As a Brand Ambassador for the Balkan eCommerce Summit 2026, Elitsa Boycheva brings a refreshing and much-needed perspective from the world of sustainable home-care. As the founder and General Manager of Gama Organica, she has built a brand grounded in transparency, responsible communication, and products that genuinely improve the wellbeing of families. Her work sits at the intersection of sustainability, consumer trust, and modern commerce, making her voice especially relevant in a market where authenticity matters more than ever.
In this interview, Elitsa shares how she sees her ambassador role as an opportunity to bridge online and offline businesses, explain how honest product communication can become a powerful growth engine, and offer practical guidance for brands preparing to scale across CEE. From mindful leadership to the challenges of avoiding greenwashing, her insights speak to founders who want to grow with intention and bring real value to the people they serve.
As a Brand Ambassador for Balkan eCommerce Summit 2026, how do you see your role in the community, and what unique perspective from sustainable home-care will you bring to this year’s conversations?
For me, this event goes far beyond eCommerce. As a Brand Ambassador, I hope to inspire business owners to see that this summit is created for everyone, no matter if their operations happen online or not. It’s a space where founders can explore the full ecosystem of growth – from logistics and communication channels to customer experience and market expansion. The unique perspective I want to bring comes from responsible brand communication, how brands and content creators speak to people, earn trust, and create value with honesty and clarity.
What’s new at Gama Organica for 2026 – new products, certifications, or markets on the horizon for you, and can you share one concrete milestone you’re proud of in the last year?
We’re entering 2026 with several product-line expansions, each aligned with our long-term vision for safer, healthier homes. Naturally, this growth comes with an increase in our production capacity, which is one of our main priorities for the year. In parallel, we’re preparing a major refresh of our online presence so customers can navigate, learn, and choose with greater ease.
A milestone I’m truly proud of is building a loyal community of families who trust us not because of marketing, but because they feel the difference in their homes. For a founder, there’s no greater validation.
For brands, focused on eco-cleaning & laundry products, who are looking into expanding cross-border into the CEE markets, what’s one practical step readers can implement immediately?
Start with harmonizing your product documentation and safety data across markets. It sounds technical, but it removes friction for retailers, speeds up onboarding, and ensures consumers receive consistent, trustworthy information.
Communicating sustainability without greenwashing is tricky. Which ingredients/certifications/impact metrics do you make most transparent, what claims do you deliberately avoid, and what does a high-converting “honest” product page look like for you?
Greenwashing has become a major issue today, especially as more people actively seek natural and safe solutions. It’s unfair not only to consumers, but also to the honest producers who genuinely invest in transparency and safer formulas. In many ways, our brand exists as an alternative – and a counterbalance to this practice. Honesty and openness are part of our brand culture and beliefs. We choose to disclose everything in our ingredient lists. EU regulations for detergents allow brands not to list their full ingredient composition on labels but we choose to be proactive. We also avoid claims we cannot fully support with laboratory testing, such as describing a product as hypoallergenic only after it has passed the relevant dermatological tests.
For me, an honest product page is straightforward – clear ingredient breakdown, why the formula matters for health, realistic usage expectations, and real customer proof. No aggressive or fear-based messaging or exaggerated claims.
When it comes to yourself, you’ve mentioned Tai Chi and mindfulness routines. How do these practices shape your leadership under pressure, and what simple weekly habit would you recommend to founders who want to stay grounded while scaling?
Tai Chi is a unique system that works on the physical, mental, and emotional levels all at once, and that holistic effect is simply incredible. It gives me one quality I consider essential – softness with direction. It helps me pause before reacting. To stay centered during demanding moments, and approach challenges with more clarity and intention.
In our busy days, many of us jump constantly from task to task, and thought to thought, without being able to focus. That’s why one simple daily habit I recommend is a 30-minute “clarity walk” – without phones, no talking to friends, or having headphones in. It’s a small practice, yet it grounds you. It helps you step out of the operational noise, and reconnects you with your priorities.
And if you have the opportunity, why not also explore Tai Chi? I truly believe it’s something everyone should try.
Meet Elitsa at Balkan eCommerce Summit 2026
Thinking about scaling a sustainable brand across the CEE markets? Wondering how to communicate product values without greenwashing, or you’re maybe curious how mindful leadership can help you stay grounded while growing?
Elitsa will be on-site, ready to share what years of building Gama Organica have taught her – from transparent ingredient communication and product documentation strategies to the daily practices that bring softness with direction, even under pressure.
Whether you’re a founder in eco, wellness, or home-care exploring cross-border expansion, a brand struggling with honest positioning in a noisy market, or you simply want to understand how a 30-minute clarity walk can reconnect you with your priorities – be sure to say hi at the event. At the Balkan ECommerce Summit these conversations often turn into fruitful partnerships.
🎟️ Grab your ticket at balkanecommerce.com now and be part of building stronger connections across the region.