Diplomacy&Commerce Montenegro - No. 08 - January-February 2025
AMBASSADOR'S INTERVIEW
ROMANIAN EXPERIENCE AS A GUIDE FOR MONTENEGRO'S EU PATH
H.E. VIOREL ARDELEANU Ambassador of Romania to Montenegro
UNCORKING THE JOURNEY
DUŠAN JOCIĆ Project Manager of “Wine of Montenegro” online platform
DANILOVGRAD –A CITY WITH OPEN DOORS
ALEKSANDAR GRGUROVIĆ Mayor of Danilovgrad
HAJ NEHAJ FORTRESS A BLEND OF HISTORY, NATURE, AND TRANQUILITY
HORECA INNOVATIONS: ELEVATE YOUR EXPERIENCE
TEA BABIĆ TV journalist and ex Miss Montenegro THE PUBLIC IS INCREASINGLY OPEN TO AUTHENTIC AND QUALITY LOCAL FASHION
UNVEILING STYLE'S SECRET QUALITY AND FRESHNESS: THE KEYS TO DEVELOPING MONTENEGRO'S DAIRY SECTOR
BORIS ĆALIĆ Fashion designer
Mercedes-AMG: brend!
Više od 55 godina, AMG se zalaže za vrhunske automobilske performanse, ekskluzivnost, efikasnost i veoma dinamično zadovoljstvo u vožnji.
Ljetopis Automotive d.o.o., Kralja Nikole
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Dear readers, Welcome to the eighth issue of Diplomacy & Commerce Montenegro magazine! Once again, we bring you carefully selected topics and analyses addressing key issues in diplomacy, economy, culture, and global trends that shape the reality in Montenegro. In this issue, as in previous ones, our goal is to provide a deep, yet comprehensible perspective on the events that are transforming our world, with a special focus on Montenegro’s role on the international stage. On this journey, we are greatly assisted by our numerous contributors, each of whom offers a unique perspective on the reality that surrounds us.
The world we live in is becoming increasingly complex, and the role that small countries like ours play in global relations has never been more important to consider through the lens of contemporary challenges and opportunities. Therefore, through interviews with leaders from various sectors, experts, and policymakers, our aim is to objectively and impartially provide insight into the key developments taking place on Montenegro’s diplomatic and business scene. Furthermore, through the authored articles of our correspondents, you will be introduced to significant topics related to sustainable
development, the country’s natural beauty, history, and culture.
We would like to thank all our readers and partners for their trust and support. We will continue to strive to provide content that not only informs but also stimulates critical thinking and contributes to constructive discussions on the key issues of the time in which we live.
Interview with H.E. Viorel Ardeleanu Ambassador of Romania to Montenegro
Romanian Experience as a Guide for Montenegro's EU Path
The 2024 year was a very important and very rich year for Romanian – Montenegrin relations. In the context last year's bilateral high-level visits organized with the support of the Embassy of Romania to Montenegro, H.E. Viorel Ardeleanu, Ambassador Extraordinary and Plenipotentiary of Romania in Podgorica expressed his thoughts on the topics related to bilateral relations, economic development and accession of Montenegro to the EU, based on Romanian experience.
Your Excellency, Mr. Ardeleanu, can you please review the most important events that marked Romanian – Montenegrin relations in 2024?
Indeed, as already highlighted, the year 2024 was an exceptional year in the consolidation of
the bilateral dialogue between Romania and Montenegro. Two visits took place at the highest level, President Jakov Milatović was in Bucharest in March, and President Klaus Werner Iohannis paid an official visit to Montenegro in October 2024. During the two official visits, it was discussed about strengthening the special partnership between the two Allied countries, the ways Romania can support Montenegro in the negotiation process for accession to the EU, as well as the regional and international developments. Also, the Deputy Prime Minister, Filip Ivanović, paid an official visit to Romania in June 2024, in his capacity of former Minister of Foreign Affairs. In this context, Ministers Ivanović and Odobescu, signed a new program for cooperation between the two Ministries of
WE WORK TO INCREASE THE NUMBER OF ROMANIAN INVESTORS IN MONTENEGRO AND VICE-VERSA. THIS WILL HELP DIVERSIFY AND CONSOLIDATE THE MONTENEGRIN ECONOMY.
Foreign Affairs, a program that includes different activities to be organized in the upcoming years. In June 2024, took place the visit to Montenegro of a big business and cultural delegation led by the president of Dolj County Council and Mayor of Craiova. On this occasion, in the capital Podgorica was inaugurated a street with the name “Krajova” and with the support of the International Academy Mihai Eminescu from Romania, was unveiled the bust of the national poet of Romania “Mihai Eminesku” in a central location of
Podgorica. Between Dolj County and the Municipality of Podgorica there is a cooperation agreement between local councils and it has started to yield results. In November 2024, was organized the visit of the State Secretary of the Ministry of Interior, the Head of the Emergencies Situations Agency, Mr. Raed Arafat. A bilateral cooperation agreement in the field of civil emergencies was finalized, an agreement that will probably be signed in January 2025 by the Ministers of Internal Affairs of Romania and Montenegro.
VIOREL ARDELEANU
H.E. Ambassador of Romania to Montenegro
Mr. Ambassador, can you please review the impact of EU membership for Romania until now?
The benefits of EU accession for Romania took form of a steady growth of the GDP from 100 billion euros in 2007 to a GDP of 350 billion euros in 2023. This is an unprecedented development in Romania's recent history. But free participation in the EU Single Market of 450 million people, without any taxes, requires a very consistent harmonization of the national legislation. In order to start receiving structural and cohesion funds from the EU, Montenegro has to adjust and implement EU Acquis. This helped us a lot in building infrastructure, modernizing our economy and increasing the standard of living in Romania to the average of EU member-states. The fact that Romanian GDP per capita surpassed already thus of Bulgaria, Greece, Croatia, Hungary and is equal to that of Poland and other EU countries, proves the special benefits obtained due to belonging to this European Union.
What role could Romania play in strengthening economic relations with Montenegro? Economic cooperation has been on an upward trend in re-
EACH YEAR WE ARE ORGANIZING AT LEAST ONE ECONOMIC FORUM WITH THE PARTICIPATION OF ROMANIAN AND MONTENEGRIN COMPANIES AND WE IDENTIFIED GREEN AND SUSTAINABLE ENERGY AS ONE THE PRIORITIES OF OUR BILATERAL ECONOMIC COOPERATION.
The Assembly of the Romanian city of Craiova has decided to name a street in the historic part of the city after the capital of Montenegro and to erect a monument to Petar II Petrović Njegoš nearby. How do you see this gesture in the context of further strengthening cultural and historical ties between Montenegro and Romania, and what other initiatives are planned to deepen the cooperation between our countries?
Given the growing focus on sustainability and green energy in Europe, are there any joint initiatives or projects between Romania and Montenegro in these fields that could benefit both countries and strengthen their partnership in tackling global challenges?
cent years, but more is needed. The potential is much greater. In November 2024, one of biggest Romanian companies in the field of smart city and public lightening opened an office in Podgorica. Other Romanian companies are doing trade or invest in real estate sector of Montenegro. We work to increase the number of Romanian investors in Montenegro and vice-versa. This will help diversify and consolidate the Montenegrin economy. Our companies have now reached a high level of financial maturity in order to internationalize and the Balkan region is a priority region for them. If there will be enough fiscal incentives, Montenegro could become a "hub" for expanding the Romanian economic presence throughout the region. Romanian Embassy will continue to organize, as we did in previous years, annual economic forums in Montenegro, but also to support the functioning of the new formats of cooperation, such as: bilateral Business Club, bilateral Chamber of Commerce, Romanian-Montenegrin Economic Commission and bilateral trade economic missions in tourism, HORECA and IT sectors.
Between Podgorica municipality and Dolj County Council there is a political declaration of cooperation signed a few years ago. Craiova is the capital of the Dolj County, and after Bucharest, the biggest municipality in the Southern part of Romania, with a population of around 300.000 people. Craiova is a powerful industrial city, an important university center and a great cultural center. The local Council of Craiova approved to give the name Podgorica to a street the City Center, near the parc Nicolae Romanescu, one of the most important historical objectives of Craiova. It will be followed by a monument of the great historical and cultural personality of Montenegro, Petar II Petrović Njegoš, which will be placed in this neighborhood. The significance of these events is great for the friendship between Romania and Montenegro. The children and students from Craiova will have the opportunity to learn who was the poet, philosopher and state personality of Petrović Njegoš and to understand better the Montenegrin culture and history.
Sustainable and green energy represents an important objective for Romania too. Romania`s intention is to increase the part of green energy in the national mix and there are several new capacities of solar, wind and hydro systems to be built in the following years. At this moment 40% of the total energy in Romania is produced by renewable sources. The Romanian companies obtained a lot of experience in this field and are ready to share this experience and knowledge with the Montenegrin companies. Each year we are organizing at least one economic Forum with the participation of Romanian and Montenegrin companies and we identified green and sustainable energy as one the priorities of our bilateral economic cooperation. There is an intention declared by an important Romanian company in the field of green energy to expand its collaboration relations in Montenegro in the future. Currently the company is taking steps to open a branch for the Western Balkans in Skopje in North Macedonia and we hope that soon this company will also approach the Montenegrin market.
Photo: Romanian Embassy to Montenegro
HORECA Innovations: Elevate Your Experience
All interested parties are invited to join the fair on March 11th from 12 PM to 7 PM, and on March 12th from 10 AM to 7 PM at the Imanje Knjaz. Visitors will have the chance to network with renowned exhibitors, discover the latest trends, and find reliable partners.
Entry is FREE, and to secure your ticket, register via the Instagram page horecafairmne or the website www.horecamne.com
SPONSORED BY
The HORECA FAIR MONTENEGRO represents one of the central events for professionals in the tourism and hospitality industry.
This fair will bring together numerous domestic and international companies from various fields related to hospitality, making Podgorica a key event hub for the HORECA industry.
At the exhibition part of the HORECA FAIR MONTENEGRO 2025, visitors will have the opportunity to explore the equipment for kitchens, restaurants, bars, and hotels, security and reservation systems, the assortment of manufacturers and importers of renowned brands in the field of IT solutions, as well as pastry and bakery products, workwear and footwear, bedding, cleaning equipment, professional literature, and publications.
The program will feature engaging topics for all restaurateurs, hoteliers, and visitors, including:
• interactive presentations at the booths
• showcasing of hospitality skills
• live ice cream and cocktail-making, using the latest equipment, and product tastings.
