ABOUT US
Shortly after giving birth to her second daughter – Milica brought to life her lifestyle brand PADURI.
After several years of working in the area of handmade knitwear in her award winning knitting union “VUNENA”, she decided to take a further step, turning it into a multidisciplinary family business but keeping the same social mission as before.
PADURI is a house of fashion, textiles and interiors and still a platform for talented hand crafters and small local business in the rural regions of Serbia. We combine traditional handcraft with innovative ideas. We give natural and sustainable resources a shape, keeping it transparent and local from the beginning till the end – when we finally and proudly present our products to the world.
Milica Bainovic-Jovic was born in Serbia, raised in Austria and educated in Italy, where she got her degree at the Istituto Europeo di Design in Milan. Becoming a fashion designer was a childhood dream of hers, but being homesick ever since, she decided going back to Serbia, thus starting a social project with her passion and knowledge for business and fashion. Milica is wife and mother and a creative visionary from Homolje.
PADURI is a lifestyle brand, a local family business and a platform for creative hand crafters from the rural regions, thus is divided in several areas offering its products and services:
PADURI
life style brand a local family owned business with a social mission.
D‘ LA KASA MIA
a workshop and innovation lab for textiles in the house of Milica’s grandparents located in the heart of the Homolje mountains.
VUNENA handmade
platform of talented knitters offering handmade knitting and hand craft techniques.