Our Story

Our Story

"We Are The Culture We Create"

Dear reader, 

I heard that Eva attended a fragrance workshop in Japan, with no particular destination in mind. But something shifted in her. What began as curiosity became a practice. In her eyes, fragrance was no longer just something to wear. It was something to understand, to build from scratch, to return to again and again until it was right.

She brought that curiosity home to Sydney, Australia, and for the next year, Feily existed quietly as an idea. Only Eva in her studio, experimenting with materials, revisiting blends, and slowly shaping a collection that was never meant for shelves, only for the people around her. Friends and family became her first audience. Their reactions shaped what stayed and what was left behind.

Chinese with roots tied to Vietnam, Eva grew up surrounded by people who loved fragrance but were often overwhelmed by it. Too loud, too heavy, too much of someone else's idea of what a scent should be. What her family wanted was something quieter… something that felt like them. 

Personal and long-lasting, without demanding attention. A fragrance that could be worn every day and still feel like an identity, not a statement.

That became Feily's founding problem to solve.

After 12 months of refinement, five scents emerged. Each one carried a quiet sense of familiarity not tied to a single memory. 

A kind of nostalgia without origin. She had the canvas, but no painter.
What was missing was an identity to hold them.

Alas, reader, fate has tied Eva to Sachi.
Eva reached out to Sachi. Her painter. Feily the muse.

Where Eva had built Feily from the inside out, formula by formula, note by note, Sachi understood how things should feel from the outside. How they are seen. How are they experienced? How they are remembered. She shaped the face of Feily.

What Eva created, Sachi created a world around it.

- From your dearest, Feily