About Us
Svetazvezda is more than an online shop. It is a bridge between tradition, faith, and the global Orthodox community — and at the same time, a very personal story.
Who We Are
Behind Svetazvezda is the Kläui family — a married couple from Switzerland, at home in two worlds. One of us grew up in Serbia, the other is deeply rooted in this world through family, faith, and years of lived tradition. Our family has its roots in Kosovo — from that part of Serbia which holds a sacred, inseparable significance for Serbian Orthodoxy. This connection is not just geographical for us; it is spiritual and inherent to our identity.
We celebrate our own Slava in honor of Sveti Car Lazar, the Holy Prince Lazar, martyr of the Battle of Kosovo in 1389, and one of the most significant saints of Serbian Orthodoxy. This Slava is not an obligation for us — it is a matter of the heart.
How Svetazvezda Came to Be
Founded in July 2024, Svetazvezda emerged from a personal experience: Many Orthodox Christians in the diaspora — in Switzerland, Germany, Austria, and around the world — know the difficulty of finding authentic religious products. Icons, brojanice, incense — much is hard to obtain, imported without a true connection to tradition, or simply does not meet the spiritual quality one desires.
This is precisely where Svetazvezda comes in: We bring products created with faith and craftsmanship in Serbia directly to the people who need them — whether in Switzerland, Europe, the USA, Canada, or Australia.
Our Roots in Serbia — and Our Own Company On-Site
In June 2026, we took a decisive step: We founded our own company in Serbia. This means we are no longer just a Swiss company sourcing products from Serbia — we are now directly anchored on-site, with our own structure, our own warehouse, and our own partnerships.
This founding enables us to do something that has been close to our hearts from the beginning: production according to our own quality standards. Our icons are made by our icon manufacturer in Čačak — in close cooperation and according to theological and artisanal clear standards that we developed together. Čačak was not chosen by chance: The region is one of the centers of Serbian icon painting and religious craftsmanship.
Our brojanice — the Orthodox prayer ropes, which hold deep spiritual significance in Serbian tradition — are sourced from the area around Manastir Ravanica. This monastery was built by Prince Lazar himself and is now the place where his holy relics are enshrined and revered — a pilgrimage site of utmost importance for Serbian Orthodoxy. The fact that our brojanice come from this area is no coincidence for us as a family with the Slava Sveti Car Lazar. It is an expression of a deep, living connection.
Responsibility Along the Value Chain
We select every product with the utmost care. Part of our assortment comes directly from ecclesiastical institutions or from suppliers closely associated with the Serbian Orthodox Church. In parallel, we work with Serbian family businesses and small manufacturers who preserve and pass on traditional craftsmanship.
How exactly a product gets from Serbia to your home — and the care involved in this journey — is explained in detail in our story "The Journey of Our Products from Serbia to Your Home".
Community Engagement
Svetazvezda sees itself not just as a retailer, but as an active part of the Serbian Orthodox community — particularly in Switzerland. We maintain close contact with various Swiss-Serbian associations and support their cultural and religious work. Because we know: It is these communities that keep the faith and Serbian identity alive in the diaspora — from generation to generation.
This commitment goes beyond words. In 2025, we participated in donation activities in Kosovo and Metohija — a region of invaluable importance to the Serbian Church and its history, and one that is particularly dear to our family. For us, this commitment is an expression of our conviction that economic success and responsibility towards the community are inextricably linked.
Furthermore, a conscious portion of our company's profit is returned to churches and monasteries in Serbia. Every purchase from Svetazvezda is thus also a small contribution to the preservation of Orthodox holy sites and the people who keep them alive.
Blessings and Milestones
In February 2026, our business in Serbia was blessed — a moment that still sustains us today. With the founding of our Serbian company in June 2026, we have consistently continued this path. Svetazvezda is no longer a small startup — we supply over 12,000 customers worldwide with high-quality Orthodox products and are growing steadily.
Our Vision
Svetazvezda stands for a clear mission: to strengthen Orthodox faith in everyday life and make it accessible worldwide. In addition to the shop, we are actively building a community — through social media we share knowledge, traditions, and spiritual impulses, not only with the aim of selling, but with the desire to bring people closer to faith and strengthen Orthodox identity.
Our vision is to become the leading platform for Serbian Orthodox products worldwide — and in doing so, always remain what we have been from the beginning: a company with soul, with roots, and with a genuine connection to the Church and its tradition.
For us, Svetazvezda is not an ordinary shop. It is a contribution to the preservation and transmission of the Orthodox faith — for this and future generations.