Founder of Islamic 'sensual pleasure brand' talks about journey from Amsterdam to Mecca
El Asira describes itself as a 'unique Arabic collection for a sensual love life'
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.The man who set up one of the world’s first Sharia-compliant “sensual boutiques” in Amsterdam has spoken of his ambition to expand across the Middle East and to the heart of Islam.
Abdelaziz Aouragh founded El Asira in the Dutch capital five years ago and it now ships to more than 30 countries around the world.
The 35-year-old, who is also an author, newspaper columnist and the founder of an Islamic branding agency, said he wanted its products to be accessible to Muslims and non-Muslims alike.
“The sexual life of many couples focuses on coitus without taking the time to please each other, either because of a lack of time or because of fatigue,” he added.
“My ambition with the Sensual Arabica range is to be able to build bridges, not only between the East and West, but more importantly, between man and woman.”
Mr Aouragh rejects the “sex shop” label for his business, which specialises in luxury massage oils and creams.
Speaking to The Independent, he described El Asira as a “sensual pleasure brand”.
“We have products that have nothing to do with the deed – intercourse – and we have some that do,” Mr Aouragh said.
He has consulted clerics and Islamic scholars about sexuality in Islam and wants to show the world that the two can be compatible.
The website describes all products as “Sharia compliant” and claims they can “provide a deeper meaning to sexuality, sensuality and even spirituality”.
Everything sold online and in the brand’s shops has been deemed “halal”, meaning they are permissible according to Islamic law.
“All our products are maintaining the integrity, pure humanity and ethics inherent with the Sharia,” the website says.
El Asira is currently expanding in the Middle East, with a new distribution centre opening in the United Arab Emirates to serve Saudi Arabia and the Gulf.
Mr Aouragh said his ultimate ambition is to open a shop in Mecca because he feels the brand’s “philosophy fits perfectly” in Islam’s holiest city.
Before that can happen, the company needs to increase its range and then run a “concept store” where different ideas can be tested out.
But Mr Aouragh hopes his products will soon be sold in Mecca as around 700 stores start stocking El Asira across the United Arab Emirates and Saudi Arabia.
“It’s not confirmed but it’s possible,” he added. “Most definitely it will be in Mecca because of all the pilgrims.”
The city is visited by millions of Muslims a year on the “hajj” pilgrimage.
Women's freedoms are severely restricted in Saudi Arabia and Islamic codes of behaviour and dress are strictly enforced but El Asira says it strives to lead to “more admiration and love for women” by improving marital relationships.
Mr Aouragh added: “My ambition with the Sensual Arabica range is to be able to build bridges. Not only between the East and West but more importantly, between man and woman.”
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments