Russian entrepreneurs in Serbia – How are they adapting to the “take it easy” lifestyle and why are they shocked by our (non)working hours?

Masha Churkin is a native of Moscow who came to the idea in May 2023 to launch a jewelry trade business in Belgrade and thereby bring to Serbia a part of her family business, with a 30-year tradition. In October, she exhibited her offer at her friend’s beauty salon, and then she opened her outlet as well.

As she says, she is still in the process of opening her business, but it seems to her that everything will go right. Especially because she has started adapting to the different understanding of work in Serbia compared to Russia and accepting the “take it easy” concept.

– “Take it easy” is the lifestyle in Serbia, which signifies a casual approach to life, which emphasizes the importance of enjoying the moment, with no need to rush. Instead of always going forward and focusing on productivity, “take it easy” encourages attention, patience and enjoying the journey as much as the destination – says the description on the Instagram profile prosto.belgrade, with a necklace on which it is written “polako” (“take it easy”), which, as she adds, is meant “for those who can relate to it or as a reminder that sometimes you just need to stop and relax.”

At the panel “How to become entrepreneurs” at the Youth Center, which was organized by the “Blize” community, which aims to foster and deepen the friendly relations between the Serbs and people who speak Russian in Belgrade, she revealed what had shocked her.

– I couldn’t understand how come most stores here weren’t open on Sundays, while working shorter hours on Saturdays. The concept of an annual leave, especially a collective one, was also a big surprise, because we only have four non-working days in the year, from January 1 through 4. Otherwise, you lose money in Moscow. If you don’t work, you lose a lot – says Masha.

She also adds that the difference is that, in Russia, a brand has to be perfect, and in Serbia, mistakes can be made, which nobody will hold against you too much.

– For example, you can be late, you don’t have to open the store on time. It was only here that I realized that, if I didn’t want to work, I didn’t have to, that I had that freedom as an entrepreneur – says Masha.

She also says that she has noticed that, in small businesses, the workers are often the owners themselves. As she says, she explains this with the high minimum wage and taxes when it comes to employment.

– That is also very nice, because it is precisely the owner that can give you the best experience when you come to a store – says Masha Churkin.



How to be an entrepreneur?

Natasa Kovacevic, who launched the Mindfit project, works with entrepreneurs, helping them overcome challenges in communication and leadership, improve the motivation of the employees and achieve harmony between the professional life and the private life.

As she says, in order to be an entrepreneur, money can’t be sufficient motivation.

– You have to love your job, be passionate and dedicated, and even work without pay for a while. You have to have a goal, self-confidence and belief that you can do it – says Kovacevic.

If you’re working nine to five and dreaming of being an entrepreneur – head towards it, she says:

– As an entrepreneur, you sacrifice a lot, but it’s worth it. You choose your working hours, but also the people you work with. You have to adhere to fair play, it is important how you’re building your relations, and transparent communication is very important and it is also very important to keep the people you cooperate with close – advises Natasa Kovacevic.

When it comes to achieving a balance, it is important to be organized and to make priorities, set the time during the day when you are dedicated to various obligations and roles, both professional and private ones. It is also important to outsource those jobs that somebody can do instead of you.

– The feeling of guilt goes along with responsibility. But ask yourself, what will happen if you make a mistake? We all make mistakes, but it’s human. So, allow yourself to fail occasionally and try again – says Kovacevic.

Aleksandra Kekic

Nataša Kovačević pr Mindfit Beograd

Prosto Jewelry

Bliže

Mindfit

Masha Churkin

Nataša Kovačević

Belgrade Youth Center

sale of jewelry in Belgrade

How to become entrepreneurs