Jelena Beliard - Founder, BELLE CHASSE

From The co-lab career stories by the co-lab

March 3, 2026 · 20 min · Season 11 · Episode 10

About this episode

Jelena Beliard discusses her journey from corporate fashion to founding BELLE CHASSE and the importance of clarity in brand transformation.

Jelena Beliard is the founder of BELLE CHASSE, a brand transformation consultancy based in New York and Paris. She has one core obsession: clarity. After 25 years working with fashion and retail's most iconic brands — Victoria's Secret PINK, Vanessa Bruno, Maurices — she has learned that most brand problems are not creative problems, they are clarity problems. She finds what's off, what's misaligned, and what nobody is saying out loud. Then she fixes it. Jelena lives in New York City with her husband and daughter. In this episode, Tanya Windman talks with Jelena about trading corporate fashion for independence, what drove the decision, how she helps brands spot where their customer experience falls apart, and what it actually takes for leaders to hear hard feedback. Plus, why having the right community around you makes all the difference when you're out on your own.

People in this episode

Host: Tanya Windman

Guest: Jelena Beliard

Topics covered

brand transformation
fashion industry
customer experience
independence
leadership feedback
community support

Keywords

brand clarity
fashion consultancy
customer experience
leadership
community support

Mentioned in this episode

Organizations: BELLE CHASSE, Victoria's Secret PINK, Vanessa Bruno, Maurices

Places: New York, Paris, New York City