Before being transferred to Kralja Petra street in August 1954, the perfume shop “Sava” was located in Toplicin venac under the name “L’amour”.

Perfume crafting in Jovanov family began before WWII, at the start of the 1940’s. During the war, Belgraders somehow managed to get their perfumes and pomades, sometimes in exchange for money and other times in exchange for life necessities.

In 1954 the perfume shop was re-opened, this time at a new location at 75 Kralja Petra street.