Meet the Saudi Entrepreneur Turning Taif's Roses into Luxury Products
The damascene rose is a natural treasure bestowed by God upon the city of Taif, bringing hope and love to its inhabitants. They're beautiful in appearance, exquisite in scent, elegant in presence and their reputation precedes them. They live in the peaks and are nourished by the sky.
In Taif, roses mean hospitality. They represent a combination of tenderness and toughness. There are tales of women in Taif who continued to tend to their husbands' rose farms out of loyalty after they passed away. They symbolise life renewed; when picked, a new bud appears in its place.
Taif's rose industry is steeped in the city's cultural and social fabric. The first damascene rose was planted in Taif 300 years ago and the Taif rose industry has been around as long as modern-day Saudi Arabia. In December 2024, UNESCO included all practices related to the Taif rose in its list of intangible cultural heritage. With a practice so deeply rooted in Taif tradition, it was paramount to me, as Wardat's founder, that we retained its authenticity at all costs.
So far we have had a beautiful journey – from increasing the number of Taif rose products on the market to offering Taif rose farm tours and experiences, and creating rose-related content. This delicate flower, which is often known as the 'shy rose', has opened so many doors for me – and not just economically. It has introduced me to the social, cultural and religious heritage of my city.
The demand for our Taif roses is huge, far surpassing the city's capacity supply. At Wardat, customers often reserve our roses in December, ahead of the harvest season in April, and our client list includes sheikhs from GCC countries. Taif rose oil is considered one of the most expensive perfumes in the world – the price of 1 tola (the equivalent of 12ml) costs over SAR 2,000. For this reason, it is called 'the royal perfume' and is one of the most highly coveted natural products in the world.
Photo: Fahad Al Shanbari shot near Jabal Cafe, Taif
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