In the spring of 1994, a young boy named Mohammed embarked on a journey with his father. As they drove, Mohammed couldn’t help but feel a stirring in his conscience, urging him to close his eyes and inhale deeply. He was captivated by the enchanting fragrance of Egyptian jasmine that permeated the air from a nearby farm on the outskirts of their village.

Since that fateful spring day, Mohammed’s fascination with this magical aroma had grown immensely. In 2003, he began searching for a perfume that could capture the essence of this enchantment. Unfortunately, his quest led him to disappointment as he explored his father’s collection and embarked on a search with his cousin Hani, a fellow perfume enthusiast with an extensive array of fragrances. But their efforts proved fruitless, leaving Mohammed longing for another spring to experience this soul-cleansing genius once more.

In 2007, in the heart of Cairo, Mohammed embarked on a new quest, exploring countless perfume shops in search of the elusive magic. Yet, his endeavors proved futile once again. Undeterred, in 2012, armed with his management skills, Mohammed secured a position within one of the largest companies specializing in the importation of oils and aromatic materials. He hoped that this opportunity would finally unlock the secret of this captivating fragrance, but alas, it did not yield the desired results.

Through his extensive research, Mohammed discovered that Egypt was known for exporting precious aromatic roses and flowers. However, he soon realized that transforming these delicate blooms into perfumes required considerable resources and expertise. It was during this time that he connected with his girlfriend Lina, a senior executive at a prominent perfume material factory. Through Lina, Mohammed caught a glimpse into the secrets of the perfume industry, opening up a clear path towards unraveling the mystery of this magical fragrance.

Yet, another obstacle stood in Mohammed’s way. He lacked the necessary tools to create the final fragrance found in luxury perfumes, which amounted to a substantial investment. However, a glimmer of hope emerged when he met Dr. Walid Husseini, an Egyptian botanist. Together, they embarked on a joint research venture, analyzing various devices and tools. Through their partnership, they were able to create locally made tools that replicated the functionality of the expensive counterparts. It required craftsmanship and skill, both of which Mohammed possessed.

Throughout his journey, Mohammed established multiple brand names and developed numerous perfume products. Each step of the way brought him closer to his goal of capturing this elusive magic. And now, he was on the verge of achieving it.

Presenting Diwan, a fragrance brand that encapsulates greatness in every bottle. Muhammad Mukhtar, a master perfumer, has meticulously curated a collection of 14 perfumes under the Diwan brand, all of which were launched in 2022. With each fragrance, Mohammed seeks to transport the wearer to a realm where this magic, this unique emotional influence, can be experienced and cherished.

Much like the Arab musical ladder comprising three books, with each Diwan featuring eight harmonious tones, the aromatic notes of these perfumes are beautifully blended to create an olfactory symphony. Music and perfumes are two sides of the same coin, capable of conveying the essence of this lost and longed-for magic—the magic of Egyptian jasmine in the fields, the aromatic notes, the musical notes, the Arab musical ladder, and the aromatic pyramid.

Experience Diwan. Discover the greatness inside.