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Melanija Pavlović, General Manager, JAF d.o.o. Nova Pazova

Wood Is Our Shared World

Austria’s JAF Group is present at 59 locations in 18 Central European countries. Headquartered in the town of Stockerau near Vienna, JAF Group is the leading wholesale supplier of wood and wood-based panelling materials, and its operations in Serbia are led by general manager Melanija Pavlović, together with her team

Prior to taking the helm at JAF, Mrs Pavlović ran a company that engaged in the production and sale of materials for interior finishes in construction. She believes that, when a person matures as a manager, changes, constant learning, improvement, and thus also advancement, are inevitable.

When and how did you become part of this great and beautiful story that’s known as JAF?

JAF has been operating in Serbia since 2008, with its headquarters in Nova Pazova and a showroom that opened in New Belgrade in 2019. I’m an architectural engineer and spent years developing my career in the trade in construction materials and systemic construction solutions.

I joined the JAF team in June 2019. It was a special challenge for me to enter the world of wood and the furniture industry, but also equally an opportunity to dedicate myself to wood, wood products, furniture and interior design. Our company’s credo is “Wood is our world”.

Prior to taking on the position of general manager at JAF, I was the director of a company that engaged in the production and sale of materials for interior finishes in construction. When a person matures as a manager, changes, constant learning, improvement, and thus also advancement, are inevitable. By accepting this position, I decided to direct my career towards the furniture industry, whilst still also remaining closely connected to the construction industry.

Is it your wide range of products and top service that ensure you remain at the very top in all the countries where JAF operates?

A small family business, the owner of a sawmill, which initially began with the work of processing logs, grew to become an international group and Central Europe’s leading wholesale supplier of wood and wood-based panelling materials. The clear vision of the founders, coupled with a homely approach to doing business, have contributed to JAF customers seeing the company as a reliable partner who, always and at every moment, offers them good and well-delivered services, with an exceptionally wide range of products: plywood, veneers, timber construction, panels from OSB, raw chipboard, MDF etc. And not only that: JAF is always customer-oriented and our aim is to have close relations with the customer.

Customers see JAF as a reliable partner who, always and at every moment, offers them good and well-delivered services, with an exceptionally wide range of products

As an architectural engineer, an expert on construction materials and a woman who monitors trends, could you tell us what interior designers are most often choosing?

The trends for 2022 are timeless “natural concrete”, grey tones, wood décors in all shades, structures, imitation wood and Scandinavian white, or the Scandinavian style that is characterised by many simple forms. I also mustn’t forget something that’s been trending for the last few years and remains very current: marble décor, in all hues, colours and large format panels. Also trending will be compact panels for furniture, tables in hospitality venues and compact panel façades on substructures.

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