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Osnaživanje, stil i inspiracija spajaju se u svakom izdanju našeg magazina.
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December 3, 2025
She is a computer engineering graduate who stepped into the world of fashion to help her mother and navigate the uncertainty of the 1990s. Two decades later, we know her as the founder of the fashion brand “Luna,” a businesswoman, an IWEC Award recipient, and a finalist for the prestigious EY Entrepreneur of the Year award. What began as a small family workshop has grown into a company that now employs around 200 people — and is expanding into the U.S. market. Biljana Jovanović is, without a doubt, a woman we can learn a great deal from.
F: When you close the office door and look at everything you’ve built — which three business achievements do you consider the greatest from your perspective?
BJ: The first thing that comes to mind isn’t a number — it’s the fact that Luna has survived for more than three decades and is still growing. In a world that changes constantly, staying true to yourself while remaining relevant is a major achievement.
The second one is that we built an organization with a soul. It’s not a company in the technical sense — it’s a community. More than two hundred people, mostly women, who come to work with a sense of belonging. Many of them have been with us for over ten years. You can’t buy that; you build it day by day.
And third — perhaps the most personal — I managed to stay true to myself. In everything I do, even in difficult moments, I haven’t lost the person I was at the beginning. A girl working in a small basement, who believed that a business could be built honestly, thoughtfully, and with emotion. And even today, when I close the office door, what brings me the most joy is the feeling that I never strayed from that first intention.
F: How does one find the courage to start a business, and what should women pay attention to in the beginning?
BJ: My entry into business wasn’t planned. I’m an IT engineer by profession, and my life could have gone in a completely different direction. But as a final-year student, I decided to help my mother, who had already started a small tailoring workshop. At first it was temporary, out of necessity, with no idea that it would become my life’s path.
I started because I wanted to support her, but I stayed because I found something deeply fulfilling in the work. It allowed me to combine two strong sides of myself — analytical thinking and creativity. Even more importantly, it gave me the chance to create an environment that matched my values and standards. That feeling of building something on your own terms was crucial.
Everything after that unfolded gradually. A lot of work, a lot of unknowns — and slowly, things began to take shape.
For women who are now standing at a crossroads, maybe the only thing they need to hear is that you don’t need all the answers at the beginning. We didn’t have security, or capital, or a clear plan. But we had the desire to work, to be independent, to create something of our own.
Looking back, I don’t see great bravery at the start, but rather a quiet decision to try. Courage came later — in the years when you must stay, take responsibility, work hard, and refuse to give up.
F: What does your typical day look like now? Which rituals help you stay focused and calm? And equally important — what did you have to sacrifice to build everything you have today?
BJ: I don’t know many women who are more active or energetic than I am, but I always start my mornings slowly. I like to enter the day gently, at my own pace. I try to steal every minute for myself. I adore flowers, and when the weather is nice, my favorite thing is to sit on my terrace, drink my coffee, and look at all the greenery I’ve planted. My terrace is full of flowers — one of those small personal joys.
I have breakfast slowly, without rushing. I’m not one of those women who run or work out as soon as they open their eyes — I’m not that “sporty type.” But I make up for it later by running around the company, up and down the stairs, between departments, meetings, the workshop, and the office. I truly believe that counts as physical activity.
To stay focused and calm, I try to stay grounded. I don’t chase perfection. I no longer try to do everything. I’ve learned to delegate, to say no, to stop when it’s time to stop. That isn’t easy, especially for women used to carrying everything — but it has been essential for my balance.
And sacrifices… there were many. You can’t build anything meaningful without leaving something behind. But I tried hard to stay true to who I am — as a mother, a woman, and a friend. And I believe that’s what truly matters in the end.
F: What was the most difficult moment in your career?
BJ: One of the hardest moments for Luna happened during the pandemic. Until then, we had grown year after year — steadily, thoughtfully, with a clear vision. And then COVID came. It was a difficult period for many businesses, but for the fashion industry, it was a hit to the very core. People weren’t going out, events were canceled, stores were closing. Clothing was no longer anyone’s priority.
For the first time, I asked myself: Are we going to survive this?
Although I didn’t say it out loud back then, I believe our slogan “The Power of Femininity” was born in those days — not as a marketing message, but as a deeply personal experience. The strength to endure when you don’t know what tomorrow brings. The strength to not give up — not on yourself, not on your people.
