Azerbaijan has an image problem: it is ruled by a dynasty, corrupt officials squander its oil wealth, police beat up protesters and it has just held an election Western observers said was spoiled by fraud. But it has a public relations ace up its sleeve.
Enter First Lady Mehriban Aliyeva, fashion icon, charity worker and philanthropist who is bringing a soft-focus glow to the hard face of Azerbaijan's ruling elite.
Aliyeva, who trained as an eye doctor, is now a member of parliament after winning more than 92 percent of the votes in her constituency in an election earlier this month. The victory underlined her huge popularity in the ex-Soviet state on the Caspian Sea. Her biggest fans are among the poor who hope some of the glamour - and wealth - that she represents will rub off on them.
"She promised to build new schools, sports centres, create new jobs and we're sure she'll do it," said Solmaz Kassymova, from the village of Tyurkan on the outskirts of the capital, part of the constituency the First Lady will represent.
"For over a decade we couldn't get anyone to fix our problems with the water supply. There wasn't an official we hadn't appealed to. But all we had to do was mention this problem once to Mehriban and it was fixed within days."
Azerbaijan is a Muslim state of 8 million people. It supplies a growing volume of oil to world markets but 49 percent of the population lives below the poverty line.
The November 6 parliamentary election gave victory to supporters of President Ilham Aliyev. Western observers said the vote was not free or fair because of ballot-rigging and police violence against opposition demonstrators. However, Aliyev - elected to succeed his father Haydar in 2003 - is popular with voters and analysts say his wife deserves much of the credit.
"Mehriban Aliyeva's activities as First Lady help build a positive image for the authorities," said political analyst Ilgar Mamedov. "Her high popularity ratings ... have helped boost the president's rating," he said.
Aliyeva does not disclose her date of birth but she is believed to be in her early 40s. She has two daughters of student age and an eight-year-old son, also called Haydar. Her staff refused requests for an interview. Tall and slim, she wears designer outfits and, usually, a pair of fashionable sunglasses.
Her most visible role is as head of the Haydar Aliyev Charitable Fund, which builds new schools and orphanages.
A documentary on local television showed the First Lady handing out gifts and cuddling small children on a visit to an orphanage.
Many people believe she is an influential political player too, advising her husband on important decisions. Some observers even predict she will make a presidential bid herself early next decade.
Analysts say she is just starting out in politics and it is impossible to know how much real influence she has in Azerbaijan's opaque political decision-making process.
Many voters say they would be delighted if their First Lady became president. "I believe she is a national institution and when I'm talking to foreign visitors I list her name after oil, caviar and culture," said student Shahin Akperov.
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