CONFERENCE PROGRAM AND EXCLUSIVE MASTER CLASSES
“This year’s fair offers a comprehensive conference program with over 20 lectures and panels. We particularly highlight the panel on employment in tourism, where the challenges and potential solutions will be discussed. Hoteliers and restaurateurs, who face employment challenges year after year, will receive useful advice on how to better prepare for the upcoming season. The program also includes lectures on digital marketing, cybersecurity, as well as trends in gastronomy and hospitality. For those wishing to enhance their skills, exclusive master classes will be organized,” said the organizers.
Exploring Romanian traditions, history and its significance
Mărțișor
Mărțișor is a traditional Romanian celebration observed on March 1st, marking the arrival of spring. It is a time-honored tradition deeply rooted in Romanian folklore and customs, being celebrated the Nature Reverence. This tradition is also celebrated in Eastern Serbia, Republic of Moldova. A very similar traditional practice of “Martenitsa” is celebrated in Bulgaria, while “Martinka” is known in North Macedonia and similar traditions are also spread within the different rural areas from Southeastern Europe.
The origins of “Mărțișor” can be traced back to ancient Roman and Dacian rituals celebrating the rebirth of nature. Over time, it evolved into a symbol of hope, renewal, and the triumph of life over winter's cold grasp. In the Romanian language, "Martisor", meaning "Little March", and imply an object made from two intertwined red and white strings with hanging tassel.
The legend says that on the first day of March, Spring encountered a snowdrop striving to emerge from the snow at the forest's fringe. Eager to assist, she began clearing away the icy snow and twigs, making room for the flower to bloom splendidly. Her aid to the snowdrop incited Winter's wrath, prompting it to dispatch wind and frost to obliterate the delicate plant. In an effort to shield it from the cold,
Spring cradled it in her hands, suffering cuts in the process, but her efforts were in vain as the snowdrop succumbed to the freeze. However, a droplet of her blood that fell on the snowdrop's petals miraculously revived it. Thus, Spring triumphed over Winter! The hues of the “Martisor” thread symbolize this epic clash, representing the blood of Spring on the snowdrop's white petals against the backdrop of snow!
The “Mărțișor” typically consists of a small trinket, often a red and white thread intertwined. The red symbolizes vitality, while the white represents purity, luck, and the promise of new beginnings. So, “Mărțișor” is more than just a celebration of spring; it holds deep cultural significance in Romanian society. It is a time to honor traditions, foster connections, and express appreciation for loved ones.
On 1 of March, Romanians exchange “Mărțișor” as tokens of goodwill, friendship, and affection. It is customary for men to offer nice hand-made “Mărțișor” to women, symbolizing respect, admiration, and appreciation. There is no limit on how many pieces of “Mărțișor” one person can give and recieve!
Throughout history, “Mărțișor” has been a symbol of resilience and hope during challenging times. It has served as a reminder of the strength and endurance of the Romanian people, even in the face of adversity. Today, “Mărțișor” continues to be celebrated with great enthusiasm and reverence across Romania. Festive gatherings, colorful decorations, and the exchange of “Mărțișor” are central to the celebrations.
“Mărțișor” holds particular significance for Romanian women, symbolizing their importance and contributions to society. It is a day to honor and celebrate the strength, resilience, and beauty of Romanian women. It can be worn the entire month of March to bring good luck. In conclusion, “Mărțișor” is a cherished tradition that embodies the spirit of spring, renewal, and community in Romania. People continue to honor and preserve this cultural heritage for generations to come.
Source: Romanian Embassy in Montenegro
Photo: Romanian Embassy in Montenegro
Saturday, 1 March, 2025
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Aleksandar Grgurović, Mayor of Danilovgrad
Danilovgrad –A city with open doors
Over the past two years, Danilovgrad has witnessed significant changes and developmental strides, thanks to the vision and strategic approach of the local government. Mayor Aleksandar Grgurović reflects on the key projects that have marked his mandate thus far, along with plans to further enhance the quality of life for citizens. In this interview for our magazine, he emphasizes the importance of infrastructure modernization, preservation of cultural identity, and support for youth as cornerstones for future progress. He also discusses the challenges faced by local communities and opportunities to improve cooperation with state institutions and the business sector.
OUR GOAL IS NOT JUST THE CONSTRUCTION OF PHYSICAL STRUCTURES AND ROADS BUT THE CREATION OF A COMMUNITY WHERE EVERY MEMBER FEELS SECURE AND INCLUDED.
Mr. Grgurović, you have been serving as the Mayor of Danilovgrad for two years. What are the key activities you have implemented so far, and what do you plan to achieve during your mandate?
The past two years have been marked by continuous achievements, stemming from the dedicated and collaborative work of local government bodies, public companies, and institutions founded by the Municipality. All projects – whether long-anticipated reconstructions or new initiatives – are the result of
cooperation, strategic resource management, and a partnership-based approach with citizens.
I would particularly highlight projects in infrastructure development, enhancement of public utility services, and support for the cultural and sporting life of the city. Their implementation has demonstrated the power of unity and the importance of a strategic approach to developmental challenges.
The long-awaited reconstruction of the Martinićki put (road), a critical step in improving traffic
infrastructure, is entering its final phase, and this is a source of pride for the local government. The expansion of the road network and the start of asphalt paving on the road to Studeno represent strategically significant advancements for our community, whose potential we are just beginning to tap into. The section from Štitarica to Ružica, spanning 14 kilometers, leading to the Bjelopavlićki Katun on Sinjajevina Mountain, has been completed. This mountain is of exceptional significance to our citizens – not only for its natural beauty and resources but also for its historical importance. The eastern entrance to the city, with the reconstruction of Lazar Đurović Street and the construction of a new roundabout near the city’s Health Center, has gained a new dimension. Additionally, the successful completion of asphalt paving on numerous local roads has improved access and daily life in the rural parts of Danilovgrad. Roads connecting the upper and lower monasteries of Ostrog, one of the most significant religious centers in Montenegro and the region, have been repaired. Today, these roads are safer, more functional, and modern. Special emphasis has also been placed on urban space development, with the construction of new parks and recreational zones, all contributing to an enhanced quality of life in our city. Beyond infrastructure projects, we take pride in the richness of cultural events we have organized or supported. Traditional events such as "Rijekom Zetom," "Spuško Ljeto," and "Dani Divljeg Šipka" continue to attract large audiences, while newer initiatives like the New Year’s and Spring Bazaars, the Sač Fest, and others have shown the potential to become staple gastronomic and cultural events in Danilovgrad. These events not only enrich the social life of the local community but also position Danilovgrad as a key destination on Montenegro’s tourist map.
ALEKSANDAR GRGUROVIĆ Mayor of Danilovgrad
DANILOVGRAD WILL REMAIN A CITY WITH OPEN DOORS, WHERE TRADITION MEETS INNOVATION, CREATING A SPACE FOR PROGRESS THAT WILL SERVE AS A SOURCE OF PRIDE FOR US AND FOR FUTURE GENERATIONS.
The realization of all these projects has been made possible by a responsible and prudent approach to local finances, their stabilization, and the continuous reduction of inherited debt. This financial stability enables us to allocate more resources toward future investments and significant projects.
Danilovgrad, December 9th, celebrated its 80th anniversary of liberation. Historically, the city has been recognized for its natural wealth, strategic importance and cultural and artistic heritage. What is your vision for Danilovgrad’s development, and what contemporary challenges do you face?
The significant milestone of 80 years since Danilovgrad’s liberation – coinciding with the Municipality Day on December 9th – was marked by a formal session of the local parliament. This event was attended by high-ranking state officials, members of the diplomatic corps in Montenegro, mayors and assembly leaders from other Montenegrin municipalities, as well as our reliable
THE ROLE OF YOUNG PEOPLE IS SIGNIFICANT ACROSS ALL SPHERES OF SOCIETY, BUT I BELIEVE IT IS ESPECIALLY VISIBLE AT THE LEVEL OF LOCAL SELF-GOVERNMENT. THEIR ACTIVE INVOLVEMENT BRINGS NEW ENERGY, INNOVATIVE IDEAS, AND A PERSPECTIVE OFTEN LACKING IN TRADITIONAL DECISION-MAKING STRUCTURES.
munity. Our goal is not just the construction of physical structures and roads but the creation of a community where every member feels secure and included. Naturally, this path to development is not without challenges. However, rather than seeing them as obstacles, I view them as opportunities for improvement. They teach us how to be more efficient and lay the groundwork for future projects. Through joint efforts, we have demonstrated that challenges can sometimes serve as necessary steps toward progress. Each resolved challenge reminds us of the importance of perseverance, teamwork, and adaptability.
tated through legally established mechanisms such as initiatives, citizen proposals, participation in public discussions, and engagement in local community councils. With co-financing from EU funds, we have organized numerous training sessions specifically designed for young people. Moving forward, we will undoubtedly continue to implement activities and create platforms that encourage socially responsible engagement among the youth.
partners in the joint mission of Danilovgrad’s comprehensive development –representatives of the local business community.
Earlier in the year, we organized an Academy in honor of Danilovgrad’s liberation, commemorating 80 years since the execution of young anti-fascists in Lazine, just before the dawn of final freedom. The event brought together more than 100 descendants of those executed, reaffirming the importance of preserving the memory of our ancestors, their struggle, and their sacrifice for freedom.
In this context, our vision for Danilovgrad is based on a balanced approach. On one hand, we focus on improving infrastructure, public utility services, and modernizing urban spaces. On the other hand, we are committed to preserving the cultural identity and natural wealth of our region.
I must emphasize that the development of a local self-government is not merely a series of technical or administrative decisions. It is a process involving careful planning, resource management, and constant dialogue with the com-
We will continue strengthening relations with regional and international partners to secure support for projects that go beyond the local level, bringing benefits not only to Danilovgrad but also to Montenegro as a whole.
Danilovgrad will remain a city with open doors, where tradition meets innovation, creating a space for progress that will serve as a source of pride for us and for future generations.
As a young leader, how do you view the need for youth engagement in social and political spheres? How important is it for young people to be involved in advancing the work of a local self-government like the Municipality of Danilovgrad?
The role of young people is significant across all spheres of society, but I believe it is especially visible at the level of local self-government. Their active involvement brings new energy, innovative ideas, and a perspective often lacking in traditional decision-making structures. The Municipality of Danilovgrad, under my leadership, continuously affirms its commitment to direct communication with young people and citizens in general, encouraging their active participation in decision-making processes. This is primarily facili-
Do you believe that the role of management structures at the state level in relation to local communities is adequate, and do you see opportunities for improving this collaboration?
