Training the path with light

On the 28th of February, Bangladesh's first fine perfume brand started its journey with the soft launch of "Jonaki fragrance by Nasreen Zamir" at the Grand Ballroom of the Westin. In a programme graced by top diplomats of the country, the event also offered the guests a chance to view and purchase the perfume itself. Named after the Jonaki, local firefly whose symbiosis with nature enchanted and beguiled Nasreen Zamir in her childhood growing up in the port city of Chittagong, replete with its beautiful hills and serene lakes and rivers. The perfume is inspired by the firefly and hopes to create something unique, focusing on the much-vaunted scent of Bengali flowers.

In her keynote address, Nasreen Zamir, a reputed interior designer and entrepreneur, spoke about the need to save the fireflies whose population is decreasing due to environmental problems. A sizeable amount of the profits from the perfume will be channeled to saving the fireflies, which have for generations illuminated the world around us. She spoke of her dream of making the perfume wide and accessible to everyone in Bangladesh, giving them a unique and exquisite taste of nature.

The fragrance designed here in Bangladesh, inspired by France, and manufactured in Malaysia, offers the best cross pollination of art and design coupled with decades of experience. Jonaki is the joy of light that the perfume wants to permeate in the lives of its users.

The Ambassador of the Kingdom of Netherlands, H.E Harry Verweij, spoke on the importance of a perfume as it can bring to a person's nose the culture and aroma of one's heritage and evoke a beautiful memory. He called perfume an art stemming from sophistry and harmony. Lamiya Morshed, Executive Director of Yunus Centre, expressed her great pleasure at this groundbreaking work and hoped to see more female entrepreneurs making such leaps in the future. Anjan Chowdhury, Managing Director of Square Toiletries, and Director of Square, called Jonaki an international standard product that he hoped to see being sold beyond the country's borders.

There are three Jonaki fragrances for women and two for men. For women, it is Neroli Blossom, Freesia Nights, and Oriental Jasmine, evoking refreshing floral and citrusscents. For men, Amaretto and Santal Tabac offer serene aromas and beguiling musk.

The launch event, for the brand by Square Toiletries, was organised by Red Dot Multimedia.