Behind the Scenes of a Serbian Fashion Brand & Tips for Future Fashion Entrepreneurs: Milena Bojic Atelier

We also applied for incentives and subventions for business development from the government, and thanks to multiple sources and partnerships, we secured the initial funds for launching the project.

Starting a business anywhere in the world comes with a set of potential risks and hiccups. However, starting a business in Eastern Europe, especially in fashion, could be considered extreme bravery. In this economy, fashion may be low on the list of priorities, and with living expenses skyrocketing, one may wonder if taking a venture into the world of fashion in this part of the world is even worth it.

That being said, if you’ve ever walked the streets of an Eastern European town, I’m sure you could notice that people breathe fashion. It is deeply rooted in every pore of our society, whether people perceive it as a status symbol, bold self-expression, or confidence boost. But how many people turn to independent small businesses instead of fast fashion? What does it take for a business owner to start a fashion business in Eastern Europe, and is the rocky road to success worth it? 

Luckily, I was able to chat with the owner of Milena Bojic Atelier, who was kind enough to share her impressions and tips with 24Hour Journal. The owner of a popular Serbian fashion brand and two showrooms in two of the biggest Serbian cities, Milena was beyond excited to share her story with future fashion entrepreneurs looking to dip their toes in the water of the Eastern European market. 

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A post shared by @milena_bojic_atelier

Q: Tell us a little bit more about the beginnings of your fashion brand and how your vision has evolved.

A: The idea of the brand itself existed long before it was even founded. My professional career was going in a different direction, but the desire to enter the fashion world has always been present. Before the brand even saw the light of day, I had been designing and wearing clothes that triggered people's reactions, which was the first impulse to develop it further. 

The main vision of the brand is to offer the modern woman an escape from uniformity and fast fashion by providing unique and eye-catching pieces for all occasions. The key factor in switching to a career in fashion and starting my own brand was the support of my family. 

Q: In your personal experience, what is the main factor in leading a Serbian fashion brand from anonymity to recognition and a loyal client base?

A: Quality and trust. As with any other small business, the starting point was rather challenging, but the word-of-mouth reputation followed us from the very beginning, and we earned a base of satisfied and loyal customers. We’ve developed a sales concept with an absolute focus on the client. Our primary goal is to make every encounter with our clients a pleasant and refreshing experience.

Q: What are the most significant financial obstacles a Serbian brand comes across, and what is your advice to future entrepreneurs in the fashion world who are just starting?

A: The fears related to entering this industry are justified. Small businesses are not competitive enough against the big names in the industry, especially concerning procurement, production, marketing budget, and logistics. That being said, the production cost for our pieces is usually higher, but that also means there are no compromises when it comes to quality. 

From the very beginning, we’ve taken advantage of the know-how of successful people around us to establish a solid foundation for our brand. Building reliable business connections necessary for a sustainable brand took a lot of time. We also applied for incentives and subventions for business development from the government, and thanks to multiple sources and partnerships, we secured the initial funds for launching the project. 

A well-thought-out mission and vision are crucial to establishing a brand, but the financial factor cannot be ignored, even though we creative souls would rather run away from it! This is precisely why having a good team with adequately assigned roles is essential for every segment to function. 

Serbian Government Financing for Small Businesses

In 2023, the Serbian Government secured over 2.5 million dollars aimed toward small businesses owned by young entrepreneurs of up to 35 years of age. Every small business registered in the Serbian Business Registers Agency in the last five years can participate in the program as long as funds are available. The program offers startup grants and additional loans of up to 45% of the initial investment value. The maximum grant per business amounts to ~$54,000, while the minimum is ~$3,500. The applicants are also offered a free business course for starting and managing their business.

A similar program is also available for female entrepreneurs who are just starting out or have been running their small businesses for some time. The amounts of the available grants and loans differ based on the number of employees, the niche, and the business location.

Q: What were the focal points of your brand's journey that had the most significant impact?

A: We’ve experienced many ups and downs during these five years of being in the business. As with all other companies, the period of Covid has left its mark, but we’re proud of how we’ve overcome those difficult moments. Even when you’re entirely confident in what you’re doing, validation from the industry is necessary from time to time. Some of the projects we’ve participated in gave us the confidence boost we needed and the motivation for further development. 

Q: As a unique and recognizable brand in the Serbian fashion industry, where do you see yourself in the future? What are the next steps of a fashion brand that has already earned the clients’ trust?

A: Innovations are definitely the key. When it comes to fashion, we’ve pretty much seen and experienced it all, but innovation doesn’t always have to mean a new concept - it can also be a different approach. We’ve had much experience with girls looking for unconventional wedding dresses or outfits. We enjoyed those projects, and it is definitely a different type of energy. For our next move, we would love to step onto the bridal scene with a different assortment and our brand’s unique presence, so stay tuned!

Final Thoughts

Skeptics will say that following your dreams isn’t profitable. However, in Milena’s case, it is clear that dreams can be transformed into a fruitful fashion business vision with a sprinkle of hard work, dedication, and innovative business choices. In addition to a military-grade work ethic and constant development, what I recognized as a significant factor in Milena’s success is authenticity. 

In a world that forces uniformity upon all of us, whether it be through social media, television, or fast fashion, not bowing down to trends is what may help your brand take off. Additionally, not taking the importance of quality lightly is another game-changer in the fashion industry. Nowadays, when big companies are choosing questionable fabrics and even more questionable production methods, what can make your brand stand out from the rest is precisely quality.

Lastly, utilizing every ounce of help along the way is an intelligent way of growing your business that doesn’t involve great expenses. Enrolling in free entrepreneurship training, applying for government startup grants, and absorbing information from successful business people who may already be in the position you’re aiming for are just some of the tactics you should consider.

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