We Created It For Men. Women Kept Stealing It.

When I created Wizdem, I classified it as a men's fragrance.

At the time, it seemed like the obvious thing to do.

Looking back now, I probably should have known better.

Because almost immediately, women started buying it.

Not as gifts.

For themselves.

Since releasing Wizdem, I've heard the same story more times than I expected.

"I bought it for my husband and ended up wearing it."

"My boyfriend introduced me to it and now it's mine."

"I don't care who it's marketed to. It smells incredible."

At first, I didn't think much of it.

Then it kept happening.

Different customers.

Different conversations.

Same outcome.

Eventually, I had to ask myself a simple question:

If women are buying it, men are buying it, and both are reaching for the same bottle, why am I still calling it a men's fragrance?

The answer was simple.

I shouldn't be.

The Original Vision

The interesting thing is that Wizdem was never created to smell masculine.

It was created to capture Canada.

That was the vision from the very beginning.

I wasn't trying to create another loud fragrance filled with aggressive woods and spices. I wasn't trying to follow trends or build something that would smell like everything else on the market.

I wanted to create something that felt familiar.

Something that reflected the place I call home.

When I think about Canada, I don't think about labels.

I think about wild berries growing naturally.

I think about orchards in the Okanagan.

I think about forests, changing seasons, and a quiet confidence that doesn't need to announce itself.

That became the foundation of Wizdem.

Wild berries.

Okanagan peach.

Violet.

Wild rose.

Patchouli.

Vanilla.

Maple.

Every ingredient was chosen because it helped tell that story.

Not because it fit into a men's fragrance category.

Why It Resonates With Both Men And Women

I think the answer is actually pretty simple.

Wizdem wasn't built around masculinity.

It was built around balance.

The fruit isn't overly sweet.

The florals aren't overpowering.

The vanilla doesn't become heavy.

Even the maple was designed to add warmth and depth rather than sweetness.

Nothing dominates.

Everything works together.

The result is a fragrance that feels comfortable on almost anyone.

Men connect with it.

Women connect with it.

Not because it was designed for both.

Because it was designed without trying too hard to be either.

The Reclassification

Eventually, the pattern became impossible to ignore.

People weren't buying Wizdem because of the category attached to it.

They were buying it because of how it made them feel.

At some point, I realized I was the only one still trying to place it into a category.

Everyone else had already decided otherwise.

So we listened.

Recently, we made the decision to officially reclassify Wizdem as a unisex fragrance.

Not because we changed the formula.

Not because we changed the vision.

Because the people wearing it showed us what it had already become.

What I've Learned

One of the things I've learned while building Vach Cittoni is that fragrance is deeply personal.

You can spend months creating something with a specific audience in mind.

Then people experience it and make it their own.

That's exactly what happened with Wizdem.

I created it to capture a feeling of Canada.

What happened afterward was completely unexpected.

The response surprised me and before long, it became clear and honestly, I couldn't be happier about that.