In a fragrant addition to Saskatoon's retail landscape, Perfumes of Dubai YXE has opened its doors at the Centre Mall, bringing the exotic scents of the Middle East to local consumers. The store, which launched in November 2025, offers an extensive collection of perfumes and traditional incense products, aiming to fill a niche in the city's fragrance market.
Entrepreneurial Journey and Partnership
Owner Ramsha Amjand, originally from Pakistan, moved to Saskatoon twelve years ago. Her passion for perfumes led her to partner with Arif and Shamsha Ratnani, who immigrated from India sixteen years ago. Together, they share a deep appreciation for Middle Eastern fragrances and recognized an opportunity to introduce these unique scents to Saskatoon residents.
"We actually feel so good to provide a vast array of fragrances under one roof. There is something for everyone," Amjand expressed enthusiastically about their venture.
Why Middle Eastern Perfumes?
According to Amjand, Middle Eastern perfumes represent one of the current top trends in the fragrance world. "The Canadians here are not really exposed to the Middle Eastern brands," she noted, highlighting the gap in the local market. The store aims to change this by offering scents that feature distinctive notes like Oud and Tobacco, which are blended in unique combinations not commonly found in Western perfumery.
"In our countries the perfume oils are very common, but over here it's not that common. Only a few people know about these perfume oils," Amjand explained, emphasizing the cultural significance and growing popularity, particularly among younger consumers.
Product Range and Specialties
Perfumes of Dubai YXE specializes in Middle Eastern perfumes as their main product line, but also carries signature fragrances and selected types of Bakhoor. Bakhoor is a traditional incense made from tree resins, commonly used in Arab cultures to perfume homes and clothing. Available in tablet form, it is burned to release a fragrant smoke that lingers for extended periods.
"It depends on the quality of bakhoor, how expensive it can be," Amjand mentioned, pointing out the varying grades and prices of this aromatic product.
Standout Features and Customer Service
What sets Perfumes of Dubai YXE apart is their extensive brand selection and the expert guidance provided by their team. "The huge number of brands and the vast variety of flavours we carry all under one roof," Amjand stated, adding that their customer service helps clients find their perfect scent.
The staff assists customers by sharing their product knowledge and suggesting fragrance combinations based on individual preferences. "We tell them the combinations we usually wear and our go-to perfumes. We try to show something that is really close to that combination," Amjand described, ensuring that even those unfamiliar with Middle Eastern scents can make informed choices.
Broader Business Context
Arif Ratnani, one of the partners, also owns other businesses in Canada, including Jewels, which is also located at the Centre Mall. This entrepreneurial experience contributes to the store's operational foundation and community integration.
The opening of Perfumes of Dubai YXE reflects the dynamic nature of Saskatoon's business environment, where new ventures regularly emerge to enrich the local economy and cultural offerings. By bridging cultural gaps through fragrance, the store not only caters to existing demand but also educates and introduces Saskatoon residents to the aromatic traditions of the Middle East.
