I first encountered MIND GAMES through Gambit, not across a chessboard, but in a bottle, a fragrance that immediately caught my attention with its promise of boldness and ingenuity. It was a gift for my husband, chosen as much for its story as for its scent.
The first spritz was electric: crisp petitgrain and cardamom ignited an immediate intrigue, softened by the velvety warmth of ambrosia. It was the kind of fragrance that commands attention without demanding it, a scent that whispered of intellect and strategy rather than overwhelming the senses.
It left me wanting to know more. And what I found was a brand as meticulous as a grandmaster’s opening move.
A Brand Born from Mastery
MIND GAMES is more than a luxury fragrance house; it’s a meditation on mastery, of scent, of strategy, of storytelling. Like a well-played match, every element feels deliberate, precise.
Husband and wife duo Alex and Mariana Shalbaf didn’t just build a brand; they built a world, one where chess and perfumery intersect in a way that feels both timeless and refreshingly modern.
“The idea for MIND GAMES was inspired by our shared admiration for the artistry of chess and perfumery,” Alex tells me. “The timelessness and intellectual intrigue of chess pair naturally with fine fragrances’ emotional and sensory complexity. Mariana and I envisioned a brand that could translate the strategy, elegance, and mastery of chess into the realm of scent.”
For the Shalbafs, this was never just about creating another niche perfume brand. It was about storytelling, crafting fragrances that encapsulate the tension, elegance, and depth of a chess match.
“We balance artistry and business acumen,” Alex explains. “Mariana’s creative vision and my strategic expertise formed the cornerstone of MIND GAMES. Our differing perspectives often spark innovative ideas and help us see challenges from multiple angles.”
A Passion Project Built Between Family and Business
Running a fragrance house is a feat in itself, doing so as a couple, while raising three children, turns strategy into necessity. For the Shalbafs, keeping personal and professional lives in harmony isn’t just about logistics; it’s an intentional act of discipline and devotion.
“Balancing our personal lives with running MIND GAMES has been a journey of intentionality and teamwork,” Alex admits. “As parents of three kids, we’ve had to create clear boundaries and prioritize what matters most.”
Fragrance may be their passion, but family is their center.
“We divide responsibilities not only within the business but also at home, ensuring that one of us is always present for the important moments in our children’s lives.”
This approach isn’t just about time management, it mirrors the ethos of MIND GAMES itself.
“At its core, the brand’s balance of intellect and emotion mirrors the balance we strive for in our partnership, blending our strengths to create something truly unique.”
Translating Strategy into Scent
Neither Alex nor Mariana are perfumers by trade. To bring their vision to life, they partnered with Symrise’s master perfumers, experts in translating abstract concepts like strategy and intellect into scent.
“Symrise’s master perfumers bring unparalleled expertise,” Alex explains. “They combine rare and sustainably sourced ingredients to craft fragrances that align with MIND GAMES’ ethos. Their ability to interpret abstract concepts like strategy and emotion into olfactory compositions is pivotal to the brand’s success.”
Each fragrance in the collection represents a distinct moment in a chess match.
- Grand Master is bold and commanding, evoking power and intellect through spicy, structured accords.
- Checkmate embodies the precision and elegance of a decisive move.
- Gambit the scent that first drew me in, reflects risk-taking and ingenuity, woven with petitgrain, cardamom, and ambrosia.
And then there’s Blockade, a fragrance that Alex holds especially close.
“For me, Blockade holds a particularly special place in the collection,” he shares. “I was deeply involved in creating its profile, which balances complexity with approachability. It’s a mango fragrance that inspires action and growth. The warm, grounding notes of leather, oud, and amber prompt us to view our vices, vulnerabilities, and fragility as powerful catalysts for transformation.”
This depth of storytelling is what sets MIND GAMES apart, not just as a perfume brand, but as an exploration of the intersection between scent and psychology.
A Niche Brand in a Crowded Market
Launching a niche fragrance house in a saturated market is no small challenge. But MIND GAMES has leveraged digital storytelling and the universal appeal of chess to carve out a distinct identity.
“Niche perfumery has seen a surge in collectors, particularly among younger audiences and male consumers,” Alex notes. “By leveraging digital marketing and storytelling, we connect with younger audiences through immersive content that highlights the brand’s artistry and craftsmanship.”
Social media has played a significant role in this growth.
“We carefully select tastemakers from diverse backgrounds who are deeply in tune with the hottest places, trends, and cultural movements,” Alex explains. “By embracing their creativity, we empower them to tell unique stories about our brand, tailored for their audiences.”
Yet, despite its digital-first approach, the brand deeply values in-person experiences.
“We strive to ensure that MIND GAMES is not just another product on a store shelf. By finding innovative ways to bring the brand to life, whether through intimate engagements with our retail partners for their clients or immersive pop-up experiences, we create meaningful connections with our audience.”
This commitment to engagement extends beyond personal fragrances. The brand is expanding into home fragrance, bringing its ethos of intellectual elegance into new olfactory territories.
What’s Next for MIND GAMES?
The Shalbafs have no intention of slowing down. MIND GAMES is expanding internationally, with a growing presence in Europe, Asia, and the UAE.
“The future of MIND GAMES is one of continued expansion and innovation,” Alex tells me. “We have exciting new collections and concepts on the horizon that will further enhance the MIND GAMES experience for our global audience.”
This expansion also includes a commitment to sustainability, achieved through Symrise’s green technology and ethical sourcing.
“Sustainability is a core pillar of MIND GAMES,” Alex emphasizes. “By working closely with Symrise, we ensure a balance between exclusivity and responsibility, sourcing rare, sustainable ingredients without compromising on quality.”
The Final Move
MIND GAMES is more than just a fragrance brand, it’s a study in mastery, a reminder that scent, like chess, is about more than the individual pieces. It’s about how they come together, the story they tell, the strategy they reveal.
For Alex and Mariana, the creation of MIND GAMES was never about a single winning move, it was about playing the long game. The culmination of strategy, patience, and a belief in the power of scent to evoke memory, intellect, and emotion.
And, much like the most captivating chess matches, their journey isn’t just impressive, it’s unforgettable.
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