Senad Sofić continues the tradition of two well-known Sarajevo goldsmith's families – Novalija and Sofić. He learned the goldsmith's together with his brother at his uncle master Fahrudin Sofić with whom the brothers Sofić worked till 1988.

In the goldsmith's shop with recognizable sign SS complete production is performed – from design to final product. For the production they use gold, silver, white gold, platinum, in combination with other precious and semi-precious stones, pearls and corals.

Senad Sofić is a representative of the new generation of craftsmen who enriched and modernized tradition accepted as the heritage. In 1998, he started the production of souvenirs based on the objects from our country past time, made in gold or silver.

Recognizable and beloved souvenir, born at the occasion of the organization of the Sarajevo Film Festival is the Heart of Sarajevo, made in gold, silver or white gold.