Early beginnings

1. How did your journey into the arts begin? Was there a defining moment in your childhood or youth that shaped your creative path?

My interest in art began in early childhood. Like most children, I started with drawing and painting, later exploring various other artistic techniques. I was curious to try every medium that caught my attention, even in the slightest. Over time, I discovered my strengths and began combining them in my work.

I believe I truly found my artistic voice when I discovered engraving. The beauty of glass engraving opened my heart and marked a completely new chapter in my life. That was the moment I knew I should dedicate myself fully to this artistic path.

2. What inspired your deep connection to nature and the divine, which seem to echo throughout your work today?

Nature has always been a profound source of inspiration. I am captivated by life’s natural forms, their evolution, and the inherent beauty of every creature. Through glass engraving, I strive to capture and preserve that beauty. This connection led me toward realism, though I sometimes explore surrealistic elements when emotion guides me.

3. You studied graphic engineering and design—how did that background influence your approach to traditional forms like glass engraving and sculpture?

I began studying graphic engineering and design later, after my passion for engraving was already strong. I felt a deep need to explore digital art and grow alongside evolving technology.

This curiosity eventually led me to filmmaking, an unexpected but rewarding path that became part of my family’s creative journey and one branch of our family business. It allowed me to merge traditional and modern mediums, expanding my artistic expression.

Personal & Professional Journey

4. Your work spans from stipple engraving to filmmaking—how do you navigate such diverse mediums, and how do they reflect different parts of you?

Traditional techniques like glass engraving remain the most authentic way I express myself. However, cinematography brought new excitement and fulfillment. Artists naturally find ways to translate creativity across mediums, and each discipline reflects a different facet of my vision and personality.

5. What does your creative process look like when working with glass—something so fragile, yet powerful? Do you find it meditative or more intense?

Engraving glass is both meditative and intense. Each dot in stippling is permanent; mistakes cannot be erased. Especially in portrait work, precision is critical. This awareness adds intensity, yet the act of engraving itself brings deep calm.

Glass’s fragility requires caution, making each creation a balance between serenity and focus. This delicate tension enhances the power and timelessness of the art.

6. You’ve exhibited across Europe and the U.S., and your film Eternity was featured at major festivals. What are some milestones or recognitions that felt especially meaningful in your career so far?

Creating my biographical short film Eternity was deeply fulfilling, merging engraving and film into a single expressive work.

Equally memorable was my solo exhibition My Way in 2016 at Sirmium Palatium Imperiale in Serbia, a dream realized exactly as envisioned. Hosting friends and sharing that moment created an unforgettable emotional resonance.

Being elected a Fellow of the Guild of Glass Engravers was another milestone. Recognition from peers who share the same devotion to this delicate art is a profound honor I cherish deeply.

7. You’re a Fellow and Council member of The Guild of Glass Engravers in the UK. What does that title mean to you, and how has that community influenced your growth?

Joining the Guild early in my engraving career connected me with world-class artists and collective exhibitions that celebrate craftsmanship.

Over time, the Guild became an artistic home. Being elected a Fellow represents the culmination of years of devotion and discipline. It is the highest distinction within the Guild and a deeply personal affirmation of my dedication to glass engraving.

Vision & Future

8. You said that “everything is about light”—how has that idea shaped not only your visual work but your life philosophy?

In engraving, light brings each piece to life. Without it, the work remains hidden. Similarly, in life, light allows us to shine fully. I found this light in my family, especially my daughter Nela, who inspires me to be the best artist, mother, and human being.

9. Are there any upcoming projects, collaborations, or dreams you’re currently pursuing?

I am currently preparing for “Serbian Culture in the Heart of Miami,” opening September 13th, 2025, at the History Miami Museum. This 120-day celebration promotes Serbian heritage and fosters cultural diplomacy between Serbia and the U.S.

Through my glass engravings and video presentations, I will share our rich cultural legacy with a wider audience—a source of immense personal and professional pride.

As for my dreams, they are expansive and ongoing. Some are yet to take shape, but I look forward to sharing them as they develop into reality.

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Film

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Her work reflects a lifelong commitment to authenticity and exploration. Through every brushstroke, she invites viewers to connect with their own stories and emotions. Danijela’s mission is to inspire transformation and curiosity, making her a rising force in the contemporary art scene.

Step into her world — where art becomes a powerful window into life’s most profound moments.

Roots, Reality, and the Rise of an Artist’s Soul

Can you tell us about your early life in Belgrade and how the city’s culture influenced your artistic journey?

I grew up in a suburb of Belgrade. My childhood, like many in my generation, started peacefully. But toward the end of elementary school, the civil war began. Life changed overnight. The difficult conditions affected almost everyone across the former Yugoslavia.

Belgrade, during my early years, was a big, calm city where people lived with ease. I lived with my grandparents on the outskirts, surrounded by nature. Every day was filled with outdoor play. That constant connection with the natural world sparked my imagination. It helped me build a rich inner world—one where I felt safe, inspired, and free.

