18/04/2025
Somehow, it’s already been 5 years with Ruff.Ly.Paw.
I’m Fah — and if we’ve never met, it’s nice to finally say hi ☁️
I started this brand quietly, mostly just me, my ideas, and my two little shadows: Croissant and Monet 🐶🐶
Ruff.Ly.Paw has always been so personal to me.
If you asked what the brand identity is, I’d simply say: it’s me.
I’ve always been a bit of an introvert, and I liked the idea of the brand just being about cute products, nice photos, and designs.
Lately though, I started to feel like something was missing.
The brand felt… quiet. It had no story, no heartbeat — just pretty things in a pretty feed.
But behind it, there’s been so much life.
Moments of joy and excitement, moments of doubt and exhaustion.
Wins that made me feel proud. Days that made me want to give up.
Behind every post, there was us.
There was me.
I recently moved to Singapore — a new chapter in my life, and also for Ruff.Ly.Paw.
And with that, I think it’s time to let a little more of myself into this space.
I want this brand to feel more alive — with stories, heart, and the real moments behind each bow and sketch.
So here’s to a new beginning, in a new city. From my little world to yours 🧵💗
Thanks for being here — Croissant, Monet, and I are so happy to finally say hi properly.