We’re excited to introduce you to the always interesting and insightful Stela Sallaku. We hope you’ll enjoy our conversation with Stela below.

Stela, thanks for joining us, excited to have you contributing your stories and insights. Can you open up about a risk you’ve taken – what it was like taking that risk, why you took the risk and how it turned out?

At 23, I took a bold leap and started my own company with no financial backing, in a country where women in business were still considered a taboo. It was a risk rooted in conviction—I faced cultural barriers, skepticism, and countless obstacles, but I chose to bet on myself. That decision became the foundation for everything I’ve built since.

Stela, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Stela, founder of MSS, and my journey into the world of fashion began long before I ever realized it was a path I’d pursue professionally. It all started in 1995 when my father bought me my very first doll. What began as dressing her up turned into an early spark of creativity—I began designing her wardrobe, then my own, and eventually clothing for my friends.

That childhood hobby turned into a passion, and ultimately, a calling.

At 23, I started my own business—with no capital, no connections, and in an environment where women entrepreneurs were still largely unheard of, even frowned upon. It was a risk, but one that came from deep conviction. I believed then—as I do now—that fashion isn’t just about clothes. It’s about self-expression, confidence, and identity.
Our Maison was built to help women dress according to their needs rather than following fashion trends. At MSS, we created more than a fashion brand—it was an experience. I specifically chose the fabrics myself, often traveling the world to find the perfect materials so that each client could feel the true meaning of owning something uniquely theirs. We would start with a custom sketch, and afterward, my clients and I would select the fabrics together. Everything was grounded in strong relationships and a shared mission: helping women feel seen and supported through what they wore.

What set us apart was our deep attention to each woman’s individuality. Our clients—whether young women discovering their style or ladies redefining theirs—came to MSS not just for clothing, but for how our designs made them feel: celebrated, empowered, and comfortable in their own skin.

I was most proud of the trust we built over the years. Women returned to MSS because they knew they weren’t just getting a dress—they were getting a piece of themselves reflected in our work. For those discovering MSS for the first time, our mission was simple: to make every woman feel great about her body, honor her uniqueness, and craft clothing that let her character shine. As Dior once said, “Clothing is an accessory of character, not the other way around.”

We had three shops in Europe, and 2 online boutiques. Had the honor to be featured in Elle UK, Elegance, DLM Magazine, Grazia, and more.

In 2019, I moved to the U.S. to study business, which opened a new chapter in my journey. I put MSS on hold when I relocated, and I’ve since been pursuing my career as a business developer—building relationships with entrepreneurs like myself, whether they’re just starting out or are already thriving in their ventures. My goal is to help them hire talented staff from our student database at Houston Community College, but I believe my calling goes beyond that. I want to bring them together in one Chamber of Employers, where they can exchange experiences and discover new opportunities.

I believe in mentorship and leadership as the only real way to succeed—because, at the end of the day, no one has to reinvent the wheel. Whether I was designing clothing or helping build brands, my mission remained the same: to inspire confidence, elevate individuality, and support others in boldly pursuing their dreams.

Are there any resources you wish you knew about earlier in your creative journey?

Yes, there are definitely a few resources and pieces of knowledge I wish I had access to when I started. When I launched MSS at 23, I had the vision and the passion, but I lacked business knowledge and mentorship. I wish I had known more about:

Business fundamentals: Understanding pricing, profit margins, managing cash flow, and how to scale sustainably. I had to learn all of that the hard way.

Branding and marketing: In the beginning, I focused only on the product, but I later learned that how you present your story, brand, and values is just as important as the product itself.

The power of community: I didn’t know how valuable it was to connect with other women in business, especially in an environment where we were underrepresented. Having support, encouragement, and shared knowledge would’ve made the journey a little lighter.

Digital tools: There are so many amazing tools now—from fashion design software to client management systems and e-commerce platforms—that could have saved me so much time and energy if I had known about them earlier.

But in a way, I’m grateful for the way it unfolded. Every challenge taught me something, and I think that kind of growth is what shaped the soul of MSS. If anything, I now try to be that resource and support system for other young women starting out—especially those who feel like they don’t fit the traditional mold of an entrepreneur.

We’d love to hear your thoughts on NFTs. (Note: this is for education/entertainment purposes only, readers should not construe this as advice)

NFTs (non-fungible tokens) were a fascinating moment in the digital and creative world. As a creative entrepreneur, I see both the potential and the pitfalls.
On one hand, I appreciate what NFTs tried to do: give digital artists and creators ownership, traceability, and a new way to monetize their work. It was exciting to see people exploring the value of creativity in a decentralized space, especially in industries that often undervalue or underpay artists.
On the other hand, I think the hype moved faster than the substance. Many people jumped in without understanding the technology, the environmental impact (especially in the early days), or how to create real value beyond just “selling a digital file.”
From an entrepreneurial perspective, the idea of digital fashion or collectibles still has potential—especially when it comes to virtual identity, gaming, or creating unique brand experiences in the metaverse. But for me, fashion is deeply physical, emotional, and personal—something you touch, feel, and wear. That’s why at MSS, the focus was on creating real-world pieces that make women feel beautiful in their own skin.
That said, I’m always open to innovation—as long as it stays true to my core values: craftsmanship, personalization, and meaningful connection.

Contact Info:

• Website: https://notjustalabel.com/maison-stella-sallaku
• Instagram: https://www.instagram.com/stelasallaku/?hl=en
• Linkedin: https://www.linkedin.com/posts/stela-sallaku-45797455_careerpathplanning-leadership-activity-7204547501163438080-p7zV/

Image Credits

Shawn Richendollar, Elle UK, Fani Aliko, Aeron Johnson. Top Channel, Ftese ne Pese, Gerhard Pregapuca.