Fraegra is the result of time, belief, and deliberate craftsmanship.

 While the brand is new to the world, the thinking behind it has been years in the making, shaped by leaders who understand fragrance, people, and retail at scale, and who were prepared to take the time to build something meaningful.

The concept was born with the backing and investment of Sanjay Vadera MBE, whose entrepreneurial vision and long-standing leadership in fragrance retail created the space to do things differently. From the outset, the ambition was clear: to elevate fragrance discovery through experience, education, and human connection, without compromise.

Four years in the making 

At the heart of Fraegra’s journey are Dylan Vadera and Berni Hawkins, who have lived and breathed the concept for over four years.

 Together, they shaped the foundations of Fraegra, challenging traditional fragrance retail, defining what modern discovery should feel like, and embedding a culture rooted in quality, warmth, and intention. Their work has spanned customer journey design, people philosophy, training, and experiential thinking, always returning to one core question: how does this experience make someone feel?

Berni brings deep leadership experience across retail, wellness, hospitality, and organisational transformation, with a people-first approach that ensures high standards and human connection go hand in hand.

Dylan plays a central role in shaping how Fraegra looks, feels, and shows up in the world. Working closely with fragrance brands, marketing and content teams, and creative partners, he leads brand partnerships, storytelling, and campaign development. He is also deeply involved in store design and the physical environment, ensuring that every space reflects Fraegra’s values; considered, immersive, and human.

Passionate about atmosphere, flow, and detail, Dylan ensures the in-store experience feels as curated and intentional as the brands within it. His instinct for people, design, and culture ensures Fraegra never loses its warmth or personality as it grows.

One brand, two experiences — seamlessly connected 

Viyan Vadera joined the business two years ago and has been instrumental in building Fraegra’s ecommerce and digital experience.

Spearheading the online platform, Viyan’s focus has been clear: the Fraegra experience should feel as considered and personal online as it does in-store. Ecommerce is not treated as a separate channel, but as a continuation of the same journey, guided, educational, and rooted in discovery.

With a sharp commercial mindset and an obsession with detail, Viyan ensures the digital experience reflects the same standards of curation, storytelling, and service found in the physical space. His work enables Fraegra to scale without losing its soul.

Together, Dylan and Viyan represent two complementary forces, one shaping the physical, brand, and partnership experience, the other building the digital platform that extends it beyond the store.

Sharpening the vision

 In the last year, Vesa Kalho joined to lead brand curation and storytelling at a deeper level, bringing clarity, restraint, and a curator’s eye to Fraegra’s visual language, brand selection, and tone. His influence ensures every element earns its place.

A shared commitment 

What unites Fraegra’s leadership is alignment.

 A belief that fragrance discovery should be personal, guided, and emotionally intelligent. That customers deserve time, expertise, and generosity. And that great brands are built carefully, with collaboration, respect, and shared ownership.

Fraegra is not a concept rushed to market. It is one shaped by experience, strengthened by partnership, and designed to grow; thoughtfully, and without compromise.

 This is fragrance discovery, done properly.