Do you ever just feel like wearing a floral crown and going to work or to a cafe with it? If so, then it might be interesting for you to read an interview with Jelena Damjanović Vidaković, about the first flower fashion brand in Montenegro. Angie&Me is a story about a mother and a daughter who decided to be creative and show the world that floral accessories can be everyday accessories. This is the first in a series of interviews with small and creative businesses you can find in Montenegro.

MM: Jelena, you are writing a unique flower story in Montenegro for several years. Can you please tell us a bit about your products? 

Jelena: Our Angie&Me flower story began seven years ago, in February 2015. At the time, our first products were “tutu” skirts and dresses. Our first public appearance was at one of the Wedding Fairs in Podgorica when we had the opening fashion show. Just a few months later, we made our first flower headband. And that is when it all really started. Today, we make various unique floral accessories for all occasions – brooches, headbands, belts, flower wreaths, and authentic floral crowns. The floral crowns are actually our trademark product, by which we became a recognizable brand in Montenegro, despite some attempts to be copied. I am so glad that we have such a unique product with which we positioned ourselves in the Montenegrin fashion sky. 

MM: Angie from Angie&Me is actually your daughter. Does she help you with the products, or she just gives a nice name to the brand?

Jelena: Yes, the name of our flower workshop came from her nickname from the English kindergarten. Her name is Anđelija, better known as Angie 🙂

She is fully involved in the work from the beginning, especially in the creation process. Her specialty is decorating hats and making floral brooches. Also, she is the main photo model of the brand.

MM: How did all this start? You started this story during your time in the corporate sector, right? 

Jelena: The beginning of our flower story is actually related to my decision to leave a corporate job. After 13 years of working in a microfinance company, I decided to do something creative and become an entrepreneur. The funny thing is that I have a Master’s degree in banking and finance and I worked in public relations for so long. But I also wanted to be a fashion designer since my early childhood. So I guess I had to take a detour to get to be a designer, and I’m glad I found my niche. In the meantime, I’m back in the corporate world, but my favorite title is Angie & Me flower master. 

MM: I think many people believe your products are just for weddings, fashion shows, and similar events. But I suppose you can tell us we can wear them every day? 

Jelena: Although some of our products such as flower crowns and wreaths are considered to be for special occasions only, many of them can be worn every day. Above all, floral brooches, as well as headbands and ribbons for girls. I actually consider an important segment of my work so far to educate women on how and when to wear flower accessories. Many times after I get compliments for creativity, they are followed with a “Yeah, it’s wonderful, but it wouldn’t suit me”. I think it is because many people are still not used to seeing everyday flower accessories. That is why I always suggest women try an accessory suited to their sensibility and personal style. The result is usually that the person sees how well it suits them and starts wearing it. Flowers have been present as a fashion accessory throughout history, so there is no reason why they should not be the same in modern society. Many women are probably a bit shy to try something out of conventional lines, but I believe this will change in the future.

MM: Do you have some specific inspiration? 

Jelena: I predominantly find inspiration in the nature that surrounds me. Coincidentally, I spend a lot of time on the road every day. My life goes around three cities in three different areas of Montenegro. I was born in Mojkovac, in the north of the country, and most of my family still lives there. I live in Podgorica, where my daughter goes to school, and I work in Kotor, on the coast. So, I go from the snowy peaks of Bjelasica mountain, through the clear waters of Tara and Morača river, to the beautiful Boka Bay and Lovćen mountain above it. Every day gives different views and different perspectives, and thus, different inspirations. I channel my inspiration through my vision of women, who I always see as maximally feminine. As a result, I create accessories that are in balance with nature and serve to complement my vision.

MM: What are you preparing for the summer of 2022? Will you exhibit at some fairs or shows? 

Jelena: Our little workshop has been busy since February, as we prepared our spring collection. The brooches were the first thing we worked on, as they are very popular as gifts for every age. We are also delighted that the wedding season is ongoing. Personally, I really love it, because I love designing hair wreaths and flower crowns for future brides. Just like the rest of our products, the wedding accessories can be custom-made according to the client’s wishes.

When it comes to presentations and shows, we present our products at weekend handy craft fairs in Porto Montenegro. These will be held from the end of June throughout July and August and the start of September. These are among my favorite events because of the personal contact with potential customers and a chance for them to see our products live.  

MM: How can our readers reach you and order your products? 

Jelena: Our main communication channel with customers is our Instagram page, so I invite your readers to feel free to visit us and follow @angieandme. You can find the appropriate accessory for yourself or just write to us with suggestions and comments. We will also post announcements for the exhibitions and fairs we will partake in. So I’m also looking forward to meeting some of your readers on these occasions.