In what must surely be a world's first, Fragrance Du Bois (a French perfume house and retailer specialising in the use of sustainable Oud), andNadeem Nour (one of the Middle East's best known and most respected singer/songwriters), came together to produce a musical enterprise close to both their hearts.
Nadeem Nour is a well-renowned Jordanian singer. The reason for his artistic name "Nadeem Nour" is that it is said that from the first moment you hear him, you can feel the light in his voice "About a year ago I was introduced by a friend to a gentleman fromIran who had just returned from visiting Thailand and Malaysia. While he was there, he discovered the agarwood (Oud) plantations owned and managed by Asia Plantation Capital," saidNadeem Nour in Dubai recently. "I became fascinated when I learned that not only was much of the Oud that we take for granted coming from illegal sources -- not only in the past, but also today -- but that it was in danger of extinction in the wild as a result."
"Having grown up in Jordan, with Oud being very much a part of my daily life, and that of my family, I felt guilty when I realised that like many others, I could have spent my entire life taking Oud for granted, without ever wondering where it actually came from. The thought that I may actually be part of driving an illegal industry was horrifying."
Nadeem continued, "I became deeply concerned, and as I feel passionately for the world in which we live, I decided to do my own research and find out the facts. I quickly realised -- after talking to friends, and doing some research on the internet and looking at several news reports -- that we had reached a situation where Oud, in the wild, was soon to be no more. I also realised that I was not alone in my ignorance. Hardly any of my friends were aware of Oud in terms of where it came from, and the threats it faces. Like me, they pretty much took it for granted."
Nadeem went on to detail how important Oud was in Arabic culture and heritage, further lamenting the fact that the source was often unreliable. International fashion houses and perfume brands are now putting Oud into their products in increasing amounts, creating pressure on future supplies of the mystical substance.
Agarwood, and Oud (the oil derived therefrom), is now on the CITES (the Convention on International Trade in Endangered Species of Wild Flora and Fauna), list of endangered species, and as such, all trade has to be legal, certified, and sustainable. Demand is huge, far outstripping supply, and only sustainable plantations are the way forward.
"Asia Plantation Capital and their sister company Fragrance Du Bois," continued Nadeem, "are two companies leading the way in making this industry transparent and sustainable for the benefit of all users of Oud – not only in the Gulf region, but also across the world. I decided that this story had to be told, and for me the only way to tell the story was through traditional Arabic words and music."
Nadeem Nour has been a rising star on the Middle Eastern music scene for several years since appearing in the Jordanian Pop Idol show, and has built up a loyal following for his beautiful singing voice, heartfelt lyrics, and the music he performs across the Gulf. Dubbed 'Nadeem Nour' byTarek Al Arians, the artist has evolved to the point at which listeners can feel the 'light in his voice', from the first moment you hear him sing.
Fragrance Du Bois, Asia Plantation Capital and Nadeem Nour earnestly hope that the light in his voice helps to tell a story that we all need to hear, and that 'Life's Treasure' imparts a vital message when it comes to protecting a species that could all too easily have been lost forever.
www.asiaplantationcapital.com
