Meet Amr Arafa | Founding Product Manager / Entrepreneur

We had the good fortune of connecting with Amr Arafa and we’ve shared our conversation below.

Hi Amr, what habits do you feel helped you succeed?
As the Founder of Preproduction Arts LLC, which includes the perfume lines Preproduction Perfumery and Amelie in New York, several key habits have been instrumental in my success in business.

One of the most significant came from my time at Amazon. I was deeply fascinated by Amazon’s Leadership Principles, particularly “Customer Obsession” and “Bias for Action.” These principles have shaped the way I approach business and have become ingrained in my daily habits.

Customer Obsession taught me to always prioritize the needs and desires of my customers. It’s about going above and beyond to ensure that every product we create resonates deeply with them. This mindset has been crucial in building a loyal customer base and ensuring our perfumes stand out in a crowded market.

Bias for Action, another Amazon Leadership Principle, encouraged me to take calculated risks and make swift decisions. In the fast-paced world of entrepreneurship, waiting too long can mean missed opportunities. This habit has empowered me to act decisively and innovate constantly, keeping our business agile and responsive.

In addition to these principles, my time at Harvard further strengthened my commitment to social good. As a graduate student and alumni, I developed a strong drive to make a positive impact. This led me to create a unique initiative through Preproduction Perfumery, where influencers can collaborate with us to create and sell their own white-labeled perfumes. This initiative not only provides a new revenue stream for influencers but also supports their chosen causes, seamlessly blending business success with social impact.

To keep things fresh and innovative, I constantly draw inspiration from diverse sources. At Preproduction Perfumery, we craft scents inspired by iconic movie characters, turning our products into storytelling devices. This concept beautifully aligns with my Film Directing studies at UCLA, merging my passion for cinema with the art of perfumery.

Meanwhile, Amelie in New York aims to bring the finest scents from around the world to customers at affordable prices.

In essence, it’s a blend of Amazon’s rigorous customer-centric and action-oriented culture, Harvard’s emphasis on social impact, and a dash of creativity that has shaped my approach to business. And, of course, a commitment to making the world a little bit better, one perfume bottle at a time.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I’m thrilled to share more about my business, Preproduction Arts LLC, which includes two unique perfume lines: Preproduction Perfumery and Amelie in New York. What sets us apart is our innovative approach to perfumery. At Preproduction Perfumery, we create scents inspired by iconic movie characters, turning each perfume into a storytelling device. This concept beautifully merges my passion for cinema, developed through my Film Directing studies at UCLA, with the artistry of perfumery. More importantly, at Preproduction Perfumery, we consistently and selectively choose influencers to create and launch their own perfumes, all while supporting their chosen social cause.

Meanwhile, Amélie in New York aims to bring the finest aromas from around the world to customers at affordable prices, making luxury accessible without compromising on quality. Hence, Amélie in New York offers “Iconic Scents Made Affordable” which is the brand’s ethos.

Getting to where we are today has been a journey filled with both triumphs and challenges. It certainly wasn’t easy. One of the biggest challenges was building a brand that stands out in the competitive fragrance market. We overcame this by staying true to our unique vision and continuously innovating. Our dedicated team, from our brilliant perfumers and ingredient sourcers to our tech and product teams, played a crucial role in bringing our vision to life.

I am incredibly proud of the community we’ve built around our brand. Our customers’ loyalty and enthusiasm drive us to constantly improve and create better products. Their feedback is invaluable, and it inspires us to push boundaries and think creatively.

One of the key lessons I’ve learned along the way is the importance of resilience and adaptability. The business landscape is always changing, and being able to pivot and adapt is crucial. Another lesson is the power of a strong team. Surrounding yourself with talented, passionate individuals who share your vision is essential to overcoming obstacles and achieving success.

What I want the world to know about our brand is that we are deeply committed to quality, creativity, and making a positive impact. Whether it’s through creating perfumes that tell a story or supporting charitable causes through our influencer collaborations, we strive to make a difference. Our journey is a testament to the power of passion, innovation, and a relentless focus on our customers.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Oh I love this city. For me, anywhere in Manhattan is full of energy and inspiration, but let me try.

Day 1: Arrival and Central Park

Morning: Breakfast at Sarabeth’s near Central Park South.
Late Morning: Walk through Central Park, visiting Gapstow Bridge, The Mall, and Bethesda Terrace.
Afternoon: Picnic lunch at Sheep Meadow.
Evening: Dinner at Tavern on the Green.

Day 2: Perfume Exploration and Fine Dining

Morning: Visit a museum.
Afternoon: Lunch at The Loeb Boathouse in Central Park.
Evening: Visit some niche perfume boutiques in the West Village.

Day 3: Central Park and Cultural Gems

Morning: Explore Central Park’s lesser-known spots like The Ramble and the Shakespeare Garden.
Afternoon: Central Park Zoo.
Evening: Dinner near Columbus Circle.

Day 4: Brooklyn and Trendy Spots

Morning: Walk across the Brooklyn Bridge.
Afternoon: Taking the ferry to DUMBO and Brooklyn Bridge Park.
Evening: Dinner in Prospect Heights.

Day 5: Perfume, Art, and Literary Vibes

Morning: Visit the Museum of Modern Art (MoMA).
Afternoon: Lunch and shopping in SoHo.
Evening: Drinks at the Oscar Wilde.

Day 6: Elegant Central Park and Exclusive Clubs

Morning: Visit the Conservatory Garden in Central Park.
Afternoon: Rowboat rental at the Central Park Boathouse.
Evening: Dinner at the Harvard Club.

Day 7: Crafting Memories

Staying in and crafting a unique scent that captures all the week’s memories and take home a bottle as a lasting memento of out time in Manhattan.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I owe a tremendous amount of gratitude to the incredible team behind making both Preproduction Perfumery and Amelie in New York possible. This includes our brilliant perfumers and “noses” who craft our unique scents, and our dedicated ingredients sourcers from around the world who ensure we use only the finest materials.

Our tech team has done an outstanding job building a seamless platform that powers our operations. The product team ensures smooth and efficient transactions, making sure our customers have the best experience possible. Our marketing team has been instrumental in creating engaging campaigns that resonate with our audience, and our customer service team works tirelessly to provide exceptional support and build lasting relationships.

Of course, our avid customers play a crucial role as well. Their loyalty, enthusiasm, and generous feedback continually inspire us to improve and innovate. They keep coming back for more, and their support drives our passion and commitment to excellence.

To everyone involved – our perfumers, ingredient sourcers, tech team, product team, marketing team, customer service team, and our wonderful customers – your contributions have been invaluable. Thank you for being part of this journey and for helping turn our vision into reality.

Website: https://Ameliebrand.com

Instagram: https://instagram.com/preproductionperfumery

Linkedin: https://www.linkedin.com/in/amr-arafa-288a488/

Other: PreproductionPerfumery.com
ameliebrand.com