Belgrade’s last traditional perfumery, Sava, sits at Kralja Petra 75 and has been in the Jovanov family since 1941.
Founded by Nenad Jovanov’s uncle and later joined by Nenad’s father, the shop survived nationalisation during the communist era and was eventually returned to the family. Its vintage interior, old photographs, and hand-painted 1950s advertising slides preserve the atmosphere of earlier decades.

Mr Nenad and his father both spent years working in the pharmaceutical industry before Nenad returned to run the perfumery full-time in 1998; since 2009, he has managed it alone. In the small backroom lab, he creates bespoke fragrances, including his signature scent “Belgrade Nights” inspired by historic river trade and crafted in versions for men and women.

Today, a steady flow of customers visits Sava for custom-made perfumes, creams, and scent advice. The shop remains a cherished piece of Belgrade’s heritage, unchanged in spirit since its earliest days.