Veca Avramov qualified as a teacher in Serbia and later graduated from Queen Mary and Westfield College in London in English Literature. She lived and worked in London for many years before returning to Serbia.

She taught English to young learners in Serbia before starting her own language school, Jolly Bear Centre. She has been impressed with the speed and enthusiasm of the children in learning with Jolly Phonics and she eagerly gives training to schools in the region. Veca is also the distributor for Jolly Phonics in Serbia.