Nikol Vatashka is the founder of GUQ, a women-led community built on real conversations, trust, and the kind of visibility that feels safe enough to be honest. What began as a small, personal space during the lockdown has grown into an ecosystem where women share skills, stories, and opportunities, and where collaboration comes naturally.
Alongside GUQ, Nikol works in HR at BOX NOW Bulgaria, a fast-growing tech and logistics company. In this interview, Nikol shares why community-led voices matter for events like Balkan eCommerce Summit, how people and culture shape sustainable growth inside scaling organizations, and what still needs to change so more women in the Balkans can take up space with confidence.
You founded GUQ as a women-led community built on real conversations and trust. What was the original idea behind GUQ, and how has the community grown into an ecosystem for visibility and collaboration?
GUQ started during the lockdown as a small, very personal idea. I wanted to create a space for women I resonated with – a place where we could share interests, music, articles, and conversations that made those uncertain days feel a little lighter.
Over time, the community took its own direction. Today, GUQ is a space where women feel comfortable talking about their professional journeys, sharing skills, and showing what they’re building. What began as a support network has naturally grown into a platform for visibility and collaboration, both on a personal and professional level.
You are a Brand Ambassador of the Balkan eCommerce Summit as the founder of GUQ. Why do you believe community-driven voices are important for events that shape the regional eCommerce ecosystem?
I believe events are most impactful when they give space to real voices from the ecosystem. Presentations matter, but people connect much more easily with stories they recognize themselves in.
Community-driven perspectives bring honesty. They allow conversations about what actually works, where things get difficult, and how challenges are handled in real life. That human element is what makes an event feel relevant, not just informative.
Alongside GUQ, you work in HR at BOX NOW Bulgaria, a fast-growing tech and logistics company. How does working in a people-focused role inside a scaling organization influence your view on sustainable growth?
For me, sustainable growth always starts with culture. At BOX NOW, flexibility and fast adaptation are part of how we work, which is essential in a scaling environment.
My focus is on building teams of proactive, curious people — whether they’re just starting out or already experienced. As we grow from a startup into a scale-up, there’s a shared understanding that every person plays a role in shaping what comes next.
Just like in GUQ, each person in the team brings their own energy and spirit, and when these come together in the right synergy, they create space for meaningful creation and sustainable progress.
BOX NOW will take part in the Balkan eCommerce Summit. Why do you think events like this are important for companies operating at the intersection of technology, logistics, and eCommerce?
- Since the pandemic, business relationships have become much more digital. That has its advantages, but it also reduced genuine human interaction.
- In-person events like the Balkan eCommerce Summit create space for real conversations. Trust and long-term partnerships often start with what I like to call the real click – the moment when people meet face to face, engage in honest dialogue, and truly connect with each other beyond screens. That kind of connection is difficult to replicate online.
From your perspective, what are the biggest challenges women still face when building careers or businesses in the eCommerce and tech sectors in the Balkans?
One of the biggest challenges women still face in eCommerce and tech in the Balkans is visibility. Many women, regardless of sector, struggle to confidently take up space and be seen.
There’s still a common belief that being visible also means being vulnerable, which makes many women hesitant to talk openly about their achievements or ideas. As a result, a lot of valuable expertise stays quiet.
GUQ was created to push back against that. It’s a space where women feel comfortable sharing both challenges and successes, without having to downplay either. When visibility feels safe, confidence grows naturally.
Looking ahead to 2026, what’s next for you, both in GUQ and professionally, and where do you see the biggest opportunity for long-term impact?
Looking ahead to 2026, I’m less focused on scale for its own sake and more on depth and impact. With GUQ, the goal is to continue strengthening it as a space where visibility leads to real collaboration and real opportunities.
Professionally, I’m drawn to environments like BOX NOW, where people, culture, and strategy come together. I believe long-term impact comes from building spaces – communities and organizations, where people feel encouraged to show up fully and create something that lasts.
Meet Nikol at Balkan eCommerce Summit 2026
If you believe community and culture are not “soft topics,” but the foundations of sustainable growth, connect with Nikol on-site. Conversations like these often turn into new partnerships, new opportunities, and stronger support systems across the region.
🎟️ Grab your ticket at balkanecommerce.com and be part of building stronger connections across the Balkans.