- As a family lifestyle business, LueL is run by Jelena and her daughter Sandra.
- Both talented in different areas and with different generational A perspectives to offer, the two have everything that a competitive business demands.
- Working with high-quality linen and other natural materials, neutral colors, clean-cut lines and a focus on functionality, the two are redefining the modern linen wears aesthetic.
- Luel remains an independent brand led by Sandra and Jelena who pursue complete transparency in their work and are guided by strict ethical standards in producing each garment at their Vilnius-based atelier.
- In addition to helping run the family business, Sandra is an avid fashion academic currently studying for a Ph.D. in fashion culture.