all-natural incense and essential oils. </b></span></p><p><span style="font-family: arial;"><i>By Ali Bokhari</i> </span></p><p><span style="font-family: arial;">“Come take a look at this!” my new friend exclaimed, proudly pointing at a plastic bag filled with what appeared to be off-white stones labelled “Sultan Select”.</span></p><p><span style="font-family: arial;">“This is the highest-grade frankincense we carry, you can’t buy it unless you’re a good customer.”</span></p><p><span style="font-family: arial;">“What’s a ‘good’ customer?”</span></p><p><span style="font-family: arial;">“You have to be spending at least $10,000 in wholesale volumes with us each month to get a shot at buying it in wholesale quantities. Even then you cannot just walk up to my store and buy it. Right now we have a waiting list of more than 25 customers.”</span></p><p><span style="font-family: arial;">I was with Ali K. Raza, owner of Raw Traders, one of a handful of artisan resin distilleries in North America. As a fan of my writing, he had invited me to tour his warehouse in an unassuming industrial plaza in the heart of Richmond Hill, Ontario, next to a mechanic’s shop. It was safe to say no one passing by would know Raza’s warehouse was filled to the hilt with precious tree sap and other exotic ingredients from far-off lands.</span></p><p><span style="font-family: arial;">I wondered if I would ever have a shot at owning Sultan Select. Raza must have read my mind, or at least noticed how I was looking at it wistfully. “Small quantities are available in our online retail shop for everyone,” he smiled.</span></p><p><span style="font-family: arial;">Raza handed over the bag of Sultan Select, and I</span></p><p><span style="font-family: arial;"></span></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: cente