Transforming a Simple Hobby into a Thriving Business

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.

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.”