Juggling all roles - wife, mother, and entrepreneur is a challenge

On June 4, 2025, celebrates a birthday:

Irina Naydenova, Merchant by calling, Teacher by education and Entrepreneur by soul. I am the manager of Inova Group EOOD, a company offering products for quality control, reliability, and efficiency in the electronics industry with a focus on ESD safety at work. In addition, I am a co-founder of wood-house.bg (online store for wooden children's toys) and a partner in newdjgroup.com (company for sound and event organization).

How do you feel on your birthday and what do you associate with the beginning of this new personal year for You? 

As a woman, wife, mother, and entrepreneur, juggling all roles is a challenge, especially when it involves overcoming difficult periods. After some obstacles of a health nature and personal losses, I return with new strength and energy for new successes.

What moment from the past year would you define as the most meaningful or transformative in personal and/or professional terms?

The past year was extremely active and revitalizing, associated with new successful partnerships and the development of interesting projects. We offered our clients new products, introduced additional services, consultations, and support.

What career goals do you set for your new life year?

We are facing a challenging year for rearrangement and focus. My focus is on internal system – both in the company and in myself. I strive to structure my work in a way that combines various professional projects with creative formats – writing, video, training. This is what inspires me and activates my energy.

With our European partners, with whom we seek the best and most effective solutions for our clients, we have built exceptional relationships of trust and  cooperation. Thanks to our style, which I can analogize to fast food and cozy and tasty dishes, in the last 10 years without rushing we have “cooked” our portfolio of products without pompous corporate slogans and clichés.

What is the most valuable career lesson that life has presented to you so far? 

According to my observations as a person whose corporate career has transitioned into the field of human resources, I can say, that we must follow our intuition. Sometimes we have a strong desire to pursue a career in a certain field, but very often the profession chooses us. We should not be afraid to make the change that may seem frightening, but ultimately may lead us on the path to success.

What do you wish for yourself and what would you like to inspire in others through your personal example?

On a personal level, I want to balance the care for my physical and emotional health, to travel and to find inspiration – the rocket fuel for every quantum leap. All of this maintains my inner strength and charges me with energy for success.

I wish to continue with perseverance and consistency forward. I want to encourage and do inspire women who have doubts and feel insecure, that they can walk their successful path in a unique and authentic way.