Driven by the values of empowerment and resilience, Amirul Safuan founded Ameer Safone Ventures (ASV) to create meaningful products and champion inclusivity, using his platform to uplift persons with disabilities through skills training and advocacy.
Disability isn’t the barrier — exclusion is

Empowerment and resilience — two words Amirul Safuan clung to after his accident in 2020. These very principles became the foundation of Ameer Safone Ventures (ASV), where products such as his handcrafted perfumes reflect his determined and transformative journey.
In an inspiring and heartwarming interview with Sarawak Tribune, Amirul recalled how his nearly two-decade-long career in banking and investment had driven him to success. However, that chapter came to an abrupt end when an accident left him 86 per cent paralysed.
“Back then, it felt like an early retirement from the industry. And since it happened during the COVID-19 lockdown, I was stuck in the hospital, and my parents couldn’t visit me. It was a deeply depressing time, with many things I had to come to terms with,” said the 41-year-old.
He spent six months in hospital, followed by many days at home confined to his room, unsure of what to do with the losses he was experiencing. “That’s how I spent my two years after the accident — doing nothing much. I was essentially just resting.”
A blessing in disguise
During his recovery, Amirul’s parents became his pillars of support. In retrospect, he viewed his unexpected early retirement as a blessing in disguise. Being the only son, the pause offered him a chance to reconnect and strengthen bonds long yearned for.
“Mum always said that for the past 20 years, I was always in a different place. But the accident brought us closer. We went shopping together. She wanted to cook special meals for us. She’d ask me to get things for her. So we made the most of that time together,” he shared.
Among those treasured memories, words from his late mother continue to resonate with him, as though urging him forward. “She would remind me that life must go on, that I’m still here, still breathing, and that God does not want to take me back yet. She told me that since my time hadn’t come, there are greater things in store for me.”
After his mother’s passing, Amirul attempted to return to the corporate world but was rejected 12 times due to his disabilities. Though disheartened, he refused to give up — and that’s when he decided that he was going to become his own boss.

From adversity to ambition
With 20 years of experience in banking and investment, many assumed Amirul would return to the same field. However, his next endeavour — born out of perseverance and inspired by his accident — took an unexpected turn.
“Many people ask me the same question: why did I choose to create perfumes through ASV? Back then, I was passionate about my work, but it eventually became draining. So I thought, why not create a product I could sell?”
Fuelled by that determination, Amirul poured his energy into developing the business. “I’ve learned so much from this journey. I never imagined I could do it — from crafting the scents to ensuring each piece is made ethically and with sustainability in mind.”
His personal perfume collection, which began with encouragement from a friend, opened his eyes to how scents could hold deeper meaning. Especially with luxury perfumes, he noticed that each bottle represented more than a fragrance — it reflected a lifestyle.
“That lifestyle is what draws consumers to the product. For ASV, I wanted the brand to embody empowerment and resilience, because that’s what has defined my journey from the start.”
A continuous battle
Nowadays, Malaysia still faces challenges in fully embracing inclusivity for persons with disabilities (PWDs). Recognising these gaps, Amirul is now launching the ASV Inclusivity Academy, aimed at providing job opportunities for PWDs and underserved youth.
Through the academy, he hopes to engage corporate leaders and policymakers to give exposure and advocate more around diversity, equity, and inclusion. The initiative will focus on training these communities in areas such as confidence-building, communication, and digital skills.

“There’s so much untapped talent in these communities. Their quiet voices can be transformative — if only given the chance,” he said.
“As a next step, we’re also looking to launch a trainer programme, where PWDs who aspire to teach and mentor others can become part of the academy.”
He added, “From corporate stakeholders, we hope to develop a programme that guides leaders in embedding inclusivity into their strategies, HR culture, and governance. Systemic change doesn’t happen from inspiration alone — it takes leadership that’s willing to listen, adapt, and more importantly, take action.”
Amirul envisions the academy as more than just a training centre — he sees it as a movement for inclusivity. “I hope it will become a space that builds capacity at all levels of society — a place where people begin to see the value within themselves.”
Before the interview ended, Amirul offered a heartfelt message to Malaysians about disability in society:
“See us as persons with disabilities. Acknowledge us. Trust us. Include us. Disability is not a tragedy — exclusion is. Inclusion doesn’t start with buildings. It starts with belief. It’s forged in struggle and resilience. We’re not asking to be pitied, nor do we ask for sympathy — we’re asking to be part of the nation-building journey.”