Hello, I'm Elena Nikolova – Elena Art.
I am Bulgarian, born and raised in Smolyan, and today I live in Sofia.
Since 2010, I have been dedicated to the world of manicure – a nail technician, instructor, lecturer, content creator…
but most of all, an inspirer.
I believe and see that everyone has potential.
My clear message is: “You can do it.”
With over 370,000 followers, I have built a community based on trust, sincerity, and real value.
Through my videos, I show and explain the work of manicures and pedicures in an understandable language – techniques, tricks, and small secrets that truly help.
My journey began as a teenager…
with a bad habit – biting my nails.
I started painting them with regular polishes… and imperceptibly, it changed everything.
That's how I not only stopped my habit – I discovered a passion.
At 18, I started working as a nail technician, parallel to beginning my finance studies at UNWE.
The truth is, it wasn't easy.
Combining a university degree with a regular job requires discipline and sacrifices.
I gave up many things – free time, going out, coffees, discos…
but I don't regret any of those choices.
For 9 years, I worked as a nail technician with clients – I changed salons, cities, went through all stages – working on commission, renting, and finally owning my own salon.
There were times when I started from scratch – in a new city, without clients, without security.
But each time I proved the same thing to myself:
👉 when you have the craft in you and a strong desire, you always find a way.
Along this path, I also encountered misunderstanding.
Close people, teachers… people who believed I could do "more" and viewed this profession as something unserious.
But I knew what I felt… and I followed it.
After nine years of practice as a nail technician, I began to delve into teaching.
It was during this period that I met the person with whom I walk side by side today –
my partner in life and business – Ivo.
And that's when everything great we are building together today began.
I became the face of the brand, and he – the engine, the man behind the scenes.
I started creating content on social media –
sharing, showing, and helping.
And he created the website, built a team, and laid the foundations of the business.
I created online courses, webinars, and trainings, and then live courses.
Over time, I built comprehensive programs for nail technicians from scratch.
Thousands of people worldwide went through them online, and many of them also came live to the academy to practice and start their journey.
People themselves began to look for the products I work with…
and that's how we created one of the most recognized online nail supply stores in Bulgaria from scratch.
We also became major importers of international brands.
And all of this happened during one of the most emotional periods of my life…
The period when I became a mother.
I got pregnant just as we started developing our website, and my two children – Teodor and Lea – were born one after another with a difference of one year and 10 months.
Combining motherhood, business, and everything else was a huge challenge…,
but together with Ivo, we have always supported each other and found a way, because love and respect have been paramount.
After over 14 years of experience, we took the next step –
we created our brand ELLEXA.
A brand born from the real need for better solutions.
A brand where there is no compromise.
Art beauty. Smart care.
As the business grew, I made an important decision –
to leave the salon and the academy,
to focus entirely on developing the brand.
Today, I direct everyone looking for a manicure or training to our partner salons and academies.
Everything Ivo and I have built is not just ours.
Behind it stands a team of people who believe in our mission and are passionate about it with us.
Today, I continue to create content every day –
to inspire and to help.
But also something more…
To remind people to return to themselves.
To their hearts.
To their intuition.
To live with values.
With love – for themselves, for others, and for Bulgaria.
On social media, I show a part of my world –
folk music, songs, gatherings…
family, the balance between a mother, a woman, a business owner, and a person.
👉 Because I believe in one thing:
that success is what people see…
but happiness is more important –
and that is what you feel when you follow your heart.
You can be successful and happy! ❤️
