Ever felt like you needed a change but weren’t sure where to start? For Datin Eidza, that moment came at 40. After years in the IT world, she decided that it was time to swap data sheets for something she truly loved – home fragrances. That’s how 5Luxe Scents Co., a heartfelt Malaysian brand, was born.
A Leap of Faith From IT to Candles
Before moving to Malaysia 12 years ago, Datin Eidza was deeply entrenched in Singapore’s IT industry, juggling her role as a Training Manager and raising a family. When she joined her husband’s IT business after relocating, she quickly found herself knee-deep in marketing and operations. But something wasn’t clicking.
She wanted to start something of her own – something meaningful. So, she set herself a challenge: learn a new skill, start a business from scratch, and prove that you don’t need fame or influence to succeed.
The idea sparked a whole new journey. Frustrated by candles that lost their scent too quickly, Datin Eidza decided to create candles that were as luxurious as they were long-lasting.
Starting From Scratch
With no experience in candle-making, Datin Eidza took a year off to soul-search and learn. She attended workshops with her daughters and even flew to Melbourne, Australia, for an intensive week-long candle-making course.
She recognised a gap in the Malaysian market for homegrown candle brands and launched 5Luxe Scents Co. in 2018.
Her journey began humbly in her kitchen, where she poured candles by hand. With her IT background, she leaned into e-commerce, building an online store that allowed her to reach a wide audience. As her business grew, she expanded to an office, hired interns, and started participating in local markets like Pasar Seloka and pop-ups in Singapore.
Thriving During the Pandemic
While challenging for many, the pandemic became a pivotal growth period for 5Luxe Scents Co. As more Malaysians turned to online shopping, Datin Eidza tapped into the power of digital marketing and storytelling. She shifted focus to creating content that connected emotionally with her customers, sharing personal anecdotes behind each product – like the inspiration for the Tobacco & Vanilla scent, a homage to her grandfather’s cigars.
“If the United States has Bath & Body Works and Paris has Diptyque,
why can’t 5Luxe Scents Co. represent Malaysia?”
This storytelling approach didn’t just promote products; it fostered a deeper brand connection. Coupled with a strong e-commerce presence and consistent customer engagement on social media, 5Luxe Scents Co. has achieved significant milestones, including opening two branches in KL East Mall and EcoForest. The brand has also picked up some pretty impressive awards, like the Made for the World Excellence Award 2021 and the Top 500 Consumer Certification Trusty Brand Award 3.0 – proof that their hard work truly paid off!
Building a Bigger Dream
Today, 5Luxe Scents Co. offers more than just candles and home fragrances. The brand also sells raw materials like wax and supplies for aspiring candle-makers. Datin Eidza’s goal is to create products and inspire a community of creators.
However, the journey hasn’t been without its own set of challenges. Datin Eidza cites team management and ensuring her staff embodies the brand’s values as her toughest hurdles. To navigate these challenges, she emphasised the importance of learning from every event they attended and the pop-up booths they had. These experiences not only provided valuable insights for refining the brand but also became key stepping stones for its continuous growth.
Yet, her proudest achievement isn’t just the brand’s financial success – it’s the inspiration 5Luxe Scents Co. brings to others, proving that it’s never too late to start over and pursue something new.
Lighting the Way Forward
If there’s one piece of advice Datin Eidza swears by, it’s this: “Put yourself first.” A powerful reminder that carving out time for your passions isn’t selfish – it’s necessary. Her journey is proof that when you focus on what truly excites you, it can lead to something extraordinary.
Whether that’s diving into a completely new industry or embracing challenges head-on, success doesn’t come from playing it safe. It comes from bold decisions, personal growth, and a relentless commitment to building something that matters.
