OUR STORY

“IMAGINE A FUTURE ART HISTORIAN AND A RESEARCHER ARRIVING FROM SPACE, BOTH ASKING THEMSELVES THE SAME QUESTION: WHAT WAS THE IDEA OF ​​BEAUTY THAT REIGNS IN TWENTIETH CENTURY?” UMBERTO ECO, HISTORY OF BEAUTY 2004  

UMBERTO ECO, HISTORY OF BEAUTY 2004

OUR STORY

„I find something beautiful and fragrant in everything I do, and turn it into ESTAR.“

TAMARA GERIĆ, ENTREPRENEUR AND CHEMIST

ESTAR je postao deo mojih razmišljanja prvi put 2002. godine i u mojoj mašti, to je bila najdivnija moguća kompanija za proizvodnju krema. Od samog početka, želela sam da taj biznis ima formu umetnosti, pa sam se stalno pitala kako da oplemenim i smekšam kruta inženjerska pravila u okvirima konkurencije, prodaje i proizvodnje, odnosno sveta koji nas okružuje. Izabrala sam ime ESTAR zato što su estri mirisne materije biljaka, voća, povrća i četinara, najdragocenijih darova prirode koje imamo. Ideja da ulepšavam svet oko sebe i činim da se ljudi osećaju bolje dok se neguju motivisala je i pokrenula čitavu mašineriju kreativnih ljudi koji su me tada okruživali. Priča je počela lagano i bojažljivo, postajući polako moja nova realnost. 

SLOWLY AND TIMIDLY IT BECAME A REALITY

Then I reached out to friends whose professions were different from mine. I listened to what they were telling me and analyzed it. Their thoughts and opinions. Suggestions. Brave ideas. I opened to the new spirit and as much as I didn’t like some of until I realized that I had to accept them and find something beautiful and fragrant in them. Some ESTAR.  

Intuitivno sam osetila da moj ton prema kupcima treba da bude ličan i neposredan. Postavila sam sebi isto pitanje kao Umberto Eko: šta bi radoznali posetilac iz svemira prepoznao kao koncept moderne lepote? Da li je ona dostižna? Kako? Treninzi i učenja, razgovori, planovi, analize… sve me je to vodilo jednoj važnoj odluci: otvori se i prilagodi estar svojih vrednosti ovom novom svetu koji živiš. 

THE QUESTIONS KEPT COMING, BUT THE FAITH IN SUCCESS DID NOT WANE. 

Thanks to hard work and great support of many, we presented our first product. I clearly remember that November day. We completed the first line of ESTAR shower gels, packed them, put labels on them and sent them to our first customers. I was immensely happy and proud of both: the small team that participated in it and myself. But what was the next step? What should we do with those creams? Who will buy them? What is the best way to reach out to new customers? How was I to explain them our values and principles? The questions kept coming, but the faith in success did not wane. 

That period was beautiful, pleasant and enthusiastic. I remember it as the time when without restraint and fear I made my dream come true. The time without “what if” analyzing and mental arithmetic combinations, without calculations, targets and predictions of any kind. And I would not want it any other way. 


Nakon tog lepršavog, pomalo naivnog perioda, odjednom se naoblačilo: brojne prepreke su se ređale. Izazovi realnog sveta na kraju su ubili magiju. Na svakom koraku suočavala sam se sa stvarima koje nisu zavisile od mene, svet oko nas se menjao, ali ja nisam odustajala.  

TRAININGS AND LEARNINGS, CONVERSATIONS, PLANS, ANALYSIS…

And then the Renaissance period began. ESTAR may have been the fruit of my ideas and vision in the beginning, but after almost twenty years of hard, persistent work it became an interesting platform of different perspectives and beautiful relationships with dear people, our clients. Honest communication eventually turned into trust. Respect and hearing for the needs of this world became our most powerful tool, stronger and more pleasant than we could have imagined in the beginning. ESTAR is now more than cosmetics: it is a creative, supportive community of all who share our believes and values and will only continue to grow in the future.

Yours sincerely,

Tamara 

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