I’m proud that we made it through. Proud that we didn’t lay off a single employee. And especially proud of the women who are the heart of Luna. After a relatively short break, they returned to work — to sew, to create, to believe. It was a collective courage I will never forget.
In that darkness, we didn’t just survive — we grew from within. We became even more aware of who we are and why we exist. And once again, it became clear that femininity is not a weakness but a source of strength. That has been our identity from the beginning. And that’s why Luna today is stronger, deeper, and more authentic than ever.
F: If you had to name five qualities that pushed you forward the most, which would they be — and how did you develop them?
BJ: I don’t think there’s a formula or a list of five guarantees for success. But looking back, there are several traits that supported me at key moments.
Perseverance.
Not the loud kind that pushes at all costs — but the quiet one that says “I keep going,” even when you’re unsure of the direction. That perseverance has often been stronger than talent, knowledge, or circumstances.
Discipline.
The everyday kind — not inspiration or grand plans, but simple consistency. Getting up and doing what you said you’d do. I learned it through work and responsibility toward others.
Openness to learning.
I never had a problem asking, admitting I don’t know something. I learned from seamstresses, directors, younger and older colleagues. That helped me grow without needing to know everything myself.
Intuition.
Something you can’t explain but know you need to follow. I learned to trust it, especially when it didn’t match “logic.”
Belief in people.
I’m not someone who easily lets go of control. I like oversight; I like everything passing through my eyes. And yes, there were times when control felt safer than trust. But over time, I learned that if you lead people without trusting them, you’re not leading — you’re managing. And that may work short-term but never creates longevity. Choosing trust gave me the greatest reward: a team that stands strong even when I’m not there.
F: What are the things every businesswoman should pay attention to — the things people rarely talk about? What do you wish someone had told you at the beginning?
BJ:
I wish someone had told me that success isn’t the end of the journey — it’s the beginning of a new kind of responsibility. And that the more your business grows, the less peacefully you sleep.
I’d also say: working hard isn’t enough. You must know where you’re going. Many women burn out because they keep pushing without seeing the bigger picture — not out of laziness but because no one stopped and said, “Pause. Look at the whole picture. Where is this leading you?”
It took me time to learn that work without direction can swallow your days.
Another thing: business isn’t just about the product. It’s also about numbers, laws, documents, contracts. Few people enjoy that part, but that’s where stability lives. If you want your business to last, you must learn to love even what you don’t naturally love.
And third: protect your energy. You don’t need to — and shouldn’t — be available to everyone all the time. Learn not to respond immediately. Learn not to explain everything. Real strength isn’t in carrying everything — it’s in knowing what truly requires you and what doesn’t.
And maybe the most important thing: surround yourself with people who won’t tell you what you want to hear, but what you need to hear — in business and in life. Those are the most valuable people you have.
F: What advice would you give to women thinking about starting their own business — especially those who don’t have “ideal conditions,” just determination and a strong desire?
BJ:
If I had to give just one piece of advice, it would be: don’t wait for the perfect conditions. They almost never arrive. Businesses are not born from perfect circumstances — they’re born from the courage to take the first step while everything is still uncertain.
Everything that looks stable and successful today once began as someone’s doubt, someone’s fear, or someone’s sleepless night. No woman entrepreneur started fully ready — but many started sincerely, decisively, and from the deepest part of their inner strength.
That is the power of femininity — the ability to create, nurture, persist, and turn the impossible into possible even when circumstances don’t predict it.
Don’t fear beginnings. Don’t fear mistakes. Fear only betraying yourself.
Surround yourself with people who inspire you and push you forward — not those who explain why “it’s not the right time” or “not realistic.” Choose people who move you forward, not those who feed your doubts. People who believe in your intuition even when they don’t fully understand it. People who recognize your value even when you forget it.
In business, you will fall many times — but each time you rise, you’ll rise stronger, wiser, and more connected to yourself.
And finally, believe in your feminine signature: the intuition that sees ahead of others, the gentleness that can be braver than force, the creativity that doesn’t ask for permission to exist. These are gifts no school can teach — and the business world deeply respects when it feels them.
So start. With desire, with determination, with imperfections — and with the full strength of your femininity.
Because the world truly needs what only you can create.
