This is how Elen acts: a person who does not divide her life into work, hobbies, and causes. For her, everything is all one whole, and she takes it personally.
Photographer: Mila Penkova, @milapenkova.photo
A lawyer by education, a music selector by instinct, and the creator of the bandana brand Rima, Elen builds a world where beats, corporate work, and activism coexist in harmony. But despite the many roles she plays, she is someone who gives her whole heart because she believes that every action matters, and she doesn’t stop until steps are taken in the right direction. Because, as Elen says, “the fuse of change is persistence”.
And Rima is her symbol of memory—of a beloved dog, of a gesture, of love that continues beyond us. Each bandana brings a smile, hope, and support for the “Donna Dogs” shelter. Because when the heart invests in something, magic happens.
1.What would you like people to feel when they meet you for the first time?
That there is still truth in people. That they are meeting someone with whom they can simply be themselves—without pretenses and unnecessary masks.
2.How was the brand Rima born, and what is its cause?
Born from loss and love—from the desire not to forget and from the belief that a name can continue to do good. Rima is memory and continuation—each bandana carries meaning, a message, and direct support for the “Donna Dogs” shelter.
Photographer: Mila Penkova, @milapenkova.photo
3.How do you choose which causes to support, and how do you know they are “yours”?
When injustice weighs heavier than my own peace of mind. When it makes me feel uncomfortable and I can’t remain indifferent.
4.Do you believe that small actions, even by one person, can truly change the urban environment?
I don’t believe it—I know it. Especially if they are consistent and not done for recognition. Every step is urban development.
5.If you could make the people of Plovdiv stop doing one thing to improve the city’s cleanliness, what would it be?
To not switch off their minds when they see the dehumanization of our beloved town symbols. And if that sounds too abstract—at least not to throw cigarette butts and trash on the streets. Change really begins with the simplest habits.
6.If you had the opportunity to turn one place in Kapana into a permanent stage for a street cause—what would it be, and what would it look like?
A space for listening. Without platforms and commerce—just stories of people and animals, told through music and images. A place for gentle, persistent voices.
