Sandra Raičević Petrović
Sandra Raičević Petrović, known in fragrance circles as Sandrina, has shaped how a generation of perfume enthusiasts understand and discuss scent. As Executive Editor of Fragrantica, she has been central to the platform since its earliest days, watching it grow from a passionate project into the world's most-visited fragrance resource. Based in Belgrade, she brings a distinctively European perspective to fragrance journalism, one informed by the rich perfumery traditions of the Balkans and shaped by international exposure. Her work spans the full spectrum of industry coverage: she writes industry reviews, crafts press materials, and breaks news for a publication that millions turn to when exploring new scents. Beyond her editorial duties, Sandrina has cultivated a reputation as a thoughtful industry voice, engaging with both emerging brands and heritage houses with equal rigor. Her background in design and writing, combined with a genuine love for the art form, gives her perspective a depth that readers return to again and again. She has spoken publicly about sustainability in perfumery and the importance of artistic integrity in an industry increasingly dominated by commercial interests. Whether attending industry events in Belgrade or connecting with perfumers internationally, Sandrina approaches fragrance as both craft and cultural phenomenon, never losing sight of the human connections that make this art form so enduring.
The hits
Notable creations
The signature
How Sandra composes
Sandrina's approach to fragrance writing reflects her artistic sensibility. She favors precise, evocative description over generic praise, translating scent experiences into language that resonates with both newcomers and connoisseurs. Her coverage often explores the cultural and emotional dimensions of fragrance rather than focusing purely on ingredient lists or pyramid structures. She has a particular interest in how perfumers balance artistic vision with market realities, examining this tension with nuance and without judgment. Her writing style remains accessible while maintaining technical credibility, a balance she achieves through years of translating industry concepts for a general audience.
Philosophy
What drives Sandra
Sandrina treats fragrance as a form of silent communication, a language that bypasses rational thought to reach something deeper and more personal. She believes perfume carries the creator's genius through time, an idea reinforced by her work documenting and preserving fragrance history through Fragrantica. Her editorial philosophy prioritizes honesty and accessibility, resisting the temptation to pedestal luxury or dismiss accessibility. She approaches each fragrance as a story waiting to be understood rather than a product to be evaluated, encouraging readers to engage with scent as a living art form. Sustainability shapes her perspective on the industry's future, a conviction she weaves through her coverage without imposing it as doctrine. For Sandrina, perfume is ultimately about human connection, the moment when a scent becomes meaningful to someone specific.
The houses
Maisons Sandra composes for
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