‘Jonaki by Nasreen Zamir’ has launched a foundation to protect nature, bring awareness and save the tiny ‘fireflies’ of Bangladesh.
“Once Jonaki Fragrance was launched last year I decided to initiate a Foundation to help save Jonaki from disappearing due to rise in environmental pollution,” a leading designer and entrepreneur Nasreen Zamir, also the honorary consul of Luxembourg in Dhaka, said at the launching of the foundation styled ‘Jonaki Foundation for Nature’ recently.
“I wanted to pay back something to Jonaki, a fragile Luminous Creature in my eyes. But it is an important indicator of the health of the
environment.” Netherlands Ambassador in Dhaka Harry Verweij, his spouse Akkie Okma, former Ambassador Muhammad Zamir, former Ambassador of Bangladesh in Washington Mohammad Ziauddin, FAO expert John Taylor, and Durjoy Rahman Joy of Durjoy Bangladesh Foundation were also present at the launching ceremony at a Dhaka hotel.
The Jonaki fragrance line by Nasreen Zamir is designed in Bangladesh, inspired by France, and made in Malaysia.
Being brought up in Chittagong amidst the greenery of hills, forests and lakes Nasreen Zamir was drawn to the beautiful gardens, full of Jonaki ‘the firefly’ that swarmed at night in hundreds.
It was a magical sight she carried in her heart till today, she said.
The fragrance named Jonaki was to carry spiritedness that represents this little firefly “Jonaki” found in Bangladesh.
It’s a tribute she offers to the natural beauty of Bangladesh. It is a product of Tropical Asia Nasreen Zamir sourced many precious natural extracts and essences from all over the world to blend unique fragrances.
The magic of scents motivated her to introduce floral fresh oriental and woody and musky scents in her unique collection, she said.
“Jonaki is a modern classic scent created for women and men with an innate sense of chic and sparkle,” she said, adding that her love for design fuelled her love for fragrance. “Thus, Jonaki fragrance.”
After fragrance, Jonaki also launched beauty lines for women.
With the new foundation, she said her vision is to create awareness, protect nature and save fireflies.
“We can bring awareness by planting a tree or teaching a child about nature or bring a speaker to discuss sustainable efforts and to inspire artists to create themes with Nature and Jonaki,” she said.
“Jonaki is an indicator of a healthy eco-system therefore we must save Jonaki from disappearing due to environmental pollution.
“Part of proceeds from sales of Jonaki products will go to the Foundation to sustain our vision,” she said.
“We decided to set aside a percentage of sales from Jonaki Fragrances, Jonaki Muslin scarves, Muslin Pocket Squares and Note cards representing folk art to the establishment of Jonaki Foundation. Through these sales we can generate funds to sustain the Foundation,” she said, adding that the first deposit to the Foundation was Tk 3,000 that she received from the first TV interview last year after the launching of the fragrance.