When it comes to the Municipality of Danilovgrad specifically, the relationship with state authorities has been correct, but there is certainly room for improvement. Close collaboration between the two sides is necessary to achieve the ambitious goals we have set, and we will do everything to further enhance this cooperation.
How does the local government plan to improve cooperation with the business community? Do you have a specific action plan for attracting new investments, and can you announce any upcoming projects in the real sector for Danilovgrad?
The efforts of the municipal leadership, primarily through our commitment to developing road infrastructure, are directly aimed at improving the investment climate and creating optimal conditions for business development. This has been largely recognized within the business community, and in the year ahead, we anticipate a significant increase in investments that will be of great importance to Danilovgrad. We maintain ongoing communication with representatives of the local economy and strive to develop strong partnerships, as the overall development of Danilovgrad is our shared goal.
Photo:
Haj Nehaj Fortress
A blend of history, nature, and tranquility
As
fine weather comes and winter slowly leaves our landscape, we are inspired to explore and travel, to see something new and thus nourish our passionate blood with moments that will linger in us, like a spring of rosemary, crushed in hand, which long releases its fragrance on the fingertips.
Journey does not need to be expensive, distant, and unattainable. Why not choose a place that is easily accessible and not far away? That is exactly why it comes to me my mind to visit the Haj Nehaj Fortress this weekend, located not far away from Bar.
Haj Nehaj, a fortress with an interesting name, is located about 10 km from Bar, just below the turnoff to the Sozina tunnel that leads to Podgorica. This old medieval town is an ideal opportunity to organize a walking tour that is not overly demanding, and for this adventure, you will need no more than 3 hours, both ways. The starting point of the walking tour is the road extension before the Haj Nehaj tunnel (from Petrovac), which is located on the right side of the Adriatic highway. Continue a lit-
tle further along the macadam road towards the stone quarry, park your car, and follow the markings. The trail is well marked and leads through the stone quarry, then enters a thick forest and continues uphill to the entrance of the fortress, which is located on the western side. There is another route to Haj Nehaj at the electric lighting pole located at the intersection of the road leading to Zagrađe and the entrance to Sutomore (the macadam road immediately up on the right).
Speaking on the fortress itself, it is located at 231m height above the sea level and is first mentioned in historical records in the 15 th century, when it was also constructed by the Venetians. The official year of its first mention in historical documents is 1542. The church dedicated to Sveti Dimitrije ( Saint Demetrius) had been at the place where the fortress is now, and this church was built at the highest point of the hill that was within the city limits, hundreds of years prior to the fortress, during the time of the Nemanjić Dynasty, in the 13th or 14th century. The outlines of the church have been preserved to this day, and an interesting
The fortress dates back to the 15th century, but archaeological evidence suggests that the area was inhabited since prehistoric times, with Illyrian, Roman, and Byzantine artifacts found on the site.
fact is that it had two altars, one Orthodox and one Catholic. The only possible access to the city is from the western side, while access from all other sides is practically impossible. The only preserved entrance to the fortress is located exactly on this western side.
Haj Nehaj is essentially a medieval city in miniature and possessed all the necessary facilities for life and defense: a water cistern, a gunpowder store, military and economic structures. It has been recorded that in case of danger, the city-fortress could accommodate 900 people. Basically, the city is designed for combat with firearms. It features round towers and numerous gun-ports from a later period. Above the nearly vertical cliffs at the far eastern part lies the gunpowder store. The entire southern, higher part of the city and the area towards the entrance are filled with residential buildings. These parts may be somewhat older than the northern section. From the 16th century until November 1877, the fortress was under the Ottoman rule,
and afterwards, it has been liberated by the Montenegrins. Since then, it has been destroyed and abandoned. Within the fortifications, there are also the ruins of many buildings and staircases. It belongs to the tourist monuments of the second category of the Municipality of Bar.
Looking towards the sea, the hill Velji grad rises to the right, which is 497m high; below it is the village of Zagrađe, and beneath us is the Spičansko field and Golo brdo, where also the fortress Tabija is located.
The view from the fortress is stunning and when the weather is beautiful, it will leave you speechless. It will simply compel you to remain silent, enjoy, and surrender to the moment. On one side, your gaze will be directed towards the sea and the endless blue of the sky, while on the other side, the mountains surround you. This is the winning combination needed to heal your soul and inject the necessary amount of beauty that everyday life and cyber reality can never provide by no way.
Natal Polyclinic was founded on April 26, 1993, in Podgorica as the first private gynecological clinic with an ultrasound diagnostics department in Montenegro. We proudly began our mission as pioneers in private gynecological practice, setting new standards in providing attentive and expert healthcare for women.
Today, we have grown into one of the most modern and well-equipped private medical institutions in Montenegro and the region.
The Natal Polyclinic team consists of esteemed specialists from both Montenegro and abroad, dedicated to providing the highest quality healthcare services.
Our services cover a wide range of medical care, including specialties such as gynecology, radiology, dermatology, internal medicine, otorhinolaryngology, surgery, pediatrics, and laboratory diagnostics. Within the Natal Polyclinic, Natal Kids Pediatrics and Lab Medical Laboratory also operate, together with permanent employees and consultants, making up a team of about 70 experts.
We take great pride in emphasizing that the quality of our equipment is one of our top priorities. Guided by the principle
that prevention and modern diagnostics are the best safeguards of health, we continuously invest in state-of-the-art medical technology.
Our gynecological clinics are equipped with General Electric Voluson E10 and S10 ultrasound machines, elevating prenatal diagnostics to a level where parents can watch their baby’s movements, facial expressions, and smiles in real-time, while also detecting congenital anomalies at the earliest stages.
We also offer PCR Real-Time gynecological swabs.
In our radiology department, we highlight the Samsung V8 ultrasound machine, which enables elastography of the breast, thyroid, and liver, along with a digital 3D mammography system with tomosynthesis and X-ray imaging.
We are the only facility in Montenegro equipped with the FotoFinder ATBM digital dermatoscope, capable of mapping the entire skin surface in just 10 minutes.
With decades of tradition and commitment to quality, we have built a reputation of excellence.
Polyclinic Natal – a name that connects generations, providing safety and support to every patient.
Photo: Natal Polyclinic
Milutin Đuranović, Founder of the Dairy Company "Lazine"
Quality and freshness: The keys to developing Montenegro's dairy sector
Despite numerous challenges facing the Montenegrin dairy sector, there are entrepreneurs who strive to improve this industry with their effort, knowledge, and dedication. One such individual is Milutin Đuranović, the founder of the dairy company "Lazine."
In an interview for the Diplomacy & Commerce Montenegro magazine, he discusses the current state of dairy production, the necessary reforms, and the steps needed to advance local production. Đuranović places special emphasis on the quality and freshness of domestic products and highlights the importance of farmer education and collaboration.
Mr. Đuranović, from the perspective of national and regional competitiveness, how do you foresee the future development of the dairy industry in Montenegro?
FRESH FOOD IS A RARE PRIVILEGE FOR THE MODERN CONSUMER, BUT FOR MONTENEGRIN CONSUMERS, THE FRESHNESS OF DOMESTIC DAIRY PRODUCTS IS COMMONPLACE. I OFTEN SAY THAT LOCAL MILK WAS ON THE PASTURE YESTERDAY, IN THE DAIRY TODAY, AND WILL BE IN THE CONSUMER'S GLASS TOMORROW.
The defining characteristic of Montenegro’s dairy sector over the past decade is stagnation, rather than development. Montenegro is predominantly a country of trade and food imports, and only sporadically a producer of food. In 2024, food and beverage imports are projected to reach a record €1 billion, meaning over €2.7 million leaves Montenegro daily for imported goods. Dairy farming in Montenegro is a low-margin activity, and investors are reluctant to engage in businesses with low profitabil-
ity rates. The primary cause of stagnation is the exceptionally high volume of dairy imports from the region, often at dumping prices. It is an undeniable fact that imported dairy products are sold on Montenegrin shelves at prices over 50% lower than in their countries of origin. These dumping prices rely on the concept of marginal cost, where only variable costs and marginal profits are covered by the export price, while fixed costs are already absorbed in the domestic market. Importing at such dump-
ing prices is against the law; the legislation calls for the imposition of anti-dumping duties in such cases. Unfortunately, for a prolonged period, the relevant ministry has failed to respond to this issue or enforce its legal obligations.
Our market is very small, and due to objective circumstances, the costs of milk procurement are quite high. This is due to fragmented and dispersed farms located far from dairies, poor rural road infrastructure, and sometimes impassable roads during winter. As a result, domestic dairies cannot develop economies of scale or compete primarily on low price. In this context, the core competitive advantages of Montenegrin dairies are the quality and freshness of their dairy products. Quality is primarily linked to the raw milk collected, which comes from cows fed on
the nutrient-rich grasses of Montenegro’s pastures, abundant in medicinal herbs. Freshness, on the other hand, is tied to the short time span between production and consumption. Fresh food is a rare privilege for the modern consumer, but for Montenegrin consumers, the freshness of domestic dairy products is commonplace. I often say that local milk was on the pasture yesterday, in the dairy today, and will be in the consumer's glass tomorrow.
In the future, the production of naturally high-quality and fresh dairy products, supported by advanced technical, technological, and human resources, will remain the cornerstone of competitiveness for Montenegrin dairy products. With the rise in living standards and growing consumer awareness in Montenegro, it is reasonable to expect that consumers will prioritize healthy, natural, and fresh local dairy products over imported options with unnaturally long shelf lives, sometimes lasting several months. Additionally, we hope that the relevant authorities will finally begin to enforce regulations and prevent the import of dairy products at dumping prices. Stopping such imports would play a decisive role in moving the Montenegrin dairy sector from stagnation to accelerated development.
