I’ve Built a Startup, Scaled It, Raised Money, Pivoted and Let Go — Here’s Why I’m Telling My Story Now

The Beginning of Something New

I never thought I’d be the kind of person to write publicly about my journey. For over a decade, I’ve been deep in the trenches — building companies, scaling brands, pitching to investors, navigating co-founder dynamics, making impossible decisions, and trying to stay sane in the chaos of it all.

But something shifted recently.

After stepping away from the day-to-day of the company that defined so much of my life, I’ve had space to breathe. To reflect. And in that space, I realized how much I wish I had access to raw, unfiltered stories from people who had done it before — the kind of stories that go beyond “how we scaled to 8 figures” or “10 hacks for fundraising.” I also think in the small world of Startup Malaysia, I’ve been able to experience the good, bad and extremely ugly side of the ecosystem.

So I’ve decided to write. Not because I have all the answers — I definitely don’t. But because I’ve experienced a lot (at least I think so). And maybe something I’ve gone through can help you in whatever stage you’re in now.

---

The Journey So Far

I co-founded FashionValet, an e-commerce platform that started small but grew into a regional player, working with hundreds of brands. Alongside that, we built dUCk, a brand that resonated deeply with people — not just as a product, but as an identity and movement.

We raised capital from both angels and institutions, including public listed companies in Malaysia and Japan, a US-based VC and Malaysian Sovereign Wealth Funds. I’ve had the experience of pitching to people who could write million-dollar cheques — and convincing them to believe in us.

But behind the headlines and highlight reels, there were countless hard days. We made mistakes. We misread the market. We hired too fast. We trusted the wrong people. I’ve had to manage internal politics, repair team morale, work through public scrutiny, and most painfully, accept when it was time to walk away.

Letting go was one of the hardest things I’ve ever done — but in many ways, the decision had been building for some time. The COVID years amplified the stresses of being a CEO tenfold. At the same time, the company was already moving toward recruiting a “professional CEO.” That made the transition bittersweet — part relief, part grief, and a quiet acknowledgment that it was time to close a chapter.

---

Why I’m Writing Now

Because I wish someone had told me what it actually feels like to raise money.
Because I wish someone had explained what happens after you get the funding.
Because I wish someone had shared what it’s like when your co-founder is also your spouse.
Because I wish someone had prepared me for the emotional side of being a founder.

And if you’re building something now — whether it’s your first startup or your fifth — I want these stories to be useful to you. Not as a step-by-step guide, but as honest conversations. The kind I wish I had access to when I was just starting out.

---

What You Can Expect

Over the next few months, I’ll be writing about:

• The real cost of building a brand people love

• Investor red flags (and the ones we ignored)

• What happens when you scale too fast

• Why founder identity is hard to separate from the business

• The cost and benefit of building a business with your spouse

• How I’m thinking about what’s next

Some posts will be tactical (I hope to share very practical tips). Some will be personal. All will be real.

---

Final Thought

If you’re a founder, or thinking about becoming one, I hope these pieces can give you a bit more clarity, courage, or even just a sense that you’re not alone in this.

And if anything I write resonates, I’d love to hear from you. We’re all figuring it out — and we’re better when we do it together.

—

Fadza