A peaceful location that invites, and a business space that inspires

Just a few steps away from Zagreb’s Ilica and Frankopanska streets, in a pedestrian zone known as the passage to Tuškanac and named after Croatian writer and physician Ivan Dežman, we found a business premise with a tenant who has already told a story — not only about the design of one shop, but also about everything invisible that a space can offer over time.

Jewelry designer Iva Viljevac Toš, together with Ivart Design d.o.o., participated in a public tender 6/22 published before Christmas. She entered the New Year as the best among six bidders and secured the right to sign a lease agreement for a business premises owned by the Republic of Croatia, measuring around twenty square meters and advertised at Dežmanova 4 in Zagreb.

On her blog, she writes about the reasons for opening a shop in downtown Zagreb, in addition to the one already operating in a shopping center in the west: “I didn’t choose Dežman Passage by chance for the opening of my new store. I believed that my clients would appreciate the unique atmosphere of this somewhat hidden street in the very heart of the city. It leads to the fairytale-like Tuškanac and is a favorite destination for many who want to avoid the city crowds. That’s why this location attracted us too – to present our design in a place that is accessible yet exclusive, and to open ourselves to new clients.”

The lease agreement for the business space was signed two years ago, and the tenant also shared her experience of opening the store and shaping it for work in line with her personal vision and inspiration: “I want to delight my clients with beauty even before they step inside, but most importantly, I want their visit to my store to be remembered only for the positive. My priority is satisfied clients, which is why I believe nothing should be left to chance. I am convinced that by caring not only for the jewelry but also for the space in which I display it, I show great respect to everyone who visits us. In addition to the styling advice we offer our visitors, we’ve created a beautiful shopping experience in a relaxed atmosphere and a presentation of products I craft with love, in a space that inspires both me and everyone who comes in.”

The recognizable aesthetics — not only of the jewelry but also of the interior design — are an essential part of the Iva Viljevac brand vision. The entire concept was therefore aimed at creating a functional space where quality jewelry, good taste, and understated elegance meet.

She entrusted the interior design to her sister, Tea Viljevac Šarić, who succeeded in creating a space with clean lines and simple forms, harmoniously open, where the jewelry is highlighted by abundant natural light that further emphasizes its delicacy and tranquility. Every detail in the space has been carefully planned, from the oval-shaped shelves built into the walls, to the brand’s presence on the wall itself, which greets all visitors who express their individuality through Iva Viljevac jewelry.

The original text is available at the link: “New store is now open at Dežmanova 4,” with certain parts of the text reprinted with the author’s permission.

Published 4. April 2025.