Winning Together: Alex Shalbaf of MIND GAMES On How Strategic Partnerships Can Unlock New Sales Opportunities
An Interview With Chad Silverstein
Start by identifying partners that genuinely align with your vision. Even without the resources of a major brand, a compelling story and unique perspective can open doors. Focus on authenticity, build strong relationships, and consistently demonstrate the value you bring to the table.
Strategic partnerships have the potential to unlock growth and create new opportunities in ways that businesses can’t achieve alone. To explore this important topic, we had the pleasure of interviewing Alex Shalbaf.
Alex Shalbaf is the founder and CEO of MIND GAMES, a luxury fragrance house that merges the art of perfumery with the strategy and heritage of chess. With decades of experience in the fragrance industry, he has played a pivotal role in curating and distributing some of the world’s most sought-after luxury scents. Driven by a passion for craftsmanship and innovation, Alex continues to redefine the fragrance space through storytelling, immersive retail experiences, and strategic partnerships.
Thank you so much for joining us in this interview series. Before we dive into our discussion, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
My journey into the fragrance world was anything but conventional. I’ve always been drawn to craftsmanship, artistry, and the power of scent to evoke emotion. I saw an opportunity to create something truly distinctive in the fragrance space, and I pursued it with relentless determination. Over the years, I built a portfolio of luxury brands under The Fragrance Group, each carefully curated. MIND GAMES is the culmination of that journey — a fusion of olfactory artistry and the strategic depth of chess, designed to challenge convention and engage the senses on a deeper level.
Can you share the most interesting story that happened to you since you began working with partnerships or collaborations?
One of the most defining moments in my career was launching MIND GAMES exclusively with Neiman Marcus. We knew we had created something special initially, but the response was beyond anything we had anticipated. What started as a retail partnership quickly evolved into an immersive brand experience, including our multi-sensory activation at Neiman Marcus NorthPark. Seeing customers interact with fragrance in a completely new way reinforced my belief in the power of experiential retail to transform how luxury is perceived and consumed. One of the most defining moments in my career was launching MIND GAMES exclusively with Neiman Marcus. From the start, we knew we had created something special, but the response was beyond anything we had anticipated. What started as a retail partnership quickly evolved into an immersive brand experience, including our multi-sensory activation at Neiman Marcus NorthPark. Seeing customers interact with fragrance in a completely new way reinforced my belief in the power of experiential retail to transform how luxury is perceived and consumed.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Perseverance — Breaking into the fragrance industry without a traditional background wasn’t easy. There were setbacks and rejections, but I stayed the course. Securing my first major distribution partner was a testament to my persistence and resilience.
Innovation — With MIND GAMES, I wanted to go beyond traditional perfumery by weaving in storytelling, craftsmanship, and intellectual strategy. Our collaboration with Neiman Marcus directly reflects that philosophy — a retail experience designed to captivate and engage.
Relationship-building — Success in this industry is built on trust and meaningful partnerships. My ability to cultivate strong relationships has been instrumental in launching MIND GAMES at Neiman Marcus and expanding our global footprint.
Let’s now jump to the focus of our interview. What does a “strategic partnership” mean to you, and why do you think it’s such an essential part of sales growth today?
A strategic partnership isn’t just about distribution; it’s about alignment. It’s about creating something more significant than the sum of its parts. In today’s market, brands must go beyond transactional selling and craft experiences that resonate. Our collaboration with Neiman Marcus is a prime example — it’s a shared vision that elevates both the brand and the consumer’s journey.
How do you go about identifying potential partners that align with your business goals? Are there specific qualities or traits you look for in a partnership?
I look for partners who share our dedication to craftsmanship, innovation, and luxury. It’s not just about where a product is sold, but how it’s presented. Neiman Marcus was a natural fit because they understand the importance of immersive retail and experiential storytelling — qualities that align seamlessly with MIND GAMES.
What steps do you take to build trust and ensure that a partnership will be mutually beneficial for both sides?
Transparency, a shared vision, and a commitment to excellence are the foundations of a lasting and successful partnership. To achieve this, we ensure that our goals, expectations, and brand positioning are aligned. Open communication, collaborative creativity, and an unwavering dedication to achieving exceptional results are also essential for a strong and enduring partnership.
Can you share a specific example of a strategic partnership you were involved in? How did it come about, and what impact did it have on your business?
Our partnership with Neiman Marcus began with an exclusive launch and has since evolved into a multi-sensory brand activation at Neiman Marcus NorthPark. This collaboration has significantly elevated our brand presence, allowing customers to engage with MIND GAMES in a way that goes far beyond a traditional fragrance purchase. It’s helped us solidify our position within the luxury space and expand our reach to a discerning audience.
