Sevrana invites you to embark on bespoke yacht journeys, where elegance, comfort, and breathtaking destinations meet.
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Vision
Sterling Group aspires to be the most innovative and trusted name in beauty and perfumery. We aim to connect people with one of our products in every household.
Mission
Since our founding in 1998, our mission has been to craft creativity and pursue excellence. For 25 years, this has remained our foundation as we continue to reach new heights.
Brand promise
We promise to take you on a journey with every beauty product we offer. Sterling products are not just purchases; they are sensory experiences, turning everyday moments into extraordinary ones.
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About us
Since 1998, Sterling Group has crafted beauty through innovation and tradition, capturing life’s most meaningful moments. We seamlessly blend tradition with innovation, creating products that tell compelling stories and inspire cherished memories.
With a distinguished portfolio in fragrance, cosmetics, color cosmetics, and personal care, we continue to set new industry standards worldwide.
Our Journey
At Sterling Group, we celebrate our milestones as markers of innovation and trust in the beauty and fragrances industry. Each achievement reflects our pioneering spirit and commitment to connecting people through the universal language of beauty.
01
1998 Sterling Perfumes Industries is born
The first step is set with the establishment of Sterling Perfumes Industries – with a vision to become the region’s specialist in the manufacture and distribution of fragrances for a global audience.
02
2010 – The luxury of ARMAF dawns
Sterling Perfumes Industries launches Armaf – an expression of luxury – original, innovative and crafted like couture. This is a collection of luxurious French fragrances that resonate with style and sophistication. Bringing forth an imagination and a convergence of style that inspires.
03
2022– BEAUTYWORLD Middle East Winners
In 2022, BeautyWorld achieved significant recognition by winning two esteemed awards: “Consumer Fragrance of the Year” for Club de Nuit Intense Man and “Breakout Star Product of the Year” for Club de Nuit Sillage.
04
2004 Premier Cosmetics begins its foray
Six years down the journey, Sterling Perfumes Industries has already built an enviable reputation as one of the largest and leafing perfume companies in the Middle East. The growth is enhanced with the establishment of Premier Cosmetics, a new venture into the world of beauty and personal care.
05
Visit of His Holiness Syedna Mufaddal Saifuddin
In 2018, His Holiness Syedna Mufaddal Saifuddin made a significant visit to Sterling, where he engaged with the local community and shared messages of unity and spiritual guidance.
06
2025- Armaf goes global
Armaf marked a significant milestone with the global launch of Bling, expanding its presence across international markets. The brand strengthened its cultural relevance through high-impact celebrity collaborations with Ebraheem Al Samadi, Safa Siddiqui, and other Dubai Bling personalities. Alongside this, Armaf partnered with over 800 influencers worldwide, amplifying its reach and engagement on a global scale.
Perfume Palace
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Discover the Brands of Sterling
Discover the beauty of luxury yachting through our curated gallery. From sleek designs to breathtaking destinations,
Luxury Yacht Charters
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Global Destinations
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Tailored Experiences
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The Fakhruddin Legacy
Our father – Late Mr Fakhruddin Ebrahimji – had a vision to establish a company that creates success not just for itself, but for everyone associated with it. He always believed that for a business to be successful, it is essential that every link on the chain benefits. His noble words have shaped our vision, our beliefs, indeed our very core values
Our Promise at Sea
Five solid pillars define the values of Sterling Perfumes. These are four fundamental principles that govern all that we do. They inspire excellence. They empower performance. They help us achieve success.
Our Commitment, Our Core
Core values: Our commitment our core
Five solid pillars define the values of Sterling Perfumes. These are four fundamental principles that govern all that we do. They inspire excellence. They empower performance. They help us achieve success.
The Sevrana Journey
Sterling’s beauty products are journeys in creation, blending artistry with the finest ingredients. Our passion for innovation and craftsmanship captures life’s emotions while celebrating individuality. Each product reflects our dedication to excellence, bridging tradition with modern creativity. Sterling Perfumes Industries has built a strong reputation as one of the leading perfume manufacturers in the Middle East, with a diverse portfolio crafted for a global audience. As part of Fakhruddin Holdings, we now supply our fragrances to over 95 countries worldwide.
LEADERSHIP
At Sevrana, our team is more than just staff – we are a crew united by passion, expertise, and a dedication to excellence.
Our Chairman
If you’re a boss, you have a title. If you’re a leader, you have the people.
MR. HAMZA FAKHRUDDIN
With a forward-thinking approach, Hamza Fakhruddin, Managing Partner of Sterling Group, champions the company’s vision for innovation and global expansion
MRS. SHIRIN FAKHRUDDIN
As CEO, Shereen Fakhruddin drives the company’s vision with a focus on innovation, excellence, and global growth.
Your Gateway to Luxury Yachting Stories
At Sevrana, we believe that every journey starts with inspiration. Our blog is crafted for sea lovers, explorers, and luxury lifestyle seekers.
Reach Us Anytime
We’re here to make your journey seamless. Whether you’re planning a luxury yacht charter,
Everything You Need to Know
How do I book a yacht with Sevrana?
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Can I customize my charter experience?
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What is included in the charter price?
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Do I need prior sailing experience?
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How far in advance should I book?
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