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Reflecting on Zelos' Journey as we Step Back

5 min read 9 Comments

Reflecting on Zelos' Journey as we Step Back

Dear friends, we have an important update to share with you. After seven incredible years, Zelos Greek Artisan will be suspending its marketplace operations on March 8, 2025, International Women's Day. This decision comes with deep gratitude, reflection, and pride for all that we've accomplished together.

In this special blog post, we, Maria Kalomenidou and Pauline Manos, share the story behind our journey — why we started Zelos, why we’ve decided it’s time to take a step back, and the lessons we’ve learned along the way. We hope you’ll take a moment to read and reflect with us as we look back on an amazing chapter.

Why did you create Zelos Greek Artisan in the first place?

Maria -Zelos was born out of my passion—my zēlos—for authentic Greek food and my desire to give back to Greece, the land of my birth. In 2017, I saw an opportunity to showcase modern Greek cuisine in the US, where Greek food was often reduced to clichés like gyros and souvlaki.  

I also wanted to support small, independent Greek artisans during a challenging economic period in Greece. Our goal was to help them find a loyal audience in the US, connecting their products with discerning American consumers who value quality, authenticity, and craftsmanship.  

Pauline - As a Greek-American, I loved the idea of helping Maria give back to Greece during such a tough time for the country. I was also attracted to the chance to roll up my sleeves and get into the nitty-gritty of running an online business. Up until then, my marketing career had been in large companies and an entrepreneurial adventure was a fun change. 

Why is Zelos suspending operations now?

Maria -Over the years, Zelos has grown in ways we’re incredibly proud of, but managing a US-based business from afar has become increasingly unsustainable. Both Pauline and I are spending more time in Greece, and we’ve realized that the demands of running an American business from across the globe no longer align with our personal and professional lives.  

March 8th, International Women’s Day, feels like a fitting moment to pause, as Zelos has always been a proud, woman-owned and operated business. This milestone gives us a chance to reflect on our achievements and explore new ways to support Greek artisans in the future.  

What are some of the successes you’re most proud of? 

Maria -We’ve accomplished so much that we never could have imagined when we started:  

  1. Establishing Greek Products in the U.S. Premium Food Market: We became a trusted source for high-quality Greek products and luxury gifts. Customers across all 50 states have shared truly moving stories of how Zelos brought the essence of Greece into their homes.  
  2. Exporting nearly $500,000 of Greek Products: Over the past seven years, we made our own contribution to the Greek economy, directly supporting small-scale artisans to export almost half a million dollars of their products to the US.  
  3. Building our Artisans' Brand Equities: Starting from scratch, we helped unknown Greek products develop a loyal following in the US through strategic go-to-market decisions.Their products came to stand for the authenticity and quality of contemporary Greek food.
  4. Creating a broad online commercial presence: We took our Artisans' brands to the biggest e-commerce platforms, from Amazon to Shopify to major wholesale platforms. This allowed them to reach millions of consumers and successfully compete with companies investing millions.  

Pauline - Before starting Zelos, I was frustrated that the US seemed stuck in the tired clichés of Greek cuisine, while in Europe, I was living its more vibrant, modern evolution. That's why I'm especially proud that Maria & I helped redefine the image of Greece and its food for Americans, showcasing a fresh, healthy, and contemporary perspective, while still staying true to our heritage. It's been an honor to give voice to Maria's creative vision and seeing it resonate so successfully.

What lessons have you learned from this journey?

Maria -Entrepreneurship has been an incredible teacher. Here are some of my key takeaways:  

  1. Clarity of Vision: From the start, I stayed true to my goal of showcasing authentic Greek artisans. Knowing what I wouldn’t do—like competing in supermarket chains or pursuing venture capital funding—helped me stay focused.  
  2. Embracing Risks and Failures: Taking risks is part of the entrepreneurial journey. While some decisions didn’t pan out, each failure offered valuable insights that helped us grow.  
  3. Building a Strong Community: Surrounding myself with a supportive network of customers, professional associations, and collaborators was invaluable. Their encouragement kept me going during tough times.  
  4. Flexibility and Adaptability: The pandemic forced us to pivot from in-person events to a stronger online presence, including multiple wholesale platforms, which ultimately became a key part of our growth.  
  5. Enjoying the Ride despite the challenges, I always reminded myself to take pride in what we had accomplished and to savor the joys of bringing a little piece of Greece to our customers.  