When did you first realize that you wanted to become an artist, and how did your family and surroundings support this dream?

At twelve, I started following the work of fashion designers featured in magazines. My mom used to buy a fashion magazine called BAZAR, and I would copy the models from its pages. Drawing felt natural—it was the easiest and least complicated way to begin.

I wanted to enroll in a design high school, but my parents couldn’t support that path financially. At twenty, I took the initiative and started attending drawing classes to prepare for art school.

Not long after, in 1999, Serbia was bombed. The entire country was thrown into chaos. There was fear, panic, and uncertainty. In that moment, drawing became my escape. It was the only way I could protect my mind and spirit from everything happening around me.

You initially pursued Political Science before transitioning to art. What led you to make such a significant shift, and how did that decision shape your path?

I believe big shifts in life often come from moments that shake us out of routine. It can be a quote, a verse, or even just a sentence in a book—something that awakens your inner voice and tells you it’s time to move forward.

Painful experiences bring awakening. Even if we resist it at first, over time, we see how necessary and transformative those moments really are.

While studying social policy and social work at the Faculty of Political Sciences in Belgrade, I truly believed that was my path. When I began working in the field, the job was dynamic and engaging—but something inside me kept asking, “Is this all?”

Then I went through a deeply emotional period. I began to question everything—life, meaning, purpose. That inner search brought me back to art. During that intense search for answers, I believe I was also seeking connection with something greater—God, the Universe. And I believe He gently pointed me toward the path called art. That’s where I began to find Him.

Your education began with drawing classes and Byzantine art school. How did these experiences lay the foundation for your creative vision?

Drawing classes are the foundation for entering any art school. They’re essential for every aspiring artist or creative. But the Byzantine iconography school was something entirely different—deep, spiritual, and transformative.

I joined that school at a time when I was searching for meaning. I had questions about existence and time. Icon painting helped me explore those deeper truths.

It’s a very old and sacred art, done according to a strict canon—just like it was centuries ago. There’s a beautiful definition of an icon: “A window to the spiritual world.” And that’s exactly what it felt like. Learning iconography taught me patience, focus, and discipline. Every painting, when created with intention, can hold spiritual power. It depends on how willing we are to explore the invisible—within ourselves and around us.

Looking back, I’m truly grateful for the path I followed. It wasn’t easy. Many times it felt impossible. But even though it wasn’t something I consciously planned, I now see it was meant to be. It was written for me long before I realized it.

From Belgrade to Florence: Shaping Art and Life with Purpose

Serbia has a rich artistic heritage. How has your background shaped the themes or styles you explore in your work?

Everything we go through in life shapes the way we see the world.

Living in Serbia, especially over the last thirty-plus years, meant facing emotional, mental, and social challenges. It was a time of struggle, uncertainty, and deep reflection. Naturally, that influenced the questions I ask in my work—about the meaning of life, limitations, and where those boundaries really come from. Are they imposed by others, or by ourselves?

Our ancestors’ lives also shape who we are. Their battles, heartbreaks, emotional struggles, and destinies live in us. Through them, we connect with our country and history in a deeply personal and emotional way.

Being an artist in a country marked by decades of hardship, poverty, and instability is incredibly challenging. I wouldn’t say it’s impossible, but it takes great inner strength.

Balancing everyday responsibilities with a creative life requires resilience. You have to hold on to your passion, your need to create, even when life’s winds try to blow it away. And that’s never easy.

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What began as a spontaneous passion soon turned into a full-time career. Today, she collaborates with global brands like Samsung, Philips, Brosway, Lancôme, Fossil, and more—while staying true to her unique voice and personal style.

Zana’s approach to content is all about intention. She shares what feels real, avoids trends that don’t align with her, and always centers her storytelling around authenticity, family, and self-care. From quiet mornings at home to creative projects behind the scenes, she brings followers into a world that’s inspiring yet grounded.

In this exclusive interview, Zana opens up about her beginnings, the lessons she’s learned in a fast-moving industry, and her thoughts on creating a fashion or beauty brand. She also reveals what truly drives her: love, creativity, and the power of staying present.

Keep reading to discover how Zana balances motherhood, deadlines, and digital influence—while staying connected to what matters most.

Beginnings & Inspirations

Can you take us back to the moment you knew fashion and beauty were your calling? What sparked your journey as an influencer?

It all started naturally and without pressure. I’ve always felt drawn to fashion, beauty, and the kind of aesthetics that make people feel good in their own skin. There was no big plan—just passion. Over time, what began as something small and personal grew into something much bigger.

It brought me joy, opened doors, and became a part of who I am. I didn’t chase it—it found me, and I simply followed the path it created.

How would you describe your personal style, and how has it evolved over time?

