ELEVEN SIX WOMEN | MICHELLE ZELENA

Photos courtesy of ELEVEN SIX

 

 

Meet Michelle Zelena: a marketing expert, travel advisor, and founder working at the intersection of brand storytelling and meaningful experiences. With over a decade of experience spanning global brands like L’Oréal, Kelly Wearstler and James Perse, and boutique agencies, she brings a strategic yet creative perspective to everything she does. Through her two ventures, Zelena Marketing and Zelena Travel, she has built businesses rooted in authenticity, refined taste, and connection—helping brands grow while curating personalized, design-forward travel experiences for a growing international clientele..

Now based in New York’s Hudson Valley, Michelle balances entrepreneurship with family life, drawing inspiration from a slower pace and strong sense of place. Her work is defined by thoughtful detail, elevated aesthetics, and a deep understanding of what makes experiences truly memorable.

We spoke with Michelle about her journey, what defines exceptional travel, and her favorite Hudson Valley spots, while capturing her at our Kingston store selecting pieces from the Spring ’26 collection.

 

Michelle wears the Tasha Crop Jacket in Black paired with her own pant.

 

Can you share about your background and training, and what led you to found ZELENA Marketing and ZELENA Travel?

I've spent about 12 years in marketing, working across brands like L'Oréal, Kelly Wearstler, James Perse, and Coca-Cola, across both small agencies and large corporate environments. After years of freelancing, I officially went out on my own and now get to work with brands I genuinely love and respect.

Zelena Travel started about six years ago. I was writing for a blog that was acquired by Fora, and they offered me the opportunity to become a travel advisor. I did it on the side for years, but it has since grown into something much bigger. We now have 400+ clients, a small but incredible team including group travel specialists, and a newsletter and media platform. It's been incredibly exciting and fulfilling, especially since I've always loved travel from a young age.

 

 

How do the two sides of your business, marketing and travel, complement and inform one another?

They complement each other extremely well. At the core of both is hospitality, understanding how to draw people in, build trust, and create a strong personal brand. Marketing sharpens how I position and communicate, while travel keeps me deeply connected to experience, service, and what people actually want. Each side constantly informs the other.

 

 

When planning a luxury trip for a client, what key elements do you focus on to ensure a truly successful and memorable experience?

We always start with design-forward hotels, that sense of place is everything to me. From there, service is the next key layer. We want our clients to feel completely taken care of, like they don't have to make a single decision if they don't want to.

Luxury, to me, is in the details. Slippers placed next to your bed when you return from a long day, the team knowing your coffee order by day two, sometimes even day one at the best properties. The most special hotels anticipate your preferences before you even arrive, from playlists to small personal touches. That's what makes a trip feel unforgettable.

Michelle wears the Romy + Raya Stripe Knit Set styled with the Vera Tote in Ivory with Black Tipping 

 

What have been some of your proudest moments in building your businesses, and what challenges have shaped you the most along the way?

One of my proudest moments has been fully stepping into being the owner of two companies. For a long time, I held back from owning that because I worried it might dilute how my experience was perceived, but now I fully embrace it.

The biggest challenge has been growing teams while putting people first, making sure everyone feels valued while also building something profitable and sustainable. It's a constant balance and one I'm still learning through every day.

 

 

Is there anything exciting on the horizon for either ZELENA Marketing or ZELENA Travel that you can share?

On the marketing side, we're excited to be working with a new fashion brand and an interior design firm.

On the travel side, we're leaning more into retreats, continuing partnerships like Field + Supply, and exploring opportunities with the Financial Times. I'm also hoping to host a Zelena Travel dinner this fall, bringing together clients and people we love across adjacent industries.

 

 

How has relocating to the Hudson Valley influenced your lifestyle, work, and family life?

It's had a huge impact. I love it here. The calm and quiet of being in the woods has allowed me to be more focused and productive, while also feeling more grounded.

On weekends, we're at the Kingston farmers market with our kids, and I really appreciate the slower pace of life. It's been a meaningful shift for both work and family.

 

Michelle wears the Gia Shirt styled with her own pant. 

 

Through your "Upstate Lately" Substack, you highlight local favorites, what are three things in the Hudson Valley you're currently loving?

Fortunes Ice Cream in Tivoli just reopened for the season and the sour cherry labneh is a must.

The tulip farm at Kelder Farm is such a great outing with kids and I can't wait to go this season.

And personally, I love sailing on the Hudson River. It's such an iconic and peaceful way to experience the Hudson Valley.

 

 

You recently became a mother of two, how are you navigating the balance between motherhood and entrepreneurship? And how do you carve out time to recharge?

We're definitely navigating. Mornings, evenings, and weekends are for the kids. They go to bed early, so I've been squeezing in work after bedtime, which helps.

Working from home, and having a husband who does as well, has made it easier to get real quality time together as a family. It also makes me feel less guilty stepping away for work travel. When I do, I try to bookend those trips with a great hotel stay for a bit of personal recharge.

Michelle wears the Kloe Dress in Pearl.

 

Where are you dreaming of traveling to next?

I'm heading to Iceland with my husband for our five-year anniversary, which feels like a dream trip. We love a mix of adventure and relaxation, so it will be a balance of exploring and spending time in the lagoons. I'm very excited to share it after.

 

What are three essentials you always have in your travel bag?

A journal. I've been journaling consistently for the past two years and it's been incredibly grounding, both personally and professionally.

Magazines. I always bring a few or pick some up at the airport.

And if I'm not traveling with my kids, I almost always go carry-on only. I love being able to move quickly and start the trip without waiting around.

 

 

Have you recently watched, read, or listened to anything you've loved?

I loved Writers & Lovers, it was unexpectedly one of my favorite books this year. I try to read about two books a month, and that one really stayed with me.

I also loved Love Story. The fashion and the Calvin Klein office scenes were highlights for me.

 

 

What does the ELEVEN SIX brand mean to you? Are there any pieces from the Spring Collection that particularly resonate with your personal style, and why?

I absolutely love the striped Romy button-down and Raya short set. It's perfect for spring and summer, styled with boots or worn as a pool cover-up. It feels flirty yet still polished.

The brand, to me, is colorful, cozy, warm, and beautifully made. And, I can't think about it without thinking of Catherine. I see her around town often and she truly embodies the brand, chic, elegant, and fun.