Luna Fashion House is led by two principals: Biljana Jovanovic, who founded the house in 1990 and continues to lead it as creative and operational principal, and Margareta Petrovic, who leads the United States partnership from Newport Beach, California through Amaretta LLC. The house is European in origin and design. The United States operation is run by Amaretta LLC under exclusive partnership.

Biljana Jovanovic, Founder and Creative Principal

Biljana Jovanovic founded Luna Fashion House in 1990 in Pozarevac, Serbia. Across thirty-five years of continuous operation, she has led the house through the design, production, and retail presence of every Luna collection. The atelier in Pozarevac is women-led, and Biljana sets the standards for fabric sourcing (virgin wool, silk, bonded lace, jacquard, predominantly from European mills), garment construction (half-canvas tailoring, French seams, viscose linings, hook-and-bar trouser closures), and the small-batch production model that defines the house.

Biljana's design language has remained consistent across the house's history. Tailored blazers and trousers built to last decades. Evening pieces in lace and jacquard cut for women over forty who want structure and coverage along with formality. Outerwear in wool and wool-blend fabrics constructed to hold shape past a single season. The signature Luna silhouette, structured shoulder, fitted bodice, midi or floor length, three-quarter or full-length sleeve, is recognizable across the collection and consistent across years.

Under Biljana's direction, Luna has grown from a single Serbian atelier into a house with customers across Western Europe, the Balkans, and now North America, without abandoning its small-batch production model or moving manufacturing outside Europe.

Margareta Petrovic, President for the USA and Chief Executive Officer of Amaretta LLC

Margareta Petrovic leads Luna Fashion House's United States operation as President for the USA, and serves as Chief Executive Officer of Amaretta LLC, the Newport Beach company that holds exclusive United States rights and partnership for Luna. The US chapter launched in 2025 and operates all US-facing functions from California: sales, customer care, shipping, returns, and order fulfillment.

Petrovic spent her earlier career as a cybersecurity executive at Accenture, Wipro, and TCS, where she led international engagements across enterprise security, technology operations, and modern luxury sector clients. That background informs how Amaretta runs the US business: with an international perspective, a focus on the American professional woman over forty, and operational standards shaped by enterprise discipline. Petrovic curates Luna's collections for the US market, selects which European pieces to stock for the American customer, and runs the customer care function directly during the early years of the partnership.

Amaretta LLC operates from 4590 MacArthur Blvd, Suite 500, Newport Beach, California 92660. For customer care, message WhatsApp at +1 949 601 2846 or email connect@lunafashionhouse.com.

For the founding history of the house, see Our Story. For editorial coverage of how Luna entered the United States, see European elegance arrives in the U.S.