Zoran Đukić on Money-How: Real Estate, Wealth and the True Meaning of Luxury
A Real Estate Perspective on Money and Wealth
Working in real estate means encountering different ideas of success, security and quality of life every day. One person is buying their first home, another is looking for more space for their family, while someone else is seeking an investment opportunity. Behind every decision are personal goals, expectations and attitudes towards money.
Zoran Đukić brings to Money-How his experience of leading Stoja Trade and working with buyers, sellers and property developers over many years. His perspective combines knowledge of the property market with an understanding of the people making significant financial and life decisions within it.
For Stoja Trade, the podcast appearance is also an opportunity to share practical knowledge with a wider audience. The questions we discuss with our clients are relevant to anyone thinking about their home, wealth or future.
How Do Wealthy People Approach Investing?
The episode’s title reflects Zoran’s observation that wealthy individuals hold a substantial share of their wealth in investments. He and Marja Milič discuss businesses, shares, real estate, gold, art and rare collectibles, exploring why people choose to include them in their portfolios.
The conversation also examines the difference between building wealth and projecting an image of wealth. A prestigious car, watch or recognisable brand may signal success, but it reveals little about its owner’s actual financial position.
Long-term thinking, ambition and the willingness to make decisions that take time to deliver results are recurring themes throughout the discussion.
Buying Property: A Home and an Investment Serve Different Purposes
A dedicated part of the podcast focuses on real estate in Slovenia. Zoran explains why he personally associates homeownership with freedom, while also discussing why buying an apartment at today’s prices is not necessarily a good investment.
He and Marja compare purchasing a studio apartment to rent out with investing in a real estate fund. They explore returns, liquidity, maintenance costs and the risks associated with different approaches to property investment.
Understanding whether a client is buying a home or an investment property is also central to our work at Stoja Trade. When helping someone find a home, we start with their lifestyle and housing needs. For an investment purchase, the discussion also includes rental expectations, costs and long-term objectives. Understanding the purpose of the purchase helps us identify properties that make sense for each client.
Luxury Real Estate and the Value of Scarcity
Where does Slovenia’s luxury property market begin? What makes a property or an object truly prestigious? And why are some things difficult to obtain immediately, even for those who can afford them?
In the podcast, Zoran and Marja explore the relationship between luxury, limited availability and the desire for something exclusive. Their discussion ranges from real estate to art, watches and cars, considering how much of their value comes from practical use and how much from rarity, reputation or personal significance.
They also discuss quiet luxury and wealthy individuals who choose not to display their status through prominent logos. Zoran’s observation about a yacht and peace at home illustrates how differently people define luxury. For some, it means exceptional possessions; for others, it means privacy, time and the freedom to live on their own terms.
A Conversation for Young People Thinking About Their Future
The episode is also relevant to young people developing their approach to money, careers and entrepreneurship. It explores ambition, creating value, emotional purchases and the decisions through which people gradually shape their future.
Zoran and Marja also reflect on the relationship between money and happiness. Financial security and greater choice can make a meaningful difference to everyday life, while relationships, fulfilment and personal values remain equally significant.
At Stoja Trade, we believe in sharing experience and bringing together knowledge across generations. Conversations like this offer an opportunity to encourage an interest in entrepreneurship, real estate and thoughtful decision-making.
Listen to Zoran Đukić on the Money-How Podcast
How does the director of Stoja Trade define true luxury? What does homeownership mean to him, and how does he view the way wealthy people think about money? Listen to his conversation with Marja Milič.
