You have built such an impressive creative journey, one that seems to evolve and blossom as naturally and beautifully as your own grace and elegance. To begin with, tell us about your background, the original idea behind APOELLA, and how the brand came to follow such an interesting path.
I spent around a decade abroad, studying at UCL in London and Columbia University in New York, before going on to work in real estate.
The creation of APOELLA was undoubtedly the result of several influences coming together: my love of fashion and marketing, as well as the experiences I gained from living in these two cities. At the time, I was fascinated by retail as an experience and by the way it was approached by major fashion houses, department stores and smaller boutiques alike. These were worlds I had not encountered in the same way in Greece while growing up.
Living abroad also taught me to look at Greece through the eyes of a traveller. When I returned in 2011, the country was going through one of its most difficult periods. And yet, what struck me was the emergence of a new generation of Greek creatives working with extraordinary energy and quality. I felt proud, but also sensed a need to share this side of Greece with the world, because international audiences simply did not know it existed.
Around that time, my friend Dimitris Daios invited me to take over the store at the luxury resort Daios Cove in Crete, and suddenly everything fell into place. Tourism was our most natural gateway to the world. APOELLA was born in 2014, its name derived from the Greek phrase apo Ellada (from Greece), as a resort concept store bringing Greek designers together with international names. From there, the journey unfolded organically, alongside people who shared the same vision.
Looking back, what have been the defining milestones of this journey? Which key moments and decisions have brought you and APOELLA to where you are today?
Daios Cove will always be the first milestone. Sani Resort, Costa Navarino and Ikos Resorts followed — collaborations with people who have transformed the landscape of Greek hospitality and from whom I have learned so much.
Another defining moment was our first step beyond Greece, into Spain. It was a dream that the pandemic delayed, but never derailed. Along the way, we also introduced our own APOELLA collection, designed and produced entirely in Greece, allowing me to move from curating other designers’ work to creating something of our own.
2026 has been a landmark year: our second pop-up at Astir Beach in Athens, a new store at Ikos Resort Kissamos in Crete and, of course, our presence in Mykonos at Four Seasons. But if you ask me what has truly brought us this far, I would say it is not the stores, but the people: my team, the designers who have trusted us from day one, and the customers who return every summer.
What does APOELLA stand for in today’s Greek fashion landscape, and how have you managed to remain so consistent in championing Greek designers?
APOELLA stands for a contemporary expression of Greek identity. Not the Greece of postcards or folklore, but the Greece of today — of light, architecture, art and a summer that has become a way of life. We want to be a meeting point where Greek designers stand alongside international names on equal terms, because it is precisely this coexistence that allows Greek design to stand out even more.
Consistency comes from relationships. We began our journey alongside designers and brands such as Ancient Greek Sandals, Zeus+Dione, Callista Crafts, Rianna + Nina, Ancient Kallos, Stefania Frangista, Khione, Maggoosh, Marie Raxevsky and Antonia Karra, and we are still together today. These are designers we believed in and supported from the beginning, and we are incredibly proud to see them now making their mark internationally.
Buying remains my favourite part of the job, and I am delighted that my team shares the same discerning eye. We look for people with an authentic story, a commitment to quality and respect for nature. We are not interested in chasing novelty for its own sake. We believe in choosing fewer, better things — and in building relationships that grow with us.
The story of discovering a new creative direction through the launch of your own fashion brand. How did you find yourself on the other side, and how did the brand’s philosophy take shape? Is it what you had dreamed of?
For many years, my role was to create and curate a collective experience. From the products we selected for our stores and the destinations where we established ourselves, to the way we welcomed and served our customers, right down to the architecture of our spaces. Each element was equally important in shaping an overall experience and atmosphere.
Yet, as I spent more and more summers in our stores, alongside our customers, I increasingly felt the need to give form to an aesthetic that had always existed within me. And so, the transition to the other side happened almost naturally.
The APOELLA collection is designed and produced entirely in Greece, and it always begins with the materials: linen, lightweight cotton, raffia, our signature stripes and wave motifs. Our linen beach dresses quickly became our signature pieces.
The philosophy is simple: pieces that travel with you, make you feel beautiful effortlessly and stand the test of time. Is it what I dreamed of? It has become something even more beautiful, because I am not creating it alone. Each collection emerges through collaboration with people who share the same sensibilities and creative pursuits, making it richer than any dream I could have imagined on my own.
Your latest acquisition is precious and unique: APOELLA has arrived at Four Seasons Mykonos. Tell us the story behind this special new chapter, what makes it so distinctive, and what you hope to discover on the island of the winds.
Mykonos holds a special place in Greece’s international image, but also in my own heart. It is an island I love dearly, filled with countless memories of unforgettable summers spent carefree with friends. Its Cycladic architecture, exceptional beaches, simplicity and vitality are all incomparable qualities that set it apart. Beyond these, however, it is the island’s light and the energy that permeates it, with Delos lying just across the water, that make Mykonos something rarer than simply a cosmopolitan destination.
