Today, I am a mix no one can replicate: fashion designer, master tailor, product developer, graphic designer, social media creator, web designer, brand architect. Once underestimated, now celebrated. I see what others cannot—the story behind a client, the story behind a person. From these stories, I create brands that make you feel before they speak.
Sometimes the strongest stories begin quietly. So quietly, you almost miss them. That’s how mine began. Maybe everything would have been different if someone had looked me in the eyes as a child and said, “You can do this. We see you.” But no one did. Not my surroundings, not society, not a world that first labels before it truly sees a human being.
I am Joana. Daughter of Bosnian immigrants, raised in Salzburg. Rejection was not an event—it was the air I breathed, the shadow that draped my childhood. And yet, between the harsh glances, the closed doors, the words left unspoken, something grew inside me stronger than any resistance: ambition. A fire no one could extinguish. My roots carry me—and they burn.
My story doesn’t start with me. It begins with my great-grandparents fleeing Ukraine to Bosnia. With my parents, who came from Bosnia to Austria during wartime, carrying nothing but hope for a better life. I was two years old when I was ripped from their arms, placed in strangers’ care, because apartments were denied, doors were closed, and a family of five was simply “too much.” That separation carved deep into my heart. But out of pain, I forged strength. From strength came conviction. From conviction, identity.
Austria is my home—but I will never forget where I come from, nor the culture that made me.
Fashion—my way out of the shadows
While others were still searching, I already knew: “I’m going into fashion. Period.” No Plan B. No safety net. Only an unwavering drive to create something larger than every boundary that had ever been set before me.
Fashion was never just a profession. Fashion was language. Identity. Liberation. I knew early on I would stitch, shape, and design my own story. I studied fashion design, earned my master’s in tailoring, and embarked on a journey that led me through the factories of the world. The roar of machines, the pressure of exports, the deadlines—and men. So many men. Men who looked at me, assessed me, underestimated me: young, pretty, delicate. “Her? Easy to handle.”
But I was never easy. Never convenient. Never the one you push aside.
Amid pallets of merchandise, hundreds of garments, looming deadlines, and a massive conference table, I calmly said: “This is not right. It goes back for repair.”
The voices rose, the stares hardened, the arguments sharpened. I stayed calm. It was wrong, so it went back. Without my knowledge? The goods would fail quality control in Austria. The production company would absorb the costs. The second time? No discussion. Only acceptance. Not because I was a woman—but because I was right. And then came the moment that changed everything: the “coffee moment.” While I was training staff, the production manager entered: “Before we continue, bring me a coffee.” He looked me straight in the eye. I smiled. Not politely, but knowingly. “Underestimate me. That will be entertaining.” Respect is not a request. Respect is conviction.
A new beginning in the midst of crisis
Then came Corona. The fashion industry in Salzburg collapsed like a house of cards. Companies closed. Contracts dissolved. Future plans vanished into thin air. And yet, in that absolute silence, a new life grew inside me. I was pregnant and faced the biggest decision of my life: fight or start over. I chose a new beginning.
I studied social media, deepened my eight-year expertise in graphic design, worked on projects without pay, learned, grew, built my skills layer by layer—not in spite of fear, but because of it. Out of fear came creativity. Out of creativity came identity.
Creativity that transforms lives
I remember every single moment. The days I lay in bed, staring at the ceiling, quietly praying for the heart of my unborn child. My pregnancy was anything but easy. Years earlier, I had battled cervical cancer—a time that left scars, both visible and invisible.
There were moments I thought I wouldn’t make it. Bleeding, constant fear, wondering if my child’s heart would keep beating—the uncertainty gnawed at me like a relentless shadow. But in that time, I discovered something stronger than any fear: an uncompromising will to create life. I wanted to channel my creativity as a designer to make something meaningful, something that touches people, something that inspires hope.
One of these doors opened by chance. During cold outreach, I met Ronja from Fashion Touri, organizing a gala for St. Anna Children’s Cancer Research—a place where daily life is defined by illness. I saw her courage, her hope, her unwavering strength—and I knew instantly: I had to contribute.
Together, Ronja and I harness the creative power of local designers, who leave their personal signature on fashion, jewelry, and art—far from mass-market chains like Zara or Bershka. Every piece tells its own story, carries the soul of its place of origin, and becomes a cherished keepsake. At the same time, we empower the local economy, celebrate craftsmanship, and let the uniqueness of Austrian creativity shine—a visible, tangible statement of quality, individuality, and the power of small but meaningful gestures.
With a renowned Berlin author, I illustrated a children’s book entirely myself. Every page, every color, every stroke was an expression of love, hope, and the message that even the smallest acts can make a difference.
I visited the Sonneninsel in Seekirchen, held book readings and art sessions for children. The Sonneninsel is a sanctuary for children battling cancer or serious health challenges—and for their families. It is a place where they can regain strength, refill their hope, and simply be children.
Workshops followed at The English Center in Salzburg, where I continued to paint with children and share the story behind our book.
An absolute dream project was a unique creative adventure with the luxury Hotel Imperial in Vienna: I had the honor of designing the exclusive ambient fragrance packaging for the house. The idea was born during an event for St. Anna Children’s Cancer Research—a cause that has been a longstanding partner of the hotel. Every year, the hotel contributes through events, plush toys, charity runs for cancer research, and wherever else it can make a difference. For the Hotel Imperial—and within the Marriott chain—it is a priority to support local organizations and make a meaningful impact.
For me, this project was more than a fragrance. It was the fusion of design, emotion, and social engagement. Creativity does more than beautify spaces—it tells stories, connects people, and carries emotion—from the atmosphere of a house that unites tradition with heart.
Today, when I look into my child’s eyes, I am overwhelmed with gratitude. Gratitude that my child grows up healthy, that my creativity opens doors that once seemed unimaginable. I know now: from fear, pain, and uncertainty, something beautiful can emerge—something that lasts, that gives life, and that touches hearts.
My story is not a perfect journey. It is a story of fear, pain, and uncertainty—but also of courage, love, and the power to create something valuable from every moment. As a designer, as a mother, as a human being, I have learned that even in the darkest moments, hope, creativity, and heart are the strongest forces.
The Signature of a Woman Who Leaves a Mark
“A brand must smell like a fragrance. Even when I’m not in the room, people must know it comes from me.” I create identities that endure—and women who find themselves reflected in their own designs. Not just beautiful. But strong.
I have been underestimated my entire life. Yet from every doubt, I carved a new piece of courage. From every rejection, a new step forward. From every detour, a guiding path for other women. I am not just a creative. I am living proof that every story—no matter how difficult its beginning—can become a masterpiece.
My favorite quote from Anna Windsor accompanies me every day: “You are driven by your heart, your talent and your instinct.” For me, this is not just a motto—it is design. It is creativity. It is my life. My heart, my talent, and my instinct are the compass needles that guide me—in my work, as a mother, as a human being. Everything I create carries this inner fire, this uncompromising authenticity.
Find me HERE
