By Courtesy Quintessentially “Anything that your heart desires we will facilitate for you — as long as its legal,” says Youssef Semaan of Quintessentially. News Focus Freeing Taxpayers The ruling NDP cut personal income and corporate taxes in half, but the emergency law is here to stay High Times Bankers expect higher interest rates to heat up the investment climate and cool inflation Mastering Law A new law program at the American University in Cairo seeks to get students serious about law Until the Cows Come Home Consumers are still waiting for Sudanese beef to hit the market AloAchoo! The next generation of viruses has hit mobile phones Star Power The 2004 Olympics created some unlikely national icons and a powerful lineup of marketing potential Below Par The World Bank says Egypt is handicapped by the high costs to start a business and the difficulty of firing people, to name a few Corporate Bonding Orascom Telecom and Telecom Egypt have made a splash in the bond market, but rising interest rates may damper enthusiasm Unmaking Monopolies Opposition MPs say changes to a proposed anti-trust law defy the purpose of the law by protecting monopolies On Topic The Euromoney conference put an exclamation point on the liberalization efforts of the government Investment Matchmakers Egypt Invest 2004 seeks to convince foreign investors that the country has finally turned a corner ’Dish’ing it Out Satellite TV stations are set to give the state-run channels a run for their advertising revenues during Ramadan Cargo Crunch As exporters complain about skyrocketing airfreight prices, the government seems to be turning an unsympathetic ear Star Power The 2004 Olympics created some unlikely national icons and a powerful lineup of marketing potential By Courtesy Quintessentially Q makes you feel like a celebrity, but without all the paparazzi.

By Hossam Zaater

I magine being a member of a club so exclusive that you’re considered royalty within its community while remaining anonymous to the rest of society. The kind of club where membership is given by invitation only — and only then, if you are of the highest social standing.

“This is probably as close as you’re going to get to one of these without being an actual member,” quips Youssef Semaan, managing director of the soon-to-launch Egyptian branch of Quintessentially, as he handles one of the glossy black welcome packages that are sent to new members.

Quintessentially, a London-based lifestyle management company, is the brainchild of Oxford-educated CEO Aaron Simpson and co-founding marketing director Ben Elliot. The company launched in 2000, posting rapid growth over the past seven years, expanding to nearly 44 offices in 37 countries. It is a service meant for those who are lacking in connections, but not in net worth. And now, it has come to Cairo.

Dressed in a sharp chalk-striped suit and lounging in a leather executive chair, Semaan presents himself in a way that says, “I’m a wunderkind and I’m loving it.”

Although his entrepreneurial background is media-based, Semaan has been involved with Quintessentially for the last six months. He sees the service as a one-stop shop for the Egyptian elite: Those who can afford just about anything and don’t like being told ‘no.’ Whether it’s dinner reservations in a London restaurant with a six-month waiting list or advice on the hottest place to party in Japan, Quintessentially, or Q, as it is known, is there to handle it. “You can book a private jet, get the best hotel with the best view, and know where to eat abroad. Anything that your heart desires we will facilitate for you — as long as it’s legal,” said Semaan with a sly grin. “We have connections everywhere and make sure that restaurants, hotels, and events know who you are when you travel.”

Members can attend movie premieres, the Oscars and red carpet events with internationally-recognized stars. Interested in a pet tiger for the kids? Q is a good place to start. If you’ve been dying to see the White Desert by helicopter, Q can do that too. Or maybe you’re just too lazy to do your own shopping and want someone to buy you the latest Prada shoes from City Stars. “Members call Q before calling the hospital abroad,” Semaan says. “My wife is in Paris and I need a diamond sent to her. I need a private jet from Paris to Japan for P. Diddy’s party. Literally.”

A soft launch of the Maadi branch is expected in the coming weeks. Membership doors will officially open mid-February, followed by a full-blown gala launch in May. Semaan is optimistic about the buzz. “We have very positive replies from market research both on corporate and individual levels. There’s already a short list of potential clients.” He is now setting up a network of suppliers, as the service includes perks from third-party brands. “We’re building databases of luxury suppliers, like jewelry, so we’ve been busy for the past four months.”

