Jana Dužanec: A Vision of Beauty

In the beauty industry, which changes almost daily, there are few brands that manage to maintain a recognizable identity while simultaneously building a loyal community of professionals and aesthetics enthusiasts. Right among them is Jana Nails, a Croatian cosmetic brand that, thanks to its top-tier quality, elegant design, and the strong vision of its founder Jana Dužanec, has transcended regional boundaries and become a name that nail artists across Europe speak with respect.

What began as a student hobby and a creative outlet is today an international beauty story present in more than twenty-five markets. However, behind the success is not instant glamour, but years of work, education, travel, risk-taking, and serious commitment to detail. In a conversation for Harper’s Bazaar, Jana Dužanec talks about how she created a serious business, why authenticity and community are more important today than trends, and why luxury for her has never been just about aesthetics, but about the sense of confidence that a woman carries.

Dress: Jean Paul Gaultier
Shoes and earrings: Mango

What first drew you to the world of "nail art"?

My path is truly a story of how to start from scratch. It all started during college, completely spontaneously, as a hobby and a way to earn pocket money. At that time, the nail industry was far from what it is today. Product availability was very limited, information was not easily accessible, and you had to find your own way through it all. I remember my mother and I traveling to Italy to buy nail products because they were not available in Croatia. Every new product seemed inspiring and opened doors to experimentation and discovering something new. At the same time, I always felt a strong need for creative expression.

Drawing had been a part of my life since childhood, and through nail art, I finally found a way to channel that creativity. At that moment, nail art was not a trend at all; it was something completely new and unexplored, and I believe that is exactly what set me apart. By the time I finished college, I already had a large number of clients, and I decided to dedicate myself entirely to this business. While I was working in the salon, I also started educating others, and interest grew much faster than I expected. Soon, invitations from abroad followed, and for the next seven years, my life became one big journey. I traveled across Europe, the United Arab Emirates, and many other destinations. I was constantly learning, working, sharing knowledge, and improving myself. That period shaped me the most because it brought me both confidence and experience.

What was the turning point when you decided to build your own brand?

After so many years of experience, travel, education, and working closely with clients, the idea of creating my own brand came very naturally; it was a logical continuation of everything I had been building for years. I had a very clear vision of how I wanted the products to look, what quality I wanted to offer, and what feeling I wanted women to experience through my brand. We started very modestly, with just a few products and about ten shades. When I look back today, it is hard for me to believe how much we have grown. At the beginning, I was literally a one-woman band. I personally tested products, developed formulas, answered emails at three in the morning, photographed products… There were many sleepless nights, sacrifices, and endless hours of work, but also a huge love for what I was creating. From the very beginning, it was important to me that Jana Nails not be just another beauty brand, but something I could truly stand behind. I wanted to create products that would provide women with a sense of quality, beauty, luxury, and confidence.

Dress: Jean Paul Gaultier
Shoes and earrings: Mango

How do you define success today?

For me, success has never been just about numbers or business results. Of course, it is nice to see how much the brand has grown and how many markets we have entered, but true success is knowing that you have remained true to yourself and that people recognize the effort, emotion, and quality you put into your work. My greatest personal success is definitely my son. Motherhood has changed me and taught me how to find a different balance in life. A business can become big and successful, but family is what keeps me grounded and gives meaning to everything I do. Professionally, I see success in the fact that we have grown from a small idea into an international brand present in more than twenty-five countries while remaining authentic. It is also a success to have a team of people I completely trust.

What do you think sets you apart in the "beauty" industry?

I believe that authenticity is what people recognize most today. I never tried to become a copy of someone else, nor to blindly follow trends. From the very beginning, Jana Nails had its own identity, visual signature, and a unique way of communicating with people. I personally test every product. Quality has always been my highest priority, and I never compromise when it comes to that. Beyond the products themselves, I believe we have created much more than a classic beauty brand. People today don't just buy products; they buy emotion, an experience, and the whole story behind the brand.

Blazer: SPORTMAX
Top and lingerie: TENEZIS
Mesh socks: ANATTICUS
Shoes: ZARA
Jewelry: ZARA, RESERVED, MANGO

How do you stay creative, and how do you come up with new ideas?

