Melanija Pavlović, Director of JAF Serbia: Our goal is to remain leader that sets standards on the wood industry market

The general director of the company, Melanija Pavlović, in an interview for our portal, reveals what trends are shaping the market for floor coverings and wood materials, speaks about the importance of the new distribution center in Niš, but also about the challenges she faces as a woman at the head of a large company in a traditionally male-dominated industry, and about the ways how JAF encourages women`s empowerment within the company.

- The floor covering market today is characterized by three main trends – naturalness, sustainability and functional design. Customers increasingly strive for materials that are authentic, environmentally friendly and easy to maintain, while architects and investors seek flexibility and the possibility of personalization. Parquet is coming back into focus as a symbol of home warmth, but also as a sophisticated element of modern interiors.

At JAF, we have been building an offer in line with those expectations for years. Our assortment includes parquets and floor coverings from top European manufacturers, from classic solid floors to multi-layered parquets and decking systems for exteriors. We place special emphasis on products with FSC® and PEFC™ certificates that confirm the sustainable origin of the wood. Something that is definitely a trend in the world and will be used more and more is SPC vinyl flooring.

Our professional teams provide support to customers, architects and contractors through advice on the selection, installation and maintenance of flooring solutions. In this way, we combine the beauty of natural materials with modern technological standards and long-term value.

Today, compact panels are one of the most sought-after solutions, because they combine high resistance, stability and aesthetic versatility. They are ideal for areas with higher loads and hygiene requirements - such as hospitals, schools, kitchens and commercial facilities. Compact panels have found wide application in the exterior as well as ventilated facades. DuPont brand Corian® panels are a material that offers endless possibilities to architects and is used for countertops. JAF is the general distributor of the Italian ALPI brand. ALPI fineline veneers are a response to the growing need for innovative, ecologically stable and designerly recognizable surfaces.

What sets us apart is the ability to offer the entire solution in one place - from materials to technical support and logistics - which saves our partners time and increases efficiency in project implementation.

I believe that diverse teams are more resilient, more creative and more successful – because they bring a wider range of ideas and approaches to solving challenges. It is precisely this combination of expertise and different worldviews that makes JAF distinctive.

The industry is changing - more and more women are entering the technical and managerial spheres, which contributes to a better balance and greater innovation. It is important that each of us be an example of moving the boundaries with knowledge and results.

- Within the company, we are actively working on the development of women through mentoring, training programs and internal dialogue on career development. Our approach is to recognize the potential of each person and enable them to develop it - either through specialization in a certain business segment, or through taking on leadership roles.

Externally, through various projects and public performances, we want to inspire other companies to follow a similar example - because when women have the opportunity, the entire organization becomes more stable, innovative and successful.

- Our plans are aimed at further growth and modernization. We are planning new investments in the development of the distribution network, additional process digitization and strengthening of the logistics infrastructure.

Digital tools, such as online ordering platforms and virtual showrooms, are becoming an important part of our business because they enable customers to access materials and technical information more easily and quickly. At the same time, we are working on expanding our own brands in all segments, as well as educating the market through presentations and cooperation with architects, designers and contractors.