In order to develop, people need clear guidelines and a calm environment

Introduce yourself with a few words..

Michaela Tsvetanova founder of Qalb Communications Agency and a Member of the Board of Vaisman Investment Group, an international investment company operating in Bulgaria.

Tell us what the philosophy and values of the company you represent at this moment are?

It is no coincidence that the company is called Qalb. In Islamic philosophy, the foundation or heart is the origin of intentional actions, the reason for intuitive deeds  and a deep understanding of a person.  For us, the quality of service and the clear definition of high-class products are important. Niche and luxury services are key, and the brand must be able to merge with the desires and aesthetics of its clients.

How long have you been developing your current company? What are the most valuable lessons that this period has taught you?

For over 5 years, we primarily work on a project basis with various clients. The most valuable lessons are that the way of thinking matters. Challenges and failures are opportunities for growth. You need to know your clients very well. Strategic planning and prioritization support the business vision. Technologies optimize the entire work process and are important. Maintain a balance between work and life.

If you personally had to write a job advertisement, how would you attract the attention of a future employee?

Our team is small but extremely niche-oriented. In today's world, this is a rarity in companies. Our strengths are the portfolio of completed luxury campaigns and projects, high pay - but also the necessity for a person to have an affinity and understanding of luxury products, especially services. A person without vision and intuition would struggle to thrive in this field.

What does your company do to organize a constructive and productive working environment for everyone? Should people in the team be friends?

The conditions I have created, the office feel and amenities are definitely an added value and are appreciated. I do not support friendships in the work environment in any way. There should not be tension, but this often happens due to higher management and management style, unfortunately. People need clear guidelines, a calm environment, but also target goals with deadlines to develop.

What makes you enjoy going to work? How do you handle difficult and tense moments?

I love my job; if I didn't love it, I don't think I would last long. As I have said, real estate is definitely my calling. I have learned that a good entrepreneur is one who manages to find a solution, rather than focusing on the problem for too long. Actions are at the core.

What work model does your company adhere to – office or remote?

When I started the company, I found a partner from Moscow, who had worked for over a decade with high-caliber brands and clients from the Cartier, Dior, Baccarat, GUM. And actually, what we wanted to provide in Bulgaria is a complete build and “packaging” of a ready product or service with a luxury vision, typography, slogans, brand aesthetics, clear brand orientation, as well as connecting companies with potential partners and clients abroad, who have high net worth. For this purpose, primarily office work is the solution, as well as daily meetings with clients, and online meetings.

What do you think about the possibility of offering flexible working hours, within which employees have greater freedom to allocate their personal and work commitments?

I fully support it, just not before an activation, event, or major campaign. It also depends on the person's role.

How do the continuous technological changes worldwide affect your business?

Extremely well, we strive to train people and help them learn to integrate technology into their daily work. Specifically for certain aspects, it saves time.

How important is hierarchy and what does it mean to you? What kind of communication do you advocate in your company?

There should be a hierarchy. It defines the structure, supports good solutions, and reduces risk.

What is your career advice for all people building a strategy for professional development?

"If you are going to think in any way - always think big". D.Trump