On a grey February afternoon, I found myself making an unexpected journey to Sparkhill, Birmingham, following a recommendation from someone rather extraordinary. The suggestion came from none other than Caprice - the international model and television star who famously turned down the lead role in Baywatch to give Pamela Anderson her breakthrough opportunity. Her insistence that I visit a particular perfume shop on Stratford Road proved impossible to resist.
A Star-Recommended Destination
Caprice had chosen this specific Birmingham establishment from perfume shops across the globe as the filming location for her latest movie, An English Christmas Wish, which will air this Christmas season. When the film reaches television screens nationwide, Sparkhill will find itself at the very heart of the festive story. Yet it wasn't the promise of cinematic fame that compelled my visit, but rather Caprice's glowing description of shop owner Sajida Parveen - an inspirational, warm businesswoman whose generous personality had apparently convinced the international star to bring her children on holiday to Sparkhill.
Discovering The Perfume Closet
Within minutes of arriving, I understood completely. Amidst Stratford Road's gleaming shop windows displaying twinkling fabric suits, exquisite bridal jewellery, and markets overflowing with fresh produce, The Perfume Closet stands as a tranquil haven from the bustling thoroughfare. Sparkhill pulses with vibrant energy, alive with shoppers carrying bags filled with bargains, all passing by the shop's accessible ramp entrance - a design feature that ensures everyone can enter.
Sajida, or Saj as she prefers to be called, greeted me at the door, immediately confirming Caprice's enthusiastic recommendation. The shop proved more spacious than anticipated, packed from floor to ceiling with an astonishing array of fragrances and potions. The collection includes tiny vials of precious oils, fragrant bath bombs, elegant diffusers, substantial gilded bottles, alongside both internationally recognised brand sprays and obscure perfumes I had never encountered but was eager to sample.
An Unexpected Passion
"Perfume was an unexpected love affair," Saj explained as she guided me through her aromatic domain, "as the best things often are." The statement felt particularly poignant given that Caprice's film, shot within these very walls, tells a story of love and personal growth through fragrance.
"When she called I wondered if it was a scam at first!" Saj admitted with a laugh. "But as Caprice described her film's plot about a perfumer on a journey of self-discovery, I could see my own dream reflected in the narrative."
From Business School to Fragrance Empire
This dream represents a long-term vision that continues to unfold. The 39-year-old entrepreneur shared her educational journey through elite Aston Business School, subsequent career in finance, and teacher training at Warwick University. Standing amidst roses in a room that has earned her a reputation for possessing one of Birmingham's finest olfactory senses, Saj revealed how she abandoned conventional career paths to build business success herself rather than merely teaching others how to achieve it.
She chose to establish her enterprise in the neighbourhood where she was born and raised. "The Perfume Closet introduced something completely new to this road," Saj explained. "People visit Sparkhill for clothing, jewellery, and the substantial Asian wedding scene, but I identified a market gap for fragrance and was determined to make it work."
Her determination paid off. Saj launched her business a decade ago on Stratford Road, relocating to her current unit eighteen months ago - a goal she pursued while simultaneously raising two young children. On a street dominated by male-owned establishments, Saj represents a refreshing exception as a female founder, managing The Perfume Closet alongside Hooriyat, a jewellery shop across the road specialising in Asian bridal gems.
Breaking Industry Barriers
As Saj guided me through her extensive inventory, I was astonished by the prestigious designer brands she stocks. "It's a very closed industry," she noted, "but I broke down doors to establish direct relationships with these major houses." The impressive collection includes Coach, Paco Rabanne, Prada, Dolce & Gabbana, Jimmy Choo, and numerous other luxury names.
Among specially packaged gift sets featuring premium chocolates - some in delightful Easter colours - resides a dedicated section for two exceptional perfumes. "These are our own creations," Saj announced proudly. Developed in collaboration with a master perfumer boasting fifty years of experience, one fragrance features festive red notes that Caprice used in her new film, while the other presents an amber composition that the model personally wore.
Manufactured in England, these elegant bottles contain sophisticated blends of lemon, oud, and intricate heart notes beyond my descriptive capabilities. Saj has cultivated a substantial online following through her expertise, and Caprice's enthusiastic Instagram endorsements to her million followers certainly haven't hindered growth. However, like fine fragrance itself, this shop demands in-person experience.
The Insider Advantage
"I'm not an influencer, I'm an industry insider," Saj clarified. "Because I handle purchasing directly, I invest my money in products long before they gain online popularity. Three months before something reaches the market, I've already sampled laboratory prototypes!"
This insider knowledge ensures that every visitor - whether Caprice, local residents, or curious passersby - receives service quality rarely found in large chain store perfume kiosks. "Perfume represents a deeply personal choice," Saj emphasised. "I prefer operating at a local level because people in this community have their trusted jeweller and tailor, so why not a dedicated perfumer?"
"You can find high-end products in city centres or budget options in drugstores, but we occupy that perfect middle ground, stocking fragrances purely for the love of scent. That's why we're called The Perfume Closet - you select your fragrance as you would choose clothing from your wardrobe."
Fragrance for Every Occasion
Saj's philosophy embraces universal accessibility. "If you appreciate fragrance, we can assist. Whether you seek a scent for gym sessions, lazy Sundays, or your wedding day, we offer something for everyone regardless of budget. We allow the fragrances themselves to shine."
This inclusive approach represents what Saj values most about her work. "You can wear fragrance regardless of body size or personal circumstances," she reflected. "You don't need to exercise to fit into it, or have your entire life perfectly organised before wearing it successfully. Fragrance provides a universal pick-me-up."
"You might never own a Dior dress, but you can possess a Dior perfume. You might not justify purchasing a designer handbag, but you can treat yourself to the corresponding fragrance." This perspective ensures that everyone in Sparkhill can depart with something truly special, whether they're Birmingham brides, gym-bound gentlemen, or celebrities like Caprice visiting from sun-drenched California.
Community Commitment
"Sparkhill is thriving," Saj declared proudly. "I'm fully invested in our community and completely committed to making this business succeed. I was born and bred here, I represent my community, and I never shy away from that identity."
"I don't want people to leave our local area to find what they desire - they shouldn't need to. I want them to have everything they could possibly want, right here in Sparkhill."
The Perfume Closet operates from 462 Stratford Road, Sparkhill, Birmingham, B11 4AE, serving as both a local treasure and a destination worthy of international recommendation.
