From small acts of kindness to working hand in hand with civil society, leadership is about people.

Prestige 96 – better known simply as Prestige – is a company two generations of Bulgarians have grown up with, a brand of wafers, biscuits, and mini cakes fondly remembered from childhood and still loved today. Yet behind the sweet treats lies more than a successful business. “We try to make the world a little better through the way we do business,” says Darina Stoyanova, CEO of Prestige since 2014.

Darina’s career is remarkable: she spent over 14 years at Henkel, where she managed operations across Bulgaria, Romania, Moldova, and Albania, before taking the helm of Prestige in Veliko Tarnovo. Today she is one of Bulgaria’s most recognized women leaders, yet her definition of leadership is disarmingly simple: “Leadership is about people. It’s about leading with care, so that people find meaning in their everyday work and feel proud of their contribution.”

Under her guidance, Prestige has become known not only for its market success but also for its commitment to social responsibility, with long-term investments in education, culture, and sports. Still, Darina believes that business cannot drive change on its own – it needs allies. “I am proud that Bulgaria has such active civic organizations… Our strength is when we work together,” she says. For her, the partnership between business and civil society is the key to building a better future.

In this interview, Darina Stoyanova shares how Prestige nurtures its people and values, why strong partnerships matter, and how Bulgarian business can inspire both at home and abroad.

America for Bulgaria Foundation: Your connection with the Foreign Language High School in Pravets is very strong. You and your husband even started the School for Leaders: Be Inspired initiative, which for ten years now has been bringing students together with accomplished professionals from different fields. What made you return to your beginnings, and why do you believe leadership starts there?

Darina Stoyanova: Both my husband and I are alumni of the school in Pravets. It’s where we met and where we built lifelong friendships. The environment gave me the confidence that, with effort, I could achieve my dreams. That’s why, ten years ago, we created the School for Leaders: Be Inspired. Each year, we invite successful people from business, culture, sports, media, and NGOs to meet with the students. Young people often tell us these encounters inspired them and even helped them choose their field of study. I always address them as “the future leaders of Bulgaria and the world” – because young people need role models and the belief that their dreams are within reach.

ABF: You spent more than 14 years in a global corporation, and today you lead a Bulgarian market leader. Which of the two taught you more about leadership?

D.S.: At Henkel, I literally started from scratch and had the chance to build teams and manage markets in Bulgaria, Romania, Moldova, and Albania. That taught me discipline, strategic thinking, and how to work in multicultural environments. At Prestige, the context is different: we are a Bulgarian company, a market leader at home, but we are also present in 35 international markets. What both experiences have in common is that leadership is always about people. To lead means to lead with care – so people feel their work has meaning, see opportunities to grow, trust and respect each other, and find joy in what they do. I call it “positive leadership.”

ABF: What was the most important lesson that convinced you lasting success isn’t just about profit but about values?

D.S.: True success is built on the spirit of the team. At Prestige, culture and values aren’t slogans on a wall; they are lived out every day. We believe that “it depends on each of us” – to keep growing, to take responsibility, to build trust. We encourage initiative and accept mistakes, because mistakes are part of learning. What matters most is that people feel they are developing and that their work has meaning.

ABF: Prestige defines itself as a socially responsible company, a responsible employer, and an active participant in building a better future. How do you turn these words into everyday practice for your team?

D.S.: For us, corporate social responsibility isn’t a PR side activity. It’s part of how we work and how we position our brands. For years, we’ve focused on three areas – education, culture, and sports for youth – so that our support builds lasting impact. We back causes both in Veliko Tarnovo, where our factory is, and nationally.

One example is our Trayana biscuit brand campaign, centered on the idea of “small acts of kindness.” The message is that you don’t have to be a superhero to do good. Sometimes a simple gesture, a kind word, or a thoughtful action is enough to spark kindness in others. I believe these small acts have a contagious power. In this way, even the way we do business can leave the world a little better.

ABF: How do you build a culture where people don’t just work, but feel part of a mission?

D.S.: Through daily effort and personal example. Often the most important conversations happen in meeting rooms, when we discuss ideas, concerns, or ways forward. In tough times, our values guide us – that’s why we regularly talk with the team about which behaviors will make us successful five or ten years from now. Culture is built in good times, but it’s what carries you through the hard ones.

ABF: Prestige is also one of the largest employers in Veliko Tarnovo. How do you support your employees so that they feel motivated and fulfilled at work?

