POSLOVNA ŠPICA Željko i Kristijan Ilić

Guest Željko i Kristijan IlićHosted by Saša PetarMay 3, 2026

Željko i Kristijan Ilić

About this episode

What you'll hear in this conversation

The Ilić family has run a shoemaking workshop in Zagreb since 1967, a rare example of a craft business thriving across three generations. Željko Ilić took over from his father, and his son Kristijan, originally trained in healthcare, joined him in 2010. Their story isn't just about preserving a trade; it's about adapting it to a changing world, where quality and trust matter more than ever. They navigate the shift from disposable consumer goods to a renewed appreciation for durability, showing how a traditional craft can become more relevant, not less. This conversation offers a clear view into how deep expertise, combined with modern communication, can sustain a business for decades and redefine what a "shoemaker" means today. You'll leave understanding how a reputation built on trust becomes a moat against fleeting trends.

Insights from the conversation

What to take from this episode

Željko Ilić describes the secret to over 55 years of business as "quality and customer satisfaction," emphasizing good treatment, on-time delivery, and using quality materials without compromise. Sustained business isn't built on a single transaction; it's built on a complete experience, where every promise kept and every detail of the craft reinforces customer trust.

Kristijan Ilić, the third generation, initially had "prejudices" against being a shoemaker. Now, when he tells people his profession, they react as if he's a doctor, with "a hundred questions" about their shoes. As skilled trades become rarer, their perceived value rises. Scarcity transforms a common craft into a sought-after expertise, turning past stigma into present prestige.

The Ilić workshop now focuses almost exclusively on repairs, having so much demand they no longer have time to make new shoes. True market demand often dictates specialization. Rather than trying to do everything, a business can find its strongest position by leaning into where customer need is most acute.

Željko notes that in the last 10-15 years, people have started buying quality shoes again, realizing cheap synthetic footwear caused issues like "fungus on their feet" because it "doesn't breathe." Consumers eventually learn the hidden costs of cheap goods. When a product impacts health or comfort, the market eventually swings back to valuing durability and natural materials over low price.

Many new clients arrive "by recommendation" or after finding the workshop online, showing how word-of-mouth remains powerful alongside digital presence. Digital outreach doesn't replace organic reputation; it amplifies it. The internet becomes a tool for new customers to find a business already validated by existing ones.

The host suggests a "Healthy Foot" blog, noting the Ilićs already sell "knowledge" alongside repairs. This happens in a field where Zagreb had 300 shoemakers a decade ago, but now only 38 remain. In a declining trade, deep expertise becomes a unique asset. The value isn't just in the physical repair, but in the advice and understanding that only a master of a rare craft can provide.

The Ilićs acknowledge that while natural leather is still superior for durability and foot health, there's a tension with modern concerns about animal products. Even in traditional crafts, material choices now involve a complex balance between proven quality, ethical considerations, and evolving consumer preferences.

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