Behind any movement, brand or individual action there is philosophy. It is foundation of actions that are materializing in our world. Foundation of our brand is described in one Croatian word “pomalo“.
It means literally take it slow. It reflect the way of life in Dalmatia and state of mind of the people living there. It is even incorporated in everyday life as greeting where you wish your neighbor or citizen to have things going slow. Its philosophy lies in transience of life and that there is no thing that deserves your worry. That everything can be postponed and that individual need to devote his life to simple pleasures like enjoying time with his family, enjoy in sunny day, coffee, good meal, glass of wine, good song or good perfume. Any task that can produce rush and stress is discarded.
You can easily find people in Dalmatia that will have their coffee up to 3 to 4 hours, sitting on the same sunny spot and absurd the moment. You will find families gather for every meal, laughing, sharing food talking loud as hot southern temperament is always there even things are going slow. Neighbors tend to talk with you on the street and be very kind and helpful and not just to greet you out of pure courtesy. In “pomalo“ state of mind you can always enjoy your life. It is commonly mistaken with laziness and I was wrong about that to as someone who lived most of his life on the north. I see now that Dalmatians know their priorities best.
Living up north-west and traveled trough good part of the globe I realized that „western“ way of life is not the best one. It is like modern day mass produced perfume. It is good, many have it and many cant have it, but it is lifeless and artificial. This dominant visual world is killing our other qualities. Everything need to be pleased to the eye and liked by many. Moments of joy are spent behind the screen and we are spending our life chasing goals that are mostly material. At the end when your time comes to enjoy you are mostly old, ill or you die before you have opportunity to enjoy. It is product of consumer world where we forgot that happiness is in things that are simple and mostly free. Mediterranean life style is “pomalo“. It guide you to things that matter in life. Experiences like dinner at your balcony with your love ones, glass of wine, summer wind brings the smell of pine, salt and sage. Sound of dishes and smell of fresh cuisine, laughter and sweet smell of jasmine from your garden. No need to share, just to enjoy the moment.
My goal is to capture that moments, fragments of Mediterranean lifestyle in the bottle. Fragrant stories that will tell a story about simple but rich life.
