Melanija Pavlović, CEO of JAF Serbia, on the changing demands of the furniture and interiors industry, the company’s growth and its ambitions for 2031
The construction, architecture and interior design industries are undergoing significant changes. What is changing most rapidly in the Serbian market, and where do you see the greatest opportunities for JAF?
The biggest change is not simply in materials and technology, but in customer expectations. Today, customers want quality, speed, reliability and complete solutions, rather than just individual products. Architects, furniture manufacturers and investors increasingly prioritise functionality, aesthetics, sustainability and personalised spaces.
I see JAF Serbia’s greatest potential in combining high-quality materials, specialist expertise and modern processing services. That is why we are investing in production capacity, technology and portfolio development. Our goal is to support customers as a trusted partner, from the initial idea through to completion.
How does Serbia compare with other countries in the region and Europe? Where have we made the greatest progress, and which trends do we still need to embrace?
Serbia has made considerable progress in architecture, interior design and furniture manufacturing. We have creative architects, talented designers and companies capable of competing internationally.
Since 2019 we have doubled our turnover from €10 million to approximately €20 million
However, there is still significant room to improve productivity, automation, digitalisation and the adoption of circular economy principles. As part of the international JAF Group, we benefit from exchanging knowledge and applying European best practices. I believe our future competitiveness will depend on combining innovation, efficiency and sustainable business practices, while continuously investing in people.
JAF Serbia is preparing a new development strategy for 2027–2031. What kind of company do you want JAF Serbia to become over the next five years?
My vision is for JAF Serbia to become recognised as one of the region’s leading partners for materials, processing services and innovative solutions in the interiors and furniture industry.
Since 2019, we have doubled our turnover from €10 million to approximately €20 million, developed two distribution centres and established three showrooms. Our next phase will focus on production automation, introducing IMOS software, digitalising business operations, developing new segments and improving the customer experience.
I want JAF Serbia to be a company that does more than sell materials — one that creates added value, builds lasting partnerships and sets high standards across the industry.
Is there something you once considered essential to a successful and fulfilling life that matters less to you today? Conversely, what have you learned to value more over the years?
Earlier in my career, I associated success more closely with achieving goals, working intensely and constantly seeking new challenges. Today, I understand that success is measured not only by results, but also by how we live and the impact we have on others.
I have come to value time, health, genuine relationships and peace of mind much more. Experience has taught me that leadership is not about having all the answers, but about knowing how to listen, make decisions and take responsibility.
Ambition remains a driving force in my life, but I now place greater importance on balance, authenticity and the people with whom we share our achievements.