What role does communication play in maintaining a strong, long-lasting partnership? Are there particular practices or tools you use to keep everyone aligned and engaged?
In my experience, successful partnerships thrive on a foundation of open and consistent communication. This involves establishing regular check-ins to ensure both parties are aligned on goals and expectations. By sharing performance metrics transparently, we can foster a sense of mutual accountability and trust. Additionally, maintaining open lines of dialogue allows us to continuously gather customer insights and feedback, which are then used to refine our strategies and create more impactful brand experiences. This collaborative, data-driven approach ensures that the partnership remains agile and responsive to the ever-changing market dynamics, ultimately leading to more tremendous success for all stakeholders.
Let’s now focus on actionable strategies. Based on your experience, can you share “5 Steps to Create Strategic Partnerships That Drive Sales Growth”? If you can, please share examples or stories for each.
1. Identify Shared Values — Ensure alignment in ethos and long-term vision. Our collaboration with Neiman Marcus works because we both prioritize luxury, craftsmanship, and innovation.
2. Foster Open Communication — Set clear expectations and maintain an ongoing dialogue to adapt and refine strategies.
3. Create Unique Customer Experiences — Move beyond traditional retail by offering immersive activations, as we’ve done at Neiman Marcus NorthPark.
4. Leverage Data and Insights — Use customer feedback and performance metrics to optimize strategies and tailor experiences.
5. Stay Flexible and Forward-Thinking — Be willing to evolve and push boundaries to stay ahead of market trends and consumer expectations.
What advice would you give to smaller companies or startups that may not have the resources or networks of larger businesses but want to start building strategic partnerships?
Start by identifying partners that genuinely align with your vision. Even without the resources of a major brand, a compelling story and unique perspective can open doors. Focus on authenticity, build strong relationships, and consistently demonstrate the value you bring to the table.
How do you handle challenges or conflicts that may arise in a partnership to ensure that the relationship stays strong and productive?
Open communication, respect, and a shared commitment to success are vital to overcoming unavoidable partnership challenges. This foundation fosters a collaborative environment where both parties feel comfortable addressing concerns and working together towards solutions. A proactive, flexible, and solution-oriented approach allows for prompt and effective resolution of any difficulties arising during the partnership. By maintaining open lines of communication and remaining adaptable, partners can navigate challenges, find common ground, and ensure the partnership remains mutually beneficial and successful.
What trends or changes are you seeing in how businesses approach strategic partnerships, and how do you think this will evolve in the coming years?
The evolution of luxury retail is intrinsically tied to experiential consumer engagement. Contemporary luxury consumers seek more than mere product acquisition; they desire immersive, narrative-driven experiences. Our strategic partnership with Neiman Marcus exemplifies this paradigm shift, and I foresee a continued emphasis on interactive, storytelling-centric retail models within the luxury sector. This approach fosters deeper emotional connections with consumers, engendering brand loyalty and sustained commercial success.
In your opinion, how do strategic partnerships impact not just sales but a company’s reputation, relationships, and long-term growth?
The core value of strategic partnerships transcends mere numerical growth; it is deeply rooted in their transformative impact on brand perception, market penetration, and customer loyalty. These alliances are instrumental in shaping and enhancing brand credibility, amplifying market reach by tapping into new customer segments and fostering deeper customer engagement through shared values and experiences. A well-chosen partnership can significantly alter a brand’s trajectory, propelling it towards enduring success and establishing a position of substantial influence within the industry.
You are a person of great influence. If you could start a movement that would inspire more companies to embrace collaboration and partnerships, what would that be? You never know what your idea can trigger. 🙂
I would start a movement called “Collaborate to Elevate” — a global initiative encouraging brands to break out of their silos and create partnerships that go beyond business transactions. True innovation happens when industries intersect, whether it’s fragrance and fashion, tech and wellness, or art and hospitality. By fostering a culture of strategic collaboration, brands can unlock new creative possibilities, offer richer consumer experiences, and build lasting value. This movement would champion partnerships that are not just commercially successful but also culturally impactful, proving that when brands come together with a shared vision, they can create something far greater than the sum of their parts.
How can our readers further follow you online?
They can follow MIND GAMES on Instagram @mindgamesfragrance and visit our website at mindgamesfragrances.com.
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein is a seasoned entrepreneur and Thought Leader with over 25 years of business experience. He has founded, operated, and exited multiple companies and now builds into a handful of high impact CEOs. Chad has launched multiple online communities, including a recent leadership development platform, and also serves as a strategic advisor for Authority Magazine’s thought-leader incubator program. To learn more and connect with Chad visit: chadsilverstein.io
Winning Together: Alex Shalbaf of MIND GAMES On How Strategic Partnerships Can Unlock New Sales… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.