Opening our first store on the island through our collaboration with Four Seasons feels like a natural continuation of what we have been building since 2014, but it is also a great honour. It shows that a Greek brand can stand alongside the most demanding names in global hospitality without ever losing touch with its roots.
What makes this particularly meaningful is Four Seasons’ decision to entrust the project to Nikos Valsamakis, the legendary Greek architect, now 102 years old, whose work has helped shape modern Greek architecture. Through his vision, he has managed to capture and revive the spirit of old Mykonos. I feel deeply moved and proud to be part of this project, not only because I have immense admiration for him, but also because architecture is such an integral part of APOELLA’s DNA. It is fundamental to the experience we want visitors to have as they enter our space.
The resort envisioned and brought to life by Nikos Valsamakis evokes the atmosphere of an old Mykonian settlement, even recreating the feeling of a traditional village square, with its kafeneio (traditional Greek coffeehouse) and APOELLA waiting to welcome you.
Every destination associated with APOELLA has its own story. Which one is your personal favourite, and why?
It is difficult to choose, as each store was conceived in response to the character and spirit of its location, and each has its own distinct identity. Crete is the place I most closely associate with the Greek summer. It holds some of my fondest memories, from family holidays as a child to the creation of our very first APOELLA concept store.
Which collaborations do you feel have helped you reach new heights and remain especially close to your heart? Looking back, what have been the most meaningful achievements along this remarkable journey?
From the very beginning, APOELLA has been a collective endeavour, its identity shaped by the creative contribution of many people. I must, however, start with those who entrusted us with their spaces. Dimitris Daios was the first to believe in our vision and the driving force behind its inception. Eleni and Andreas Andreadis, of Sani and Ikos Resorts, introduced us to the true meaning of hospitality and exceptional customer service through their extraordinary standards. They also helped us develop a deeper awareness of our business’s environmental footprint and our responsibility towards it.
Our collaboration with Costa Navarino, as well as our earlier partnership with Blue Palace and Konstantza and Agapi Sbokou, grew out of a shared desire to showcase the very best of Greece, bringing its traditions and immeasurable cultural heritage to the fore.
These Greek hoteliers have been guiding lights throughout my journey in hospitality retail. Each, in their own way, has taught me that hospitality is an art and that quality allows no compromise. Now, with Four Seasons, I am delighted to discover a different, international approach to creating an exceptional and truly distinctive luxury experience.
The designers who have accompanied us since our earliest days hold a special place in my heart, as does Melissa Odabash. I admired her work long before our paths crossed, and today we share a relationship of profound mutual respect that extends far beyond the professional.
Looking back on this remarkable journey, what do you consider your most significant achievements?
After thirteen summers, what fulfils me most is knowing that APOELLA has remained true to its essence. Our purpose and vision have always been to champion the Greece of today — a country we are proud of, and one whose contemporary creative spirit many international visitors have yet to discover.
It brings me great joy to see Greek designers whom we supported in their early days now building successful international careers. I also greatly enjoy the exclusive collaborations and distinctive collections we now develop with designers and established houses, as they represent perhaps the most eloquent expression of recognition.
Above all, what matters most is having created a brand that has evolved into an experience and a way of life. Nothing makes me happier than hearing customers tell us that their entire summer wardrobe consists of pieces they have discovered in our stores, and that they have come to associate their holidays with APOELLA.
Above all, I feel grateful for my team: people who have grown through APOELLA and, in turn, helped it grow. If there is one thing I am truly proud of, it is that we built all of this from a blank page, without ever compromising our identity.
How would you describe the evolution of your aesthetic?
Over the years, I have learned that elegance often lies in what you choose to leave out. I am more considered in my choices, I keep less, and whatever remains has a deeper reason to exist. The foundations are unchanged: a preference for natural materials, clean lines and abundant light. What has evolved is my perspective. Creating our own collection has allowed me to express my personal aesthetic more directly through the products themselves. I feel that my aesthetic matures alongside me, becoming more serene, more assured and increasingly open to new directions.
What kind of feedback do you receive from your customers? How do international visitors respond, and how does the experience differ with Greek customers?
The most genuine form of feedback is seeing a customer return the following year. International visitors often arrive with an almost romantic relationship with Greece. They want to discover the origins of each piece, the person behind its creation and the symbolism of a particular motif. They have a sensitivity to detail and seek out objects that carry a sense of place, allowing them, when they wear them back home, to return in their minds, if only for a moment, to their summer in Greece.
With Greek customers, the relationship is more familiar, something we experienced particularly strongly in Athens and Pylos. Greek customers immediately recognise the references: a weave, a particular shade, a stripe that brings back memories of childhood summers. International visitors discover, while Greek customers recognise, and both responses are equally precious to me.
Tell us a little about your new SS2027 collection and what you have planned for the near future.
Our 2027 collection is called AVRA, after the gentle breeze that rises from the sea and brings relief during the hottest hours of summer. Following the light of PHOS and the earthy tones of GAIA, AVRA explores the elements of wind and carefree movement.
