We recently had the chance to connect with Lawrence E. and have shared our conversation below.
Lawrence, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What do the first 90 minutes of your day look like?
I like to start my day with a good breakfast and a hot cup of coffee while mentally organizing the day ahead. In the first 90 minutes, I typically connect with my business partner to review any pending items, align on priorities, and make sure we’re both clear on what needs to be addressed. I then work through those immediate tasks efficiently so that the urgent responsibilities are handled early.
Once the initial priorities are completed, I shift my focus toward proactive work. For example : tackling new tasks, planning next steps for ongoing projects, and identifying opportunities to move our initiatives forward. This routine helps me stay organized, aligned with my team, and productive throughout the day.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Lawrence, and I am a brand whisperer for Swiss Arabian. In addition to my work in brand development and sales, I am also deeply involved in the fragrance community through my reviews and industry insights. I’ve had the opportunity to work closely with a wide range of brands across multiple markets, which has given me a unique understanding of how to position products, communicate brand identity, and connect with diverse audiences.
What truly sets me apart is my commitment to authenticity. In an industry where many voices are influenced by sponsorships or behind-the-scenes agreements, I have built my reputation by being honest, transparent, and genuinely passionate about the fragrances I talk about. I don’t say what people want to hear, I say what is real, and I think that resonates with my audience. They know that when I share my thoughts, it comes from experience, integrity, and a genuine love for the craft.
Because of that trust, I’ve been able to cultivate a loyal community that values my perspective. They know I’m not “bought and paid for,” and that my feedback is always grounded in sincerity. That connection is something I take seriously, and it’s a core part of who I am professionally, someone who advocates for brands with honesty while helping consumers make informed, confident choices.
Amazing, so let’s take a moment to go back in time. Who saw you clearly before you could see yourself?
My wife, Zayda, absolutely saw me clearly before I ever saw myself. She has always been my foundation, my rock. She helped me recognize that I was meant for more than sitting behind a computer in a cubicle all day. There’s nothing wrong with that path for others, but it simply wasn’t where I was meant to be.
Zayda helped me uncover my strengths and encouraged me to use my personality, creativity, and drive as part of my work. She reminded me of my value and pushed me to pursue something that truly aligned with who I am. Because of her belief in me, I unlocked potential I didn’t even know I had, and it has played a huge role in the success I enjoy today.
What fear has held you back the most in your life?
The fear that held me back the most was the fear of taking risks. For a long time, I stayed in my comfort zone because it felt safe and predictable. Looking back, I realize that fear slowed down my growth and kept me from exploring opportunities that could have taken me further, sooner.
Over time, especially later in my life, I started pushing past that fear. I made decisions that were uncomfortable but necessary, and while not every risk I took turned into a success, every single one taught me something valuable. Those experiences helped me grow personally and professionally, and they ultimately led me to where I am today.
If there’s one message I try to share with others, it’s this: don’t be afraid to take a chance on yourself. Growth rarely happens in comfort, and sometimes the biggest rewards come from the moments when you step into the unknown.
Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
Yes! The public version of me is genuinely who I am. What you see is what you get. I’m passionate about my beliefs and my work, and I know that sometimes that passion can come out strongly. But it comes from a place of authenticity and caring deeply about what I do.
I don’t share every detail of my personal life with everyone, and I don’t think anyone truly does. But the version of myself that I present: my values, my energy, my personality it is all real. I don’t put on a persona or try to be someone I’m not. If anything, my passion and honesty are exactly what people will notice first, on-screen or off.
Okay, so before we go, let’s tackle one more area. What light inside you have you been dimming?
The light I’ve been dimming is my passion for doing fragrance reviews. I used to genuinely enjoy sharing my perspective, but over time I became discouraged by what I was seeing in the space. Social media has shifted so much toward gimmicks, trends, and quick wins that true talent and authenticity often get pushed aside. I’ve watched some incredibly knowledgeable and honest reviewers get overlooked simply because they don’t play into fads or hype.
At the same time, there’s been a rise in people promoting unregulated “fragrances” oils mixed together in someone’s kitchen and calling it perfumery, while real perfumers and legitimate creators don’t get the appreciation they deserve. Seeing that has taken some of the joy out of the reviewing aspect for me, and as a result, I haven’t been as active as I’d like to be.
But recognizing this has also reminded me why I started: to highlight real craftsmanship, real creativity, and real expertise. That’s a light I don’t want to keep dimming, and I’m working on finding that passion again in a way that aligns with my values.
Contact Info:
- Instagram: https://www.instagram.com/lawoffragrances_2.0/
- Youtube: https://www.youtube.com/channel/UCstvV4I8Rgh4xJ1ENvn8RNA
- Other: https://www.tiktok.com/@lawoffragrances
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