I help fragrance and luxury retail brands sharpen how their teams sell, how their clients are treated, and how the brand is positioned in market — on a freelance or contract basis.
Nine senior advisory and creative-director-level engagements, each scoped to the brief and delivered in person, remotely, or a blend of both — not shop-floor delivery.
Designing and directing the sales culture, training curriculum, and clienteling standards for a boutique or brand's team — setting the playbook and training the trainers and managers who lead the floor.
Advisory for niche or independent fragrance and beauty brands looking to enter the Dubai and wider Gulf retail market — positioning, distribution strategy, and cultural fit.
Building the retention architecture, VIP tiering, and client-journey design that turns one-time buyers into a loyal book — the systems layer behind a historic Maison's repeat-purchase culture.
Discreet advisory and curation for Royal and ultra-high-net-worth clients — bespoke scent wardrobes, rare sourcing, and cross-border logistics, built on a trusted expert relationship rather than a transactional one.
Advisory on multi-market e-commerce structure, operations, and expansion across the UAE and UK, drawn from leading fragrance e-commerce operations in the region.
Directing the narrative and voice behind a fragrance or beauty brand — editorial strategy, launch storytelling, and long-form content direction, overseeing writers where needed.
Private commission service — from custom scent composition to the narrative world built around it. As creator of House of Shaneela's fragrance portfolio, I develop signature compositions and the story that carries them, for private clients or brands who want a fragrance with a genuinely authored identity, not a formula-house composite.
Discreet sourcing and acquisition of rare, restricted, or hard-to-access luxury goods for private clients — limited releases, cross-border logistics, and delivery handled personally and confidentially, beyond fragrance alone.
Talks and panel contributions on luxury retail, fragrance industry trends, and GCC market entry — for industry conferences, brand events, or university and business panels, including moderating at Beautyworld Dubai's Next in Fragrance conference, October 2026.
My career began inside the great Houses of fragrance and London's most discerning salons — Guerlain, Selfridges, Harrods — advising Royal and ultra-high-net-worth clientele and studying, closely, how luxury actually gets sold.
I went on to represent brands including Valentino, Comme des Garçons, Prada, Carolina Herrera and Christian Louboutin across Selfridges and Harrods, before moving into fragrance e-commerce leadership.
I now split my time between advisory work and building my own portfolio of fragrance and lifestyle ventures — which means every recommendation I make is one I'm applying to my own business, too.
"Luxury is sold in the details clients never notice you noticing."
Alongside consulting, I'm building a small group of connected businesses. Where a client's needs overlap, I'm happy to make an introduction.
An invitation-only luxury fragrance house, rooted in narrative and craftsmanship.
A UK niche fragrance and beauty retailer, curating the world's most exceptional scent houses.
A Dubai-based concierge and business consultancy for founders and international individuals.