Air Serbia and Ethno Network: Tradition elevated, supporting women’s entrepreneurship and preserving cultural heritage

In the week dedicated to women, Air Serbia and Ethno Network have teamed up in a joint mission to preserve Serbia’s cultural heritage and boost female entrepreneurship in rural areas.

Ethno Network brings together artisan associations and cooperatives that use traditional techniques of embroidery, crochet, and other crafts, preserving the priceless heritage of our region. By helping women and young people make a living through arts and crafts, they actively contribute to their economic empowerment and social affirmation.

The national carrier builds its brand on values that are deeply-rooted in tradition – warmth, hospitality and identity of our people. With the slogan Tradition elevated, Air Serbia connects not only destinations, but also cultures, people and values. The famous pattern of Pirot rugs, as one of the most recognisable symbols of local homes and unity, is an integral part of Air Serbia’s visual identity. Thanks to the partnership with Ethno Network, this identity is reflected in various objects created with artisanal skills, in line with modern aesthetics.

“This partnership reflects Air Serbia’s commitment to sustainable development, support for women’s entrepreneurship, and creation of new opportunities for the economic empowerment of women throughout the country. The combination of traditional and modernity, also seen in Air Serbia’s brand, gains an even deeper meaning and tangible value in this way. We strongly support initiatives that put traditional heritage in the service of local development and employment,” said Jiri Marek, CEO of Air Serbia.

The handicrafts of women from Ethno Network – from decorative items to unique dolls, which represent Air Serbia’s cabin crew, are created with traditional techniques and hours of handiwork. The items created through this partnership will be available within Belgrade Nikola Tesla Airport’s duty-free range, allowing passengers to take a piece of Serbian tradition with them on their journey.