It all began on a holiday evening, among old books that were waiting for their final journey to the recycling container. In those yellowed pages, Irena Popović found an idea — not in the text, but in the material itself. Wanting to decorate her home differently, she began experimenting with paper, shaping it and searching for forms that had existed only in her imagination.
She could not have imagined that a few simple decorations would bring so much delight to her family and friends, nor that this moment would mark the beginning of something greater. Today, Paper Magic stands behind hundreds of customers, a community that supports her work, and a mission that brings together art, sustainability, and humanity.
The real turning point came when her older son returned from his studies in England and saw what his mother was creating.
“He suggested that we open a Paper Magic page so that I could present my handmade creations to a wider audience,” she says. The support of those closest to her proved crucial — a hobby grew into a brand, and the brand into a community.
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Art and Recycling Combined
At the heart of this brand lies a clear environmental message: old books should not end up as waste.
“People often have old, damaged, or unwanted books they no longer use, and we give them new life by turning them into decorative objects,” Irena explains.
Most of the materials come from donations — from friends, neighbors, and even complete strangers who want their books to continue living on. The rest are found at markets and flea markets, where copies that are no longer suitable for reading are often discovered, yet are perfect for artistic transformation.
Although Irena does not use industrially recycled paper, her creations represent recycling in its noblest sense: they prevent waste, encourage creativity, and create added value.
Irena’s decorations most often find their way to women who appreciate handicrafts, personalized gifts, and items that tell a story. This is precisely why customers frequently return.
“Many emphasize their delight with the attention to detail, the quality of craftsmanship, and the fact that each piece has its own story. A large number of customers return to purchase new products, which speaks to the trust we are building. In addition, word-of-mouth recommendations are very common, which for us is the best sign that the emotion and effort we invest reach those for whom the decorations are intended,” says Irena, adding that her greatest reward is messages of gratitude and photos of the decorations in their new homes.
Prepared by: Milena Maglovski
The story was published in Energy portal Magazine RESPONSIBLE BUSINNES




























