Inspiring Story of a Tenacious Fragrance Business Owner – Dr. Sadé James

Dr Sade James

“Let your scent introduce you” … says the renowned business owner, Dr. Sadé James, leading a thriving perfumery in Dubai and South Africa. with a doctorate in Philosophy, the multifaceted Dr. Sadé James is also a Psychologist, Holistic practitioner, Founder and an entrepreneur at heart, with an established brand in the fragrance industry named UAE Fine Fragrances. Her brand is synonymous with the rich heritage of perfumery in the Middle East. Dr. Sadé James is tenacious in the pursuit of enhancing the concept of individualism through scents, profiling, innovative quality and authenticity. Here are some interesting facts Dr Sadé shared with us in an interview.

About UAE Fine Fragrances & Dr. Sadé’s Entrepreneurship:

UAE Fine Fragrances literally started at Dr. Sadé’s dining room table in the middle of the pandemic. While talking about it she shares, “It mushroomed before my eyes; I was just just dabbling in this as I was pursuing a degree in psychology at the time.  My vision was to elevate the financial pressure that the pandemic had placed on so many and, simultaneously grow the business into an accessible brand that was relatable yet diverse.”

Dr Sadé James is a passionate and dedicated business woman. She did not let the idea sit idle and started working on it. She scheduled her meetings in Dubai to discuss the prospect with multiple suppliers to obtain distribution rights.  She worked rigorously towards materializing her dream and had twenty-five distributors signed to the company within the short time of six weeks. From then onwards, the growth has been exponential. Presently her business, UAE Fine Fragrances, operates in Dubai and South Africa strengthening the trade relations between the two countries in multiple ways.  

Challenges Faced:

Like every other woman in business Dr. Sadé James faced different challenges in the wake of business development. She states, “Personally I have been criticized by a judgmental society of always travelling and spending too much time working on the business. The accusations of neglecting my duties as a wife and mother were plenty, however, I realized that those who are doing nothing, lacking the vision, purpose, and determination have the time to judge me! I have a very thick skin; therefore, I allow my work and achievements to speak for me. I am proud of the fact that I prevented negative impressions of others from affecting my dedication to my mission of establishing UAE Fine Fragrances as a powerful brand.

The fragrance industry is dominated by males and early in the business I observed that merely being a trader would not sustain the business and allow me to scale up according to my potential. I felt I will have to create something that sustains itself and stand out. Establishing a personal brand was the key; therefore, I decided to manufacture my own brand Sadé J. This has not only been a great personal achievement, but also a fresh start for the fragrance industry in my country, South Africa.”

UAE Fine Fragrances
Sade’ J Perfumes

Dr. Sadé James holds integrity, values and transparency at a higher pedestal. While sharing her views about business challenges, she states that when a woman is in business, she will face more than her male counterparts. Her suppliers and distributors might be too eager to watch out for their business interests. She continues, “I believe in business ethics and my values. Integrity means everything for me, when I was distributing for a few companies, they were supplying my competitors as well, which went against verbal and contractual agreements. I handled the situation as a business professional. I change the algorithms of my listings and restructured my business as and when I deemed fit. It helped me in sustaining my business even when the contractors were busy watching their own interests.”

Overcoming Business Challenges:

Dr. Sadé James believes that research and development are the keys to success. A business owner has to continue updating business knowledge and have faith in what they do. They have to stay ahead of the undercurrents of industrial development trends. They must foster a powerful direction and determination to wade through challenges. She shares, “I believed in my own vision for by brand. I dealt with suppliers on factual basis, handled logistics of my business on my own terms and ensured we have a limited-edition series to serve our clients’ needs. Having this faith and just knowing what to do has propelled me to achieve what I hadn’t envisioned for myself as a woman and a South African at that!”

Dr. Sadé is a team player, and she believes in the creative ideas her team members bring up. She encourages diversity in her teams and appreciates innovative work. Innovation is the key towards building a better future, therefore, her brand innovates on brining the most mesmerizing products.

Best ways of growing a lifestyle brand:

Dr.Sadé has always preferred to let her clients journey with her. She has always prioritized listening to their experiences and feedback. This has contributed in the growth of her business. Be reinstates the importance of honesty and collaboration. She asserts that these two are essential in creating a lifestyle brand.

She connects with her clients because connecting with integrity is the key. She also shares that being relatable and accessible to the end user is essential. She cherishes an open-door policy: communication, feedback, compliments and even constructive criticism – are welcome. They facilitate growth for her wonderful brand.

Dr. Sadé’s message to readers:

She says,Entrepreneurship is parallel to personal development; it’s a journey not a race.. never compare yourself to anyone or any company. Focus on building a positive legacy; money should not be the main objective.

Your passion purpose and how you impact your community, those around you should be a blessing you can impart to the world. This business has inspired many, I choose to use my voice to continuously encourage and support people.”

Connect with the brand via Instagram here @uaefinefragrances