DESISLAVA SLAVCHEVA: THE ART OF FEELING GOOD

Desislava Slavcheva is an IT consultant and culinary expert who works with and for people who appreciate delicious, well-prepared and beautifully presented food. Her many years of experience organising themed dinners and events, her attention to detail and her colourful travels around the world inspired her to create the SoGood by Desi Slavcheva brand, offering a collection of gourmet products that make cooking easier for today's busy lifestyles and turn every meal into an enjoyable experience. Alongside her passion for food, more than 20 years of corporate experience have given her a clear understanding of the importance of feeling comfortable in your own skin – and clothes. In 2025, SoGood expanded its portfolio with SoGood Studio, a bespoke clothing brand created to combine comfort, style and meticulous attention to detail.

How did the SoGood by Desi Slavcheva story begin?

About ten years ago, I was working as an IT consultant for a large international company. I travelled frequently and, whenever I was back in Sofia, I recreated everything I had seen, tasted and experienced through recipes and photography. I cooked using the ingredients and spices I had collected from around the world.

I was fascinated by what people liked to eat, where and how they dined, their taste preferences and the challenges they faced when choosing food. I noticed that although they loved delicious, home-cooked meals, the pace of modern life often led them to spend less time cooking. They lacked fresh ideas and quickly lost their motivation.

I realised that I had once been in exactly the same position and had overcome it not only through my culinary experience but also with the carefully selected spice blends I had created.

In my mind, I had built a library of flavours. Whenever I wanted to create something different, I would draw on it and choose the right combination of spices. This allowed me to prepare authentic dishes quickly and with only a handful of ingredients.

Wanting to help others, I created my first spice blends and shared them with colleagues and friends. Delighted with the results, they began recommending them to their own friends and acquaintances. That is how it all began.

How do you create the spice blends in your collections?

Every one of our spice blends is inspired by a particular experience, journey or idea. Before I begin developing a new product, I always ask myself: "How will it help?"; "What feeling will it create?"; and "What will make it different?"

Each blend is designed with a specific purpose in mind, and its name usually reflects that. For example, SoGood Garden is created for vegetable dishes, while SoGood Italy is inspired by Mediterranean and Italian cuisine.

What do you want people to feel when they open a SoGood gift box?

I want the experience to evoke a sense of togetherness, joy, thoughtfulness, ease and the freedom to dream. The elegant glass jars with their colourful designer labels are a pleasure to look at. The products are easy to use and their aromas inspire dreams of travel. Food prepared with our spice blends is delicious and makes you want to gather around the table and share it with others.

How does the SoGood Studio fashion line complement the brand's philosophy?

SoGood is a state of mind. It is about feeling "so good" in every aspect of life. Whether we are cooking, travelling or attending a business meeting, confidence and comfort are essential if we want to perform at our best. If SoGood by Desi Slavcheva's spice blends make food more enjoyable, the clothing by SoGood Studio helps us feel comfortable, elegant and more confident.

What is the guiding principle behind your clothing?

We believe that a well-tailored garment made from high-quality, breathable fabric can completely transform the way you feel and look.

Our goal is to make a personalised approach to clothing accessible to more people. Every client can customise a classic shirt to suit their individual preferences. Whether they are looking for business, formal or smart casual attire, a made-to-measure shirt allows them to personalise everything from the collar and cuffs to the addition of a monogram.

We create clothes that do not try to change who you are, but help you express your personality. We believe that feeling comfortable, confident and well dressed should not be reserved for special occasions. It should be part of everyday life.

What sets your brand apart in such a highly competitive market?

Our spice blends are made to our own original recipes using only natural spices, with no added salt or preservatives. They are packaged in glass jars, which provide the best way to preserve their quality. They are easy to use and require no special culinary skills.

When it comes to our clothing, one of our greatest strengths is our uncompromising commitment to quality. We use fabrics from some of the EU's leading luxury textile manufacturers and work with specialists in made-to-measure clothing who have more than ten years of international experience and have produced tens of thousands of shirts for customers around the world.

Using specially developed software, we tailor every garment with precision to the client's body, adjusting the pattern according to neck, chest and waist measurements, sleeve length and other dimensions to achieve a perfect fit.

SoGood stands for uncompromising product quality combined with a truly personalised service.

Last but not least, everything is made by us in Bulgaria, allowing us to maintain strict quality control throughout the entire production process.

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