Saint Iris Adriatica, a luxury green beauty brand, takes its inspiration from the Adriatic sea, mountains, thermal spas and wild spaces.
Founder Sanela Lazic says the brand is all about channelling fjaka [pronounced: fyak.ka], which is a relaxed state that embodies the spirit and wellbeing of Croatian life.
Sanela has taken traditional Adriatic folk remedies and combined them with natural ingredients to create products that help to strengthen skin against the stresses of modern life and encourage a more balanced state of body and mind.
I asked Sanela to talk more about fjaka….
What is fjaka and how can you create the Fjaka feeling?
‘Fjaka is a way of life from Croatia but also practised in Italy, Spain and Latin America (with different spellings across these regions).
‘Fjaka is about being relaxed yet powerfully alive with a sense of mindfulness. It’s a blissful Adriatic state of mind that comes from simply feeling great in your own body and doing what you love.
‘Fjaka is taking time for yourself, which shouldn’t be seen as lazy or selfish; in Croatia and Italy this is seen as an essential part of self-love. Only by investing in yourself can you give back to others.
‘Often, in Croatia, you’ll hear people saying “pomalo” or “polako”, which means “bit by bit” or “slowly” and we’re now returning to some of these slower lifestyle qualities: slow-cooked food, slow fashion, self-care time – this is all fjaka in action.
How can we create fjaka?
‘Start by asking yourself, what brings you joy? What makes you feel good in body and mind? Think long-term and tune into your needs and energy.
‘The world today is skewed towards a masculine, fast-paced energy that can drain us, bring stress and self-doubt, chase the ideal, compete or fight rather than slow down or flow. Fjaka helps to create a balance of energies.’