My style has always been instinctive. I dress based on how something makes me feel—not just what’s trending. Of course, I stay aware of fashion trends, but I never force a look that doesn’t feel true to me. That’s key. Style should be personal, not performative.

I’ve always gravitated toward earthy tones, soft nudes, and denim. They feel like home—comfortable, effortless, and timeless. These are the pieces I always return to, no matter the season.

Who or what has been your biggest inspiration in shaping your approach to fashion and beauty?

I find inspiration in everyday life. The people I love, quiet moments, and kind energy all shape how I see beauty and style. My family and home keep me grounded. The love I share with others gives meaning to everything I do. My love for beauty began early. Even as a little girl, I cared deeply about skincare and self-care. I always treated my skin with love—and I still do.

To me, beauty isn’t just how we look. It’s how we care for ourselves, inside and out.

Career & Collaborations

What’s your process when creating content—do you follow trends, or do you prefer setting them?

I stay connected to trends, especially online—but I don’t follow them blindly. What matters most is staying true to myself. The content I enjoy most is the kind I create from start to finish. I come up with the idea, film it, edit it, and share it in a way that feels real. That’s when I feel most connected to my work.

Whether it’s fashion, beauty, or home décor, I always share what feels right to me. That’s how my audience knows it’s honest—because it’s mine and truly authentic.

Which collaborations or projects have been the most meaningful to you, and why?

There have been many amazing moments in my career, especially working with global brands  , such as Samsung, Philips, Brosway, Lancome, MK, Fossil.. I’ve admired for a long time. Those experiences definitely shaped me and opened doors.

But honestly, what means the most to me are the long-term partnerships I’ve built over time. When you work with people who truly understand your voice and trust your creative vision, something special happens. That kind of trust and consistency is rare, and it makes the work feel genuine and meaningful.

I’ve learned that the best collaborations don’t feel forced—they feel natural. When everything aligns, the result is always more authentic and impactful. That’s the kind of collaboration I aim for, and it’s what keeps me motivated and inspired.

Being in the fashion and beauty industry comes with challenges. What are some obstacles you’ve faced, and how did you overcome them?

This industry is demanding. There’s constant pressure to stay relevant, create new content, and meet deadlines. One of my biggest challenges has been balancing personal life with professional duties. Over time, I learned to set clear priorities and protect my energy. I faced moments of doubt, but I always return to my original purpose: sharing what I love with heart. That keeps me grounded and moving forward.

How would you define your lifestyle as a fashion and beauty influencer? What parts do you love most, and is there anything you don’t enjoy as much?

My lifestyle is a beautiful kind of chaos. First, my family and loved ones always come first. Everything else falls into place around them. I live step by step, never late, and always giving my best. When my home feels balanced, I feel stronger and more focused in every part of life. What I love most is the creativity—expressing myself and connecting with people through my content. However, tight deadlines can be challenging. Still, I’ve learned to manage pressure and stay true to myself through it all.

Vision & Future Plans

How do you see your role as an influencer evolving in the coming years? Any exciting plans or projects on the horizon?

I try to move through life gently, step by step. I don’t plan too far ahead because life has taught me that the best things come unexpectedly. A few years ago, I couldn’t have imagined being where I am today. I do have some exciting projects coming up—ones that feel really special. But I’ll keep those details for later. For now, I’ll keep creating, keep sharing, and let the next chapter surprise me.

If you could create your own fashion or beauty brand, what would it represent, and how would it stand out in the industry?

If I created a beauty brand, it would be purely natural. Gentle, organic, and kind to the skin—that’s what I believe in and use myself. I wouldn’t make anything I wouldn’t love. In fashion, I’d create pieces made with love. Warm, intentional, and full of soul. That’s all I can say for now. But if it happens, it will come straight from the heart.

How do you want people to feel when they engage with your content? What’s the ultimate message you hope to share through your influence?

More than anything, I want people to feel love when they come across my work. I hope they feel inspired to care for themselves, to believe in themselves, to grow in their own time and in their own way. My content is personal—it’s my heart, my thoughts, my perspective on the world. Being a mother has given my life so much meaning, and my family is everything to me. If someone visits my page and leaves feeling a little more uplifted, a little more connected to themselves, then I’ve done something right. We all deserve to feel good, to feel enough, and to wake up grateful for the day ahead.

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Born from deep personal inspiration and a love for the land, the brand captures the purity of water, the beauty of nature, and the soul of Italian tradition. With every scent, La Via dell’Acqua tells a story—of heritage, sustainability, and the unforgettable spirit of Val d’Orcia.

The Birth and Inspiration Behind La Via dell’Acqua

Can you tell us how La Via dell’Acqua was born? What inspired you to create this brand?

La Via dell’Acqua was born from a deep, personal inspiration. Living every day surrounded by the unique atmosphere of the Val d’Orcia, we felt a strong desire to capture and share the authentic essence of this land — a UNESCO World Heritage Site celebrated for its natural beauty and perfect harmony.

