"I launched with a simple direct-to-consumer sales model, without doing any press, to my community of followers. The response was so crazy, beyond expectations," Sidani recalled, describing the early days of frantically packing and fulfilling orders at home from his dining table.
"Perfume seemed just right, given my father was often remembered for sharing gifts of fragrance with neighbors and friends. The brand's philosophy - 'Fragrance is the voice of memory, whispering timeless stories' - emerged from that personal connection."
"We sold out four times over, without it even being available for anyone to sample and smell. They were blind buying. How much faith they have in me was really eye opening and humbling," Sidani said.
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