One brand, two territories. The Embassy — the Grooming Masters flagship on Krunska, Belgrade’s street of embassies — and the e-commerce that carries the same counter online. Both designed by Monolith, both working from the same brief: guide the choice, earn the trust, keep the customer.
Krunska is the street where the world’s embassies stand in Belgrade. When Grooming Masters opened its flagship among them, the name wrote itself: The Embassy — a store that holds rank with its neighbors, and holds men’s care to the same standard.
An embassy is the most serious address a country keeps. Grooming Masters wanted that standing for men’s care — and a flagship worthy of the name.
Grooming Masters brings the world’s benchmark barber brands to Serbia — Reuzel, Captain Fawcett, Uppercut Deluxe, Bullfrog, and Keune 1922. These are products bought on advice: hold, shine, scent, skin type. The Embassy had to give that advice an address with real standing — the counter of a legation, not a stockroom with a till. Monolith designed the retail identity end to end: the interior graphic system, the signage, the pricing, the windows.
Embassies have always stood for something high-end — seals, protocol, a state presenting its best. The Embassy claims that rank for grooming: a sovereign state of men’s care, seated among the real ones.
The identity carries the claim with a straight face. The GM globe sits in the window like a state seal; on the wall, fluorescent tubes back a plexi panel that declares “Sovereign State of Men’s Care” the way a chancery plaque declares its name. Nothing shouts — embassies never do. You know you’re entering serious territory before you touch the door.
The floor serves two publics at once, and both need to find their way without asking.
For retail customers, it is the one address in Belgrade where the world’s barber brands stand together under one roof. For professional barbers, it is a showroom — the place to hold a product, smell it, weigh it against what they already use — before ordering by the case through the separate Grooming Supply wholesale portal, not at a counter. One room, two doors into the same brand: that logic became the brief for Part II.
The Embassy set the standard: give the customer everything a knowledgeable clerk would — the pick, the price, the reason — without a queue. That became the brief for groomingmasters.rs: carry Krunska 42’s standards online, and answer for the customers who never walk in.
Online, there is no one to ask. The website had to be the man behind the counter — not a catalogue with a cart bolted on.
groomingmasters.rs carries the store’s DNA piece by piece: the Klein blue, the plain-spoken Serbian, prices stated as plainly online as they are on the shop floor. But it also had to do what a good clerk does in person — guide a customer from “I want to look a certain way” to the right jar, explain what makes it worth the money, and reward him for coming back.
The customer doesn’t pick a product — he picks a look. The store works backwards from there.
The picker opens with two portraits — natural matte or high shine — and each path lists its products scored on two chips: Sjaj (shine) and Hold, out of ten. The same chips reappear on product pages, so a “Hold 9/10” means the same thing everywhere in the store. It turns the most advice-dependent category — styling — into a comparison a customer can make alone, in seconds.
Every decision the customer has to make sits in one column, in the order he’ll make it.
Size options are pill toggles with sold-out states greyed rather than hidden. The add-to-cart button carries the exact price of the selected variant, so the number you tap is the number you pay. And below the fold, the fragrance is described the way a barber would sell it — bergamot, grapefruit, dark coffee, cedar — with the Sjaj/Hold chips closing the description.
Most loyalty programs live in fine print. Club+ is the first thing a member sees when he signs in: every dinar spent is a point earned, and the discount builds in front of him.
No conversion tables, no stamps — one dinar is one point. Points from the last 90 days add up toward three tiers, drawn as three circles: −5% unlocks at 5.000, −10% at 10.000, −15% at 15.000. The tier you hold is lit, the ones ahead sit behind padlocks, and the current reward is restated in plain words — “on your next order you get −5%” — so it is never abstract.
And the balance runs across both territories. Points earned at the Krunska counter and points earned on the site land in the same account — one brand, two doors, one balance.
Scroll past the price and the page turns into an editorial: who makes this, and why it’s worth 2.950 dinars.
Every product page closes with “O brendu” — the brand told properly, with its founder, its workshop, and its connection to Serbia. Captain Fawcett’s page tells the story of Richie Finney mixing his first moustache wax in an old bean tin. It’s the neon register from the store wall, expanded to full length: for a business built on premium imports, this section carries the margin — it explains the price instead of apologizing for it.
Grooming Supply: the same platform, re-aimed at the people who buy by the case.
Barbershops and salons get their own portal — 250+ professional products across eight leading brands, wholesale pricing, next-day delivery in Belgrade, and no minimum-order fine print. The pitch page sells it with working barbers’ testimonials and three numbers, including the one that matters most: 180+ barbershops and salons already in the network.