In your opinion, could forming clusters improve the competitive position of your business ecosystem? What operating model do you see as sustainable and beneficial for the wider community? Horizontal and vertical cluster cooperation would significantly strengthen the competitive advantages of Montenegro’s dairy sector and support the development of dairy farming. Horizontal cluster collaboration involves fostering a formal and substantive unity among domestic dairies, while vertical cluster cooperation aims to establish joint activities between milk producers and processors. Of course, achieving formal and meaningful unity in the dairy sector requires overcoming mental barriers common to stakeholders in both the production and processing sectors. It also involves prioritizing collective interests as a foundation for realizing personal benefits at a higher level than currently
WITH THE RISE IN LIVING STANDARDS AND GROWING CONSUMER AWARENESS IN MONTENEGRO, IT IS REASONABLE TO EXPECT THAT CONSUMERS WILL PRIORITIZE HEALTHY, NATURAL, AND FRESH LOCAL DAIRY PRODUCTS OVER IMPORTED OPTIONS WITH UNNATURALLY LONG SHELF LIVES, SOMETIMES LASTING SEVERAL MONTHS.
achieved. We have been working for some time to formalize unity, with significant progress already made in informal collaboration, which has produced positive outcomes both individually and collectively. I believe that initiatives such as the NGO "I love natural – I buy local" and the "Association of dairy processors and producers of Montenegro" are on track to formalization. This formalization is expected to lead to activities aimed at strengthening the market, societal, and media position of the domestic dairy sector, thereby also supporting Montenegrin livestock farming.
Do you think the government adequately supports the preservation of agriculture as a foundation for sustainable development? What recommendations would you give to state institutions to improve agricultural production?
No country in the world has developed its agriculture without state support. Interestingly, around 43% of the EU's common budget is allocated to supporting agricultural production, whereas direct budget support for agriculture in Montenegro is about 1% (compared to 5% in Serbia). Numbers often speak louder than words, and this discrepancy is a clear illustration. While budgetary support for agriculture is increasing, it is happening very slowly, which in turn slows the sector's development. I believe that agricultural development will correlate directly with the growth of the agro-budget, and with it, the development of the processing sector that buys and processes local agricultural products. In addition to financial (budgetary) support, there is also non-financial assistance. Non-financial support for the domestic agri-food sector primarily involves enhancing its market and media presence. Financial assistance will significantly boost the production of agricultural goods, while non-financial
support should help ensure that these goods reach end consumers. It is absurd that, in some cases, domestic agricultural products go to waste while the same products are being imported. Equally absurd is the scenario where primary agricultural products are exported due to an inability to sell them domestically, only to be imported later as finished goods. We should follow the example of Croatia and Slovenia, where the state has effectively promoted long-standing campaigns like "Buy local," which have successfully raised consumer awareness and encouraged the purchase of domestic products. As mentioned in the first question, preventing the import of food at dumping prices is essential. This includes enforcing all protective measures stipulated by the Law on Foreign Trade. Non-financial support also refers to changes in legal regulations that can be barriers to the development of agricultural production, such as regulations related to the import of seeds and the process of cattle insemination. More intensive and comprehensive control of the health safety of imported food can ensure a larger market space for domestic food products – I am not aware if an analysis of imported milk, or other food regarding GMO origin, has ever been done in Montenegro.
Do you believe that your company and others in your market niche can contribute to agricultural development by investing in farmer education? Do you have plans to implement similar initiatives?
Running and organizing a farm should be approached like any other business. Owning a farm only makes sense if it is economically sustainable. Agriculture is a low-margin activity, so its economic viability heavily depends on two factors: farmers' knowledge and dedication on one side, and budgetary support on the other. Montenegrin farms are generally small and fragment-
ed, making it difficult to achieve economies of scale. This makes budgetary support even more critical for ensuring farms' economic sustainability. Continuous farmer education can significantly reduce costs, increase yields, and enhance the financial viability of farms. However, even with highly knowledgeable farmers, price competitiveness for domestic agricultural products cannot be achieved if foreign budgetary support heavily subsidizes imported goods. In any case, continuous education of farmers is necessary if financial sustainability of the farm is to be ensured. Several EU and U.S.-funded projects over the past two decades have contributed greatly to raising the knowledge level of Montenegrin farmers. Programs like IPARD and MIDAS provide both direct financial support and indirect educational benefits for agriculture. Investing in the knowledge of domestic farmers is another form of non-financial support that the government should consider, as mentioned earlier. Our company’s efforts in farmer education have been limited to individual initiatives and lacked a systematic approach. What we have observed is that one-on-one, on-farm training is much more effective than group training, as farmer attendance in group sessions tends to be very low.
How adequate and supportive is the banking sector as a business development partner in Montenegro, particularly for family-owned companies such as yours?
As I have mentioned multiple times, agriculture, especially livestock farming, is a low-margin business with capital returns at a rate of just a few percent. In such a scenario, using loans is highly risky, as interest rates can consume the profits of companies in the processing industry. For this reason, we have not used bank loans. However, this approach has resulted in slower, yet very stable development. I firmly believe that only a family-run dairy, with a high level of dedication and rational (household-style) management, relying exclusively on its own capital or minimal borrowing, offers a sustainable path for the dairy business in Montenegro. This is a shared characteristic of successful Montenegrin dairies.
The Light We Do Not See
Valorization Of Montenegro's Wildernesses
LJUBIŠA BOŠKOVIĆ Founder and director of the company
“Sistem – MNE ”
Every corner of our planet has its own natural characteristics, authentic regional specifics that define and distinguish it. These features may hold great potential, even if they do not necessarily represent the most attractive natural beauties for tourists.
When we proudly say the name "Montenegro" and want to boast about what our beautiful country has to offer, besides our attractive and tall young men and women, we will mention the enchanting coastline, our hills and mountains, crystal-clear mountain rivers, abundant sunny days, and perhaps skip over some areas that, unfortunately, are not included on hiking maps or mountain routes. Yet, these untouched wilderness areas are a great asset and a tremendous opportunity for us.
It is crucial that the forward-thinking people living in such areas recognize this poten-
tial and do everything they can to make the most of it so that the rest of the world speaks of them as a shining example of how to utilize available resources properly. The valorization of these potentials can quickly improve the quality of life for the local population and significantly contribute to the economic growth of these regions.
In recent decades, tourism and agriculture have been Montenegro’s strategic economic sectors. It is undeniable that our country has the natural potential for these two industries. However, if we were to honestly analyze the human potential for these sectors, we could have a serious discussion. After all, there are numerous jokes about Montenegrins' work habits, and hospitality is not necessarily one of our strongest traits. Perhaps this explains why we import enormous quantities of food, and despite decades of investment, most of our arable land remains uncultivated. Tourism is predominantly based on a short summer season, which operates under numerous constraints,
primarily concerning road infrastructure. Given this, it would be logical to reconsider our strategic directions.
As I mentioned at the very beginning, I believe we must be wise, analyze our potential, and make the most of it. On a clear day, when looking out of an airplane window at our small country, all we see is an endless expanse of hills and rocky terrain. The first thought of an ordinary person might be that it is an impossible mission to utilize what
dominates this landscape—our rugged hills, which we cherish and even celebrate in songs—because many of these areas have remained untouched by human footsteps for decades. However, as a mechanical engineer trained to think analytically and solve problems, I firmly believe that this is a potential Montenegro must urgently take advantage of.
Global warming and climate change, caused by the burning of fossil fuels, are inflicting increasing damage on humanity year
MONTENEGRO'S PLATEAUS AND RUGGED TERRAINS ARE EXPOSED TO STRONG AIR CURRENTS FOR MOST OF THE YEAR, MAKING THEM IDEAL LOCATIONS FOR WIND FARMS.
after year. Decision-makers are responding on multiple fronts, with decarbonization being the primary focus across all sectors. In many countries worldwide, the energy sector relies heavily on thermal power plants, which emit carbon dioxide (CO2), the main greenhouse gas responsible for climate change. Most Western Balkan countries still depend on coal-powered plants as a key energy source. The European Union's energy policy has taken a clear stance on these facilities— decarbonizing the energy sector is one of its top priorities, and the only remaining uncertainty is when each power plant will be shut down. Given the growing demand for electricity, a crucial question arises: how do we replace the energy currently produced by thermal power plants? At present, the only feasible alternatives are renewable energy sources and nuclear energy.
This is precisely where I see a major opportunity for Montenegro— one that few people recognize at the moment. The vast rocky landscapes, where human feet rarely tread, are ideal locations for installing solar photovoltaic power plants. Additionally, this would provide purpose to land that has remained unused for decades. Thanks to Montenegro’s abundant sunny days, we have the potential to develop numerous electricity-generating facilities— something we often forget is a fundamental necessity for every individual. If we produce surplus electricity, our well-developed transmission network allows us to export it abroad, particularly through the undersea cable to Italy. Furthermore, advanced technologies now enable efficient storage of excess energy, ensuring it can be utilized even when immediate demand or market prices are not favorable.
The synergy between solar power generation and agriculture is becoming increasingly common in the most developed European countries, known as agro-solar. I perceive this as a significant development opportunity for Mon-
tenegro because the additional value generated from electricity production, combined with the benefits of food production, could be the decisive factor in making agricultural land—unfortunately underutilized in Montenegro— more profitable. This could serve as a strong incentive for agriculture, leading to a reduction in the unacceptably high percentage of unused arable land and ultimately decreasing food imports, which currently amount to hundreds of millions of euros annually.
Montenegro's plateaus and rugged terrains are exposed to strong air currents for most of the year, making them ideal locations for wind farms. These locations are breathtakingly beautiful, yet due to the lack of road infrastructure, they remain accessible only to a handful of passionate hikers. Constructing wind farms would lead to the development of roads, improving accessibility for a wider range of visitors. It is not uncommon for wind farms to be built even in national parks, as they have almost no negative environmental impact—producing electricity by harnessing wind energy, a renewable resource. I am deeply convinced that the construction of wind farms would bring new vitality to these parts of Montenegro. Unfortunately, they are predominantly deserted, or only occasionally visited in the summer months by a few shepherds who would eagerly welcome these projects and new roads, just as was the case on the Krnovo plateau, where a wind farm was built.
At this moment, a major race is underway in the Western Balkans to develop renewable energy projects. The key limitation for these projects is the connection to the power transmission network, as the network always has limited capacity. If Montenegro falls behind in this race, and neighboring countries build solar and wind power plants with sufficient capacity, we could find ourselves in a situation where projects in our country are no longer attractive for financing because there will be ample sources in the surround-
ing area. If this scenario unfolds, Montenegro would, as we have already learned, in addition to food, water, and all other products that we once produced within the territory of Montenegro, also have to import electricity, because with Montenegro’s accession to the European Union, the operation of the thermal power plant in Pljevlja will no longer be commercially viable, and its shutdown is inevitable, sooner or later.
Decision-makers at the highest levels must recognize that they have a responsibility—not only to the people living in these areas but to all citizens of MONTENEGRO— when it comes to valorization of our country’s potential based on the principles of sustainable development. These individuals must be visionaries, capable of identifying the potential of our land and the people who inhabit it, and find ways to utilize that potential.
