In 2017, we gathered around a clear vision to create a place for empowerment of women entrepreneurs both in Serbia and in the region. An association, which will provide support to women who want to embark on the path of entrepreneurship, in order to start their own business as easily and safely as possible, and later successfully achieve their business goals. First, we established the Business in Heels Club, as an informal group from the association "Promotion of Healthy Life", which, in addition to advocating for healthy lifestyles, is also actively involved in promotion of women's entrepreneurship. In August 2020, this Association officially changed its name to "Business in Heels". Since 2017, in mid-June every year, we organized the International Professional Conference "Business in Heels", as culmination of all the activities of the Association and to motivate our women entrepreneurs to persevere in their endeavors.The first conference brought together 350 women entrepreneurs from 11 countries, who directly influenced the strengthening of women's entrepreneurship through exchange of knowledge and experiences. Every following year, the number of participants increased, to reach 700 in 2020 and 2021. Unfortunately, due to the situation caused by the Covid-19 pandemic, the number of participants had to be reduced to 500.In addition to the Conference, in cooperation with ministries, city and provincial institutions, but also the IPA fund of the European Union, we are implementing several projects of great importance for the development of women's entrepreneurship and women's empowerment in general.

VITALON GROUP is one of the leading manufacturers of natural and dietary supplements in the form of tablets in Serbia. We were founded in 1990 in Novi Sad, Serbia. In 2004, we integrated ISO 9001:2008 and HACCP production management system into our production. Today we are proud to offer a wide range of products of recognizable quality and appearance. With our knowledge and many years of experience, we have laid a reliable foundation for research, development and creation of top products to respond to today’s health needs.

The Women Business HUB, within the Interreg IPA Cross-border Cooperation Programme Croatia - Serbia 2014-2020, was worth 354,000.00 euros. The project was intended for women entrepreneurs and potential entrepreneurs, for whom we provided working space and a place for get-togethers and networking, the necessary equipment for work, as well as education and mentoring. Within this project, 450 women entrepreneurs and potential entrepreneurs attended numerous trainings and workshops. The project was implemented with our Croatian partners the Entrepreneurship Development Center of the Erdut Municipality local development agency ltd.