Our story

We are a mother- daughter duo creating seasonal collections of stylish contemporary womenswear, handcrafted in Bulgaria.

Nelly and Elitsa – a mother-daughter duo who have fused our talents and passions to pursue a shared dream – to create our seasonal dream office wardrobe must- haves.

Stilna jena

Est. 1997

Stilna Jena, (stylish woman from Bulgarian) was born in post-socialist Bulgaria when being well dressed was common only for movie stars on the big screen. Neli started her own company at the age of 34, gathering a small team of young professionals who created seasonal collections inspired by worldly fashion trends. The brand quickly became an established benchmark for impeccable style on the local market with its own chain of stores.

with love

Experience + Innovation

Later on, Elitsa, Neli's daughter, joined the team as head of design after graduating from IED Milano Moda Lab.
10 years later we still love hustling side by side and challenging ourselves with new projects. Fusing together experience and innovation we share the love for creativity and positivity through colours and materials.

small local production

Tradition and quality

We have a small team of professionals and we aim to keep the production local by providing better pay and working conditions. We use dead stock textiles and locally sourced materials from certified European suppliers. Our collections are seasonal and limited to avoid overproduction and overconsumption.

We create timeless silhouettes by using traditional craftsmanship methods.