What does it take to create a successful start-up? This International Women’s Day we find out from the female entrepreneurs leading by example

This International Women’s Day, we at BlueSky Thinking are celebrating the inspiring female entrepreneurs who have used their business school education to create their own career paths.

Drawing on what they’ve learned through business education, and their professional lives following graduation, they share their advice for other women aspiring to follow in their footsteps, sharing their ideas, inspirations and ambitions for the future.  

“Entrepreneurship has allowed me to reconnect with myself,” says Elinor Vasileva, Founder of Jewels by Eterna and alumna of the Bachelor’s in Business Administration at HIM Business School. “Today, I approach everything with confidence and joy, guided by a deeper understanding of my worth, without ever feeling the need to make myself smaller for the comfort of others.”

She shares her story below…

Please introduce yourself to our readers – who are you and what is your job role?

My name is Elinor Vasileva. I was born and raised in Bulgaria, and my background is in hospitality and business, with a strong focus on luxury brand marketing. For over a year now, I have been developing and growing my jewellery brand, Jewels by Eterna, where I combine my love for jewellery, attention to detail and interactions with clients.

What does your start-up do?

Jewels by Eterna is a jewellery brand specialising in the design and import of jewellery crafted from precious metals. As of now, we operate online and we focus on silver jewellery and synthetic gemstones, however we are planning on opening physical stores, and introducing gold and natural gemstones in our collection. Beyond offering quality pieces, our mission is to deliver a warm and luxurious customer experience. We aim to create meaningful, lasting connections with our clients.

Tell us about your background – where did you grow up?

I grew up in Sofia, Bulgaria, though I also have Algerian roots that have strongly influenced both my identity and career path. I studied at a French lycée in Sofia, which gave me an international perspective from an early age. 

“When the idea of creating my own jewellery brand emerged, it became impossible to ignore. It was no longer just an idea, it was a vision I needed to bring to life.”

– Elinor Vasileva

After graduating high school, I pursued my bachelor’s degree at HIM Business School in Montreux, Switzerland, where I studied hospitality management and business administration, with a focus on luxury brand management. I graduated in 2023 and completed my final internship in Geneva. Shortly after, I founded my jewellery brand and have been dedicated to developing it ever since.

What were your early career ambitions and experiences? How have they contributed to where you find yourself now?

From a young age, I was deeply drawn to the hospitality industry and the unique connections it allows you to build with guests and clients. That passion led me to pursue my studies in hospitality and luxury management. I initially envisioned myself working in luxury hotels or for established luxury brands. 

However, when the idea of creating my own jewellery brand emerged, it became impossible to ignore. It was no longer just an idea, it was a vision I needed to bring to life.

My internships in luxury hotels and high-end properties played a pivotal role in shaping my entrepreneurial path. They reinforced how much I value creating refined, memorable experiences for clients. Whether it’s a guest’s stay at a five-star hotel or the purchase of a meaningful piece of jewellery the essence is the same: attention to detail, emotional connection, and excellence in service. That philosophy is now at the heart of Jewels by Eterna.

What was the reason you decided to pursue higher education? What was it about your school and programme that encouraged you to enrol?

I’ve always known that I want to pursue higher education abroad, since it was going to allow me to experience something completely new, broaden my horizons, and create an exceptional network of people and friends from all over the world. 

When I first discovered HIM Business School, I was immediately drawn, both to the main programme, but also the opportunity to further specialise as the studies progressed (I specialised in Luxury Brand Management). The school’s mandatory internships were also a major factor. Knowing that I would gain hands-on industry experience alongside academic knowledge was incredibly important to me.

“I am incredibly proud to be an alumna of HIM. The School continues to highlight my entrepreneurial journey and involve me in projects. For a start-up, that kind of visibility and ongoing support is invaluable. But beyond the professional aspect, it is the genuine encouragement that means the most to me.”

– Elinor Vasileva

However, the defining moment was visiting the campus in Montreux during the open days. From the moment I stepped onto the premises, I felt a strong sense of belonging. I could truly envision myself growing there, both academically and personally 

What was the most valuable take-away from your studies?

The most valuable takeaway from my studies was understanding the power of networking, hands-on experience and international connections. All of this broadened my perspective immensely.  

Not only this, but the HIM allows you to thrive in an environment of finesse and attention to detail. This, along with us being taught how to communicate with guests and clients by combining warmth, respect and a sense of luxury, really sets you apart, and in my case, was extremely beneficial for my business.