They must recognize and objectively assess what resources our country has and prioritize the task of maximizing the utilization of all resources—both human and spatial—and become a shining example of a small country with beautiful people where life is like a fairy tale. If this doesn’t
happen—if there isn’t enough wisdom and determination at the top—we might experience the fate of an athlete who, as a young person, was extremely talented, someone who was predicted to have a brilliant career, but due to an irresponsible and unsporting life, that shining career never materialized, and now they are barely surviving. I sincerely hope this will not happen to us.
As a conclusion, I must repeat this once more! Now, it is all up to us — that is, it is now up to the decision-makers in our country to determine whether we will capitalize on this potential and become an exporter of electricity or simply sit back and watch our neighbors do it instead. I am convinced that those chosen by the people of Montenegro to lead the country into the European Union will recognize this great development opportunity. Alongside tourism and agriculture, the energy sector must become a stable pillar of our country’s economic growth. This will lay the foundation for Montenegro’s sustainable economic development, creating new jobs, promoting balanced regional development, and opening new roads across Montenegro’s vast and untapped wilderness.
Dušan Jocić,
Project
Manager of “Wine of Montenegro” online platform
Uncorking the Journey
Future of Montenegrin wine tourism: Platform that opens the door of the world
In the world of wine tourism, Montenegro is slowly but surely establishing itself as a destination that offers authentic eno-gastronomic experiences, with the online platform Wine of Montenegro playing an important role in this process. This ambitious project, supported by the European Union, aims to position the Montenegrin wine industry on the international stage and connect local wineries with wine lovers around the world. We discussed this, as well as the challenges and potential for developing the wine tourism in Montenegro, with Dušan Jocić, the project manager of Wine of Montenegro. In this interview, he reveals the key features of the platform, the challenges faced
THE PLATFORM IS DESIGNED AS A DIGITAL TOOL FOR PROMOTING THE MONTENEGRIN WINE INDUSTRY, WINERIES, WINES, WINE EXPERIENCES, AND ENOGASTRONOMY OFFERINGS.
by Montenegrin winemakers, and the strategies employed to attract foreign tourists and wine enthusiasts.
Mr. Jocić how did the project and platform "Wine of Montenegro" come about? In what way does the platform contribute to the development of wine tourism in Montenegro and what are its key characteristics?
The online platform WineOfMontenegro.com was
als, thereby contributing to the improvement of service quality and the sustainable development of wine tourism. By connecting local wineries with international markets, the project aims to position Montenegro on the map of top wine destinations.
In previous media appearance, you emphasized that the target group of your online platform are foreign tourists. How is your communication strategy defined? Additionally, how does your platform manage to find a way to visitors of Montenegro?
created as part of the same project funded by the European Union, through the Smart Specialization program. The platform is designed as a digital tool for promoting the Montenegrin wine industry, wineries, wines, wine experiences, and enogastronomy offerings. It includes an interactive wine map, a module for booking wine tours, and an online wine store (B2C and B2B). The platform also offers education and training for profession-
Our communication strategy is focused on attracting wine enthusiasts and tourists seeking authentic experiences. We use digital marketing, including social media, SEO, Google ads, collaboration with international tourist platforms and influencers, to promote wine tourism in Montenegro. Through stories about local wineries, wines, wine experiences, and gastronomy, we create a connection with visitors who appreciate cultural and enogastronomy experiences. The platform also includes an interactive wine map and a reservation module, which facilitates tourists in planning and booking wine tours, as well as purchasing Montenegrin wines. Of course, we also utilize printed materials distributed in restaurants and hotels to inform tourists and local wine enthusiasts about the benefits this platform offers. An important segment of our marketing strategy is certainly collaboration with foreign tour operators; therefore, on 25th of March in London, we will present Montenegro as a wine tourism destination to tour operators from around the globe at the international B2B tourism conference New Deal Europe. Additionally, we plan to participate in domestic and regional wine and tourism fairs.
How challenging is it to develop such a platform in a small and limited market like Montenegro? Additionally, is there a broader team behind this project?
Although Montenegro has one of the largest wineries in Southeast Europe, Plantaže 13. Jul, it can hardly compete with developed wine countries in terms of quantity due to limited resources;
rather, it seeks its opportunity in wine tourism, indigenous varieties, and the authenticity of local wines. Therefore, we view the development of this platform more as an opportunity for growth than as a challenge. The first steps have been taken; through wineofmontenegro.com, we have created an online marketplace and provided an opportunity for all winemakers to offer their wine tours and wines to the entire world. In addition, during the project, we wrote A Guide for Creating and Implementing Activities in the Field of Wine Tourism, consisting of 80 pages, a document aimed at educating and inspiring winemakers, tourist guides, and agencies about the importance and potential of wine tourism. The next steps are focused on promoting the platform, creating new wine experiences, establishing partnerships with foreign tour operators, as well as educating certified tourist guides, equipping them to organize and lead wine tours. Our team brings together experts from the fields of tourism, digital marketing, and the wine industry who, with the support of the European Union and local government, are working together to position Montenegro as a destination that wine lovers have to visit.
During the implementation of the project, you had the opportunity to communicate with winery owners in Montenegro. Could you share your impressions regarding the key challenges faced by Montenegrin winemakers and grape growers, as well as the developmental potentials of this economic sector?
Indeed! During the project implementation, we visited most registered wineries and had the opportunity to firsthand experience the challenges faced by Montenegrin winemakers. Among the most significant challenges are the small size of the domestic market and limited presence in international markets. The lack of experts in the field of viticulture and wine-making, particularly in the segments of production technology and winery management, complicates the improvement of quality and competitiveness. Many wineries have a limited budget for marketing activities, procurement of modern equipment, and implementation of innovative technol-
WITH APPROPRIATE SUPPORT, INVESTMENTS, AND A STRATEGIC APPROACH, THE MONTENEGRIN WINE INDUSTRY HAS THE POTENTIAL TO BECOME A SIGNIFICANT PLAYER IN THE REGIONAL MARKET.
ogies, which affects their ability to compete in larger markets. Montenegro has limited areas suitable for vineyard expansion, which complicates the increase of production capacities. Changing climatic conditions, including droughts and extreme weather events, pose a risk to vineyards and can affect the quality and quantity of the harvest. Despite these challenges, the Montenegrin wine industry demonstrates significant developmental potential. In recent years, a dynamic growth in the number of wineries, the expansion of plantations with new grape varieties, and an increasing focus on wine tourism have been observed. For instance, while in 2007 there was only one private winery besides Plantaže, today 113 wineries are registered, clearly indicating the progress of this sector. Key factors contributing to development include:
State support and EU funds –The opening of IPARD funds and increased state aid for infrastructure construction and equipment procurement have enabled many wineries to enhance their capacities and production quality.
Innovations and quality – An increasing number of wineries are investing in modern technologies and innovative production approaches, resulting in top-quality wines that receive recognition at international competition.
Wine tourism – The growing interest in wine tourism opens new opportunities for wineries, especially those offering tastings, accommodation, and educational programs for visitors.
Successful examples – Wineries such as Marković, Keković, Patrimonio, Velimirović, Radević, and Lipovac have become synony-
mous with quality and a modern approach, not only in Montenegro but also at the regional level. Their facilities and products reflect European standards, contributing to the positive image of the Montenegrin wine industry.
Although Montenegrin winemakers and vineyard owners face numerous challenges, there is great optimism regarding the future of this sector. With appropriate support, investments, and a strategic approach, the Montenegrin wine industry has the potential to become a significant player in the regional market, and wine tourism can become an important component of the country's overall tourist offer. Finally, I invite all wine lovers to visit the platform wineofmontenegro.com to learn more about Montenegrin wine regions, wineries, wines, and wine tours.
Echoes of the Past: Unearthing Forgotten Stories
Montenegro’s Doclea: A Monument To Its Splendid Antiquity
Legend has it that giants once constructed and inhabited this place. The ruler of Doclea, according to the legend, triumphed over St. Ilia in a duel and subsequently bound him with chains to a rock along the Morača banks, a location that continues to bear the name Verige, meaning chains. According to the legend, the city of the Illyrian tribe of Docleatae met its demise at the hands of the wrathful saint who broke free from his confines. Another legend suggests that the Roman emperor Diocletian (284 - 305), notorious for his severe persecution of Christians, was actually born in this location rather than in Salona near Split. So says the folklore...
Doclea. A city that honors the legacy of the Illyrians, the Romans, and the early Slavs... A city that, even in ancient times, boasted a sophisticated water supply and sewerage systems, paved streets, temples, and thermal baths, lies as an archaeological site just 3 km northwest of the capital Podgorica, now forgotten and scarcely acknowledged. The Doclea settlement was founded by
the Romans in the first century AD in a place where the Illyrian tribes known as the Docleatae lived, at the confluence of the Zeta and Morača Rivers, a place where legends and history entwine like the strong currents of rivers carrying ancient memories. Doclea is believed to have evolved from a village into a city in the second century AD, when it adopted a unique layout typical of Roman towns, including water and sewage infrastructure. The city was encircled by a formidable fortress
featuring defensive towers. At the heart of it lay a square, positioned at the crossroads of two principal streets. To the west, a grand basilica towered majestically, while to the north stood the courthouse. The significance of Doclea as a vital trading hub with a sophisticated infrastructure in ancient times is underscored by the discoveries in the necropolis, where a wealth of artifacts including ceramic and glass dishes, jewelry, coins, tools, ornaments, and weapons have been
unearthed... Amidst the shattered remnants of palaces, villas, and thermal baths, a wealth of stone sarcophagi—more than 300—was uncovered, alongside triumphal gates and three temples. One temple was devoted to the goddess Roma, while the other two honored the goddess Diana. During this time, the city was home to approximately 40,000 residents. In 297, Doclea emerged as the capital of the newly established Roman province of Praevalitana, fostering robust trade connections with Dalmatia, Macedonia, and Greece. The city faced destruction on multiple occasions. During the 4th century, this area faced multiple assaults and was repeatedly ravaged by barbarian tribes amid various military campaigns. By the conclusion of the 5th century, it met its total destruction at the hands of the Western Goths. The most significant destruction to the city occurred due to an earthquake in 518, yet its ultimate decline will coincide with the final campaign of the Slavs in 620. Despite the collapse of the city of Doclea, it is noteworthy that the medieval state of Duklja, which preceded Montenegro, derived its name from this settlement. From the 9th to the 11th century, this region will be known by that name, with its people, the Dukljans, embodying a legacy of spiritual and political evolution until the 12th century, when Stefan Nemanja will decisively conquer the Dukljan state, leading to the destruction of its cities, after which the state will be referred to as Zeta, named after the river of the same designation.