The beauty industry is extremely dynamic, and that is exactly what motivates me. I love creating, researching, and developing new ideas. Inspiration often comes completely spontaneously: during travels, having coffee with friends, time spent with my son, or simply by observing everyday life. I always carry my phone or a notebook with me, because ideas often come in the most unexpected moments. I love following fashion, design, aesthetics, and trends, but at the same time, it is important to me that we preserve our identity and recognizability.

How important is building a team for creating a strong brand, and what do you look for in collaborators?

A strong team is absolutely crucial. In the beginning, I did everything by myself, and I very quickly realized that long-term growth is impossible without the right people around you. Today we have a large team, and each person plays an important role in our story. When it comes to collaborators, the most important traits for me are energy, passion, and a sense of responsibility. Skills can always be learned, but character and attitude toward work cannot be faked. I love working with people who think creatively, want to grow, and who truly feel a connection with the brand. Trust is extremely important to me, and that is exactly the kind of relationship we are building with partners in other markets as well.

Blazer: SPORTMAX
Top and lingerie: TENEZIS
Mesh socks: ANATTICUS
Shoes: ZARA
Jewelry: ZARA, RESERVED, MANGO

How do you see the development of the Serbian "beauty" market, and what makes you most happy regarding the expansion of the "Jana Nails" brand in Serbia?

The Serbian beauty market has been growing significantly in recent years, and I believe that women there truly appreciate quality, aesthetics, and professionalism. I see a strong desire for education, following trends, and investing in high-quality products, which makes me especially happy, as those are the very values upon which we built the Jana Nails brand story. I am particularly pleased that we are now expanding even more strongly into the Serbian market through collaboration with Jovana Bačanac as our new distributor for Serbia. Jovana is extremely creative, talented, and highly respected in the world of nail art, but what impressed me most about her is her authentic passion for the beauty industry and her incredible eye for aesthetics and detail. It is very rare to meet someone who understands the creative, aesthetic, and business sides of the beauty industry equally well, and I believe that is exactly what sets her apart. From the very beginning, she recognized the vision of the Jana Nails brand, our energy, the quality of our products, and the emotion we want women to feel through everything we create. I truly believe that through this collaboration, we will bring the Jana Nails beauty philosophy even closer to women in Serbia and continue to build an even stronger regional beauty community. I am especially looking forward to future collaborations with Serbian beauty influencers, educators, and nail artists, because I believe the market has huge potential and many talented people. Our goal has never been just to sell products. We want to create a community of women who share the same love for beauty, creativity, education, and premium quality.

How do you maintain the balance between work and private life?

Balance is not always easy when you run a large business. My job never truly stops, and I often catch myself thinking about work even when I am trying to rest. But over time, I have learned how important it is to create moments for myself and my family. My son is my greatest reminder that life is not just work. I try to be fully present in his life and to create memories that have nothing to do with work obligations. I have also learned to delegate more than before, which was very difficult for me because for years I did absolutely everything myself. Today I understand that I don't have to carry everything on my own back and that sometimes it is necessary to stop and rest.

Shirt: JEAN PAUL GAULTIER
Glasses: SPORTMAX

What was the most challenging decision you have had to make in your career so far?

I think the hardest part was learning how to let go of some control and trust other people. When you build something from nothing, you feel like you have to do everything yourself because no one will understand your vision like you do. But over time, you realize that without trusting people, there is no serious growth. Another big challenge was the risks and investments that come with expanding a brand. Every new market, every new project, and every step forward brings a certain amount of fear and responsibility. But I firmly believe that without leaving your comfort zone, there is no real progress. Everything we have achieved today is the result of hard work, discipline, and the courage to keep going even when it wasn't easy.

What advice would you give to someone who wants to start a business in the "beauty" industry?

First of all, you must be prepared for a lot of hard work, patience, and sacrifice. Social media often shows only the glamorous side of success, but behind every serious brand are years of work, sleepless nights, and many mistakes from which important lessons are learned. The second important piece of advice is to stay authentic. Do not try to become a copy of someone else, because people today recognize sincerity and authenticity very quickly. Build your own style, your own story, and your own identity.

And most importantly, never stop learning. The beauty industry changes every day, and if you want to remain relevant, you must constantly invest in yourself, your knowledge, and your development. When you truly love what you do and are prepared to give your all to that journey, the results will come in the end.

Organza trench coat: PINKO
Top: RESERVED

Source: https://www.harpersbazaar.rs/digital-cover/jana-duzanec-vizija-lepote