Hi, I’m Aaina — founder of Feels Like July. If you’ve found your way here, welcome. I would love to tell you a bit more about what this space is and why it exists. We at Feels Like July believe that joy isn’t just reserved for a few special day but can be a daily practice. It’s a feeling, a mindset, and a gentle reminder to live intentionally every day and savor more of life.
The Spark Behind the Brand
The idea and vision for what Feels Like July can be came to me on a trip to Amsterdam. I had been talking to a shop owner about how she started her brand 8 years ago and why she loves creating her products. The story behind it was so compelling that I was buzzing with inspiration for days to come. In 2024, I was part of an incredible Design team at Grammarly, leading the core user experience of the product, and working in a job that many might call it their dream job. It was that for me as well, until there came a point when it wasn’t. Due to various reasons, I started feeling stuck, burnt out, devoid of inspiration and joy that I felt like was always a constant in my life before. I started to take stock of what was different. Was I simply in need of a vacation? Should I simply take some time to unwind, reset, and get back to this life as a tech employee and a mom of two energetic boys? So, I did. It turned out that I was craving a life reset. Instead of moving through life on autopilot — checking boxes, chasing productivity, and losing touch with the small things that used to light me up, I needed a complete reset to a life that was more intentional and joyful every day. The desperate wait for Fridays and Sunday scaries needed to stop.
What “Feels Like July” Means
The name came to me in a moment of reflection. July is warm, slow, golden. It’s the sound of laughter, long dinners outside, and time that feels like it’s stretching just for you. That’s the energy I want this space to hold.
Feels Like July is about those moments — small or big — that make life feel lighter, brighter, and more meaningful.
Our Mission
We’re here to help you live more intentionally—without sacrificing joy.
That means curating small-batch, thoughtfully made goods that bring beauty, comfort, and presence into your day. I’ve always been in love with the idea of conscious consumption—supporting small businesses, makers, and artists who pour their heart into what they create. Every product we carry is from an independent maker who shares our values: mindful creation, minimal waste, quality over quantity, and the belief that the every day deserves to feel special.
What You’ll Find Here
From cozy home essentials to mood-lifting self-care and meaningful gifts, every item at Feels Like July is chosen with intention. We don’t believe in buying things just to buy—we believe in surrounding yourself with things that feel right, spark joy, and tell a story. Things you would proud to call your own or gift to a loved one because you know exactly what has gone into its creation.
Why It Matters (and What’s In It for You)
When you choose to shop intentionally, you’re not just buying a thing—you’re choosing how you want to feel, how you want to live, and who you want to support.
You’re saying yes to living a more intentional life. Yes to everyday joy. Yes to a world where small businesses thrive and your space feels like you.
Join the Journey
Whether you’re here to treat yourself, find the perfect gift, or just soak up some feel-good energy—we’re so happy to have you.
This is just the beginning, and we’d love to have you along for the ride. Follow us on Instagram, join our newsletter, or just hang out here whenever you need a moment of calm.
Thanks for being here. Truly.
Here’s to more joy, more intention, and more little things that feel like July. ☀️
