Bulgaria is a treasure that the world will soon discover

Introduce yourself in a few words..

My name is Tsvetelina Nikolova – creator of the cosmetic brand Merréh and chairwoman of the Association “Wine Tourism Bulgaria”. I believe in the power of beautiful experiences – whether through a glass of wine, skincare, or a deeply inspiring journey. For 22 years, I stood behind the building and establishment of the brand Katarzyna Estate, one of the symbols of quality Bulgarian wine. For me, business is creation, and life is a journey, that transforms us.

For you, traveling the world is?

A way to reconnect with myself. Traveling is my personal “restart” – it inspires me, provokes new ideas, and teaches me patience, adaptability, and creativity.

How many different countries have you seen so far? Share an interesting story or highlights from your travels?

Over 70 countries so far, each with a different texture, smell, and rhythm. One of my brightest memories is from Japan, where I discovered how silence can be the most powerful inspiration – in a tea ceremony, the idea for my skincare line with attention to ritual was born.

Do you like to repeat destinations? Give examples and motivation “for” or “against”?

Yes, I believe that when you return somewhere, you are already different – and the place is too. I often return to France because it reminds me of elegance and finesse, which I try to incorporate into our new brand.

What was your first trip, that truly changed you as a professional and can be said to have changed your thinking?

My trip to California and more specifically UC Davis – where I first saw how science, marketing, and passion for wine can unite in a sustainable business. There I realized that innovation and tradition can coexist as one.

What do you learn about yourself and your professional skills when you are in a new cultural environment?

That I can listen more and assess better. New cultures teach me to look without prejudice, to lead a team with more empathy, and to adapt ideas more flexibly.

Have you met people or ideas during your travels that have influenced your career path?

Yes. Meeting a French entrepreneur gave me the courage to start my own cosmetic line. He simply said: “Luxury is a state of care.” That’s where it all began.

Do you think that your travels help you expand your professional network? How?

Absolutely. Many of my key partnerships started at an airport, conference, or wine tasting in a small town. The real connection is born in informality.

What skills do you develop the most, when you travel and how do they reflect on your work?

Adaptability, observance, and communication. They help me create products and experiences that are universally beautiful but also carry a local soul.

Is there a city or country that has inspired you to start a new business or project?

Yes – South Korea. There I was inspired by advanced biotechnology, and that led me to create formulas with post- and probiotics for our cosmetic line.

When you are in an unfamiliar country, do you feel more motivated or more distracted? Why?

More motivated. The unusual reminds me how exciting it is to be at the forefront of something new. My perspective broadens, and my thoughts become bolder.

Are there destinations that act as a “restart” for your creativity and ambition?

Yes – Provence. There it smells of lavender, time flows more slowly, and it seems that every idea is reborn. This is my creative refuge.

How do you handle the balance between work and pleasure when you travel?

I believe that the boundary between the two should be blurred. A beautiful lunch can give birth to a business idea. A meeting at a SPA center can lead to a new project. The balance is in conscious presence.

How have travels changed the way you perceive the value of money?

Traveling taught me that true value is not in the number, but in the experience. Well-spent money is what enriches you from within.

Do you travel with the goal of finding new ways to make money?

Yes, but not mechanically. Rather, I seek inspiration that later turns into a concept, product, or partnership.

What lessons about financial independence have you learned from different economies and cultures?

That sustainability and freedom go hand in hand. In Japan, I learned discipline, in Italy – the value of emotional connection, and in America – the power of personal branding.

Do you think it is better to spend on experiences rather than material possessions?

Absolutely. Time erases material things, but experiences leave a mark in the mind, in the soul – and in business.

How do you see the future of digital nomadic life?

As the freedom that new generations will fight for with internal convictions. I believe we will see not just digital nomads, but “meaning nomads” – people who seek not a place, but meaning.

Are there specific countries that are more favorable for work and investments?

I like and love Bulgaria and want to develop here. But yes – Austria and Germany offer stability and structure, while France offers a creative environment and an open market for luxury cosmetics and wellness products.

If you could choose one place in the world to develop your next big idea, what would it be and why?

France – not only because I am in love with the language and culture, but because it is the cradle of sophistication that I want to bring into my next projects.

What are the destinations you would definitely recommend visiting and why?

Japan – for the discipline of the spirit. South Africa – for the contrast and landscape. Tuscany – for the art of living beautifully and slowly. And Bulgaria – because it is a treasure that the world will soon discover.

What is the career advice you would give based on what you have seen around the world?

Don’t wait for the perfect moment. Start small, but with a clear intention. The world is full of opportunities – what matters is to have the eyes to see them and the courage to follow them.