The fitting will be rated for a maximum Wattage - you usually have the maximum Wattage supplied with new lamps.
You have increased the Wattage from 20 to 35 - up by 75% - 35W may not sound much but the heat is concentrated in a small area/volume and needs to be dissipated - my guess is that the "smoke" is caused by the extra 15W. There is very probably a fire risk.
Go back to 20W and see what happens - no smoke = no need to call in an electrician. Stay with 35W and call in either an electrician or the Fire Brigade.
Peccavi
December 2010