A brand for family women, offering comfort and beauty while inspiring them to embrace their true selves and live fully blossomed lives. In 2016, my wife MJ and I (Cheson) embarked on this entrepreneurial journey. Back then, our mission was simple: to bring every woman a “Fuss-Free Living” lifestyle, making each day lighter and more beautiful. We started small, focusing on homewear, kitchen supplies, and bathroom essentials. From just 20 products, we rapidly expanded to over 3,000 SKUs, hoping to build an online superstore where every woman could find products that were both functional and beautiful. But with rapid expansion came unexpected challenges. As our product range grew, we struggled to maintain quality control and shipping efficiency. During that time, our lives were consumed by work. MJ, overwhelmed by the mounting pressure, began suffering from panic attacks. It was a wake-up call for both of us. Her condition reminded us how vital mental health and work-life balance are. I still remember those dark days, when even simple tasks like eating or walking became difficult for her. In a matter of weeks, she lost over 5kg. We felt as though the sky had fallen. That crisis became our turning point. We realized that if we continued doing things just for the sake of it, without passion or purpose, we would not only lose our health but also our love for life. So, we decided to pivot—to stop chasing quantity and instead focus on what truly mattered to us. Among all our products, we chose Kaftans. We loved them the most. A Kaftan wasn’t just clothing; it brought comfort, freedom, and a sense of emotional healing. I especially cherished seeing MJ light up with joy whenever she wore one. And that’s how BEHAUL was born. The name BEHAUL is a blend of “Behold” and “Haul” (inspired by “Shopping Haul”). “Behold” means to pause, appreciate the present, and cherish ourselves, while “Haul” represents gathering and treasuring positive feelings—whether it’s happiness, joy, love, comfort, or a sense of belonging. Together, these concepts form our brand philosophy: to pursue a life filled with happiness and fulfillment. To us, a Kaftan is far more than just a piece of clothing—it represents a way of life: “Be Yourself, Love Yourself.” Each Kaftan we design is filled with respect for women and a deep understanding of life. We carefully select the most comfortable fabrics and pair them with vibrant patterns, hoping these designs bring a spark of light into your life and accompany you through every unique and precious moment. At BEHAUL, our slogan is “Be U-tiful.” It merges “Be You” and “Live Beautifully,” and is not just a slogan but a promise to every woman. When you choose to be yourself and love yourself, you will find beauty in life and live your unique beauty. True beauty comes from within, and we want every woman who wears our Kaftans to feel not just comfortable but confident and radiant. We are committed to bringing every woman an experience of joy both inside and out. Each pattern is a blessing from us, and each design is a thoughtful expression of care. We hope that when wearing BEHAUL, women can feel that special sense of freedom and happiness, reminding them that their love and dedication deserve to be seen, and their beauty deserves to be cherished. BEHAUL is more than just a clothing brand—it’s a tribute to all family women. I deeply admire family women like my wife MJ, my mom, my mother-in-law, my sister, and my female team members for their silent sacrifices—for their parents, husbands, children, and even siblings. I believe they often forget about themselves. Whether they are quietly giving to their families, working hard to make a living, or chasing their own dreams, BEHAUL aims to be a companion in their journey, offering comfort, beauty, and the life philosophy of “Be U-tiful.” Because being yourself and loving yourself is the most beautiful way to live, and every family woman deserves to blossom like a flower. Thank you for choosing BEHAUL and for joining us on this journey of discovering beauty and pursuing love. Together, let’s continue to live out the extraordinary in every ordinary day, shining with our unique light. Looking forward, we remain committed to making BEHAUL a symbol of self-love, comfort, and beauty for every family woman. – Cheson & MJ