Ines Županović
Episode · #728
POSLOVNI ĐIR Ines Županović
Guest Ines ŽupanovićHosted by Mojdana KoharevićMay 3, 2026
Ines Županović
About this episode
What you'll hear in this conversation
Leaving a two-decade career in banking for the beauty industry might seem like an abrupt shift, but for Ines Županović, it was a deliberate move driven by what she calls "material fatigue." She didn't just step away from a stable career; she started over, teaching herself a new trade from the ground up. As the owner of Rožada d.o.o. in Split, Ines has spent the past thirteen years building a successful beauty salon, cultivating a loyal team and a steady clientele in the heart of a rapidly changing city. This conversation explores the specific choices behind such a significant career change, and how an economist built a hands-on service business by focusing on team, structured planning, and an unwavering commitment to self-reliance.
Insights from the conversation
What to take from this episode
01
After more than two decades in banking, Ines Županović felt what she calls "material fatigue" and a strong desire to build something independently. The drive to create her own path often pushes individuals to leave established careers, even if it means stepping into an entirely new field.
02
As a trained economist with no practical beauty knowledge, Ines started by reading literature, then enrolled at Aspira University to become a cosmetologist. Entering an unfamiliar industry as an entrepreneur means prioritizing practical skills and formal training over past academic credentials, effectively becoming a student again to master the craft.
03
Ines initially envisioned her salon as "a small oasis" for relaxation, but economic realities pushed her to offer more commercial services like nails and pedicures. An entrepreneur's initial vision, however passion-driven, must adapt to market demand and commercial viability to ensure the business's long-term sustainability.
04
Ines admits she didn't foresee Split's tourism boom; she chose the beauty industry because it felt "safe" and "always survives." Sound business decisions are sometimes made for fundamental, enduring reasons rather than prescient market predictions. Focusing on evergreen demand can be a more reliable strategy than chasing trends.
05
Despite Split's heavy tourism, Ines's salon primarily serves locals through structured appointments, with some tourists booking a month in advance. A service business can build a loyal, year-round clientele by prioritizing its local residents, even in a high-traffic tourist location, rather than simply relying on transient walk-in demand.
06
Ines stresses that "without a team, there is no business," and proudly mentions some employees have been with her for all thirteen years. Employee loyalty and long-term commitment are not just a bonus but the core engine of a service business, built on mutual respect and shared success between management and staff.
07
While she received a small, non-refundable grant at the start, Ines emphasizes her satisfaction in earning her own income and paying her team's salaries independently. The ability to generate sufficient revenue to sustain operations and provide for employees is a deeper measure of entrepreneurial success than initial external support or subsidies.
08
Even when starting in an unfamiliar field, Ines created a business plan and "stuck to it." A structured business plan provides a critical framework, guiding decisions and offering a stable reference point through initial uncertainties, proving its value even when pivoting into a new industry.