Elnura Ashimova is COO of 2hearts, leading initiatives that open pathways for international talent and professionals with migration backgrounds to enter the European tech industry.

A former management consultant to leading German financial and IT corporations, she is also a serial entrepreneur and co-founder of two startups. She is Head of FAB Fashion & Beauty Tech Berlin and co-founder of the Central Asian Women Hub in Europe, advancing innovation, diversity, and female leadership.

What are you currently building — and why does it matter to you personally?

As COO at 2hearts, I'm focused on creating real access for young talents with migration backgrounds to enter the tech industry — not just through motivation, but through concrete structures, programs, partnerships, and long-term opportunities. I care deeply about building systems that don't rely on luck, but on intentional inclusion.

Beyond that, I'm building spaces around female empowerment, longevity, and femtech — areas that directly affect how women live, work, and age. This work is personal to me because I grew up between cultures and expectations. I know what it feels like to navigate rooms where you don't automatically belong. Building what I'm building is my way of turning that experience into something powerful. I don't just want to succeed within existing systems — I want to reshape them.

Was there a moment when you realized you wanted to create your own path instead of following expectations?

It wasn't a loud, dramatic moment. It was a quiet realization that trying to meet everyone's expectations was disconnecting me from myself. As a woman, as someone with a migration background, and later as a mother, there were many subtle expectations about what my life should look like.

At some point, I understood that fitting in was costing me too much energy. I realized that if I continued following a predefined path, I might achieve stability — but not fulfillment. Choosing entrepreneurship and leadership was about alignment. I wanted autonomy over my time, my voice, and my influence. Creating my own path became an act of self-respect.

What belief about yourself have you had to unlearn in order to grow?

One of the biggest beliefs I had to unlearn was that I need to be fully ready before stepping into something bigger. For a long time, I thought confidence had to come first — that I needed more experience, more validation, or more external proof before claiming space.

Over time, I understood that readiness is often built in motion. Confidence didn't precede courage for me; it followed it. I had to let go of the idea that perfection is a prerequisite for leadership. Growth began when I allowed myself to be visible while still evolving.

What has been your most defining “I'm not ready” moment — and what did you do anyway?

Becoming a mother while stepping into bigger leadership roles was one of the most defining “I'm not ready” moments of my life. There were times when I questioned whether I could carry the responsibility of building companies, leading teams, speaking publicly, and being fully present at home.

The feeling of not being ready was very real. But instead of waiting for it to disappear, I moved forward with it. I learned that readiness is rarely a feeling — it's a decision. I chose to grow into the roles rather than shrink away from them. That decision changed how I see myself.

What does success mean to you beyond money or titles?

Success, for me, means freedom and alignment. It means having the freedom to choose how I structure my life and work. It means being able to raise my son consciously, to say no when something doesn't feel right, and to say yes to opportunities that truly resonate.

Beyond that, success means impact. It means seeing other women and young talents step into rooms with more confidence because someone created space for them. Titles and money can be milestones, but they are not the core. The core is living in a way that feels intentional and integrated.

What does #lovewhatyoudo mean to you at this stage of your life?

It doesn't mean every day is easy. It means that even the challenging days are meaningful. It means that the work I do reflects my values ​​and contributes to something bigger than myself.

Loving what I do now is about alignment rather than adrenaline. It's about building something I respect and becoming someone I respect in the process. It's less about external validation and more about internal clarity.

What should a functional bag deliver for a woman building her path?

A functional bag for a woman building her path should deliver structure in the middle of movement. It should support a life that moves between strategy meetings, travel, events, and motherhood without compromising elegance or strength.

It needs to be practical — space for a laptop, essentials, and the small personal items that ground you during long days. But it should also communicate presence. It should feel powerful without being loud. Thoughtful without being complicated.

For a woman building her path, a bag is not just an accessory. It's part of her infrastructure. It carries her tools, her transitions, and sometimes even her quiet resilience.