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'

(Getty Images)

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.

El Asira specialises in creams and oils for a 'sensual love life'

“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.

Abdelaziz Aouragh, a 35-year-old entrepreneur from Amsterdam, founded the business in 2010 (Abdelaziz Aouragh)

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.

An aerial view shows the Kaaba at the Grand mosque in the holy city of Mecca (FAYEZ NURELDINE/AFP/Getty Images)

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.”