Pauline - While having experienced all of what Maria said above, perhaps what struck me most in this entrepreneurial adventure was the power of brilliant design. Of course I'd seen that often in my corporate marketing career, but it was eye-opening to see design be just as impactful on a smaller scale. A key driver of Zelos' success—and what I believe truly set it apart—was Maria's creative vision. She crafted a modern, distinctive brand aesthetic that broke away from stereotypical design elements that are still so present in the market. I was also pleased to see so many small producers embrace a similar approach, confirming the creative talent and zēlos that thrives in Greece.

What challenges did Zelos face along the way?

Maria -Launching a new category of products in the US came with its fair share of difficulties:  

  1. Market Awareness:Our Artisans were unknown in the US, so building brand awareness required significant effort, investment and creativity.  
  2. Supply Chain Disruptions:The pandemic & post-pandemic period severely affected our operations, particularly in shipping and inventory management.  
  3. Budget Constraints:Competing with major brands in the specialty food market on a small business budget was no easy feat.  
  4. Personal Strain:Balancing the demands of running a US-based business while staying connected to Greece and its culture was challenging.  

What’s next for Zelos and for you both personally?

Maria -While the Zelos marketplace as we know it today will close, our passion for Greek food and culture remains strong. Pauline and I plan to take time to reflect on what we’ve built and explore new ways to support Greek artisans.  

We are proud of the impact we’ve made and hope to inspire other women entrepreneurs to pursue their dreams with confidence and ambition. Who knows? This may not be the end, but rather a new chapter waiting to be written.  

Pauline -  Zelos showed us that friends can indeed be partners, perhaps another cliché we were able to break away from! Even as we wind down this chapter for Zelos, I know Maria & I will continue to nurture together our love for Greece and our desire to keep making an impact.

A Message of Thanks

To our customers, Artisans, and partners: thank you for being part of the Zelos journey. Your trust, enthusiasm, and support have meant the world to us. Together, we’ve proven that authentic Greek products can shine in the global market.  

As we say goodbye for now, we encourage you to continue supporting small artisans and bringing a taste of Greece into your lives. Efharistó!

9 Responses

Corinne Reich
Corinne Reich

February 03, 2025

Wonderful products – you will be greatly missed.

Georgia  Manos
Georgia Manos

February 03, 2025

To the Zelos family,
I have truly enjoyed your products, especially your tomatoes sauces and the pastas…As Greek born and living in USA, I am so very proud of your Company , your success and your love for Greece.
Wishing all of you great success whatever the future holds …..Thank you for promoting Greece, the wonderful products and the Artisans…

JoAnne Van Sloun
JoAnne Van Sloun

February 03, 2025

I started purchasing a short time ago, love it and now you’re closing up. 🥲

Alexis Spencer
Alexis Spencer

February 03, 2025

Maria & Pauline:
So proud of you, your hard work, and for bringing Greek products to the USA, while helping Greece. Sad you’re closing, and understand it must have been a hard decision, but the correct one. Blessings to you & your families!
Alexis

Karen
Karen

February 03, 2025

Well, thank you so much for the fine business you brought to the U.S. . I’m sorry to see you go, I love your products and how you catered to the small artisans. I’ll miss the products especially the herbal teas. Good luck in your future adventures. I hope to get to Greece this year sometime. I’m fascinated with the culture and antiquities. Much thanks.
Best.
Karen Friedman

Andreas
Andreas

February 03, 2025

Bravo to both of you! You stayed true to your values and raison d’être of bringing Greek products and cuisine to the US.
As Zelos is stepping back, I’m sure your footprint will live on in many American kitchens.

Krystina
Krystina

February 03, 2025

Wishing you all much success moving forward! We will miss the Zelos team, but I’m thankful for all the collaborations and posts we did together. Thank you for bringing the Greek community together as well.

Thank you,
Krystina
Kouzounas Kitchen

Sylvia Rombis
Sylvia Rombis

February 03, 2025

Maria,
I remember the excitement when we first heard of your concept for Zelos…what a great idea!
For 7 years you delivered so much more than a grouping of exquisitely curated authenticly Greek food products…you delivered to us a glimpse into the lives and passion of the people who grew and crafted those foods. I loved the spices especially they added a dash of authentic Greek flavors and aromas that transformed the food I cooked !
Best of luck to you both,
Sylvia

Mary Jeanne Dorsey
Mary Jeanne Dorsey

February 03, 2025

I am very grateful for your wonderful effort to connect us to small batch products from Greece. After living in the Mani for six years we returned to Honolulu Hawaii. Being able to obtain your wonderfully curated selections of products produced in Greece has been such a delight. We will miss being able to order from your site very much. Good luck to you both in your future endeavors. You will be missed.

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