Heritage
A house, in its own words
Emina Jahović recorded her debut in 2002 with the album Tačka and went on to release six studio albums, including Radije ranije (2005) and Vila (2009), building a career as one of the better-known pop figures in the Balkans. Her entry into fragrance came in 2014 with the release of Closer, a personal scent that tied directly to her stage persona. A follow-up, Closer Swan City, followed in 2016, expanding the line with a second edition that referenced urban imagery. In 2020, Jahović formalized her broader beauty ambitions by founding Yaemina Beauty, a company registered under her own name with a presence in Serbia. The brand name itself, Yaemina, reads as a stylized compression of her first name, turning her personal identity into a commercial entity. By the early 2020s, Jahović had begun publicly discussing a new fragrance line developed with Tiziana Terenzi, the Italian house founded by Paolo and Tiziana Terenzi, signaling Yaemina's shift from celebrity scent to a more deliberate, internationally oriented fragrance project. Yaemina operates at the intersection of personal branding and beauty entrepreneurship. The founder has framed the project around self-expression, describing the brand as an extension of her own identity rather than a purely commercial label. Public statements around the reported collaboration with Tiziana Terenzi emphasize immersion in the craft of perfumery, with Jahović referencing study trips and direct creative exchange with the Italian house's perfumers. This positions Yaemina's approach less around mass-market licensing and more around the model of a creator-led line, where the artist's taste and lifestyle shape the product. The brand's communication leans on inspirational, women-focused messaging, and the founder has been identified as a beauty entrepreneur alongside her music career, suggesting a philosophy that treats fragrance as a form of authorship rather than accessory.