I’m Elena, a woman,
a mother, an entrepreneur,
a creator, and someone who is walking this path of transformation remembering who I am deep down, alongside you.
My StorySome of you may know me from the world of fine food, as a founder of Puntarelle & Co, and London Fermentary, or more recently FERMARY. But behind the brands, the businesses, and the public face, there is a deeper story, one that isn’t always easy to tell, but feels important to share now.
I was born in Norway, raised in Riga, and I’ve lived in London for over 25 years.
My early memories are full of the wild countryside, long summers at my grandmother’s, foraging, fermenting, living in rhythm with nature and the seasons. That connection to the natural world has always stayed with me, even when life pulled me into very different spaces.
I didn’t set out to become an entrepreneur. I studied fashion, I dreamed of being a designer. But life, as it often does, had other plans. When we came to London, my husband Andrey and I started from nothing. Step by step, we built a life, businesses, and a family.
I spent over a decade working in London’s Borough Market, surrounded by the most beautiful produce and some of the finest chefs and food lovers in the world. Those years taught me so much, about food, about people, about relationships, about what it means to create something real and beautiful.
Later came Puntarelle & Co - a business born from heart, beauty, community, and the deep love of good, honest food.
And then, London Fermentary - a meaningful brand that brought together my inherited knowledge of fermentation, creativity, and desire to reduce waste and honour the natural rhythms of life and innovation.
But life is not a straight line. I’ve also known what it means to lose everything we built, to crumble, to stand in the ashes, and to begin again.
And in that process, something deeper has been unfolding in me.
I’ve come to see that no amount of outward success can compensate for a life lived out of alignment. That building from burnout, from survival, from old masculine linear patterns, from trying to fit in, will always collapse eventually, one way or another. And that true, sustainable creation comes from within, from connection to our body, our energy, our intuition, and the deeper rhythms of life.
This is where my path has taken me - and it is the work I am here to do.
Not to teach you how to live, or hand you a formula. There isn't one. But to walk alongside you as a guide - drawing on twenty-five years of building, losing, and rebuilding from the inside out - and to hold honest space for women, like you, who are ready to do things differently.
A way of working and living where we build not just businesses or brands, but lives that nourish us. Where we reconnect with the body's wisdom. Where we create from flow, not from force. Where we remember what it means to be whole and alive.
If this speaks to you - welcome. I would be honoured to walk beside you.
Elena x