Considered strategy.
Distinctive brands.
Lasting client relationships.
I work with emerging and established luxury brands to refine their positioning, strengthen their retail approach and plan expansion across the GCC, UK and Europe.
With a background spanning London’s luxury retail houses and my own entrepreneurial ventures, I bring commercial insight and creative direction, with specialist expertise in fragrance and perfumery.
Dubai · LondonExpertise across
the business of luxury
From shaping a brand’s identity to refining its client experience, I offer advisory and creative support tailored to your business, ambitions and stage of growth.
Brand & Market Strategy
Define your positioning, develop your launch plans and explore routes into the GCC, UK and European markets.
Retail & Client Experience
Strengthen how your teams sell, how your clients are served and how relationships develop across your boutiques and online channels.
Creative Direction & Fragrance
Give your brand a distinctive voice through storytelling and creative direction, with specialist fragrance development for brands and private commissions.
Private Advisory & Experiences
Personal luxury sourcing, private client advisory, and talks and workshops informed by experience in luxury retail and fragrance.
Putting ideas
into practice
Alongside my consultancy, I am developing businesses across fragrance, beauty and luxury services. These ventures bring together my creative interests and commercial experience, while keeping me closely involved in the realities of building a business.
The House of Shaneela
A House of Mythic Haute-Luxury, where an original mythological Realm takes material form through exceptional objects, scent, ritual and experiences. Myth made material.
Beauté Boulevard
A UK retailer of fragrance and beauty products from some of the world’s largest luxury beauty brands.
The Empowered World
A Dubai-based luxury concierge and business consultancy serving founders and international clients.
An individual story,
expressed through scent
Alongside my wider luxury consultancy, I offer commissioned fragrance composition and creative development for brands and private clients.
From a personal perfume to a signature fragrance or collection, I bring together scent, identity and storytelling to develop a coherent creative direction.
My work draws on experience in luxury fragrance retail, private client advisory and the creation of The House of Shaneela’s fragrance portfolio.
Explore Fragrance Services ↗
Entrepreneur, author
and luxury consultant
I am Shaneela. My work brings together business, fragrance and storytelling, through the brands I am building, the people I advise and the worlds I create in my writing.
My ventures include The House of Shaneela and Beauté Boulevard, where my interests in craftsmanship, identity and commerce take practical form. Alongside my business work, I am writing my novel, The Encoded Elixir: The Two Souls’ Journey, which blends my background in fragrance with a world of mythology, history and imagination.
My background spans luxury retail, private client relationships and fragrance e-commerce leadership. Those experiences inform my consultancy, as do the daily decisions and responsibilities of developing my own businesses.
I am interested in what gives something meaning and lasting value, whether it is a fragrance, a brand, a personal experience or a story. That curiosity connects my work as a founder, consultant and author.
More About Shaneela ↗Perspectives on luxury,
business and brand building
I am available for keynote talks, panel discussions, moderation and workshops for industry conferences, brand events and professional audiences.
My areas of focus include luxury retail, entrepreneurship, brand positioning, commercial strategy, client relationships and fragrance, alongside the opportunities and challenges of developing businesses across the GCC, UK and Europe.
My experience spans London’s luxury retail houses, fragrance e-commerce leadership and the development of my own ventures. This brings a practical business perspective to conversations about sales, operations, customer retention and the decisions involved in turning a creative vision into a commercial offering.
I draw on both the personal realities of entrepreneurship and the day-to-day business of luxury, from understanding clients to building brands and planning for growth.
Discuss a Speaking Opportunity ↗Le Journal Privé
Perspectives on the business and culture of luxury
Articles and reflections on the ideas, people and decisions shaping luxury. From brand strategy and retail to craftsmanship, fragrance and changing client expectations, I explore the industry through my experience in business and on the shop floor.
I also examine luxury business and culture through the lens of international current events and economics, considering how shifts in trade, wealth, consumer confidence and global affairs influence brands and their clients.
With a particular interest in the GCC, UK and Europe, I consider how brands develop across markets while retaining their identity.
Read the Journal ↗What are you
working towards?
Whether you are developing a luxury brand, exploring a new market, refining your client experience or planning an industry event, I welcome the opportunity to hear more.
Tell me about your project, the support you are looking for and what you hope to achieve.