SCENTONIQ's boutique in St Julian’s was transformed into a departure lounge of sorts for the Maltese launch of Widian’s Black Collection, a line of fragrances from Abu Dhabi that brings together the traditions of oriental perfumery and the sensibilities of the modern West. With influencers and well-known faces on the guest list, each visitor received a passport on arrival and was invited to make their way around a series of stops set up across the shop, collecting a sticker at each one. Every stop represented a city – New York, Aswan, London and Granada – with an exclusive perfume dedicated to it by the brand. By the end of the evening, guests had travelled, scent by scent, from one corner of the collection to the other.

The name itself carries a familiar ring for Maltese ears. Widian means ‘valleys’ in Arabic, and its similarity to the Maltese word widien is hard to miss, giving the brand an unexpected point of connection on its arrival in Malta. Although Widian was only founded in 2014, it has already established a strong international presence, with its fragrances now available in some 60 countries and a sizeable international community having grown around them.

Speaking exclusively to WhosWho.mt, founder Ali Aljaberi explained that the brand was created to challenge the stereotypes and preconceived ideas that surround both fashion and perfume, particularly where Middle Eastern fragrances are concerned.

“Perfumes from our region are usually known for being very strong, with powerful, prominent profiles,” Mr Aljaberi acknowledges. “Widian is more subtle, more discreet and more sophisticated. Each fragrance reflects the evolution of the journey it represents, and of the person wearing it. I want to change the way people see oriental fragrances, and to open a window onto the mysteries of the Middle East.”

“In the Orient, perfume holds an important place for any person, as it signifies the individual’s identity. Both the sultan and the man in the street wear the same clothes, but through their perfume, they create their own signature that lingers on long after they depart,” Mr Aljaberi explains.

“We want to acknowledge this immense heritage, while combining it with an openness to the world that represents Widian’s identity.”

That philosophy runs through the Black Collection, where rich spices and bold ingredients are tempered with citrus and blooming florals to create compositions built on contrast and balance. The fragrances draw inspiration from the places they are named after, capturing the character of each city in their notes, while the bottles take their form from the domes of Arabian architecture – a nod to tradition presented with a contemporary finish.

For SCENTONIQ, the event was a celebration of its longstanding relationship with Widian, offering Maltese fragrance enthusiasts a fresh perspective on the house's distinctive creations. As Mr Aljaberi himself puts it, Widian is not what you expect – and for guests who embarked on the sensory journey through St Julian's, collecting stamps along the way, that promise was brought vividly to life.