Description
We often hear of political conflicts overland. But what does the land have to say? There is wisdom if we listen closely enough. It’s telling us that it’s not peace that we seek, but harmony. A balance rather than a silence. We are part of a magnificent ecosystem - and it will always be more powerful than our squabbles.
And so, we decided to createa natural fragrance that embodies one of the most contentious places on earth: the Middle East. We named it Jerusalem as it is the epicentre of a deep, mystical and often misunderstood history. The markets of Jerusalem are adrift with Middle Eastern aromas. If you’ve ever walked through its buzzing stoney passages you’ll smell fresh herbs, fruit, incense, tobacco, flowers and attars. Jerusalem fragrance is a genderless evocative, soft spicy-floral that encapsulates the best of Middle Eastern culture. If the ‘leaders’ are not ready to bring harmony to the land for their people, then we’ll bring the people the harmonious land.
Our Grapefruit is grown in the coastal plains of Israel. Not only will you see locals eating it on the beaches and having it with their breakfast, it is believed to be the original fruit that tempted Eve in the Garden of Eden. It has been indigenous to the land since the very beginning of recorded history and so it is aptly our top Top Note.
From Palestine, we have olive oil ethically sourced from rain-fed and hand-picked olives that have been pressed on the day they were picked, which adds not just to the taste but to the aroma! The local farmers have tended their trees by hand for generations. Agriculture is the most significant sector in Palestine and ours comes from a company committed to protecting, supporting and making local farming sustainable.
Our Jaffa orange is particularly special. Not only is the intoxicating aroma sweet, but so is the history of coexistence from which it is born. Jaffa (in Hebrew Yafo and in Arabic Yafa) is an ancient port famous for the biblical story of Jonah and the whale. It is an area today - in Southern Tel Aviv - where Jews and Muslims live together peacefully. It is also home to the Armenian Church at Saint Nicholas Monastery. It is a vibrant, diverse, and artistic area that - we think - exemplifies ‘peace in the Middle East’.
Jasmine is one of the most popular flowers in the Middle East. It is also the national flower of Syria. The two types popular in the Middle East are jasmine (Jasminum officinale) and Arabian jasmine or al-full (Jasminum sambac) - both in our Jerusalem. Some in the Muslim world believe that the jinn, or genies – spiritual beings said to interact with the human world – are attracted by the plant’s heady, intoxicating fragrance.
Our Orange Blossom from Tunisia is a refreshing and uplifting floral. Early spring is the time of year when Tunisians living in Cap Bon have their annual orange blossom harvest. The days of distillation are a time of celebration and perhaps no coincidence that the oil is known for calming the nerves and soothing the soul.
Our Turkish Rose simply exudes joy and is grown in Isparta, also known as the Rose District and located in the south west part of Anatolia aka Asia Minor, the peninsula of land that today constitutes the Asian portion of Turkey.
Persian Saffron. Just. Magical. This popular spice from Iran has a salty-leathery aroma that is tremendously sensual and warm. Saffron is quite significant in Iranian culture. In mythological episode of Shahnameh, there are cases provided on how ancient Iranians used saffron in their ceremonies and rituals.
Frankincense is synonymous with church. As soon as you enter the Church of the Holy Sepulchre in Jerusalem, incense bearers waft frankincense throughout (they take this role seriously- you may not want to get out of their way!) The Church was built into the traditional site of Jesus’ crucifixion and burial. But did you know most frankincense today comes from Somalia? Ours comes from a Somalian Cooperative project committed to granting small, local stakeholders both access and control on the frankincense market.
Tobacco. No, it’s not originally from the Middle East, however it has been embraced into the culture. Hookah is the name of a large water pipe that originated in India but gained popularity in the Middle East, and Shisha is the name of the tobacco mixture that is smoked in it. The smoke dances throughout the Armenian, Jewish, Muslim and Christian quarters of Jerusalem... and so it’s in our Jerusalem.
Our Jerusalem is not about politics or religion. It is about a unified culture with an intertwined history that harnesses scent to tell its story.