Our inspiration flowed naturally from water itself — a vital element that winds through the valley, symbolizing purity, renewal, and the endless rhythm of life. As we wandered along ancient springs, surrounded by the wild scents of aromatic herbs, vineyards, and woods, we wondered how we could bring this rich sensory experience to those who love this land, even from afar.

This vision led to the creation of La Via dell’Acqua — not just a fragrance line, but a true sensory journey. Each product tells the story of the Val d’Orcia, capturing its landscape and spirit through craftsmanship, design, and pure emotion.

Why did you choose fragrances as the medium to express the beauty of Val d’Orcia? Was
there a specific moment that sparked this journey?

We chose fragrance because scent is the strongest link to memory and emotion. One breath can bring you back to a place, a feeling, or a story.

Val d’Orcia is a land of unforgettable scents — wild herbs, vineyards, warm earth, and ancient woods. During a walk near Bagno Vignoni in late spring, the air was full of helichrysum, cypress, and steam from the thermal waters.

That moment inspired us. We knew fragrance was the perfect way to capture the beauty of Val d’Orcia. Every perfume we create tells the story of this land — pure, timeless, and alive.

Val d’Orcia is at the heart of your brand. How does this enchanting region influence your
creativity and vision?

Val d’Orcia is the heart and soul of our brand. It inspires our creativity and shapes our vision every day.

This land is more than a stunning landscape. It’s alive with history, culture, and wild, untouched beauty. It teaches us the balance between people and nature. The shifting colors, the scent of wild herbs, and the peaceful hills remind us of the power of slowness, care, and authenticity.

Our creativity flows naturally from this deep bond. Each fragrance tells a story — a sunset walk among cypress trees, the crisp morning air in the woods, or the warm embrace of the thermal springs.

This connection is at the core of everything we create. Through every scent, we share the timeless beauty of Val d’Orcia — offering memories, emotions, and a true sense of belonging to this extraordinary land.

Crafting an Experience – The Process and Challenges

Creating a fragrance is an art. Can you walk us through your creative process, from idea to
final product?

Our creative process always begins with a real experience — a moment lived in the heart of Val d’Orcia.

It starts with full immersion in nature. We walk through the fields, explore small villages, and watch how the landscape changes with the seasons. Every scent, every color, every feeling becomes inspiration.

Next comes true olfactory research. We capture key aromatic elements like helichrysum, juniper, and cypress. Sometimes, we chase more elusive scents — the fresh earth after rain or the warm aroma of ripe wheat.

Once we define the essence, we work with master perfumers to craft a unique fragrance. This artisanal phase demands patience, precision, and a deep love for the craft. We refine every detail to create a perfect balance that mirrors the original experience.

After achieving the ideal formula, we move to production. We use natural, local ingredients, always choosing quality and sustainability first.

Finally, the packaging — inspired by the beauty of the land — completes the journey. Every fragrance becomes a personal invitation to experience the authentic soul of Val d’Orcia.

What were the biggest challenges in launching La Via dell’Acqua? How did you overcome
them?

Launching La Via dell’Acqua came with two big challenges: telling our story authentically and creating a product true to our values of quality, sustainability, and craftsmanship.

We didn’t just want to sell fragrances. We wanted people to experience the spirit of Val d’Orcia.
To do this, we focused on real storytelling. We used vivid imagery, heartfelt content, and live experiences that let people truly connect with the land.

The second challenge was production. We carefully chose local artisans who shared our passion for craftsmanship and high standards.
We also worked to lower our environmental impact, using recyclable, reusable, and eco-friendly materials at every step.

Each challenge made us stronger. Today, La Via dell’Acqua stands as a true reflection of Val d’Orcia’s beauty, authenticity, and timeless spirit.

What makes your fragrances unique compared to others on the market? Is there a particular
ingredient or method that defines your brand?

What makes our fragrances unique is their ability to tell the true story of Val d’Orcia through a powerful sensory journey.
These are not just perfumes. Each scent is an authentic experience, rooted in the land’s culture, traditions, and landscapes.

We use only natural ingredients—like helichrysum, cypress, juniper, artemisia, and bergamot.
Each element captures the soul of Val d’Orcia.

Our process is fully artisanal: slow, attentive, and eco-conscious.
We preserve the purity of raw materials and honor traditional craftsmanship.
The result is more than a pleasant scent—it’s an emotional journey that awakens memories and a deep sense of connection.

This bond between land, ingredients, and craftsmanship is what defines La Via dell’Acqua—a true olfactory signature of Val d’Orcia.

Growth, Vision & The Future

Where do you see La Via dell’Acqua in the coming years? Are there exciting projects or new
fragrances in development?

In the coming years, we envision La Via dell’Acqua growing stronger with new creative projects and exciting collaborations.
We’re working on expanding our collection with new fragrances and introducing artisanal candles that will deepen the sensory experience inspired by Val d’Orcia.

