PHOTO: INDEPENDENT
El Asira, which will stock 'Islamically approved' adult items, is due to open after the idea was reportedly approved by Saudi clerics. Owned by Abdelaziz Aouragh, who runs the establishment in Amsterdam, El Asira is known for its range of sensual oils.
Read: Saudi Arabia quickly publicly beheads woman in Makkah
"The products we're putting on the market have nothing to do with blow-up dolls or vibrators," Aouragh told AFP.
EL ASIRA WEBSITE
He added that "it's not about the act of sex, it's what's going on around it. Our products increase the atmosphere and heighten feelings of sensuality."
With women's freedoms severely restricted in Saudi Arabi, El Asira said it strives to lead to "more admiration and love for women" by improving marital relationships.
Read: Man in abaya arrested for 'molesting women' in Makkah mosque
The website describes all its products as " Shariah compliant" and claimed they can "provide a deeper meaning to sexuality, sensuality and even spirituality."
EL ASIRA WEBSITE
Everything sold online and in store has been deemed 'halal' and permissible according to Islamic law.
"In Arabic culture, a woman is one of the pillars of our society. Because a man finds tranquility whenever he is with her. Because she is always ready to give advice when he consults her. And because of the love he receives as long as he admires and appreciates her," said the website's homepage.
THE INDEPENDENT
The website further added "all our products are maintaining the integrity, pure humanity and ethics inherent with the Shariah."
Launched in the Netherlands in 2010, the company specialises in sensual oils and is backed by German adult company Beate Uhse. It aims to put women on a pedestal without embarrassing them.
This article originally appeared on The Independent
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