Iranian-born Bijan Pakzad founded his menswear designs in Beverly Hills in 1976, introducing the first of his renowned line of fragrances a mere ten years later. His boutique, still standing, is heralded as "one of the most expensive stores in the world" and is available to enter by appointment only. His fragrances stand for exquisite sophistication and the aromatic embodiment of luxury. In 1988, Bijan for Men won the FiFi award for Most Successful Men's Fragrance (Exclusive) while Bijan for Women won the award for "Best Women's Fragrance Package". These would be the first, but not the last, of the fragrance awards awarded to the designer.