Abel is a modern fragrance brand centered on craftsmanship, storytelling, and sensorial connection. The brand emphasizes intentionality and transparency, translating fragrance creation into a refined and human retail experience.

• Designed a cohesive selling ceremony rooted in brand storytelling, strengthening emotional connection and product understanding
• Translated fragrance craft into a structured client journey that improved conversion and average unit retail (AUR)
• Created a shared engagement language across teams, increasing consistency of experience across locations
• Improved in-store client experience through clearer narrative flow and service standards
• Established a new retail selling framework for Abel that elevated brand clarity and measurable client engagement