We have introduced new fabrics, including linen blended with silk, alongside more distinctive lace featuring shell-inspired patterns. It is a particularly promising collection: fluid and airy, with fabrics that follow the movement of the wind and silhouettes that fall freely over the body. It is no coincidence that we chose Mykonos, the island of the winds, as the setting for our first campaign images.
As for what comes next, there are many plans in the making, including new collaborations in Greece and abroad, with a continued emphasis on creativity.
What inspires you to take new creative directions and evolve in your work? Can you share a story with us?
Almost everything begins with an observation. I like to look at our stores through a customer’s eyes, as though I were visiting them for the first time. One summer, I noticed that resort guests were looking for more than beachwear: they wanted comfortable pieces that allowed them to move freely and unwind, garments they could wear throughout the year.
Around the same time, I had embarked on my own personal journey towards inner balance through yoga and a more conscious relationship with food and my body. The convergence of these two experiences gave birth to ASOMA, a name derived from Alpha Soma, with its first home at W Costa Navarino. Since then, I have understood that my most authentic ideas emerge where what I observe around me meets what I am searching for within myself.
How has your philosophy of fashion evolved over time, and what do you believe holds particular value today?
My mother taught me early on to invest in pieces that would outlast the changing seasons, and with every passing year, I appreciate her wisdom more deeply. The pandemic served as a wake-up call for all of us in the fashion industry, revealing just how excessive our pace had become. Since then, I have come to believe even more strongly in a gentler rhythm, with collections created when they have something meaningful to express, rather than simply because a date on the calendar demands it.
What are the non-negotiable values that guide your work?
Kindness and authenticity in everything you do. For me, these are two enduring values that I choose to uphold, both in my company and in my personal life. Nothing we create is ever the work of one person; it is always a collective effort. And our best, most successful moments and ideas are those that emerge effortlessly, from within.
Who are your favourite fashion designers, and why?
Two designers have always remained close to my heart.
Donna Karan, because she did not limit herself to creating a fashion house; she envisioned and built a complete lifestyle brand, a world in which clothing forms part of a broader way of living and an aesthetic with a distinctive identity. Perhaps this resonates with me so deeply because we, too, imagined APOELLA as something more than a store.
And Giorgio Armani, for his minimalist aesthetic and an understated elegance that stands the test of time without ever needing to raise its voice. His devotion to considered colour palettes, natural fabrics and timeless silhouettes places practicality above passing trends.
The best book you have read recently.
The Power of Now by Eckhart Tolle. It invites you to pause, quiet the noise of your thoughts and inhabit the moment you are living in. In a world that moves at such an extraordinary pace, it reminded me that life always unfolds in the present. This awareness now accompanies me in both my professional and personal life.
The artist whose work you love and would like to own.
Undoubtedly, Yannis Moralis, and particularly one of his Erotica paintings. I am moved by his pared-back geometry, clean lines and curves that evoke Cycladic art, all expressed through an extraordinary sense of balance. His painting is deeply Greek while remaining entirely contemporary, and it would certainly be my most treasured choice.
In another life, you would like to have been…
Exactly who I am today. I feel deeply grateful to have had the opportunity to start with an idea of my own and watch it grow and evolve every day, reaching so many people and contributing something meaningful to the places where we operate. Being able to create every day is the ultimate happiness for me, and a way of life.
Three places you love returning to, and why.
New York, where I studied and where much of my perspective was shaped. Every return brings me the same energy and inspiration.
Patmos, my favourite retreat for holidays, where time seems to move more slowly.
And Mallorca, for the early mornings at Ikos Porto Petro and the untamed beauty of the landscape.
Do you believe creativity, in general, is a path towards becoming better human beings?
Without a doubt. Through creation, we turn inward. We become more authentic, learn and evolve. Whenever I complete a project, I am overcome with emotion, yet almost immediately my thoughts turn to the next one. Creativity feels inexhaustible to me; it is what gives colour and direction to my life.
The museum and the artwork that stole your heart.
The Museo Picasso Málaga, in the city where Picasso was born, and his 1945 work Head of a Woman. It moved me profoundly from the first moment I saw it. I was struck by the way Picasso deconstructs and reconstructs the female face, revealing something more truthful than mere resemblance. It makes you look at beauty through new eyes.
What does authenticity mean to you today?
Authenticity is whatever does not pretend to be something it is not. A creator who remains true to their own voice, a material that allows its texture to speak for itself, a form of hospitality born of genuine interest rather than protocol. In an age when almost everything can be reproduced instantly, authenticity belongs to what has roots — and precisely because of those roots, it can travel far without losing its essence.
This is also our ongoing challenge: to evolve alongside the world while remaining unmistakably ourselves.
If you were to design something for TheAuthentics.gr, what would it be?
A travel journal bound in linen, featuring our signature blue stripes. A notebook, because I never travel without one of my own. I would leave its pages blank, because the most authentic story is the one each person writes for themselves.
