On 15 December, Blagoevgrad will turn into the capital of oriental fragrances, hosting one of the most elegant and highly anticipated events in the city.
The luxury Dubai-based perfume brand Al Amar is opening its representative boutique at 11 Peretoshev Street—a new space where the East meets modern European style.

The boutique will showcase more than 11 leading brands and perfume factories from the Middle East, creating niche, concentrated, and exclusive fragrances with an authentic oriental character.
The event will be honored by a special guest, Ahmed Hamed—owner of one of the most established perfume factories in the region and a key partner of Al Amar.

Among the official guests will also be Atanas Lazarov, TV producer and founder of Destinations TV, a global 4K television channel that highlights the world’s most compelling luxury destinations, brands, and trends.

The opening is expected to welcome students from:

  • South-West University “Neofit Rilski”

  • New Bulgarian University

  • American University in Bulgaria

who will have the opportunity to experience the world of prestigious Arabic perfumery and international luxury.

Blagoevgrad is ready for a refined olfactory experience that will bring the spirit of Dubai to the city of youth and culture.

Ahmed Hamed
Owner of a perfume factory and special guest at the opening

“For me, it is an honor to bring part of the spirit of Dubai here, to Blagoevgrad.
Al Amar embodies tradition, quality, and respect for the art of fragrance.
I believe that our presence in Bulgaria will open a new chapter in the culture of niche perfumery and bring people closer to true oriental luxury.”

Atanas Lazarov
Founder of Destinations TV

“Destinations TV has a mission to showcase inspiring places, people, and brands.
That is why I support the opening of Al Amar in Blagoevgrad—an event that combines international culture, style, and entrepreneurship.
Bulgaria deserves such global stories, and I am glad that together we are making them possible.”

Evelina Dimitrova
Host of the event and official partner of Al Amar for Southwestern Bulgaria and Blagoevgrad

“It is a great honor for me to host the opening of Al Amar in Blagoevgrad.
This event is a bridge between cultures, traditions, and modern entrepreneurship.
I believe that Al Amar will become a preferred destination for niche perfume connoisseurs in the region and will introduce a new standard of luxury and quality in Southwestern Bulgaria.”