Jelena is undoubtedly the successful owner and founder of “la Boulangerie,” a charming chain of three French bakery-pâtisserie and cafeteria stores. The first store opened in the spring of 2021 and quickly became renowned as one of the most beautiful spots for a coffee break and a French croissant. All recipes for the pastries and cakes have been perfected by the famous French pastry chef Laurent Moreno. Following the success of the first store, a second location was opened in the city center, mirroring the same inviting spirit.
The largest and most recent addition to the chain, La Boulangerie, opened in Dorćol on Pjarona De Mondezira Street. This store marks the culmination of Jelena’s and her husband’s hard work, alongside their dedicated team. Significantly larger than the previous locations, this newest store introduces extended operating hours and a menu that features light savory bites, paired with an excellent selection of domestic and foreign wines.
On this occasion, Jelena speaks exclusively for Intro-Ducing in our “Intro-People” section, discussing the themes of personal style and fashion identity.
When did you start viewing clothes as an essential part of your identity and personal style?
I began to pay close attention to clothing during my teenage years. At that time, I already had a clear vision of how I wanted my style to evolve.
Who had the biggest influence on shaping your personality and style?
It’s my mom! She taught me to value one quality piece over ten mediocre ones. Growing up, I observed her consistently opting for classic cuts that remain fashionable and wearable even after 30 years. When it comes to shoes, my dad is the main influence (laughs). I remember him sharing stories about how, as a student, he would save his pocket money for months just to buy a pair of high-end shoes that he liked. That’s why, even today, when I’m uncertain about my footwear choices, I lean on his advice!
Is there a particular item of clothing that you have enjoyed wearing since your teenage years?
I have always liked to wear good jeans and a white short-sleeved T-shirt.
How do you perceive your style today?
Today, I view my style as a blend of elegance and practicality. I aim for high-quality pieces that are timeless and easy to mix and match. I prefer classic cuts and neutral tones that remain in fashion. I like to invest in more expensive items that convey a sense of luxury while also ensuring reliability. I believe that style should not only express one’s personality but also be a smart long-term decision.
Is your personal style different from your professional style, and how important is it to cultivate a professional style for better business relationships?
My personal and business styles are somewhat similar, but there are key differences. In my personal life, I tend to opt for more casual clothing, while in a business setting, I prefer formal outfits that convey professionalism. I believe that developing a professional appearance is crucial because first impressions often stem from our attire. A well-crafted business look boosts my self-confidence and demonstrates respect for my colleagues. I think this respect is appreciated by others, which can significantly enhance my ability to build strong business relationships.
What is your favorite thing in the closet?
A Cartier ring that I got from my mom and dad
Your definition of style.
An eternal classic, bold attitude, and self-confidence.