D.S.: For me, the most important thing is that people feel trust, respect, and joy in their work. I believe in positive leadership – encouraging initiative, giving opportunities to grow, not being afraid of mistakes. We have colleagues who’ve been with us for 30 years, and we also have very young people just starting their careers. Everyone is heard and everyone matters. We try to create an environment where people see perspective – through training, projects, or initiatives like our Summer Academy for employees’ children, gifts for first graders, or family celebrations. When people feel they are growing and that their work has meaning, they are happy and motivated.

ABF: Can you give an example of a situation where the company’s values were crucial in making a tough decision?

D.S.: There have been many. Whenever we hesitate, we return to our guiding phrase: “It depends on each of us.” That immediately points us to action – we don’t wait for someone else to decide. I don’t want values hanging on the walls; I want them used in real situations.

ABF: During the COVID crisis, Prestige stood behind Bulgarian doctors. What motivated you to act then?

D.S.: It was instinctive. We saw that the people on the frontlines were Bulgarian doctors, and we felt a moral duty to help. We donated medical equipment to the hospital in Veliko Tarnovo and products worth 30,000 levs (about $18,000). Back then, even a box of biscuits could bring a smile and say, “Thank you!”

ABF: Do you see business and civil society as natural partners? What examples have shown you how strongly civic organizations can drive change?

D.S.: Yes, business and civic organizations are natural allies. Business brings resources and organizational skills; civic groups bring expertise and passion. I’m proud that Bulgaria has so many active organizations. I admire their achievements despite limited resources, and the dedication they put into their work. That inspires business, too. Our strength is when we work together.

Let me give you a personal example. I am a member of the LEAD Network, a European initiative promoting diversity and inclusion in the retail and consumer goods sector. In 2024, together with colleagues, we launched the Bulgarian chapter of LEAD, where I had the honor to serve as co-chair. Our mission is to create more diverse and inclusive workplaces. In Bulgaria we’ve already held events where companies and civic organizations – such as Maria’s World or JAMBA – showed how business and NGOs can stand side by side for a shared goal. These partnerships are invaluable because they open new horizons for both business and society.

ABF: You are also one of the founders of the Council of Women in Business. What is the most valuable thing this community gives to women leaders – and to business as a whole?

D.S.: When we started over ten years ago, we couldn’t imagine how big and meaningful the organization would become. Today, the Council supports women starting out in business, but also young entrepreneurs more broadly – through initiatives like the Leadership Academy, the BASE entrepreneurship program, and the Diversity & Inclusion Academy. For me personally, the Council is a place to meet exceptional women leaders from different industries, to exchange ideas and best practices. It broadens my perspective and often gives me solutions I can apply in my own work. We’re also proud of our Global Forum, held every two years – with the next one coming up in November 2025 – and of our annual Diversity & Inclusion Awards, which celebrate outstanding practices from Bulgarian companies and share them with a wider audience.

ABF: Prestige is also active in reducing its environmental footprint. What achievement are you most proud of in this area?

D.S.: Back in 2018 we redesigned our packaging and started saving 200,000 kilograms (appr. 441,000 lbs.) of paper every year. That’s the equivalent of a forest the size of Bulgaria’s national stadium. We use recycled packaging and continue to invest in sustainable solutions. It’s a concrete contribution that shows how small steps can have a big impact.

ABF: Looking ahead a decade, what role do you hope Prestige will play in the lives of consumers, in the growth of your employees, and in the broader society?

D.S.: We will continue creating brands that generations of Bulgarians love. We’ll expand our portfolio, especially toward healthier products – without added sugar and with special ingredients. We want to inspire families to spend more quality time together. I believe tradition and innovation can go hand in hand: a good example is the use of augmented reality in our Naya brand, as well as the limited-edition Mirage products that, through special flavors, transport people to places like Sicily or Dubai and inspire shared adventures.

ABF: Many young people today are looking not just for a job, but for meaning in what they do. What advice would you give them – how can they find their path and develop leadership qualities at the start of their careers?

D.S.: Thank God young people are different. What I’d tell them is this: develop critical thinking, communication, and teamwork skills. Believe in yourselves. It’s important for us, as employers and adults, to help young people build confidence. I am grateful to my parents, who always told me, “You can.” That gave me the strength to believe I would succeed – and that’s what I want us to pass on to the next generation.