A shop described as "Sharia compliant" is expected to open in Islam's holiest city of Mecca, selling halal sex-products for Muslims.
El Asira, an erotic brand originating in Amsterdam, is opening a branch in Saudi Arabia's Mecca, a holy site visited by millions of Muslims a year on the "hajj" pilgrimage.
Abdelaziz Aouragh, the founder, announced his ambition last year, according to reports by Alyaoum24.
The business venture reportedly consulted Muslim clerics and Saudi sheikhs to ensure the business complies with local laws and customs.
"The products we're putting on the market have nothing to do with blow-up dolls or vibrators," Mr Aouragh told the AFP news agency.
"It's not about the sex act, it's what's going on around it. Our products increase the atmosphere and heighten feelings of sensuality."
Saudi Arabia severely restricted women's freedoms of movement, behaviour dress, while Islamic codes of behaviour and dress are strictly enforced. This is why El Asira says it hopes to achieve "more admiration and love for women" by improving marital relationships and fostering happier and more fulfilling sex lives within the confines of marriage.
All products are described as “Sharia compliant” on the website which promises they can “provide a deeper meaning to sexuality, sensuality and even spirituality”.
The shops and products has been deemed “halal” which means they are permissible according to Islamic law.
“All our products are maintaining the integrity, pure humanity and ethics inherent with the Sharia,” the website says.
The company, launched in the Netherlands in 2010, specialises in sensual oils and is backed by German adult company Beate Uhse.
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