In brief
In the face of adversity, Qassem Abu Khalaf and Malak Hijazi have embarked on a fragrant journey celebrating Palestinian heritage through carefully crafted scents, aiming to evoke cherished memories and cultural pride.
Out in the picturesque backdrop of the Jordan Valley, the sounds of Palestinian women's folk songs interweave with the air as they diligently harvest olive groves, a practice steeped in history that echoes the rich narrative of their land. One particularly legendary tale speaks of a ship laden with vital food supplies arriving during a devastating famine in the late Ottoman era. In the contrasting urban landscape of the Old City of Jerusalem, scents of leather, spices, and livestock mingle, offering a fragrant tapestry of centuries-old heritage. Amid this vibrant setting, Qassem Abu Khalaf and his wife, Malak Hijazi, have established the Mejana fragrance line as a tribute to their roots, driven by a desire to share the essence of their culture. "We’re trying to send a message to people through our perfumes, revealing our heritage and the scent of our land," Qassem affirms. The couple, hailing from the Beit Hanina district of occupied East Jerusalem, pursues this dream despite the escalating conflict in Gaza, working tirelessly to create perfumes that are reminders of brighter days.With Qassem's background as an advanced materials engineer and Malak’s experience in education, their journey began with Qassem's culinary passion for perfumery, gathering a vast selection of ingredients over time. With five scents already produced, Qassem hopes that these fragrances can rekindle connections to past experiences for Palestinians, evoking memories much like Marcel Proust’s famed madeleine moment.The brand name, Mejana, resonates with traditional Palestinian songs sung during various activities, carrying a meaning of joy and happiness, signifying the emotional uplift that comes with a beautifully crafted scent. "Mejana has a special rhythm when you sing it,” Malak explains. The couple’s fragrances are steeped in folklore, illustrated through their offerings. The Zaref Atool scent captures the essence of Jerusalem's ancient alleyways, encapsulating the feelings tied to the character of a beloved song. Conversely, Rozana inspires nostalgia from a historical ship, carrying the weight of unfulfilled hopes during a storied famine.While past narratives enlighten their project, the present reality of the ongoing conflict complicates their entrepreneurial journey. "We launched our brand on 27 September last year,” Malak reflects. “We went to two bazaars in Jerusalem but then the war began and put a stop to everything for many months.” Despite the challenges of shrinking tourism in local markets, they’ve found success among the Palestinian diaspora, notably in Australia, while unveiling a new line that combines local artistry with their perfumes.The unique packaging, designed by a Palestinian artist, features vibrant representations of the region’s flora and fauna. The signature wooden capsules contain a golden dispenser, symbolizing the key that connects to the memories of Palestinian homes lost amidst historical conflicts. "It’s designed a bit differently from the traditional Palestinian key, but it resonates with our ancestry and childhood tales," Malak shares.Recently, the couple welcomed a daughter, Sadeel, even as they navigate the complexities of bringing new life into a world marked by turmoil. Despite moments of discouragement, they remain steadfast in their belief that peace will eventually prevail, seeking solace in their work and the hope that fragrances may provide comfort and strength to others. “It’s not easy," Qassem confides, "But we hope for a little peace of mind.”