Remarkable civilizations are unveiled, acknowledged, and immortalized through their ancient cities: Rome through the Colosseum, Athens through the Acropolis, Egypt through the Valley of the Kings and the pyramids... Over time, Doclea in Montenegro has transformed into a mere pile of stones. The most precious stones that Montenegro possesses.
Author: David Popović, an expert in foreign and diplomatic affairs
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Photo: Marianne van Twillert
Montenegro
- 2025 -
Fashion
Boris Ćalić, fashion designer
Unveiling Style's Secret
The most valuable items are often those that you do not need to highlight, but you wear them with confidence
The magazine "Diplomacy & Commerce Montenegro" interviewed fashion designer Boris Ćalić, who spoke about his personal journey in the fashion industry. He began his connection with the London College of Fashion, and the experience he gained while working with top designers like Roksanda Ilincic, has further shaped his unique style. Boris emphasizes how his work reflects a blend of tradition, culture, and contemporary trends, while also revealing his vision for the future of the Montenegrin fashion scene. Additionally, we discussed his doctoral research on the traditional costumes of Montenegro, which presents the first fashion-anthropological perspective on this important segment of Montenegrin culture.
me professionalism, and it gave me a clear perspective on what is required from a designer to be successful in their work. My artistic expression has evolved over the years. As I change, so my various inspirations come. The London fashion scene is rich and embraces good design, and regardless of what is important for the avant-garde fashion scene, it is possible to find your place. A designer himself needs to conclude which environment, city or country provides him with a sense of comfort, belonging, and inspiration. My sensibility, however, belongs to cities like Paris or New York City.
Besides the professors who work for the most prominent fashion houses such as Celine or Dior, there is a brilliant cooperation
MY ARTISTIC EXPRESSION HAS EVOLVED OVER THE YEARS. AS I CHANGE, SO MY VARIOUS INSPIRATIONS COME.
Boris, your journey in fashion design began quite early. You studied at the prestigious London College of Fashion. How has that experience shaped your design style and professional approach to fashion?
London has truly served as a catalyst for expressing my creativity in a more striking and avant-garde manner, which is reflected in use and play with construction through 3D forms and the application of new technological materials. The beauty of British style lies in the fact that it is created in and dictated by the streets, rather than being a product of magazines, media, and the show-business, as is unfortunately the case with us. Studying in London taught
with colleagues who have gathered from the entire world to elevate their knowledge and creativity to the highest level, being at one of the best fashion colleges in the world. The experience gained from the education has taught me to be resilient, to have a clear and strong vision when creating, and that design is a comprehensive process that requires teamwork and professionalism. Initially, they may keep the reservations and distance towards you. Over time, as they get to know you and are convinced that you are here because you are valuable, their perspective on you is changing. I would be lying if I said it is not cruel and stressful to work in an environment with wolves where
the spirit of competition is constantly present. Only if you work hard, believe in yourself, and do not look sideways, you can succeed in coping with all the downsides of this job.
You worked for Roksanda Ilinčić in London, which is an exceptionally valuable experience, having insight into her model, includes many famous persons such as Kate Middleton and Michelle Obama. What have you learned the most from that period and how has it influenced your own brand?
One of the most beautiful and spontaneous things that happened to me in London was exactly working in Roksanda Ilinčić's studio. I remember that morning when I was called by the studio to attend a meeting with the director of the atelier. While I was waiting for the meeting to start, Roksanda entered the studio, hurriedly placing flowers in a vase, and she looked at me as I smiled and said in Serbian, "Good morning," which surprised her in the middle of London. After that, a conversation followed where she expressed a desire to look at my portfolio, which she liked and gave her an impression that my creative universe could contribute to her brand. Thus, the collaboration began. She is a person who captivates with her charisma and kindness. The aesthetic she wears simply radiates, and you can see that, starting from the way her office is arranged to the clothing and jewelry she wears. The experience I gained during those six months working in her studio is priceless. I had the opportunity to see how a world-famous brand operates, from the initial inspiration to the final product. By being there, I met many people from the creative industry. I remember, while I was preparing my master's collection and searching for the fabrics and textiles, during that period, representatives from the most significant fabric manufacturing factories came every day, and thanks to that, I found innovative materials for my (own).
The Montenegrin fashion scene is gradually developing, but still lacking significant international visibility. What do you see as its future, and in your opinion, what needs to be done to become highly recognizable on the world fashion map?
THE CLOTHING I CREATE REFLECTS THIS AND MAY BECOME MORE PREVALENT. MY DESIGNS ARE SIMPLE YET EXCEPTIONALLY SOPHISTICATED. I BELIEVE THAT LUXURY DOES NOT HAVE TO BE LOUD OR EXTRAVAGANT; RATHER, TRUE LUXURY LIES IN CAREFULLY CRAFTED PIECES THAT PROVIDE THE WEARER WITH A SENSE OF CONFIDENCE AND ELEGANCE.
The Montenegrin fashion scene reflects our weak economy and relatively underdeveloped fashion market, which is also small, thus providing fewer opportunities. I believe it has to possess a high degree of personalization, which is one of the most important aspects of expressing creativity and imagination in fashion creation. The hardest part is being an individual and not following beautiful trends, as clothing ultimately becomes just a crown or an adornment that a woman wears on herself.
How much the Montenegrin clients are open up to innovative designs and are you noticing changes in their style and fashion habits?
The clothing I create reflects this and may become more prevalent. My designs are simple yet exceptionally sophisticated. I believe that luxury does not have to be loud or extravagant; rather, true luxury lies in carefully crafted pieces that provide the wearer with a sense of confidence and elegance. In a world where fashion trends change rapidly, inspiration in discreet luxury represents a stable point. It serves as a re-
Podgorica has its local fashion brands and designers that enrich the city's fashion expression. Essentially, the fashion expression of Podgorica is a story of diversity, inclusivity, and creativity. It reflects the spirit of a city that is constantly changing and adapting to modern trends while preserving its rich cultural heritage.
You have recently defended the PhD thesis at the Faculty of Arts of the University of Donja Gorica (Podgorica), titled "Folk Costumes of Montenegro in the 19th – 20th Century – Primary and Secondary Meanings". What is the essence of your work?
minder that the most valuable things are often those that do not need to be highlighted, but are worn with assurance. My philosophy of creating clothing is to inspire people to explore their unique expression through subtle details and simple elegance. The fashion expression in Podgorica is diverse and dynamic, and reflects the spirit of the capital of Montenegro. It is characterized by a unique combination of tradition, culture, and modern influences, which is evident in the style of its residents. In Podgorica, one can notice a wide range of fashion expressions, from casual and relaxed combinations for everyday life to sophisticated and elegant styles for special occasions. The city's inhabitants tend to follow current fashion trends, but often add their personal touch of authenticity to their combinations. Furthermore, Podgorica is a space for a variety of cultural events, contributing to the diversity of fashion expressions. After concerts, exhibitions, theater performances, and other events, people often choose outfits that reflect their artistic and creative side. Additionally,
My PhD thesis primarily focuses on the anthropological aspects of folk costumes in Montenegro. This work is dedicated to understanding the relationship between folk costumes and fashion. By challenging the reduction of folk costumes to anti-fashion, which is perceived as something objective and inherent, this research aims to examine in an original way, the relationship between anti-fashion and fashion. Montenegrin folk costumes are constructed during the establishment of the Montenegrin national state: based on artifacts, a ceremonial costume emerges, which soon acquires a protocol function at the Montenegrin court, and then becomes an element of Montenegrin national identity. Montenegrin folk attire includes decorations and techniques that perfectly carry specific meanings, as details that arise within the framework of pre-modern social structures. The choice of materials, the composition of patterns, metrics – all of this implies a symbolic framework whose transparency is lost in subsequent interpretations, or rather in modern semantic frameworks. The meanings of Montenegrin folk attire are established in every historical context, in the framework of modern epoch, in a different manner. In that sense, its reception is different at the time of the emergence of the Montenegrin modern state, different at the time when Montenegro, faced with Serbian hegemony, loses its national characteristics in the "first Yugoslavia". Its socialist reception and the subsequent critique of this reception during the crisis of the socialist system represent a new form of understanding.
BORIS ĆALIĆ Fashion designer
Tea Babić, TV journalist and ex Miss Montenegro
The public is increasingly open to authentic and quality local fashion
Ayoung Tea Babić from Podgorica attracted a great public attention in year 2016, when she won the title of officially the most beautiful Montenegrin woman at the "Miss Montenegro" pageant. She has collaborated with many local and foreign fashion designers, showcasing their creations at world-prominent fashion shows. Although she began her career in the fashion industry, today Tea, as a TV journalist, is successfully developing her path in media industry. In an interview with our magazine, Tea shares her views on the development of the fashion industry in Montenegro, the significance of local talents, and the future of sustainable fashion. She believes that there is a bright future ahead for the Montenegrin fashion scene, with a clear message that success can only be achieved through continuous work, serious investments, and plenty of initiatives.
Tea, you won the title of Miss Montenegro in 2016. How did this experience of participating in the Miss Montenegro 2016 help you in your career and open doors in the fashion industry? Winning the title of "Miss Montenegro" in 2016 was one of the most significant experiences in my life, which at that young age, at the age of 19, opened many doors, both in the fashion industry and in other spheres. Not only was this, but also the preparation for participation in the most traditional beauty pageant, such as Miss World, an extremely inspiring and useful experience. Of course, with all the aspects that accompanied my two-year engagement as the ambassador of beauty for Montenegro, it also implied a great responsibility. For a law student, it was a challenge, but also a valuable lesson in time management and setting priorities. The offers and opportunities that I have after the title of Miss
TEA BABIĆ TV journalist and ex Miss Montenegro
THE OFFERS AND OPPORTUNITIES THAT I HAVE AFTER THE TITLE OF MISS MONTENEGRO ARE THE INDICATORS THAT THE PHYSICAL APPEARANCE IN THIS COMPETITION IS NOT THE ONLY IMPORTANT MATTER. IT WAS A WIDE RANGE OF TRAINING IN VARIOUS FIELDS – FROM FASHION MEDIA TO EVENT ORGANIZATION.
