Revolutionizing the way we see the world of fragrance, The House of Sana Jardin brings together luxury and humanity. Captivating its wearers with enchanting scents, the process begins by empowering women through a new model of Beyond Sustainability. Founder Amy Christiansen Si-Ahmed introduces this new generation of girl power and perfumery.
Why did you decide to create your own fragrance brand?
Sana Jardin was created primarily as a vehicle for social change. Our objective is to fundamentally shift the way business is done and modernize it by embedding social impact initiatives and human-centric values into the business model. I believe that each of us can be an agent of change. With Sana Jardin, I wanted to demonstrate that it is possible to offer both a luxury product and a powerful consumer choice, to economically empower the local communities involved in its creation. We do this by sharing the supply chain value with the women who harvest the flowers that go into our products. I want to create a true flower revolution.
What is the story behind Sana Jardin?
My grandmother, Mary Pomeroy, was a pioneering visionary in the 1960’s who co-founded The United States Delegation for Friendship Among Women. Her work took her to emerging economies across the globe with the aim to increase communication between women from the US and developing countries and provide long-term, economic solutions for their families and communities.
She gifted me with the desire to work towards social justice and empowering women economically. Sana Jardin was created with the belief that this bottle of perfume can transform lives and change the way business is done.
Tell us about the project in Morocco.
We have a groundbreaking initiative that empowers the female flower harvesters of Morocco. They are taught new social enterprise skills which enable the women to up-cycle floral waste from perfume production into their own line of handcrafted candles and orange blossom water for sale through their own cooperative. They retain 100% of the revenue.
How did you come up with the name?
Sana means dazzling and radiant from the Arabic, and Jardin is garden from the French.
Why is it important to be socially aware?
This is a time where consumers are increasingly aware of the significance and importance of social and ethical issues that can be affected by their own consumption. They believe more than ever in the importance of environmental and social sensitivity when purchasing.
The House of Sana Jardin sits at the intersection where the quality of the product meets unique brand identity meets social responsibility. There is integrity in every aspect of its business.
Tell us about ‘The Orange Blossom Project’?
I started the Orange Blossom Project in partnership with New York City non-profit organization Nest and the Moroccan raw floral supplier Les Aromes du Maroc in 2015. Together, we created a cooperative for the indigenous women who harvest the orange blossom and upcycle the waste created in perfume production into a line of products the women sell nationally retaining 100% of the proceeds. I created the term Beyond Sustainability with a goal of expanding the sustainability movement by sharing the value of the supply chain with the people at the base of the industry. Our goal is to enable the women to flourish by helping them to create their own micro-businesses and be their own entrepreneurs using ingredients that had previously gone into landfills.
How else does Sana Jardin support the environment?
The fragrances are free of artificial colorants, parabens, and formaldehydes and includes between 15% and 20% natural, essential oils; to supply chain and manufacturing, to packaging and end consumer experience – the bottle and cap are made from recycled materials and the box is recyclable.
Tell us about the fragrances?
Carlos Benaim created some of Sana Jardin’s fragrances and he is responsible for many of the iconic fragrances of the last 40 years including Frederic Malle, Viktor and Rolf, Bulgari, Calvin Klein, Ralph Lauren, Prada, Dior and many more.
Do you have a favorite?
I love all of them but find myself wearing Berber Blonde a lot and when I do all day long, every way I go and hope I leave a trail of happiness and magic when I walk. At night, I layer it with Sana Jardin’s Tiger by her Side (Amber notes) and spray Berber Blonde in my hair for a feminine, floral aura.
Why did you choose Sauce to help bring your fragrances to the region?
We feel privileged to launch Sana Jardin with Sauce in the Middle East. Sauce is a beloved and admired Dubai institution and has brought the best of the East and West together since its inception. Sana Jardin was created for an international and fashion forward clientele so there is simply no better launch partner for that type of customer than Sauce. I have admired Sauce since I first lived in the Gulf in 2004 so to work with them is a dream come true for me.
Sana Jardin is available in Sauce Boutiques and online at ShopAtSauce.com
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