Creative Mentorship, in collaboration with the Embassy of Sweden in Serbia and the Swedish Institute, implemented the SHE Pioneers programme from September to November 2024. The program was designed for young women and women in leadership positions across various sectors, with a particular focus on the creative industries, culture, arts, and media. One of the main goals of the program was to create a growing network of women in Serbia aimed at knowledge exchange, mutual support, and business collaboration.

SHE Pioneers was dedicated to empowering participants to successfully develop their leadership skills in a complex and unpredictable world while managing dynamic work environments and adapting to changing social circumstances. The program consisted of four pre-recorded digital lectures, one interactive workshop, and two live networking events. Participants were expected to prepare for the workshop by watching all online materials, which were provided in advance. Digital sessions that participants followed throughout the project enriched their existing knowledge and experience and working with an expert during the online workshop provided the opportunity to ask direct questions and resolve uncertainties related to their current projects and ideas. The opportunity to meet in person at the opening event at the Swedish Embassy fostered a sense of connection with other participants, while the final networking event enabled networking with other professionals from different fields, expanding opportunities for new collaborations and projects.

List of participants

1. Ana Bojčić, Director, Škrabac – Škrabac is a local brand specializing in the production of clothing and accessories featuring original illustrations. All products are created from scratch in collaboration with local manufacturers and artisans, using carefully selected materials.
2. Marija Jovanović, Executive Editor, Journal.rs – A lifestyle portal.
3. Ana Miladinović, Director, Znanje pod lupom – Znanje pod lupom is a nonprofit organization founded with the aim of providing young children with the experience of a children’s museum. The organization is currently focused on designing, producing, and organizing interactive thematic exhibitions for children, with the ultimate goal of establishing a children’s museum.
4. Gordana Vukov Ciganjik, Director, Klara i Rosa – The Klara i Rosa association is dedicated to developing and promoting contemporary artistic practices in Serbia. Since its founding, the association has been creating programs that engage the local community, artists, and a broader audience.
5. Maja Knežević Birmančević, Director, Maja Knez Design – Maja Knez Design is a sustainable fashion brand that produces unique clothing and accessories made from natural materials, with a strong emphasis on upcycling. The brand’s mission is to reduce fashion waste and promote environmental protection.
6. Natalija Tasovac, Senior Corporate Sales and Strategy Manager, P&G – P&G produces and sells numerous well-known brands in the FMCG industry, including Pampers, Ariel, Lenor, Fairy, Gillette, Venus, and many others.
7. Marija Kojić, Director, Andramolja – Andramolja was founded by professionals in education and the arts who wanted to address the challenges of growing up in today’s world. Years of experience in early childhood education and development have shaped the organization’s focus—from creating play materials to designing spaces for play, learning, and exploration within communities.
8. Marija Rodić, Director, MikroFAF and Satibara – The Satibara association specializes in audiovisual production, promotion, and education, with a strong focus on film as a tool for combating discrimination and driving social change. The organization is best known for the MikroFAF festival and inclusive film programs, such as the My Close-Up film club. Through its projects, it has made significant contributions to the decentralization of cultural content in Serbia. The association has no permanent employees.
9. Tamara Zidar, Director, Nani Zani – Handcrafted products made from natural materials for mothers and babies.
10. Biljana Branković, Director, Archiplay – Design and production of educational architectural toys.
11. Zvezdana Vuletić, Community Partnership Manager, Coca-Cola HBC – Coca-Cola HBC Serbia & Montenegro, one of the largest bottlers of Coca-Cola company brands.
12. Vanja Nikolić, Director, Vanja Tačka – Vanja Tačka is a studio for artistic creation that provides mentorship support for book writing through writing programs, education, and individual coaching. It offers writing workshops for children, as well as therapeutic and personal writing workshops for groups. The company also creates and sells books, tools for creative work and writing, and educational materials.
13. Blanka Šupe, Director, Haos Space – A coworking space and community for startups and entrepreneurs in Serbia.
14. Aleksandra Popović, Director, Fabrika Fotografa – A photography school.

Activities within the SHE Pioneers project

The SHE Pioneers project began with a reception at the Swedish Embassy Residence on November 4th, where participants had the opportunity to meet the Swedish Ambassador to Serbia Charlotte Sammelin, connect with each other, exchange experiences, and introduce themselves. Following the reception, participants received four educational video materials specifically designed for women in leadership positions, which they were required to watch within 15 days. The topics of the four digital sessions — “Rumbling with Uncertainty,” “Designing How You Team,” “Inclusion Starts with U,” and “Empathy and Conflict Resolution” — enriched their existing knowledge and experience.

On November 19th, the online workshop BOOST UP & Optimize Your Workflow Balance was held, led by Nana Radenković. During the workshop, participants discussed the materials they had previously reviewed, while the instructor provided additional insights and practical advice for identifying personal strengths, boundaries, and motivators. Nana Radenković, co-founder of the first creative hub in the Balkans – Nova Iskra, has extensive experience working with startups, businesses, hubs, and organizations. She is also an alumna of the Creative Mentorship program and a member of its Advisory Board.

On November 26th, the participants attended the panel discussion Mentorship as a Valuable Tool for Personal and Professional Growth of Women at the Creative Mentorship Conference – With a Mentor, It’s Easier! held at the Artget Gallery in Belgrade. The program concluded with a cocktail reception and networking event at the Swedish Embassy Residence, where participants received their diplomas and had the opportunity to connect with representatives from the creative, business, and media sectors.

In addition to providing participants with additional education and empowerment in team and project leadership, the program enabled them to connect and share their experiences. All participants (100%) rated their participation in the program as beneficial, while 70% expressed a desire to stay in touch with other participants and potentially find opportunities for further collaboration.

Here are just a few of their statements:

🔹 “I would like to thank you for the invitation and the opportunity to participate in the program. It was a pleasure!”

🔹 “I am glad I had the chance to meet the entire team and fellow participants, and I look forward to staying in touch.”

🔹 “Thank you for inviting me and giving me the opportunity to be part of this program! Meeting Nana after the workshop was crucial—she supported me with valuable insights and concrete steps on what needs to be done. I am also happy to have met so many amazing pioneer women!”