A particularly exciting project is our collaboration with a renowned Venetian architect to create a designer bottle.
This exclusive piece will feature recycled Murano glass, merging sustainability, artistry, and craftsmanship in a truly unique design.

We’re also thrilled to announce the opening of a dedicated Art Gallery for La Via dell’Acqua.
Here, contemporary art will interact with our fragrances, creating an immersive, multisensory experience for visitors.

For us, the future is about innovation, sustainability, and the constant pursuit of beauty—rooted deeply in the heart of Val d’Orcia.

Where do you believe is the perfect place to showcase your perfumes? Do you see
opportunities to expand, perhaps into the U.S. market?

We believe the perfect setting for showcasing our perfumes is one that amplifies the essence of La Via dell’Acqua: spaces where art, design, and nature harmonize.
Niche boutiques, exclusive hotels and resorts, art galleries, and immersive concept spaces reflect our brand’s unique experience.

We see great potential for international growth, particularly in the U.S. market. American consumers value authentic experiences, unique stories, and artisanal craftsmanship—values that lie at the heart of La Via dell’Acqua.

In the coming years, we plan to bring our fragrances overseas, forming strategic partnerships with brands and retailers who share our vision.

Our goal is to grow while staying true to the roots that inspired us—sharing the story of Val d’Orcia with the world through the universal language of fragrance.

Besides fragrances, is there another passion or project you’d like to explore in the future?

We have many exciting ideas on the horizon. Beyond fragrances, we plan to develop creative projects that showcase the unique identity of Val d’Orcia. This land is our starting point and endless inspiration.

We’re exploring design objects, artistic creations, and wellness or sustainability experiences. Our goal is to share the authentic essence of this territory in fresh, meaningful ways.

Val d’Orcia will always be at the heart of our work. From here, we aim to launch new ideas and collaborations that highlight its beauty and culture in innovative and surprising ways.

The Essence of Italy

Italy has a long tradition of craftsmanship and beauty. What does “Made in Italy” mean to
you, and how does it shape your work?

For us, “Made in Italy” stands for quality, attention to detail, and a true passion for beauty. It’s a rich heritage rooted in our country’s history and culture—a symbol of excellence admired worldwide.

Made in Italy influences everything we do: from choosing materials to the artisanal care in each product. It defines the elegant aesthetic and distinctive design of La Via dell’Acqua. As ambassadors of Made in Italy, we protect and elevate the skills and traditions of our land, blending authenticity, innovation, and sustainability.

Each fragrance is more than just a product. It’s an expression of the unique beauty of Val d’Orcia and the philosophy of Italian excellence.

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From Vision to Identity: A Designer’s True Foundation

Your career spans nearly 15 years, with experience in Serbia, Montenegro, and now London. How have these diverse environments shaped your approach to fashion design?

They have certainly influenced me in different ways. At the beginning of my career, while exploring my unique fashion signature, the experience of getting to know different cultures was incredibly valuable. It was a period of intense learning, where I familiarized myself with materials, their textures, functionality, and various crafting techniques. Different cultures and traditions significantly shape creativity, aesthetics, and the path to self-expression.

Ultimately, all of this is presented in a way that reflects how the designer perceives the atmosphere and wishes to share their vision with the world.

Your education at Italian Academy del Lusso provided a strong foundation, but your evolution as a designer came through real-world experiences. What were the defining moments that solidified your identity in fashion?

A key moment in my journey was when I consciously began approaching fashion with awareness. I discovered staggering facts about how fashion and clothing impact nature and the environment we live in. The scale of this issue today is enormous. While it is discussed, I believe it is still not addressed enough.

Sustainability in fashion is crucial, and I wanted to contribute to this conversation by promoting eco-conscious design, ethical production, and responsible consumption.

Fashion is an industry of transformation. How has your creative direction evolved over the years, and what remains the core of your design philosophy today?

With multiple fashion shows, competitions, and international exposure, how do you maintain a distinct signature in an industry that constantly reinvents itself?

I believe every designer, or anyone expressing creativity, must first understand themselves. This foundation helps build a strong brand identity that stands out. It creates a clear visual language and message for the audience. Trends come and go, but staying true to your vision and aesthetic is key. Within that framework, you can explore, innovate, and refine your style—no matter how fashion evolves.

The Art of Fashion as a Lifestyle

Your work is not just about creating garments—it’s about shaping a vision. How do you integrate design, craftsmanship, and lifestyle into a seamless expression of your artistry?

I strive to live my artistic vision and share my story authentically. Communication is key—both with my audience and the people I meet daily. By listening, I gain new experiences, ideas, and constructive feedback. These exchanges spark emotions, inspire creativity, and strengthen my connection to the real world.

Running a fashion brand requires both strategic business acumen and artistic integrity. How do you navigate the balance between creative freedom and commercial success?