Montenegro are the indicators that the physical appearance in this competition is not the only important matter. It was a wide range of training in various fields – from fashion media to event organization. However, even though my professional path began in the fashion industry, a mix of circumstances, opportunities, and curiosity led me to the world of media. This has shown me how important it is to be open to unexpected possibilities and to have the courage to step into the new sphere, because it is from these spontaneous decisions that the most beautiful stories and most important experiences are born. The variety of media helped me to build my journalistic skills and gain extra confidence in the introduction to the live TV programs.
You have been a part of numerous fashion projects and collaborated with various designers, both in the field and abroad. Do you think Montenegro has sufficient number of talented people in the fashion industry? Absolutely! Montenegro is a small country but it has a many talented people, both in modeling and design. We have designers who follow international trends and models that are well prepared for international runways. What is particularly significant is that today we are noticing a serious shift – whether it is global trends or growing consumer awareness. More and more people want to buy from local designers, and such trends not only support local talents, but also strengthen our cultural identity and tradition. This positive trend indicates that the public is increasingly opening up to authentic and high-quality domestic fashion, which represents an exceptional opportunity for the development of the fashion industry in Montenegro. However, in order to fully develop this potential, additional support is needed – both through invest-
ments and through initiatives that provide even more space for the development and affirmation of local talent. In conclusion, I believe that with greater consumer awareness and continuous effort, the fashion industry in Montenegro can be developed into a competitive and recognizable fashion scene at an international level.
What are the opportunities for young models in Montenegro? Are there enough chances for engagements, or is it necessary to seek employment abroad? Opportunities for young models in Montenegro exist, but they are unfortunately limited. Those young models who wish to fully dedicate themselves to this profession as a career should consider working abroad. Foreign markets offer much greater opportunities, from engagements in fashion shows to long-term collaborations with renowned brands, resulting not only in more extensive experiences but also in significantly more profitable options.
How significant is an event like Montenegrin Fashion Week for the promotion of local designers and models? Does our fashion scene still need more similar initiatives?
Montenegrin Fashion Week has been a significant support to the promotion of local designers and models for years, and its longevity and consistency confirm the importance of such events for our fashion scene. Such events not only promote creativity and innovation but also inspire young talents to dare to dream and strive to achieve their fashion ambitions. With continuous support from institutions and media, I am confident that our fashion scene will continue to develop, providing local designers and models with even more opportunities for them to shine on the regional and international fashion scene.
WITH CONTINUOUS SUPPORT FROM INSTITUTIONS AND MEDIA, I AM CONFIDENT THAT OUR FASHION SCENE WILL CONTINUE TO DEVELOP, PROVIDING LOCAL DESIGNERS AND MODELS WITH EVEN MORE OPPORTUNITIES FOR THEM TO SHINE ON THE REGIONAL AND INTERNATIONAL FASHION SCENE.
The fashion industry increasingly emphasizes the importance of sustainability. How do you see the future of fashion in this context and how do Montenegrin designers follow global trends in sustainable fashion?
I believe that sustainable fashion is more than just a trend; it is a need the fashion industry is increasingly adapting to on a global level. Although the Montenegrin fashion scene is smaller compared to major fashion centers, we observe a growing orientation towards sustainability. Whether this is a result of global trends or a genuine wish for a more responsible approach to fashion, I am not sure, but it is evident that more and more people are turning to local designers and small
fashion brands that offer unique and quality pieces. Shopping with local designers, besides support, has a significant impact on reducing mass consumption and excessive production, which is one of the main problems of the fashion industry today. There is always room for progress, but it is important that designers in future additionally educate themselves on environmentally friendly practices, sustainable materials, and ways to reduce the harmful impact of fashion on the environment. Also, in order to keep up with global guidelines, the media and fashion events have the key roles in promoting the sustainability. Combining all these segments, a positive result is inevitable.
Jelena Božović, poet
Artists are the last bastion of authenticity
"Đe još ima u bijeli svijet da stijene sa morem se ljube, da te rujne zore bude…
("Where else is in the entire world that rocks kiss the sea, that there will be that reddish sunrise dawn wakes you up...")
With the very first verses of the patriotic poem "Is there anywhere?”
(Ima li đe?) the poet Jelena Božović won over the local audience with her deeply emotional expression that touchingly shows the attachment to the homeland. Our interviewee was born in Podgorica, where she graduated from the Faculty of Law. After a career in the state administration, she also ventured into the world of TV journalism. She is the author of a collection of children's poetry "When the Moon Winks" and a collection of love poetry "Prayers of Tenderness". Her poems have been translated into English and published in the anthology of world poetry "Beautiful poems". In this interview, Jelena talks about the power of poetry to change and connect people, highlighting its potential to instigate the changes, not only in individuals, but also in society. By the analysis of the contemporary Montenegrin literary scene, Jelena points to the challenges that poets face, but also to the growing interest in poetry, especially among young people. Finally, she emphasizes the importance of bringing poetry closer to a wider audience through modern digital platforms and multimedia projects, in order to create a new audience that appreciates poetry as a universal language of the soul.
Mrs. Božović, you have two poetry books behind you, namely:
TRUE ARTISTS DO NOT BELONG TO ANY SYSTEM OTHER THAN THEIR OWN; THIS IS A MORE CHALLENGING PATH, BUT THE ONLY ONE THAT LEADS TO ESSENTIAL TRUTH AND LASTING VALUE.
"When the Moon Winks" (a collection of poetry for children) and "Prayers of Tenderness". You will soon publish your third collection of poems "Is there anywhere?” How would you describe what inspires you the most?
My poetic expression is a mix of emotions, nostalgia and intimate reflections on life, love and human destinies, but it arise from the challenge to express myself freely and authentically in a world that often imposes rules, expectations of the game. We record things that are an often inexpressible and elusive, feeling that we all carry to ourselves. I search for the quiet voice that can be heard from under the noise, I explore the cracks between what we feel inside and what they impose on us.
MY POETIC EXPRESSION IS A MIX OF EMOTIONS, NOSTALGIA AND INTIMATE REFLECTIONS ON LIFE, LOVE AND HUMAN DESTINIES, BUT IT ARISE FROM THE CHALLENGE TO EXPRESS MYSELF FREELY AND AUTHENTICALLY IN A WORLD THAT OFTEN IMPOSES RULES, EXPECTATIONS OF THE GAME.
conform to established norms and does not seek approval possesses a unique authenticity, as it comes from the heart and reflects reality. True artists do not belong to any system other than their own; this is a more challenging path, but the only one that leads to essential truth and lasting value. The most important aspect of the process is for the reader to recognize the sincerity in the work, to recognize art that is not related to dividing and to the interests, but to universal values of freedom and peaceful living.
How do you assess the contemporary Montenegrin literary scene? Is there enough space for poets and poetry today?
Poetry is often considered an elitist form of expression. How can we engage a broader audience, particularly young people, in reading poetry in the era of rapid digital content?
They say that a song is truly meaningful only when it "touches" our soul, that is, when it awakens a certain emotion within us. You have succeeded in evoking strong emotions in the audience with the song "Is There Anywhere?" Do you believe that poetry has the power to change people and society, and what is its impact on connecting people with their roots? I believe that poetry has immense power, not only to evoke emotion but also to inspire change, within us, in our perspective on the world, and in our society. The song "Is There Anywhere?" was created from a deep thread of personal experience. Poetry that comes from inside, from a sincere need to express something, rather than from a desire to fit into predetermined frameworks or expectations, holds special strength. Art that does not
The Montenegrin literary scene has many talented authors, but unfortunately, poetry often remains in the shadow of other literary genres. However, I notice that there is a growing interest in poetry, especially among the youth. I find new ways to promote it through social networks, performances, and multimedia projects. More space is needed for the promotion of poetry, more literary evenings, festivals, and media support, so that poets have the opportunity to contribute to the broader audience.
Poetry is often considered an elitist form of expression. How can we attract a broader audience, particularly young people, in reading poetry in the era of rapid digital content?
I would suggest that the key is to make poetry closer to people in a way that resonates with them. The world is changing, and so are we. Poetry is not reserved solely for academic circles; it belongs to everyone. I believe that social media, video formats, and audio books can play a significant role in making poetry more accessible and interesting to younger generations. Additionally, reading poetry in informal settings, connecting poetry with music and visual arts, could contribute to its popularization.
I would suggest that the key lies in making poetry relatable to people in a way that resonates with them. The world is changing, and so are we. Poetry is not reserved solely for academic circles; it belongs to everyone. I believe that social media, video formats, and audio books can play a significant role in making poetry more accessible and interesting to younger generations. Additionally, reading poetry in informal settings, connecting poetry with music and visual arts, could contribute to its popularization.
We live in a time of rapid change, where social, political and economic conditions are constantly evolving, and art often becomes a reflection of these transformations. In this context, how important is it for artists to be the voice of society today and to open important social topics through their work?
Artists are the last bastion of authenticity in a world that is trying to standardize us. It has always had the power to ask questions, provoke thoughts, and change consciousness. I think that today, more than ever, it is important for artists to be the voice of society, to speak through their works about what oppresses us, about injustices, about losses, but also about love, about humanity. Art is a tool for deconstructing power structures, not through direct confrontation, but through introspective illumination of truth. It is important not to be silent about the impact of social norms, politics and economics on human freedom and identity. Artists have a responsibility to open the door to dialogue, to show how it is possible to live freely and with dignity, to question the rules and offers an alternative to the world that increasingly operates according to predetermined models.
Dimitrije Popović, academic painter and writer
Art Serves as a Creative Mirror to the World Around Us
In the realm of art, it is uncommon to encounter individuals who merge profound intellectual depth with a rich tapestry of expression and tradition in their creative endeavors. Dimitrije Popović, a Montenegrin academic painter and writer, exemplifies an artist whose oeuvre spans from fine arts to literature, forging a connection between historical narratives and contemporary experiences, as well as weaving together mythology and the mundane aspects of daily life. In a conversation with “Diplomacy & Commerce Montenegro” magazine, he explores artistic paradigms and examines the artist’s role within society, delving into the profound philosophical and cultural dimensions that influence his work and perspective.
IN THE REALM OF CREATIVITY, INTRICATE PORTRAYALS OF EXISTENCE ARE REVEALED, WITH HUMANITY AT THE FOREFRONT OF THIS EXPLORATION.
