El Shisha makes designer electronic shisha devices and the liquids that go with them. The idea is a simple one: the ritual of the hookah, reduced to something small and elegant enough to slip into a pocket or an evening bag, and finished with the care usually reserved for jewellery or a good pen.

Elina founded the brand and unveiled it in Milan. The range has grown into a family of devices: refillable pieces with their own liquids and refills, disposables in a wide choice of flavours, a hybrid model and a cigar-shaped device. Limited and luxury editions, in gold and rose gold, sit alongside the everyday line.

The house sells through its own online boutique, which offers the devices, liquids, refills, accessories and gift sets, and through retail partners in Bulgaria and abroad. Its visual world, set out in the brand's own gallery, has always leaned on fashion and personality as much as on the product.