Her Story
About Guergana
Guergana Mileva’s passion for creativity drives her to continually explore new opportunities, challenge conventions, and expand her expertise. She began her career in apparel, gaining extensive experience across department stores, catalog, mass-market, private-label, and licensed businesses through roles with Jones Apparel Group, Oxford Industries, and Redcats USA. She later transitioned into eyewear at FGX International, part of EssilorLuxottica, where she helped grow the sunglasses business by securing additional Kohl’s distribution and successfully winning a five-year Disney theme park contract amid competitive bidding. Driven to further expand her creative impact, she joined ClearVision Optical to lead Steve Madden eyewear initiatives, championing brand identity development and trend-shopping experiences to inspire fresh perspectives and creative collaboration. Today, at Tura, Inc., Guergana combines design innovation with strategic brand leadership, consumer insights, sales analysis, product development, cost negotiation, and global vendor partnerships. She develops distinctive collections and exclusive materials, including high-definition prints and specialty acetates for L.A.M.B. and Fit For Tura, formerly Glemaud X Tura. Expanding the success of women’s collections into men’s eyewear, she brings jewelry-inspired detailing, bold fashion, and innovative design to Tura’s Forever Fit offerings, while championing inclusive design and diverse fit solutions that respond to evolving consumer needs.
Her Interview
Ten minutes with Guergana
01What do you attribute your success to?
I attribute my success to my faith in God, my belief in myself, and the passion I bring to everything I do. I lead with heart, stay curious, and never stop challenging myself to grow. I believe creativity is most powerful when it is paired with strategic thinking, collaboration, and the courage to explore possibilities. Throughout my career, I've learned that success isn't achieved alone; it comes from believing in your vision, trusting your team, and having the resilience to turn challenges into opportunities. Above all, I stay true to who I am, because authenticity, kindness, and a genuine love for what I do are what make success meaningful.
02What’s the best career advice you’ve ever received?
“Focus on one thing at a time. Results aren't measured by how much you do, but by how well you do it. Quality over quantity.” — Jennifer Coppel, Chief Brand Officer, Tura, Inc.
03What advice would you give to young women entering your industry?
Stand firm in what you believe in, trust your vision, and never allow anyone to make you question your potential. Nothing is impossible when you believe in yourself, stay committed to your goals, and surround yourself with people who believe in your vision. Challenges will come, but don't let them define your limits. Be authentic, lead with heart, and remember that you don't have to become someone else to succeed. Everything is achievable because.. “A goal without a plan is just a wish!” ~Gmileva~
04What are the biggest challenges or opportunities in your field right now?
One of the biggest opportunities in eyewear is identifying white space in the market—unmet consumer needs, emerging trends, and opportunities for innovation that allow brands to stand out in a highly competitive industry.
For me, it's about challenging the expected, finding new ways to differentiate a brand, and creating something people didn't even know they were looking for.
05What values are most important to you in your work and personal life?
Faith, authenticity, kindness, and integrity are the values that guide me in both my professional and personal life. My faith in God keeps me grounded, while my belief in treating people with compassion reminds me that success means very little if you lose yourself along the way. In my work, I value collaboration, creativity, accountability, and the courage to stand behind what I believe in. In my personal life, my children and family are my greatest purpose and motivation. I believe in leading with heart, staying true to who I am, and making a meaningful difference in the lives of others. Ultimately, I want my success to be measured not only by what I accomplish, but also by how I make people feel and the positive impact I leave behind, the legacy of love, kindness, and possibility that my children can carry forward into their future careers.
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