Beyond defining a strong brand identity, mission, and values, ongoing market research is crucial. Trends offer inspiration, but they should be reimagined through a designer’s unique vision. I view market and trend analysis as an opportunity to learn, adapt, and explore diverse perspectives—responding to the evolving world around us. By integrating these insights, designers can create authentic pieces that reflect their artistic expression while still meeting commercial demands.

The industry comes with its share of challenges. What are the most complex obstacles you’ve faced, and how have they influenced the way you approach your work today?

There have certainly been many obstacles along the way. Once I accepted them as a natural part of my development, I started seeing them differently. Given how fast we live today, one of the major challenges was technological advancement, digitalization, and adapting to new tools, platforms, and social media for promotion. Resilience and embracing change were necessary, especially as they required quick, innovative solutions. Maintaining productivity and creativity was another hurdle.

Today, my focus is on establishing a balance between creativity and eco-friendly practices, reducing waste, embracing sustainability, and prioritizing quality over quantity.

Fashion is not only about trends but also about longevity and authenticity. In a market saturated with fast fashion, what is your perspective on staying relevant while preserving artistic integrity?

Staying true to my vision. Listening to that inner voice that never sleeps.

Emphasizing sustainability.

Continuously pushing boundaries.

Developing and maintaining exceptional craftsmanship, focusing on details and high-quality finishing.

Limiting overproduction.

Igmar – Crafting the Future of Luxury Handmade Fashion

Igmar represents a new chapter in your career, focusing on handmade, customized fashion pieces. What was the driving force behind this transition, and how does it reflect your vision for the future of fashion?

The driving force behind our work is our commitment to sustainability and a deep concern for the environment, which is reflected in our brand’s vision. This is how the idea of Igmar came to life and continues to evolve. We prioritize the use of eco-friendly materials, such as sustainable yarns, to ensure a positive impact on both the fashion industry and the planet. Comfort and the well-being of our consumers are also central to our mission. We focus on providing warmth, softness, and a sense of coziness, ensuring that each product promotes relaxation and comfort. By embracing these values, we aim to contribute to creating a more sustainable, responsible, and compassionate fashion industry.

Craftsmanship is at the core of your latest designs. What makes Igmar’s handmade sweaters, scarves, and accessories stand out in today’s industry?

Our products stand out for their high-quality materials. We carefully select soft, durable, and sustainable fabrics. Special attention is given to every detail. Each item is handmade with a meticulously considered construction, finished seams, and overall durability. We produce in small batches, making each piece unique and exclusive. By planning and executing each piece with precision, we minimize waste, ensuring sustainability in every step.

Now based in London, a hub for cutting-edge fashion, how has the city influenced your creative process and the way you approach design and brand positioning?

When I arrived in London, I quickly started exploring places where handmade products are sold to truly feel the atmosphere. Besides the many events, fairs, and selling points, I was thrilled by how much people here deeply appreciate handmade craftsmanship, dedication, and the emotion woven into each piece. This motivated me even more to continue creating new products and participate in the beautiful exchange of energy that this city so generously offers. I felt that Igmar was in the right place and on the right path.

Looking ahead, what are your aspirations for Igmar? Do you see collaborations, new collections, or expanding into different areas of design?

Igmar is open to new collaborations, both locally and in Serbia. Since we craft items on demand, we strive to respond promptly to new collections—sometimes in the current season’s colors, other times in the form of new designs or even completely new products.

Igmar is in the process of developing long-term ideas. As we are still in the early stages, I would love to share more once everything reaches its final phase. What I can say is that, in the future, we will create custom clothing tailored to the individual needs of our clients.

The future of fashion is evolving rapidly. With sustainability, customization, and craftsmanship taking center stage, where do you see the role of designers like yourself in shaping the next era of fashion?

I would love for us to make an impact, especially in raising awareness about sustainable fashion and its significance today. We will continue to explore new materials and production methods to push the boundaries of craftsmanship, preserving traditional techniques while innovating and revitalizing them.

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My Journey in the World of Beauty 

How It All Began

“My journey into the beauty industry started in 2000 when I was just 15. From the moment I stepped into this world, I knew I had found my passion. As an apprentice, I absorbed every technique, every movement, and every detail from seasoned professionals. Each day brought new challenges, but I embraced them with determination.

By 2002, everything clicked. A vision formed—one that would shape my career and define how I live and breathe beauty today. Looking back, I’m grateful for every lesson, every mistake, and every breakthrough that brought me here.”

“Did I Always Know This Would Be My Career?”

“Without a doubt. From an early age, I felt drawn to beauty, not just as an industry but as a way of life. The elegance, the artistry, and the confidence radiating from well-groomed women fascinated me. As a child, I studied the smallest details—perfectly styled hair, polished nails, and the graceful way women carried themselves. Beauty wasn’t just about appearance; it was about the joy and confidence found in those rituals.

