My internationally recognized work spans from Belgrade to Cape Town. Today, beside running a successful studio in Bečići, Montenegro I am often present in demanding engagements within the fashion industry – from events like Fashion Weeks, to magazine editorials and contests. Equally, as one of the founders of the ‘Redken academy’ in Belgrade, I have filled roles of an instructor and mentor, technical director and a creative leader. These three trajectories – creative director, business consultant and educator – converge in my work philosophy. My practice always primarily revolves around my customers – their requirements, needs and attributes. I adjust to it my approach that consists of three phases – learning, complementing and supplementing. Because of learning from and about my clients, I am able to understand and complement both clients’ sensibilities and their hair’s traits. Then, through professional cutting, colouring and styling techniques I amplify their individuality into a personal style. Finally, by accenting hair’s inherent features, I emphasise its natural shine and vitality, using Argan oil for the final touch. As a result, my client’s hair retains it’s form and allows easy and continuous care despite the passage of time. Bjelica Hair, my new project, is an effort to share these ideas and values by offering succinct strategies covering every aspect of hair care business. The program encompasses hair care, education, product distribution, and consulting. The leading idea of my work philosophy and practice is that a successful hairdresser acts as extension of the client’s personal style, revealing the full potential of individual natural beauty. Only then the client will truly be satisfied and his external beauty will be an expansion of his inner features.
