2026 Finalists - FYG
We’re delighted to catch up with Demi Pendakis, Founder of FYG, following her Gift of the Year finalist recognition for the Back to Basics Candle Range. In this interview, Demi shares the inspiration behind the brand, what makes the collection stand out to judges and customers alike, and how being named a finalist is helping shape the next chapter of FYG Home.
Company Name: FYG
Product(s) in the Finalist: Back to Basics Candle Range
Congratulations on being a finalist! How does it feel to be recognised in this year’s Gift of the Year awards? It feels incredibly special. Gift of the Year is such a respected platform within our industry, so to have our Back to Basics candles recognised as a finalist means a great deal to me personally and professionally. As a founder, you put so much into creating a product that is not only beautiful but meaningful, so this kind of recognition is both rewarding and very humbling. It is a lovely moment for the brand and for the whole journey of FYG.
Can you tell us a little about your brand and the inspiration behind your successful product? FYG was born from a love of design, fragrance and the emotional connection we have to scent. I never wanted to create just another candle. For me, it was always about creating an immersive experience, something that could elevate a space, shift a mood and make everyday moments feel more special. The inspiration behind FYG came from a desire to capture beautiful memories, feelings and experiences through fragrance, whilst keeping the product stylish, affordable and sustainable. That thinking sits at the heart of Back to Basics, which is a careful curation of timeless fragrances with a modern twist, designed to enhance your living space and uplift your mood.
What makes your product special, and why do you think it stood out to the judges? I think what makes Back to Basics special is that it combines substance with style. The collection is built around 12 timeless fragrances, but each one has its own distinct personality and mood, so it becomes much more than a home fragrance. It is about how you want to feel in your home. We have also worked hard to make sure the product is sustainable as well as beautiful, from recyclable packaging to natural wax and environmentally conscious ingredients and methods. I would like to think it stood out because it offers a strong balance of fragrance, design and purpose, and feels both commercially relevant and emotionally engaging.
Who is your product designed for, and what kind of reaction have you had from customers so far? Back to Basics is designed for customers who want more from home fragrance. They want something that smells beautiful, looks elegant in their home and genuinely adds to their mood and environment. It appeals to people who appreciate quality and thoughtful design, but who also want products that feel accessible and easy to live with. The reaction so far has been incredibly positive. Customers really connect with the way each fragrance has its own character, and retailers have responded well to the collection because it feels cohesive, giftable and easy to merchandise across different product formats.
What trends or themes do you think are shaping the gifting industry right now? I think people are looking for gifts that feel more thoughtful and more personal. There is definitely a growing appreciation for products that create an experience, not just something to unwrap and put aside. Scent does that so beautifully because it brings emotion, atmosphere and memory into the home. I also think sustainability continues to be a very important part of purchasing decisions, and customers are increasingly drawn to products that are well designed, responsibly made and have longevity. There is also a real demand for gifts that support wellbeing and turn everyday routines into something more elevated and enjoyable.
How has being shortlisted, and now being a finalist, impacted your brand so far, and what do you hope to achieve from the awards? Being shortlisted and now named a finalist has already given the brand a real boost. It creates visibility, credibility and a sense of momentum, which is invaluable for an independent business. Recognition like this helps put FYG in front of more retailers, buyers and customers, and it also reinforces that what we are building is resonating within the industry. From the awards, I hope to continue growing awareness of the brand, open new conversations with the right stockists, and keep building FYG Home as a respected name within the gift and home fragrance space.
What exciting plans do you have for the future? We have some very exciting plans for FYG Home. The focus is on continuing to grow the brand in a way that feels authentic, thoughtful and commercially strong. We are expanding our offering with complementary products that sit naturally alongside Back to Basics, and we are always looking at new ways to bring fragrance, wellbeing and design together. At the same time, I want to keep growing our retail presence and building meaningful partnerships with stockists who really understand the customer experience. The ambition is to keep evolving whilst staying true to what FYG stands for. Back to Basics already extends across candles, diffusers, fragrance oils and bath and body, which gives the brand strong room to grow while staying coherent.
What’s the best gift you’ve ever received (or given), and why? For me, the best gifts are always the most thoughtful ones rather than the most extravagant. Anything that shows someone has really considered who you are, how you live or how they want you to feel means the most. Fragrance is especially powerful because it is so personal and emotional. A great gift creates a moment, a memory or a feeling, and those are always the gifts that stay with you.