The women in my family inspired me the most. My grandmother, despite her humble life in the countryside, never let go of her signature hairstyle—a perfectly maintained perm that symbolized her elegance and pride. My mother, even after long, exhausting days working in rugged, mountainous terrain, always made time for self-care. Her nails were always neat, coated in soft, delicate polish.

These small but powerful acts of self-care left a lasting impression. They taught me that beauty is more than skin deep—it’s about self-expression, confidence, and the way we honor ourselves through everyday rituals.”

Beauty as a Way of Life

“Over the years, I’ve realized that beauty isn’t just my career—it’s my lifestyle. It’s about embracing self-care, celebrating individuality, and finding joy in the little things. That belief fuels my passion every day. Through my work, I help others feel their best, inside and out. And nothing brings me greater fulfillment than seeing that transformation come to life.”

“What Inspired Me to Open My Own Beauty Studio?”

A Vision, Passion, and Entrepreneurial Spirit

“My biggest inspiration came from a vision I had as a teenager—a deep desire to create something of my own. Even at a young age, I felt an entrepreneurial spirit within me, always pushing me forward. That passion never faded; instead, it grew stronger with time.

At just 19, I opened my first beauty salon. Of course, it ended in my first business failure. But that didn’t stop me. If anything, it fueled my determination. Over the years, I explored various entrepreneurial ventures—spanning from service industries to manufacturing and even agriculture. Each experience added a new layer to my understanding of business and resilience.

Looking back, I can only be grateful. Every success, every setback, and every risk shaped me into the professional I am today—someone who passionately builds a career in the beauty industry.”

The Defining Moment That Changed Everything

“There was a turning point that redefined my journey—my divorce. It was a life-changing moment that forced me to reflect, reset, and rediscover my strength.

Before returning to beauty, I ventured into another business—designing and selling children’s clothing. It was a serious endeavor, an invaluable experience, but ultimately, not a successful one. However, what I learned during that time became a stepping stone for everything that followed.

Every decision, every challenge, and every lesson led me to where I am today. Beauty is not just my profession—it’s my purpose.”

Overcoming Challenges in Entrepreneurship

“Starting my own business came with countless challenges. Some were expected, while others caught me off guard. But each one pushed me to grow, adapt, and build resilience.”

Facing the Unknown

“One of my biggest fears was navigating the administrative side—laws, paperwork, and bureaucracy. I constantly questioned whether I had enough knowledge or where to turn for the right information. Everything felt familiar yet completely foreign at the same time. The uncertainty was overwhelming, but I refused to let it hold me back.

Then came the financial aspect—how to manage revenue, cover expenses, and keep the business afloat month after month. I vividly remember juggling three side jobs just to support my vision. Long hours spent waiting for customers felt like an eternity, testing my patience and determination.”

Pushing Through the Struggle

“Did I overcome every challenge? The truth is the questions never stop. There’s always that voice asking, Can I do this better? Can I do this differently? But one thing remains certain—I confront every challenge head-on, trusting in a higher guidance and moving forward, no matter how uncertain the path may seem.

Walking through the unknown build’s strength. Every obstacle brings experience, and experience leads to knowledge. And knowledge? That’s what truly sets us free.

I never hesitated to learn from those who had already walked this road. I listened to their experiences, read books on entrepreneurship, and immersed myself in podcasts. But the most transformative step in my journey was pursuing my education in Systemic-Psychodynamic Organizational Consulting—a program that gave me the tools, confidence, and perspective to navigate the weight of entrepreneurship. Now, as I complete my final work on the subject, I see how invaluable this knowledge has been in carrying me through the hardest moments.”

The Takeaway

“Every challenge is an opportunity to grow. The key is to face it, trust the process, and keep moving forward. No matter how difficult the road gets, the lessons learned along the way will always be worth it.”

Beauty Studio Sensa: A Vision Brought to Life

What Makes Sensa Unique?

“Studio Sensa is not just a beauty studio—it is a carefully crafted vision that has been waiting for the right moment to come to life. Rooted in an idea that first took shape in my teenage years, it was always meant to be more than just a place for beauty treatments. It is a space where expertise, artistry, and community intertwine to create something truly special.

At the heart of Sensa lies a “concept story”—a philosophy that sets us apart. Each area of service is led by a dedicated professional, an expert in her craft, ensuring a high level of specialization. This structure allows us to offer a wide range of services while maintaining an intimate, boutique-style experience. But beyond the services themselves, what truly makes us different is the sense of unity and connection that defines our studio.

From the moment clients walk through our doors, they feel the energy of a space designed not just for transformation, but for belonging. It’s a place where beauty is celebrated, where expertise is shared, and where every individual is valued. At Sensa, we don’t just provide beauty services—we create an experience, a feeling, a story that every client becomes a part of.”

Complete Beauty and Care Experience at Sensa Beauty Studio

“At Sensa, we believe in offering more than just a typical beauty salon experience. We combine expertise, dedication, and a welcoming atmosphere to help each woman rediscover her source of beauty. Our approach goes beyond treatments; it’s a holistic experience that starts from the moment a client walks through our doors.

