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Jelena Bikić
Episode · #301

POSLOVNI ĐIR Jelena Bikić

Guest Jelena BikićHosted by Bojana KoharevićMay 3, 2026
About this episode
What you'll hear in this conversation

What begins as a hobby often stays a hobby, but for Jelena Bikić, the owner of Silvan, a casual interest in natural cosmetics became an unexpected path to entrepreneurship. Faced with a difficult job market, she and her partner chose to create their own opportunity, building a brand that quickly gained recognition, even landing a mention in *Vogue*. Her story offers a look at how a deeply personal background—Jelena is a master of art history—can shape a business, turning a passion for natural products into a compelling narrative that resonates with customers. From transforming her father's workshop into a small laboratory in rural Dalmatia to securing a distribution deal with a major national retailer, Jelena has built Silvan on self-reliance and a commitment to local sourcing. Her journey challenges the conventional wisdom about where and how a successful business must start, proving that authenticity and patience can open doors that grander plans might miss. This conversation explores the deliberate steps she took to scale a handcrafted product, from initial concept to national shelves, and what it takes to stay grounded while growing. Readers will consider how personal history can become a brand's unique selling proposition, the strategic value of starting small, and why building a solid reputation precedes any major commercial push.

Insights from the conversation
What to take from this episode
01
Jelena Bikić's business, Silvan, began as a casual hobby with her boyfriend, evolving into a full-time venture when steady employment was scarce. The time to turn a passion into a profession isn't always when you plan it; sometimes, it's when the market pushes you to create your own opportunity.
02
From the outset, Silvan focused on design and telling a story through its products, a strategy that helped them earn a mention in *Vogue*. People don't just buy a product; they buy into a narrative, and building that narrative early can secure unexpected recognition.
03
Jelena, a master of art history and English, imbued Silvan's name (an ancient Illyrian deity of wild nature) and design with her academic background. Your previous expertise, no matter how unrelated it seems, can be a hidden asset that shapes a unique brand identity.
04
Silvan sources ingredients like Adriatic sea salt and Mosor spiny broom honey from local Croatian producers. A commitment to local sourcing not only supports other small businesses but also grounds the product's natural claims in verifiable origins.
05
Silvan's production takes place in Kljači, her ancestral home in the heart of Zagora, rather than an urban center. Choosing a rural, personal location can become a core part of the brand's identity, especially for natural products, connecting the origin directly to the story.
06
Silvan's first production space was a transformed workshop in her parents' home, which they converted into a small laboratory. You don't need a purpose-built facility to begin; sometimes, the most effective 'laboratory' is an existing space repurposed with ingenuity.
07
It took three years of building a quality product and a compelling story before Silvan felt confident enough to approach a major retailer like DM. Significant distribution deals aren't about shortcuts; they're the result of patiently building a track record and a reputation before making the pitch.
08
Asked if she'd prefer to be a professor, Jelena notes she's "incredibly happy" with entrepreneurship, finding it the right choice for her. The path you're 'supposed' to take isn't always the one that brings the most fulfillment; sometimes, creating your own path is the only way to find it.
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