The fine jewellery brand, known as Elena C to distinguish her work from Carrera y Carrera, was launched in 2006, right at the beginning of Spain's economic recession. It was a rough initiation, but Elena had a clear vision of where she wanted to go. "My slogan, 'a bit of luxury for every day', is based on the idea of offering stylish and quality jewellery to women at an affordable price." Elena combines her fine artisanship with a fresh dose of youthfulness. A far cry from Spain's traditional and somewhat musty jewellery shops, where conservative diamonds and pearls are the norm, Elena takes inspiration from the world of fashion and the colours of the catwalk.