The only real luxury today a man should try to afford is the courage to do what he believes in – The Luxury Collection Montenegro magazine is the embodiment of this idea. A superbly designed illustrated magazine, impeccably realized in terms of production, cleverly and carefully marketed, becomes the ambassador of Montenegro all over the world and a toll that will connect it with travelers on purpose, clients in various fields and potential investors – offering them information about best restaurants where you can try culinary specialties, places to spend, shop, vacation; presenting exclusive and luxury real estate. The magazine is an opportunity to present each of our pearls in the best possible way, with the desire to make our overall national offer even better.
The increasing interest of foreign investors for our market has met this challenge, mitigating any uncertainty and reducing risk taking. Entrepreneurs in the creative industries are often described as people who perceive what is overlooked by most – Rade Ljumovic is just like that.
Visionaries do not believe in the fast track to easy earnings. Since 2011, Rade and his team have been patiently perfected the medium of a unique concept in our midst. The magazine is printed in a limited number of copies and almost does not depend at all on the profit that comes from the sale. They refrain from advertising, with clear criteria even for the kind of advertisers who are always wellcome. Front page of magazine, despite the generous offers, is not for sale – because when it comes to key things about brand value the most attractive profit should be subordinated to the quality.
Because it informs the market about trends, this coffee table magazine keeps track of all the inevitable trends and therefore has long been available in the digital edition. ‘Still,’ Rade will tell you, ‘while everyone talks about the unconditional acceptance of the digital future, well-produced print media will always have a place in this industry.’
In the time when they started, when they made it clear to everyone that they did not want to compromise with quality, that they care more about how things are done and not just about what is done, and that the people who gather around the magazine and who love what they do are more important to them – many have given them little chance of greater success in the market. Practice has proven otherwise. Preparations for issue 26 show that the magazine exceeds the dimensions of our market, so it becomes clear why they want to try on the regional scene as well. One has already been released under the title The Collection Serbia. It has shown financial sustainability, giving the Company a strong impetus to keep going. The careful reader will notice that in the new titles of editions in Montenegro and Serbia the recognizable epitome luxury is slowly ‘fading’. Rade and his team are aware of the fact that a semantic field that carries a certain word often changes its range depending on the time and context in which it is used. If circumstances change, a true entrepreneur in the creative industries is always ready to transform, even the most recognizable details, to strike an even more coherent balance between identity and brand image.
Pearls never go ashore on their own – while others are waiting, one must decide to jump into the water and dive deep in order to collect it and bring it to the light of the day with their own hands, and with the skill and knowledge he possesses. Rade and his team do this daily with the pearls of our heritage. Thanks to them, all the best of what we have to offer to the world can be easily seen in the showcase housed in a rich collection of their content and luxuriously packed – paper shell.
