Ahmed Hamed Introduces Original Swiss Arabian Perfumes in Bulgaria, Preserving the Ancient Egyptian Fragrance Secrets. 

The original Swiss Arabian brand is now available in Bulgaria. The enchanting perfumes come directly from Egypt thanks to Ahmed Hamed and his wife Svilena Hamed, who decided to enter the Bulgarian market three years ago. Ahmed, an international consultant, runs the perfumes as a family business. He is the official representative of one of Dubai’s top five perfume companies, the leading perfume brand in Dubai, and emphasizes that he offers high-quality products at excellent prices. His goal in doing business in Bulgaria is to bring something truly different and unique to the European market, amidst the abundance of other products.

Ahmed speaks fluent Bulgarian, a skill he acquired in just three years through a combination of grammar courses and, as he humorously notes, thanks to his beautiful wife Svilena. He believes that today everyone should feel special and unique, and adds with a smile: “With Swiss Arabian, you become gods!”

The magical scents of the East—rich with mysticism, passion, and awakening—make you want everything Swiss Arabian has to offer. The sensual perfumes linger for hours, leaving a lasting impression of perfection and refined taste. They become your personal hallmark, whether for an elegant evening out or when entertaining friends at home. Surrounded by floral-woody oriental aromas, you are ready to experience long summer days in the company of enchanting Eastern scents. In the evening, notes of vanilla, patchouli, amber, oud oil, fruity and spicy nuances, honey, and saffron become your unmistakable signature.

We sat down with Ahmed Hamed and Svilena Hamed at their store in Sofia, located at 8 Viskyar Planina Street, to learn more about the magical fragrances, their success in Bulgaria, and the secret formulas from ancient Egypt embedded in Swiss Arabian perfumes. They welcomed us warmly, saying: “For us, every client is a guest we know will return!”

On Bringing Swiss Arabian to Bulgaria

Ahmed: Let me first introduce myself: I am Ahmed Hamed Jr. My grandfather was the official representative of Ford and Doch in Egypt from 1935 to 1952. At that time, there was no automotive industry in Egypt, only airplanes, trains, and ships. He asked himself: how would products from other countries reach their destinations? This question sparked his idea and led to him becoming the first importer of cars and trucks in Egypt. Today, I also own a racing team in Kuwait with seven racing cars competing across all categories.

On Family Business Traditions

Ahmed: My family has a long tradition of entrepreneurship. My father worked in the oil sector in the Red Sea, and today he runs his own business. For me, cars have been a passion since early childhood—there isn’t a photo of me as a child without at least two cars in my hands.

On Perfumes and Energy

Ahmed: I have been living in Bulgaria for three years. I married a Bulgarian woman. I believe perfumes are more than just scents—they are energy. We ourselves are energy. When you are balanced, you can transmit that energy to others. A perfume can give a beautiful energy, a smile. Its aroma can balance a person’s vibration.

Svilena (Marketing Director): When you kiss someone you love, you close your eyes. Why? Because it heightens your other senses. Smell is one of the strongest human perceptions—it is captured from another person more than taste.

Ahmed: You can easily “decode” a person by the perfume they wear.

Svilena: A scent always evokes an association. For example, the smell of freshly cut grass instantly brings a sense of calm. A fragrance conveys vibration because it creates associations.

Ahmed: Perfumes are like my children. Racing cars have their own unique smell—a mix of iron, oils, gasoline, and rubber—that you won’t find anywhere else. Perfumes are the same. Each has its individuality, signature, and formula. You need knowledge and culture to decide which perfume suits mornings, evenings, spa, or office—every situation has its ideal scent.

Product Categories

Ahmed: We offer perfumes for women, men, unisex, for cars, and for interiors.

Svilena: We also have concentrated perfumes and oils—the purest form without alcohol, additives, or distilled water. Just a drop on warm areas like behind the ear or on the wrist releases maximum fragrance. The warmer the body, the stronger the scent. It also absorbs and lasts long at the beach or gym. We have a wide variety of scents and products.

On Starting Without Advertising

Svilena: We started without any TV, magazine, or billboard campaigns. Only small social media posts. The product itself is the key. We were patient and let people try something new and appreciate it. People returned, told friends and family, and demand grew. Today, we present Swiss Arabian Al Amar not only in Bulgaria but also in Romania, Greece, Hungary, and Poland.

On Overcoming Challenges

Svilena: The biggest challenge was overcoming people’s personal preferences. Everyone has their own tastes. A perfume is like a signature. Selecting the right products for the Bulgarian market meant balancing personal taste with diversity, covering all seasons, occasions, and even teenage preferences.

On the Online Shift

Svilena: At first, I was skeptical about selling perfumes online, as scent is a subjective experience. But as an official distributor, we provide detailed information about ingredients and aromas, which helps customers make informed choices.

On the Secret of Egyptian Perfumes

Svilena: Perfumery was discovered in Egypt as early as the time of the pharaohs. In tombs, experts have found jars of sealed perfume substances whose exact extracts are still unknown. Egypt, one of the earliest civilizations, is the cradle of perfumery. Extracts were made from exotic woods and resins brought from around the world. Over time, perfumes became part of everyday culture, not just for the elite. Pharaohs’ mummies were preserved because these were special secret substances—cosmetics that still cannot be fully decoded.

On Bringing Cultural Habits to Bulgaria

Ahmed: I wish Bulgarians, as in our culture, could allocate part of their income specifically for perfumes and cosmetics, just like for food or utilities. Taking care of oneself and choosing cosmetics should become a necessity.

Golden Rules of Successful Trade

Ahmed: First, know your strengths and qualities. Understand who your clients are and test aggressively when you are confident in the quality of your product. Quality is everything; without it, success is short-lived.

Svilena: Knowing your clients and your products is key. We guide customers through 3–4 primary scent options to help them navigate our extensive range. Different personalities, ages, and occasions require different aromas.