Post by : Dr. Amrinder Singh

Some journeys are born from ambition. Others are born from emotion.

For Fatemah Awais, the story of FAZZ did not begin with a business plan. It began with a feeling.

When the time felt right to start something of her own, there was only one idea that kept returning to her mind fragrances. Not because they were trending, but because they had always been a silent language in her life.

As a child, Fatemah was deeply emotional but not expressive. She carried her feelings quietly, often without words. She remembers standing in front of her mother’s wardrobe, holding her mother’s clothes close, comforted by the familiar scent that made her feel safe. Fragrance, even then, was a form of connection.

She shared an equally strong bond with her father. He had a signature perfume. The moment he entered the house, Fatemah knew he was home without hearing a word. Even after his passing, traces of his fragrance still lingered in his clothes and in his room. That scent became memory. Presence. Love.

That was the moment she knew. She wanted to create fragrances.

She wanted to build something for people like her people who may not always express emotions openly, but who feel deeply. People who connect with memories, love, and loss through fragrance more powerfully than through words.

For Fatemah, fragrance is identity. One fragrance becomes your signature. Your presence. Your story. She felt she was walking in her father’s footsteps by honoring that belief.

With a background in psychology from her bachelor’s studies, she understood how strongly the human mind connects scent with memory. Smell can unlock emotions that words cannot reach. That understanding became the foundation of FAZZ.

Living in the UAE, a global hub of fragrances and cultures, further strengthened her conviction. With people from over a hundred nationalities calling the country home, fragrance is universal. Everyone uses it. Everyone connects to it differently. She knew she was not creating something niche. She was creating something deeply human.

Then came the hard work.

Alongside her full time job and responsibilities as a mother, Fatemah began detailed market research. She studied fragrances, observed how vendors operated, and evaluated safety standards and quality benchmarks. She carefully chose partners who aligned with her values.

Every detail mattered. The elegance and friendliness of the glass bottle. The strength and direction of the spray. The oil concentration. The longevity of the fragrance on skin. Nothing was rushed. Nothing was compromised.

There were moments of exhaustion and self doubt. Balancing work, family, and a growing dream demanded everything she had. But she reminded herself that meaningful things are never easy. They demand energy before they give rewards.

Creating the fragrances was an experience she describes as unforgettable. Playing with ingredients, discovering notes, and shaping scents felt deeply personal. Completing the legal formalities and preparing for launch pushed her further outside her comfort zone. There were moments she questioned herself, wondering if she was truly capable of doing this.

Then came the name.

There was never a second option.

FAZZ is formed from the initials of her family Fatemah, her husband Awais, and their children Zareyah and Zaveyaar. Just as fragrances connect people to memories, FAZZ represents the bond of family, love, and shared struggle. It is not just a brand. It is an emotion.

Packaging was the final step. A quality box that matched the soul of the fragrance. When it was finally done, Fatemah felt a quiet sense of disbelief. The dream had taken form.

Pricing was another conscious decision. She wanted FAZZ to be accessible. Emotions should not be expensive. Memories should not be a luxury. She wanted people from all walks of life to experience that connection.

So involved was she in the process that she decided to do everything herself. Having completed a digital marketing course from a Canadian university, she personally manages FAZZ’s social media presence. Even today, she prefers to grow slowly, allowing people time to try the fragrance, form a bond, and create memories of their own.

She is not in a rush to sell. She is in it to last.

Her dream is simple yet powerful. That FAZZ finds a place in every home. That it becomes part of people’s stories. And she has already begun seeing that dream take shape.

There is one wish that still rests quietly in her heart. She wishes her father were alive to see this. She believes he would have been proud.

In his memory, Fatemah has made a promise. A significant part of what FAZZ earns will go toward charity and donations in her father’s name. For her, success is incomplete if it does not give back.

Today, FAZZ stands as a reminder that some brands are not built for profit alone. They are built from love, memory, and purpose.

And Fatemah Awais continues her journey with one question for anyone reading her story.

Does your fragrance connect you with your deepest emotions
Does it remind you of someone you love or have lost

Follow her journey and conversations on life and fragrance on Instagram and TikTok at @fazzinsights

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