Equally important was the structure of combining theoretical learning with real professional experience. Completing internships after academic terms allowed me to apply knowledge in real-world settings, strengthening both my confidence and professional skills.  

What inspired you to start your business?

Jewellery has always held emotional significance in my family. My mother often tells a story about how, as a child, I would stand next to my grandmother and admire the jewellery covering her hands, studying each piece with fascination. That early admiration never faded.

Living and studying in Switzerland also played a pivotal role. Switzerland is globally renowned for its watchmaking and fine jewellery craftsmanship. Being surrounded by exceptional quality, precision, and heritage brands awakened something in me: a desire to create something of my own that reflects all of this.

How did your school/education support you in realising your entrepreneurial ambitions?

At HIM Business School, individuality and creativity were strongly encouraged. Moreover, the projects were structured in a way that allowed us to think independently, develop original concepts, and express our personal vision rather than simply follow rigid guidelines.  

The strong sense of community and support within the school also played a crucial role. It provided a safe environment to develop critical thinking, leadership skills, and confidence.  

“Entrepreneurship has allowed me to reconnect with myself. Today, I approach everything with confidence and joy, guided by a deeper understanding of my worth, without ever feeling the need to make myself smaller for the comfort of others.”

– Elinor Vasileva

This support lasts even after my graduation. I am incredibly proud to be an alumna of HIM. The School continues to highlight my entrepreneurial journey and involve me in projects. For a start-up, that kind of visibility and ongoing support is invaluable. But beyond the professional aspect, it is the genuine encouragement that means the most to me.

What were some of the biggest challenges you faced in the early stages of building your business, and how did you overcome them?

Working with precious metals and gemstones requires navigating a highly regulated industry. One of the main challenges in the early stages was understanding and complying with all the legal procedures, including licensing, laboratory testing, documentation, and regulatory requirements.  

In the beginning, I struggled to gather and fully understand all of this, which is why I leaned on experienced professionals who guided and taught me how to manage these processes correctly. Now, over a year later, the very procedures that once caused me stress are tasks I handle independently, with confidence, ease, and even pleasure.  

Additionally, building a brand from scratch, gaining clients’ trust, creating an aesthetic, credible social media presence, and establishing a solid reputation is a delicate and demanding process. That is why I choose to take everything one step at a time. I focus on producing quality content, even if that slows down growth. I have consciously chosen quality over quantity.

Overcoming these challenges required resilience, continuous research, and surrounding myself with the right advisors. It has been a significant learning curve, one that has strengthened the foundations of my business. I have made mistakes, and I will certainly make more along the way, but the key is to treat them as lessons rather than punish yourself for them. 

As a female entrepreneur, have you encountered any obstacles or biases in your entrepreneurial journey? How did you navigate them?

Unfortunately, gender based assumptions and behavior in business still exist. Earlier in my career, prior to creating my brand, when I was still within corporate environments, I experienced moments where I felt underestimated, or faced certain preconceived notions.  

Having my own business has given me a level of autonomy that is truly empowering, as well as the ability to carefully choose the partners and collaborators I align myself with.  

Through this journey, I have learned to fully trust my expertise and instincts. I no longer second-guess my decisions based on how others might react or perceive me in a professional setting.  

There was a time when, instead of embracing my confident and determined nature, I found myself holding back. I was dimming my own spark, questioning my abilities more than I should have, and hesitating to stand up for myself in ways that came naturally to me outside the workplace.  

Entrepreneurship has allowed me to reconnect with myself. Today, I approach everything with confidence and joy, guided by a deeper understanding of my worth, without ever feeling the need to make myself smaller for the comfort of others.  

Looking back, I realize that I am an example of how someone can become subdued and behave very differently from their usual joyful, energetic self when faced with certain professional environments. I took both the good and the challenging experiences from my past and used them as lessons; the positive moments showed me the kind of leader I want to be, while the difficult ones taught me what I will never allow in my own workspace. 

Most importantly, I want to create a safe, empowering environment for my future employees, a space where everyone feels heard, valued, and free to be themselves, without ever feeling judged, overlooked, underestimated, or forced to dim their own spark. 

Find out more about Elinor and her work with Jewels by Eterna on LinkedIn

Interested in this series? Keep reading…