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Antonija Mić
Episode · #603

POSLOVNI ĐIR Antonija Mijić

Guest Antonija MićHosted by Ojdana KoharevićMay 3, 2026
About this episode
What you'll hear in this conversation

Most people, when they choose a career path like civil engineering, stick with it. Antonija Mijić was not most people. After two years of engineering school, she let her heart pull her in an entirely different direction: designing and creating jewelry. It was a hobby that had started with making pieces for herself, then friends, then a growing circle of admirers. Today, Antonija is the owner of Wonderland, a jewelry design business in Split, Croatia. Her story is one of transforming a passion into a formalized enterprise, navigating the challenges of bureaucracy, and building a brand in a market often dominated by informal work. This conversation explores the quiet determination required to make a creative business not just survive, but thrive, by balancing artistic vision with practical realities.

Insights from the conversation
What to take from this episode
01
Antonija Mijić initially pursued civil engineering, only to realize two years in that her true calling was jewelry design. The lesson isn't to abandon all plans, but to recognize when an involuntary, long-standing passion is a stronger signal for a career path than any academic degree.
02
Deciding to formalize her business, Antonija explicitly states she 'couldn't sleep peacefully' before opening her craft. For some entrepreneurs, the peace of mind and long-term stability of operating legally, even with the associated costs, outweighs the perceived benefits of informal work.
03
Early in her business, Antonija used self-employment grants to cover social contributions and purchase materials, calling it a 'stepping stone.' Government incentives, when diligently pursued, can provide crucial financial runway for new ventures, allowing founders to focus on building without immediate cash flow pressure.
04
In her early days, with a small child, Antonija often worked until 'three, four, or five in the morning' for 'ridiculous' hourly rates. The unseen cost of transforming a hobby into a viable business is often years of extreme personal sacrifice and minimal immediate financial return.
05
Antonija describes herself as the type of person who 'doctors' (thoroughly researches) anything she starts, reading, studying, and making calls to understand bureaucracy. What seems like an insurmountable barrier for many can be broken down into manageable steps by a proactive, detail-oriented approach.
06
Having never opened a physical store, Antonija operates Wonderland entirely online, selling unique pieces directly to customers via social media. For niche creative products, a direct-to-consumer online model can be the most efficient path to market, allowing for creative freedom and controlled overheads.
07
Recognizing that there was no formal education or industry support for her specific type of jewelry making, Antonija taught herself everything from material selection to proper adhesives. In emerging or unconventional creative fields, entrepreneurs often become their own experts, developing proprietary techniques through trial and error.
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