Profile
Eleni Vrettou
Eleni leads the magazine with a magazine-editor mindset rather than an influencer mindset. She cares about polish, context, hierarchy, and credibility. Her pieces connect manicure trends with business, culture, and the way Greek clients actually choose where to book.
She began by writing profile pieces on independent Greek beauty businesses, then moved into nail journalism when she realised the market was full of talent but poor in serious editorial coverage.
Eleni studied abroad and came back with very little patience for decorative beauty coverage that says nothing. She reads manicure as image, status, business language, and market behaviour all at once. If a trend is visually pretty but commercially empty, she will say so.
Best for readers who want clear editorial thinking, stronger standards, and sharper market interpretation.
Core obsessions: editorial strategy, beauty culture, luxury branding, women-led business.