In brief
In a bold endeavor, Qassem Abu Khalaf and Malak Hijazi have launched their perfume line "Mejana" in Jerusalem to celebrate Palestinian heritage and evoke memories amid turmoil. Their fragrances, inspired by folk songs and local history, serve as a conduit for remembrance and connection to past traditions, despite the challenges they face due to ongoing conflict.
Out in the verdant landscapes of the Jordan Valley, the echoes of Palestinian folk songs fill the air as women gather olives, weaving tales of resilience and hope. One such song recounts a legendary ship bearing gifts of nourishment amid the hardships of famine that plagued the region during the Ottoman era. In the bustling streets of Jerusalem, a mosaic of aromas—leather, spices, and livestock—collectively narrates tales stretching back through centuries.“We aim to convey a message through our fragrances, showcasing our heritage and the essence of our homeland,” asserts Qassem Abu Khalaf, who, alongside his wife Malak Hijazi, co-founded the Mejana fragrance line. Originating from the Beit Hanina neighborhood in occupied East Jerusalem, the couple embodies the resilience of Palestinians. Qassem, an advanced materials engineer, and Malak, an English and special needs teacher, developed a passion for perfumery that blossomed into this cultural endeavor. With a creative spirit, Qassem has meticulously curated a library of hundreds of ingredients, crafting fragrances that encapsulate the Palestinian experience.As the war rages on in Gaza, Qassem expresses that the five distinct fragrances they have thus far launched are crafted with the intent to allow people to cherish a piece of Palestinian history. He envisions a sensory journey where familiar scents evoke memories, reconnecting Palestinians with their roots reminiscent of Proustian nostalgia.The choice of the name “Mejana” reflects a cultural homage to the traditional songs, sung by laborers in the fields. “Mejana has a special rhythm,” Malak explains. “It embodies joy and happiness, mirroring the experience of encountering a captivating fragrance.”Inspired by rich cultural narratives, their initial two perfumes, Zaref Atool and Rozana, draw directly from Palestinian folklore. Zaref Atool captures the spirit of ancient Jerusalem's labyrinthine alleys, drawing on a tragic love song about a departing youth, while Rozana symbolizes hope lost—a ship of salvation whose arrival led to disappointment during famines a century ago, celebrated in melodies from luminaries such as Fairouz and Sabah.“I take pride in our identity, our heritage, and our folklore,” says Malak, affirming their commitment to share their narrative through scent despite the hurdles presented by ongoing turmoil. Their official brand launch on September 27th was soon interrupted by war, which stifled their market engagements, particularly in the Old City souks, reliant on tourism.Despite these setbacks, the couple has found success among the Palestinian diaspora, particularly in Australia. With unwavering determination, they have developed a second range of fragrances elegantly displayed in boxes adorned by Palestinian artistry, alongside the unique perfumes encased in wooden capsules featuring a symbolic key—representing the memories of homes lost since the establishment of the State of Israel in 1948.“When we envisioned the key design, it was a tribute to our memories,” Malak states. “It diverges from a traditional Palestinian key but resonates deeply with it. Scents have the power to resurrect beautiful memories, serving as keys to our heritage.”In this challenging period marked by conflict, the couple also welcomed their daughter, Sadeel, reflecting on the bittersweetness of nurturing new life amid ongoing strife. Malak acknowledges the weight of the world news, having to shield herself from unsettling reports as they welcomed their child to cultivate hopes for a peaceful future.“It’s undeniably tough,” Qassem admits. “Yet, we remain hopeful for an end to the conflict and the promise of peace—a desire for peace of mind.”
