“Duraline” Furniture: A Man’s Vision, A Woman’s Strength, A Business Success

“My husband Srđan started this journey with a clear vision, but at one point, I realised I wanted to be a part of it—not just as support, but as a driving force for change,” says Jasmina, now the owner of ”Duraline”.

The early days were challenging, and support from others was uncertain, but Jasmina never gave up. “People often used to tell me that we wouldn’t be able to make a living from this. But I knew that when you believe in what you do, every challenge can turn into an opportunity,” she explains.

Today, the company specialises in furnishing residential and commercial spaces according to architectural designs, as well as producing high-quality custom-made furniture, where special attention is given to both design and craftsmanship.

A turning point in their business came with support from the European Union through the EU PRO Plus programme. A grant of 43,303 Euros enabled them to purchase a CNC machine, which increased production speed by up to ten times. “This technological advancement didn’t just improve our work—it also gave us the opportunity to hire two more people, which is something I value deeply,” Jasmina adds.

But for Jasmina, success isn’t just about numbers. Her dedication to the community is reflected in donations of furniture to a local primary school and kindergarten in Jagodina—showing that women in business do more than build the economy; they strengthen society as well.

Her message to women who want to start their own business is clear and powerful:
“Don’t wait for someone to support you—when you believe in yourself, obstacles turn into stepping stones to success.”

This initiative was part of a broader effort of the EU PRO Plus programme to strengthen local economic development through backing of micro and small enterprises local self-governments across Šumadija and Western Serbia, and Southern and Eastern Serbia. The Public Call for Proposals for Procurement of Equipment and Introduction of Services for Entrepreneurs, Micro, and Small Enterprises resulted in 113 projects (out of 610 applications received) with a total value of 3,564,397 Euros. The EU provided 2,731,787 Euros to support enterprises focused on production and services, including information technology, architectural and engineering activities, health and social care, tourism, and maintenance and repair services. The initiative emphasised job creation proportional to grant size and corporate social responsibility benefiting local communities.