Final event of this year’s “She Knows – Economic Empowerment of Women” project

The final event of this year’s “She Knows – Economic Empowerment of Women” project was a formal grant award ceremony for women entrepreneurs from Southern Serbia. The funds, provided by the U.S. Agency for International Development (USAID), were awarded to eight women from the Pčinja and Jablanica districts in recognition of their innovative business ideas.

Brooke Isham, USAID Serbia Mission Director, announced “She Knows” would expand to the Raška region in 2025, following on from the successful first year of operation and with ongoing support from both the public and private sectors. She stressed that through joint efforts, we are building a Serbia where every woman has the opportunity for success and every community a chance for prosperity.

Tatjana Macura, Minister without Portfolio for Gender Equality, highlighted the importance of the economic empowerment of women as a key factor in strengthening the economy. She pointed out that economically independent women not only contributed to GDP growth but also became pillars of their families and communities, inspiring new generations to fight for their place in society.

Equality Commissioner Brankica Janković  emphasized the crucial role of gender-balanced decision-making, noting that diverse perspectives led to better solutions for the entire community. She also pointed out that women’s empowerment involved improving access to basic services such as healthcare, transportation infrastructure, and education, particularly in rural and hard-to-reach areas.

Gaia Montelatici, Director of the “She Knows” project, also spoke about the planned expansion of economic empowerment activities focused on of women to the Raška region in 2025. This extension will be implemented together with the SEDA Regional Development Agency based in Novi Pazar. She emphasized the project would focus on developing sustainable models that promoted diversity, inclusion, and economically viable approaches, both locally and nationally.

Following these opening remarks, the formal grant award ceremony took place, with USAID providing a total of $35,000 in funding to support women entrepreneurs as part of the “She Knows” project. The grants were presented by Mrs. Julie Hill, wife of the U.S. Ambassador to Serbia, in the presence of USAID representatives and other project partners.

The event also saw the presentation of a campaign by period and daily intimate care brand Libresse, developed in collaboration with the advertising agency Ovation. The initiative highlights societal pressures placed on women by men’s inappropriate questions, such as “How much do you think your looks have helped your career?” and “When are you planning to have children?”. By recording their responses, the campaign aimed to show that the questions were not based on natural expectations but rather represented a form of societal pressure, suggesting invisible yet tangible discrimination.

The presentation was followed by a panel discussion with representatives of organizations supporting the project, including Milica Pražić of AmCham, Ivan Radojević of Erste Bank, and Dragana Belenzada, Director of the Jablanica-Pčinja District Development Center. The participants discussed the project’s plans, focusing on mentorship programs involving staff of international companies, as well as ongoing education and workshops offering individual support for entrepreneurs and additional grants.

At the end of the event, an exhibition was organized where the entrepreneurs showcased their products and services, giving attendees an opportunity to learn where to purchase and how to use these offerings.

Photos from the event can be found here.