EU Support empowers a young Montenegrin entrepreneur to establish her own business and produce eco-friendly toys.
Jasna Radenović, a young female entrepreneur from Montenegro, runs a creative company that specializes in manufacturing eco-friendly toys. Residing in the town of Plav, located in the northeastern region of Montenegro, Jasna is a mother of three. With a population of over 3,000 inhabitants, Plav serves as the central hub of Plav Municipality, which boasts a population exceeding 9,000 residents. A decade ago, Jasna aspired for her children to have toys crafted from natural materials. Given the limited selection available in Montenegrin stores at the time, Jasna conceived the idea of creating the toys herself. “Wood was a readily available material in our city. Initially, I began crafting stacking toys, gradually tailoring the designs to suit the age and needs of my children,” reflects Jasna. However, over time, this humble pastime transformed into something more substantial, leading Jasna to transform it into a full-fledged business.
“Today, we create eco-friendly toys using wood and fabric, catering to children of all ages. Our toys facilitate learning in areas such as mathematics, first letters, musical notes, and geography. They contribute to the development of motor skills and stimulate children’s imagination.”
In 2020, Jasna seized the opportunity and applied for the National Employment Agency’s business start-up scheme, which received funding from the European Union and the Government of Montenegro. This financial support enabled her to establish her company, “Three Wolves.” “Today, we create eco-friendly toys using wood and fabric, catering to children of all ages. Our toys facilitate learning in areas such as mathematics, first letters, musical notes, and geography. They contribute to the development of motor skills and stimulate children’s imagination,” explains Jasna.
Aside from the grant provided by the EU through the Employment Agency, which Jasna utilized to acquire machinery and essential materials for toy production, she also received valuable mentoring support to enhance her strategic planning and marketing skills. Through the regional project titled “Promoting Inclusive Labour Market Solutions in the Western Balkans,” funded by the Austrian Development Agency, the UNDP Country office offered mentoring assistance to participants of the self-employment program. “Since I had no prior business experience, I was uncertain about which products to focus on and how to effectively present myself in the market. However, I received exceptional support from mentors,” shares Jasna.
While Jasna aspires for her products to become a trademark brand of Montenegro, she acknowledges the challenges faced by women entrepreneurs in the country. “The most challenging aspect is balancing personal and business responsibilities. It requires effective time management with three boys of different ages, ensuring their schooling and extracurricular activities are well-taken care of while simultaneously developing the business,” admits Jasna.
“If you don’t try, you’ll never know the extent of your capabilities. I am confident that, like me, you will receive help and support from the system.”
About the project
The grant program aimed at supporting self-employment and business start-ups is a direct grant worth €3.5 million. It is co-financed by the European Union and the Government of Montenegro. This initiative, known as the “Self-Employment Grants Program,” is part of the broader EU-Montenegro Employment, Education, and Social Welfare Program (SOPEES), which has a total funding of €18 million from EU pre-accession funds (IPA II). The implementation of the program is carried out in collaboration with the Ministry of Economic Development and the Ministry of Finance and Social Welfare, receiving support from the EU Delegation in Montenegro.
Supporting women in business is crucial, especially considering that they spend an average of 10 years of their lives on unpaid work and household care. The significance of this support has been further highlighted during the COVID-19 pandemic, with women’s unpaid work and household responsibilities surpassing male labor by 92%. A recent UNDP survey revealed that while 11% of women reported not usually engaging in housework, the proportion among men was much higher at 42%.
Jasna acknowledges the existence of prejudices against women entrepreneurs, which can discourage those embarking on their own business ventures. She shares her experience, stating, “When people discover that a woman is the director, there is often a lingering question of whether she is up to the challenge. However, I remained determined to succeed and overcome such biases. Fortunately, I did not encounter significant barriers within the system. On the contrary, everyone was supportive and helpful.”
Jasna encourages unemployed women to believe in themselves and apply for programs that promote women’s entrepreneurship. She firmly believes that taking the initiative is essential, remarking, “If you don’t try, you’ll never know the extent of your capabilities. I am confident that, like me, you will receive help and support from the system.”
