From Layoff to Legacy: How Sherien Aly Sobhy Built a Local Perfume Brand

A single mother, a determined expat and a brilliant business owner. Meet Sherien Aly Sobhy, the founder and manager of Avercia, a perfume brand catering to the unique charm of individuality, built on the charisma of experimenting with your personal style. Essentially speaking, the perfect blend of whimsy that Gen Z and millennials look for today, simply to bring a little joy into their everyday lives.

From Hardship to a Hit

Sherien's journey from the inception of Avercia was anything but simple. Shocked by a sudden termination and motivated to provide a life for her daughter that she deserved, Avercia is the product of a hardworking mother deciding to risk it all for herself one last time — and the result is a collection that demands to be noticed, scents that can never be replaced, and perfumes that can never be forgotten.

Beginning in May 2025, Sherien decided that if she was going to invest all her savings into a business, it had to be one she liked.

"When I decided to start a business, I realized I didn't want to do something I didn't enjoy. I've spent my entire life doing things I didn't like just to put food on the table and pay bills. If I was going to invest my hard-earned money in a business, it had to be something I actually loved. If I didn't enjoy it, I wouldn't succeed."

The Pinnacle of It All

Interestingly, Avercia didn't start as the brand it is today. It was originally meant to be a general trading company, buying wholesale and selling retail. But the reality soon became clear: competing on price against established names like DJ Perfume wasn't sustainable for a micro-business.

"I realized that if I entered the market, I'd have to compete with established names, 'dinosaurs' like DJ Perfume. They can lower prices and still make profits, but for a micro-business like mine, lowering prices isn't sustainable."

So she learned to make her own perfumes. With the help of YouTube tutorials and her daughter's marketing skillset, she brought to life a completely new concept that, although diverging from her original plan, became Avercia.

Avercia's Allure

The allure of Avercia is built around a quality often neglected today: individuality.

"I want the next generation, Gen Z, to grow up with my brand. I want my perfumes to become something you naturally think of when you want a fragrance, starting in your 20s — the perfect age to develop preferences."

Avercia positions itself at the intersection of experimentation and self-discovery for young adults figuring out who they are and where they're going. The brand builds its customer base on connection and personalized experience — resulting in a strong return rate, reinforced by limited, exclusive seasonal collections inspired by the founder's personal preferences and a commitment to quality over trends. Sustainability runs through the business too, with reusable pouches, categorized boxes, and simple, urban packaging designed to be easily repurposed by customers.

A Category Creator in Its Industry

Avercia has also tapped into an underrated retail channel to meet new audiences and connect with younger shoppers: pop-ups. The brand has set up at prestigious locations including the Radisson, Garden Galleria, JBR, Times Square, Manarat Al Sadiyat, Expo City, NYU, Urban Market Concept, and Dubai Design Week — where Sherien was the highest-selling pop-up of the event — with more incoming, including a stop at Coca-Cola Arena.

Through these distinctive approaches, Sherien has beaten the odds and proved that entrepreneurship isn't just about profits — it's personal.

"This is what I would call real styling. I'm comfortable. I like what I'm doing. When I see myself in the mirror, I like what I see. I don't care if anybody else likes it, what they're saying — I don't care. You should like what you're seeing. It's about being comfortable with your life."

The Vision for the Future

In the near future, Avercia plans to expand its product line as well as its shipping and logistics network to nearby GCC countries. Sherien has already launched a secondary venture, Avercia Bling — a jewelry brand reflecting her individual style — and plans to begin exporting, starting with Kuwait, where she sees an eager market.

Her message to readers is simple:

"Just do it. If you have the energy and the will, you can make it happen. Especially nowadays, you learn along the way. Don't be afraid to try something you know nothing about. Of course, financial and legal concerns exist, but you must try. Give it your best effort and allow it time. Success doesn't happen instantly, but you will be rewarded for your dedication."

With the right motivation and unparalleled determination, Sherien has exceeded being just a startup founder — she has become an inspiration.