Serbia’s jewellery market is defined by a mix of historic domestic goldsmiths (Zlatare) and international luxury brands. As of late February 2026, the market is currently seeing "Post-Valentine" clearance events and early promotions for 8. Mart (International Women’s Day), which is a major gift-giving holiday in Serbia.
Top Brand Promotions
Pandora Serbia
Pandora is one of the most active brands in Serbian malls (like Galerija, Ušće, and Delta City).
* Current Sale: Many stores are offering up to 30% off on specific collections, including select rings and charms, through the end of February.
* Bundle Deal: A common offer currently active in Belgrade stores (such as BIG Fashion) is 20% off your second item when you purchase a bracelet.
* March 8th Preview: Expect the "Women's Day" promotion to start in the last few days of February. Historically, this includes a "Gift with Purchase" (e.g., a free limited-edition charm or pouch for purchases over 15,000 RSD).
Zlatarna Celje
This Slovenian-origin brand is a staple for high-quality gold in Serbia.
* Lume Collection Offers: They are currently highlighting their 2026 "Lume" silver collection, which offers a more accessible price point for modern designs.
* Investment Gold: With gold prices reaching record highs in early 2026, Zlatarna Celje is a primary point for investment gold bars and coins, which are currently exempt from VAT in Serbia.
* Engagement Sets: They frequently offer a 10% discount on wedding band sets if the engagement ring was previously purchased from them.
Zlatara Stefanović 1886
As one of the oldest and most respected family jewellers in Serbia:
* Diamond Promotions: Following their mid-February "Days of Love" campaign, they often maintain a 10% discount on select diamond and 18K gold pieces through the end of the month.
* Custom Design: While not a "discount," they are currently promoting their bespoke 3D design service, allowing customers to create unique pieces without the traditional premium of custom hand-casting.
Retailer & Multi-Brand Offers
* BPM Watches & Jewellery: A major retailer for fashion brands like Fossil, Michael Kors, and Armani. Their clearance sections currently feature up to 40% off on last-season jewellery lines.
* In-Store Tax-Free: For tourists, many high-end shops in Knez Mihailova (Belgrade's main pedestrian street) provide Global Blue Tax-Free forms. Since Serbia’s VAT (PDV) is 20%, this represents a massive saving on luxury purchases for non-residents.
* Gold Trade-In (Zamena Staro za Novo): Almost all local "Zlataras" offer a trade-in service. Because gold rates are currently high, you can get a very favorable valuation for old 14K (585) gold to be used as credit toward a new 2026 collection piece.
Shopping Tips for Serbia
* Check the Hallmark: Serbian gold is typically 14K (585) or 18K (750). Look for the official state hallmark (usually a small bird or symbol) to ensure authenticity.
* Currency: While prices are often discussed in Euros for high-end items, all transactions must be completed in Serbian Dinars (RSD).
* Shopping Malls: For the best concentration of offers, visit Galerija Belgrade (the largest in the region) or Ušće Shopping Center. They often have "Shopping Weekends" where multiple jewellery stores offer a flat 10–20% off storewide.
Top Brand Promotions
Pandora Serbia
Pandora is one of the most active brands in Serbian malls (like Galerija, Ušće, and Delta City).
* Current Sale: Many stores are offering up to 30% off on specific collections, including select rings and charms, through the end of February.
* Bundle Deal: A common offer currently active in Belgrade stores (such as BIG Fashion) is 20% off your second item when you purchase a bracelet.
* March 8th Preview: Expect the "Women's Day" promotion to start in the last few days of February. Historically, this includes a "Gift with Purchase" (e.g., a free limited-edition charm or pouch for purchases over 15,000 RSD).
Zlatarna Celje
This Slovenian-origin brand is a staple for high-quality gold in Serbia.
* Lume Collection Offers: They are currently highlighting their 2026 "Lume" silver collection, which offers a more accessible price point for modern designs.
* Investment Gold: With gold prices reaching record highs in early 2026, Zlatarna Celje is a primary point for investment gold bars and coins, which are currently exempt from VAT in Serbia.
* Engagement Sets: They frequently offer a 10% discount on wedding band sets if the engagement ring was previously purchased from them.
Zlatara Stefanović 1886
As one of the oldest and most respected family jewellers in Serbia:
* Diamond Promotions: Following their mid-February "Days of Love" campaign, they often maintain a 10% discount on select diamond and 18K gold pieces through the end of the month.
* Custom Design: While not a "discount," they are currently promoting their bespoke 3D design service, allowing customers to create unique pieces without the traditional premium of custom hand-casting.
Retailer & Multi-Brand Offers
* BPM Watches & Jewellery: A major retailer for fashion brands like Fossil, Michael Kors, and Armani. Their clearance sections currently feature up to 40% off on last-season jewellery lines.
* In-Store Tax-Free: For tourists, many high-end shops in Knez Mihailova (Belgrade's main pedestrian street) provide Global Blue Tax-Free forms. Since Serbia’s VAT (PDV) is 20%, this represents a massive saving on luxury purchases for non-residents.
* Gold Trade-In (Zamena Staro za Novo): Almost all local "Zlataras" offer a trade-in service. Because gold rates are currently high, you can get a very favorable valuation for old 14K (585) gold to be used as credit toward a new 2026 collection piece.
Shopping Tips for Serbia
* Check the Hallmark: Serbian gold is typically 14K (585) or 18K (750). Look for the official state hallmark (usually a small bird or symbol) to ensure authenticity.
* Currency: While prices are often discussed in Euros for high-end items, all transactions must be completed in Serbian Dinars (RSD).
* Shopping Malls: For the best concentration of offers, visit Galerija Belgrade (the largest in the region) or Ušće Shopping Center. They often have "Shopping Weekends" where multiple jewellery stores offer a flat 10–20% off storewide.
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