Mr. Popović, your work embodies a compelling blend of artistic elements that fuse both traditional and modern methodologies. How would you articulate your artistic expression and the journey of your creative process? What drives your creativity when developing new pieces? I will begin my response by addressing the conclusion of your inquiry. I feel inspired and invigorated by both the traditional and the modern aspects alike. Regardless of whether it is a mythical, historical, sacred, or secular theme, each of the themes that
engage me presents a challenge in how to mold it into a cohesive artistic expression, whether that be through a painting, sculpture, installation, or performance, all aimed at conveying the essence of the motif I am exploring. This blending of the traditional and the contemporary is conveyed through innovative expression. I can highlight several of my series, including those focused on the biblical figures “Judith,” “Salome,” and “Mary Magdalene,” as well as the series “Corpus Mysticum,” which draws inspiration from the suffering of Christ. I have
created cycles surrounding Dante, Leonardo, and Njegoš’s poem “The Light of the Microcosm.” I would also highlight modern themes like Marilyn Monroe or fashion as a social and aesthetic phenomenon, which I have also explored. Typically, every theme presents a significant challenge for creative expression because of its intricate nature. The artist confronts the challenge of transforming the subject into a new artistic and aesthetic realm, all while preserving its fundamental essence. And the challenge of how to mold it, ensuring it stands apart from all the works created before it. In my most expansive interpretation, I have never encountered or perceived tradition as an antiquated concept. On the contrary, tradition is for me immensely rich and invigorating, serving as a fundamental aspect of our current reality. Creators possess a profound understanding of this, and indeed, the annals of artistic expression validate this in the most compelling manner. It has been aptly observed that myths serve as the foundations of contemporary thought.
The act of painting frequently invites deep reflection. Your works frequently reveal profound symbols and metaphors. How do you perceive the connection between tangible experiences and conceptual representations in your artwork?
DIMITRIJE POPOVIĆ Academic painter and writer
AN ARTIST INHERENTLY EMBODIES A DUALITY OF INDEPENDENCE AND ENGAGEMENT, REFLECTING THEIR UNIQUE POSITION IN SOCIETY.
The concept of reality, often referred to as objective reality, serves as the foundation for the creation of the imaginary. At its core, all things originate from the tangible, and artistic expression serves as a thoughtful interpretation of that truth. In the realm of creativity, intricate portrayals of existence are revealed, with humanity at the forefront of this exploration. The man is the performer and pivotal character, the creator of the universe that he constructs and deconstructs. Humanity, with its inherent contradictions, shapes the world while remaining fundamentally unchanged. This essence is captured through symbols and metaphors, articulated in creative or written forms. The central theme throughout history revolves around the essential religious and philosophical dilemma of humanity as a finite existence. Years ago, my collection of essays titled “Death in Painting” was released, exploring the significance of this theme for numerous artists and the remarkable artworks it inspired. Certainly, we could delve deeper into the subject by exploring a range of human experiences, including concepts like morality, isolation, anxiety, selflessness, and the pursuit of holiness, among others. The tangible reality you refer to serves as a benchmark and motivation for translating abstract components that shape the envisioned realm of the painting.
What is your evaluation of the present status of Montenegrin fine art in the international arena? Is the avenue for global acknowledgment accessible to artists hailing from Montenegro? The quality of Montenegrin art is impressive, showcasing the potential for significant involvement in the global art arena. Nonetheless, challenges emerge regarding state logistics, particularly in the execution of a structured and thoughtfully planned initiative for the positioning of an artist. On numerous occasions, I have referenced the case of Petar Lubarda. It is astonishing that this remarkable
painter, once celebrated globally, has faded into obscurity in today’s art scene. Today, emerging creators are presented with a wealth of opportunities to enhance their skills, thanks to the advancements in contemporary technology. During my time at the Academy of Fine Arts, possessing a substantial monograph by a master, whether classical or modern, was considered a privilege. Today, the landscape has shifted, creating a more advantageous environment for emerging artists. Information sources are more abundant and quicker than ever. Nevertheless, in contrast to developed Western nations that allocate significant funds to cultural initiatives, including support for emerging creators, Montenegro remains considerably behind these benchmarks. However, each creator forges their unique journey. Recognition can be achieved gradually. Ongoing effort and steadfastness in innovative ideas are crucial. The path to global acknowledgment is open. And each open path presents a unique challenge to navigate.
The significance of art in society is gaining more prominence in contemporary times. How far do you believe artists ought to involve themselves in societal matters and express their views on contemporary issues through their creations?
An artist inherently embodies a duality of independence and engagement, reflecting their unique
position in society. As a member of society, he contemplates the environment that shapes his existence and creativity. Regrettably, art may not possess the power to transform the world it inhabits, yet it has the capacity to engage with significant global issues, shape perceptions, and highlight its darker aspects to ultimately reinforce the positive. However, throughout all of this, creativity should stay firmly within the realm of artistic expression. When it compromises its inherent independence, which defines it as a form of expression, and relinquishes its distinctiveness for political aims, it dissolves, as Nabokov remarked, into “ordinary ideological nonsense”.
Considering that painting has been your way of life for decades, how does this influence your daily perspective on the world? How do you navigate the delicate equilibrium between creative expression and your various life responsibilities?
A perspective is a multifaceted concept. The world presents a
complex tapestry of nuances in perception, yet the overarching view remains fundamentally unchanged. Overall, I hold a rather bleak perspective on the world, shaped by the prevailing negative narrative that, regrettably, is validated by historical context and the unfolding events of our time. Regarding the second part of the question, I believe I have long since found a harmony between creativity and the routine of daily existence. I harmonized my personal life with my work commitments.
by Maša
Aleksandar Leso Ivanović, poet
Laments of a Cetinje Poet
"The poet remains everywhere, yet always moves beyond, Chasing mist, the distance, the wisp of a cloud. He is seen the least where most perceive him, And least of all within himself."
(Leso Ivanović)
Aleksandar Leso Ivanović, a Montenegrin writer, left behind a relatively small number of poems. However, even with his modest body of work, he managed to leave a significant mark on Montenegrin literature. To illustrate the cultural and historical setting in which he created, it is worth noting that Leso Ivanović was born in Cetinje on November 21, 1911, and passed away in what was then Titograd on October 13, 1965. He wrote during a period marked by turbulent historical events, including two world wars and major social transformations that reshaped Montenegro. This era, filled with suffering and the struggle to preserve identity, had a profound impact on his literary expression. Few poets dedicated their work to Montenegro. Yet, among this select group, the poetry of Leso Ivanović stands out over time, characterized by melancholic themes of autumn, war, winter, and nature, as well as one of the most significant symbols of Montenegrin cultural identity—freedom.
If we were to look only at the titles of some of Ivanović’s poems—Ljudi i rijeka (People and the River), U suton (At Dusk), U susret nebu (Towards the Sky), Žalba mrtvom drugu (Lament for a Fallen Friend), Slomljenom oknu (To a Broken Window), Jesen (Autumn)—we would quickly recognize that his poetry is rooted in themes of transience, sorrow, memory, and lethargy. A dominant presence in his work is the motif of lamentation—over Montenegro, past times, and human destinies. His poetry is imbued with a deep sense of nostalgia and melancholy, which is particularly evident in one of his most famous poems, Kari Šabanovi, opening with
the verse: sjećanje me lakom tugom ovi (memory envelops me in gentle sorrow). Kari Šabanovi is an emotional lyrical reflection on the passage of time and nostalgia for days gone by. Through powerful symbolism, the poet succeeds in evoking a universally recognizable feeling of loss and longing for the past. This motif, prevalent in much of his poetry, places him among those poets who have captured the Montenegrin spirit, intertwining personal emotion with collective experience.
The poem Potonja ura Rada Tomova (Rade Tomov’s Final Hour) confirms that Ivanović’s work can be characterized as an expression of lamenting reminiscences. He sings of the desolate Montenegrin karst, of man, autumn, and war. Ivanović’s poetics can best be described through his own metaphors— where wistful eyes are turned toward the world and its people, reflecting his deep introspection and sense of transience. His literary work can be seen as a product of specific cultural and historical circumstances. Although various themes can be identified in his poetry, the semiotic chronotope of the Montenegrin landscape remains deeply rooted in his verses.
Since Montenegrin culture, shaped by historical circumstances, has often been inward-looking and engaged in dialogue primarily with itself rather than with other cultures, we can conclude that Ivanović’s poetics reflect this closed literary framework. His work mirrors the time and conditions from which it emerged, capturing the introspective nature of Montenegrin cultural expression.
A sense of style. A sense of design that stands the test of time.
The Barbosa fashion brand speaks of timeless sophistication and wearing comfort. For special occasions, for every day. Out of fashion, always current. We do not follow short-term trends, but create collections that are constantly evolving and have a solid foundation. Refined and always current clothing items are designed to follow you for a long time, like a second skin.
Barbosa was founded in 2006 and with it a completely new direction of our company was born. Immediately after its establishment, Barbosa gained a lot of attention on our market, and quickly conquered it with its quality and price. Barbosa is quickly becoming synonymous with elegance, sophistication, luxury and style. Our brand Barbosa originates from the company UTIP, which was founded in 1989 and started operating in 1990. From the very foundation of the company, the most eminent experts in the field of textiles, who were also its founders, were at the helm. Already after the first year of operation, the production of men's and women's ready-to-wear was started, as well as entering the markets of Germany and Russia. BARBOSA as a UTIP brand is registered in Geneva, as well as in all countries of Europe and the USA. The fashion brand Barbosa has its own network of over 20 luxury stores throughout Serbia, Bosnia and Herzegovina, Slovenia and Montenegro. Our products are known for many things, the main one being the best-matched quality-price ratio. Barbosa stores are characterized by a pleasant atmosphere, friendly staff and a wide selection of quality items, especially suits, shirts, jackets and trousers.
Actor Miloš Biković is the main face of the new Barbosa collection. A strong personality, striking character, but also a different acting expression distinguished Miloš Biković as one of the best actors of the younger generation. Miloš Biković and the "Barbosa" fashion house, whose face for the fall/winter 2025 collection is this actor, demonstrated that strength is mutual recognition. The common desire for innovation, the desire to be modern and at the same time one's own, united Miloš and "Barbosa" in the campaign for the latest collection of the fashion house. That's how Miloš Biković, who has a distinctive style, found himself in the catalog of the latest "Barbosa" models. His different personality and unique acting style is accompanied by a special style of clothing, which is offered by the "Barbosa" fashion house. "The philosophy of dressing is full of brilliance!", is the message of the actor who found the perfect design in the men's wardrobe collection of the "Barbosa" fashion house. The philosophy of "Barbos" clothing follows the style of a modern man, who is best represented by Miloš Biković.
Follow your pace, value your time, choose timeless elegance, is the message of fashion house BARBOSA. Choose everyday clothes that tell the story of quality. Visit us, see for yourself the wide range of men's elegance and choose the ideal piece for you.
