For Amirul Safuan, entrepreneurship is both a challenge and an opportunity. As a spinal cord injury survivor and the founder of AMEER SAFONE Ventures (ASV), he has navigated not only the complexities of building a business but also the societal and operational hurdles that come with being a person with a disability.
With close to 20 years in finance and investments, Amirul’s shift to the fragrance industry was a deeply personal one. Following a spinal cord injury in 2020 and the loss of his mother in 2023, he turned to scents as a source of comfort.
Fragrance became a means of emotional connection, particularly through memories tied to his late mother’s perfume collection. This therapeutic experience sparked the idea of using fragrance as a medium for healing and storytelling—one that could resonate with others who value resilience, transformation, and identity.
Launched in 2023, ASV is a young but steadily growing brand. Amirul has invested over RM200,000 of his own capital into product development, packaging, intellectual property, and go-to-market strategies.
While still in its early stages, the brand is gaining momentum through direct-to-consumer sales, with signs of strong customer retention and growing demand. The company is now focused on refining its brand identity and positioning itself as a leading purpose-driven luxury fragrance house in the region.
Fragrance with Meaning
ASV’s first three fragrances—Srikandi, Bahadur, and Makota—embody distinct narratives and cultural symbolism. Srikandi, named after a legendary female warrior, is a tribute to Amirul’s mother and her battle with cancer. Bahadur, derived from old Malay and royal language, symbolises bravery. Mahkota, with its bold profile, celebrates individuality and inner strength. Each scent is crafted to reflect not just a mood, but a message.
Through these products, ASV offers more than luxury—it delivers intention. In a market often dominated by aesthetics alone, the brand differentiates itself with meaningful storytelling and a commitment to quality.
Its core customer base includes socially conscious professionals in their 20s to 40s who value authenticity, self-expression, and design. Marketing efforts are rooted in emotional connection, highlighting how each scent adds personal value, rather than simply focusing on product features.
Expanding Purpose, Locally and Beyond
ASV is currently in a high-investment phase, aiming for break-even within 12 to 18 months and targeting both local and regional markets, including Singapore and Brunei, with future plans to expand further as operational readiness allows.
The brand has also attracted interest from distributors in Indonesia and the Middle East. However, Amirul remains cautious, prioritising operational readiness and brand consistency before committing to new markets.
Beyond fragrances, Amirul is piloting the Inclusivity Academy—an initiative under ASV designed to empower other PWDs through training, upskilling, and leadership development. The academy will focus on five core pillars: inclusive leadership, AI literacy, branding and management, public speaking, and evolving customer experience. Amirul envisions a future where PWD trainers lead the academy, creating a sustainable talent pipeline from within the community.
While fragrance is Amirul’s creative passion, the Academy represents his commitment to community and long-term impact. He hopes to eventually pass leadership of the Academy to a new generation of PWD leaders, allowing it to grow independently while he continues to develop ASV’s lifestyle offerings.
Navigating Business as a PWD
Amirul is candid about the challenges he has faced as an entrepreneur with a disability. He describes unconscious bias in early interactions with suppliers and partners, often not malicious, but marked by hesitation.
He leverages assistive technologies, remote collaborations, and flexible scheduling to manage operations, viewing his condition not as a limitation but as a driver for innovation and intentional business design.
Financial barriers are a significant challenge for PWD entrepreneurs. Amirul advises aspiring PWD business owners to carefully assess their capital and seek support from their networks. He emphasises the importance of embracing their identity, seeking out opportunities, and engaging with communities that can provide encouragement and feedback.
Amirul also highlights the difficulties in securing financial aid, as banks and investors may hesitate to support entrepreneurs with disabilities. He believes that resilience and a clear sense of purpose are essential for overcoming these obstacles.
Policy, Inclusion, and Economic Potential
To build a more inclusive entrepreneurial ecosystem, Amirul advocates for policy reforms that go beyond charity. He recommends:
- Inclusive financing schemes tailored for PWD-led businesses
- Tax incentives for companies that mentor or partner with PWD entrepreneurs
- Better coordination between training, funding, and employment agencies
He sees PWD entrepreneurship not as a charitable cause but as an economic opportunity—an untapped talent pool that could contribute significantly to national productivity if properly supported.
On Mental Health, Motivation, and Moving Forward
Amirul openly shared that the loss of his mother and the realities of his disability led to a quiet struggle with depression. Keeping himself occupied—whether through business, graduate school, or entrepreneurship—has been one of his ways of coping. For him, staying productive is a way to stay afloat, both emotionally and financially.
To others considering entrepreneurship, Amirul offers this: “Embrace who you are, and know that life goes on. Entrepreneurship gives you control and creativity. There will always be doubts—others will question your brand, your capacity, your decisions. What matters is surrounding yourself with people who lift you and staying focused on your goals.”
Through AMEER SAFONE Ventures, Amirul Safuan has created more than a business. He’s built a platform for resilience, inclusion, and self-expression—proof that purpose can thrive even in the face of adversity. As ASV continues to grow, it carries with it a mission that extends far beyond scent: to inspire, uplift, and change how we view entrepreneurship itself.
