Effeti Concept Store is a story built on the idea of two sisters who wanted to offer the Montenegrin market a space that brings together unique regional and international premium brands.
Today, it can be found in two locations in Montenegro: one in the capital city of Podgorica and the other on the coast, at Hotel Splendid near Budva.
Initially, Effeti Concept Store was created as a predominantly male concept, offering custom-made footwear and other personalized accessories. However, what started as a small corner reserved for women gradually evolved into a fully dedicated women’s concept.
Today, Effeti stands as a carefully curated retail space that seamlessly combines fashion, beauty, and lifestyle. It is not just about the products, but about how they are presented and experienced through a distinctive shopping experience.
From the very beginning, what guides us are inspiring combinations, limited collections, unique pieces, and a carefully selected mix of brands, says Andjela Radulovic, the co-founder.
After its first year of operation, Effeti Concept Store expanded its retail presence to the Montenegrin coast, opening a second location within Hotel Splendid.
A.W.A.K.E. Mode / Maxi skirt
Jalizé Couture / Taormina Set
From the very beginning, what guides us are inspiring combinations, limited collections, unique pieces, and a carefully selected mix of brands.
A.W.A.K.E. Mode / Rounded Back To Front Jeans & Cropped Jacket With Collar
Selia Richwood / Amy Red Bikini
The target audience of Effeti store is the modern woman who values aesthetics, quality, authenticity, and seeks more than a conventional shopping experience.
Speaking about Effeti's philosophy, the co-founder Andjela Radulovic says: "A particularly important aspect that we have nurtured from the start is a personalized approach to each customer, with a strong emphasis on creating a meaningful shopping experience. In a time when fast-paced lifestyles increasingly pull us toward online shopping - away from trying on pieces, feeling materials and cuts, stepping outside our comfort zones, and experimenting with colors - our focus remains on emotion and the experience of every item presented. Through personalized guidance (styling and product combinations), we build authenticity and a recognizable personal style together with our clients.”
Effeti store is also recognized as one of the few concept stores in the region that actively cultivates a sense of community - bringing clients together through various events such as pop-up collections, guest designers, custom-made sessions, visiting brands, and presentations of both designer drops and the store’s own curated drops.
Our vision for the future is to continue building trust by expanding our selection of internationally recognized brands, while preserving Effeti as a women’s concept store that is not just a point of sale, but a space of inspiration, identity, and connection with a contemporary lifestyle.
In a time when fast-paced lifestyles increasingly pull us toward online shopping - away from trying on pieces, feeling materials and cuts, stepping outside our comfort zones, and experimenting with colors - our focus remains on emotion and the experience of every item presented.
A.W.A.K.E. Mode / Wide Leg Denim Pants
Brands:
Awake Mode
Aniye By
Vanda Novak
Selma Cilek
Sodini Jewellery
Stickybestie
Amina Hasanbegović
TheShyGuy
Jalize Couture
and others.
Addresses:
Central Point | Podgorica, Montenegro
Hotel Splendid | Becici, Montenegro