They’re also in the process of extensively training new employees for member assistants. Semaan and his staff peruse a list of AUC graduates in search of candidates who have a similar mindset to the clients who call into the 24-hour internal help center. “They have to be people who have traveled, are cultured, and speak English with no accent. They have to know that Saint Tropez is a resort/city in southern France. The person who answers the phone might be the person partying with you [a member] at [the Four Seasons bar] ‘35’ or the person that plays golf at Qattamiya.” Semaan is investing heavily into his staff to ensure the grandiose outdoor launch in May is one to remember.

As of now, there are nearly 20 Egyptian members who live abroad and are registered with other branches. The confidentiality agreements are so tight that no branch can access another’s database to see who members are, since many are high-profile celebrities who value their privacy. “Membership is like a certain status — you don’t want everyone outside the Quintessentially circle to know you’re a member, just the community you’re in.” It’s rumored, but not confirmed, that Q’s members include Richard Branson, Gwyneth Paltrow, Bill Clinton and Britney Spears. Semaan mentioned hearsay that Spears had albino peacocks sourced to her recently. “These are the movers and shakers, socialites who have money and like to travel and have fun. Good food, good wine, good living.”

Offshoot services range from Quintessentially Driven to Quintessentially Estates, Quintessentially Wine, and so on. “Someone who’s wealthy and travels a lot is more than likely to enjoy wine but not necessarily be a wine connoisseur. He can call and ask for info from the experts or even have it delivered.”

Quintessentially Driven is — you guessed it — a chauffeur service that members can use if they have the urge to sit in the backseat of a Bentley Continental and appreciate that whole meter of leg room. Quintessentially Communications produces a book, among other things, called Quintessentially Escape that “outlines hit resorts and hidden gems where you can go that are very isolated and exclusive.” Ask Quintessentially is another offshoot for members: a hotline where members can request information and book accommodations. Quintessentially Estates is a private venue for members to seek, rent or buy mansions and private islands. Yes, private islands. There is even an online community called Qube. “It’s like a much more private Facebook. Boeing jets for sale, private equity advice, investment in oil companies; a marketplace shared by members.”

Quintessentially offers three levels of membership. The General membership starts at £750 (LE 8,240) plus a £150 (LE 1,650) signup fee; it gives access to all services on a reactive basis, meaning members request and the assistants react. The Dedicated membership costs £2,500 (LE 27,470) plus £250 (LE 2,750) for a more personalized service. Members are appointed one member assistant who gets to know them by name and is their single point of contact. Dedicated is a tailored service, since assistants know the members’ personal preferences. The last level is the Elite, which costs £24,000 (LE 263,700) and gives members an assistant in every country. “These get more attention and more pampering. We only select a few per country and I can’t give names but you usually know who they are. They like to travel, party, own boats, they’re not difficult to miss. They get direct invitations.”

Semaan targets clients who have high profiles, high visibility, and a high net worth. If you don’t have at least two out of three, chances are you’re not getting in. But you can always try. “Clients have to be the people that love to live life to the fullest — lavishly. For someone to come in and request to be a member, you have to have a certain way of life and have some status.” The phone number for membership is on the website, but “we’re very low-key about people we want on board. You won’t see ads. We do some PR and some direct marketing for select individuals.” The full extent of the advertising can be found in First Life, the British Airways magazine available only to first-class passengers.

Semaas says that no serious adjustments were necessary when Q laid the groundwork for the move into Egypt. Well, nothing too serious. “The pool is smaller here in terms of the variety of services. [...] We had to finetune a few things [that can’t be done here legally] but at the end of the day we’re just a service provider, so there were no real obstacles.”

The personal concierge market in Egypt also targets a new kind of member: the tourist. According to Semaan, a growing number of tourists who visit Egypt want to arrive with more than a travel agency and an all-inclusive package deal — and don’t mind shelling out the extra money it takes to do more. “So now we have foreigners who can become members. Every office is connected with CRM software so as soon as a request hits the server, all offices around the world see it and its status and make sure the request is being taken care of.”

Semaan has high hopes for the future of ‘Q’ in Egypt, with visions of rapid growth and elite services in all the hot spots such as Sharm El-Sheikh, Soma Bay, El Gouna and Makadi Bay. He sees a fresh market, one just waiting to be tapped.

“We’re used to being pampered in Egypt. It’s in our culture [] the maid, the driver, the cook, etc. We have people doing things for us all the time so we’re used to that concept. This is how we live. It makes sense that you’d want to be royal blood, a star, a somebody.” bt