It all begins with a warm smile and the question: “Welcome! What would you like to drink?” This first moment of attention and hospitality sets the tone for everything that follows. Afterward, we offer a personalized consultation – we listen carefully to each client’s needs and desires and together, we design the perfect treatment plan.”

A Wide Range of Services

At Sensa, we believe true beauty comes from the balance of both external and internal care. That’s why we offer:

• Hair services – cutting, styling, and hair treatments
• Facial care – treatments tailored to different skin types
• Manicure and pedicure – from classic care to luxurious treatments
• Massages – relaxing, therapeutic, and anti-cellulite
• Hair removal – with carefully selected products
• Professional makeup – for all occasions, from everyday to glamorous looks

In addition to our treatments, we also feature a sales section with carefully curated products for hair, face, and body care, as well as unique jewelry and accessories that complete any woman’s look and style.”

Beauty Inside and Out – Our Philosophy

“What sets us apart is our focus on personal development and inner care. We are proud to have a personal development expert as part of our team because we truly believe that outer beauty can’t shine without inner balance. I clearly remember when I first visited the employment office to create this role, they asked me, “Is there a need for this in the beauty industry?” My answer was straightforward – absolutely yes!

Here, we nurture not just the body, but the mind and spirit as well. In an atmosphere of support and understanding, personal development topics have become an integral part of our concept. This is what makes us truly unique and why our clients keep coming back – because here, they receive the complete experience of care, beauty, and inner balance.”

The Importance of Following Beauty Trends and How We Implement Them at Sensa

“In the ever-evolving beauty industry, staying updated with the latest trends is crucial. At Sensa, our team actively participates in seminars and training sessions to stay informed about the newest developments. However, what truly matters is how we implement these trends. We understand that not every woman is ready to embrace every trend, and that’s perfectly okay. We focus on building personal style, tailored to each client’s unique preferences.

Our approach is about suggesting changes and introducing “new” elements in a way that aligns with the client’s needs and desires. It’s all about offering a subtle and non-invasive approach, ensuring the results feel natural and personal. This way, clients feel comfortable and confident, while still experiencing the latest trends in a way that suits them best.”

Choosing Products and Techniques – A Balanced Approach

“When it comes to selecting products, we focus on composition and quality. We only choose products that are among the best in the market and have proven to deliver exceptional results. Client satisfaction is our top priority, and we carefully evaluate each product’s effectiveness.

As for techniques, we choose them based on the end goal – the desired outcome of each treatment. Whether it’s hair, nails, skin, or facial treatments, we tailor our techniques to meet each client’s individual needs. It’s all about balancing quality, innovation, and practicality, ensuring that the techniques we use deliver the best possible results for every client’s unique situation.”

The Role of a Beauty Salon in the Life of a Modern Woman

“In today’s fast-paced world, taking care of oneself has become a fundamental part of daily life. Beauty salons, especially those that offer a comprehensive range of services, play a significant role in this routine. At our salon, we understand the modern woman’s need for efficiency and relaxation, which is why we offer everything under one roof. Why is this important? Because it saves time—a precious commodity. Our “Diva” treatment, for example, allows clients to have their hair colored, nails done, and pedicure completed all at once, allowing them to make the most of their time.

But it’s not just about saving time. It’s about offering an experience—a full package that allows clients to relax while still getting everything they need done. From body and face massages to hair styling, accompanied by relaxing music and our signature “Sensa” drink, every visit becomes a moment of self-care. This holistic approach gives modern women the much-needed opportunity to recharge and enjoy a few precious moments for themselves. And in our busy world, those moments of self-care are truly invaluable.”

Client Experience – What They Really Want

“The key to our success lies in the trust we build from the very first meeting. It’s essential for clients to feel heard and understood, and once that trust is established, we move on to discussing their wishes, followed by the practical possibilities. Our approach is personalized, as we believe that every client is unique with individual needs.

We strive to solve every challenge, whether big or small. While some issues require a bit more time and dedication, like hair thinning, oily scalp, ingrown nails, or skin conditions, we are committed to providing solutions. Every journey with our clients is a partnership, and together, we work toward achieving the best possible results. The process may take time, but we’re always with them every step of the way.

At Sensa, it’s not just about looking good—it’s about feeling good and empowering women to prioritize their well-being.”

Is Experience or Innovation More Important in the Beauty Industry? How Do You Balance Both Aspects?

“In the beauty industry, both experience and innovation are equally important, and they complement each other. Experience provides the foundation for applying innovation effectively because it is based on real-life situations and client needs. Through experience, we learn how to recognize the specific characteristics of hair, skin, or face, and how to choose the right technique or product to achieve the best possible result.

The post Where Art Meets Beauty: Sensa Beauty studio appeared first on Uniukiyo Experience.