Anything you desire – as long as it’s legal
The Four Seasons Nile Plaza is the hotel of choice in Cairo for international CEOs, high-rolling financiers, continent-hopping diplomats and holidaying shaikhs. The lobby feels like a VIP lounge. Despite being a couple of decades younger than anyone else present, 32-year-old Youssef Semaan appears completely at home. But then, when it comes to high-flying clients, few in town have an address book the equal of this pinstripe-suited young man.
In February, Semaan became the official Egyptian agent for Quintessentially, the fix-it-all concierge service for the super rich. The brainchild of Oxford-educated CEO Aaron Simpson and marketing director Ben Elliot, the London-based company pulls rabbits out of hats for its hand-picked clientele. Need a celebrity chef to cater your dinner party? A pair of Indian blue peafowl for an anniversary present? Front row tickets to a sold-out concert? Call Quintessentially – presuming you have US$2,000 for annual membership fees and presuming they let you join. The company serves clients who have high profiles, high visibility and a high net worth. If you don’t have at least two of these, you are probably not getting in.
Quintessentially, launched in 2000, now has nearly 50 offices worldwide and has come to Cairo. “My family has investments in real estate and golf courses, so I have spent time around a lot of rich Egyptians,” says Semaan. “They are very social, they go to events, they travel a lot.
There’s a lot of money here and people like to spend it, and they need to be told how to spend it. That’s what we’re here for.”
Born to Lebanese parents who emigrated to Egypt during the civil war, Semaan was educated in a French school and graduated from the American University in Cairo. He worked for a German marketing company for 10 years before setting up his own consultancy firm, four years ago, to represent international media in Egypt. His clients have included CNN and Business Week, as well as major Egyptian players such as the Orascom company.
Such corporate contacts have proved a useful foundation for Quintessentially Egypt’s database of potential members. Semaan’s family background helps too. “Being involved with real estate and golf courses gives you an insight into who’s on the scene and who isn’t, who pays and who doesn’t. It’s a small community and people roam in the same circles – you know everybody. It’s one advantage of operating in Cairo rather than, say, Paris or London.”
Quintessentially only advertises in certain select publications, preferring to court potential members by hosting introductory events, and wining and dining. Semaan already has a substantial list of clients. “We’ve had a positive response. The concept appeals – we’re used to being pampered in Egypt. It’s in our culture.”
Andrew Humphreys; portrait by Wael Kamal |
