We aspire to create elegant designs that 
stand the test of time in more than one way…

ATANA stands for timeless, quality pieces infused with elegance. Our creations are inspired by traditional artisanal embroidery from the past and are given a fresh new life through our designers' creative lenses. Each embroidery is symbolic and has a story told by its technique, composition, and colour. ATANAs are crafted by hand using leather, suede, mesh or a mix of the above to claim a bolder presence. The classic shapes and rich textures make your ATANAs much more than a single season fashion item. Our soles are embedded with a German-technology memory gel developed for dancers’ shoes for ease of wear and comfort.

Design Process and Craftsmanship

ATANA’s collections revolve around creativity and craftsmanship. Our in-house design team is always working on authentic design storylines that tell new tales of old crafts. Handcrafted shoe samples and handmade embroidery samples are key to our design development processes. ATANA uses finest quality and responsibly sourced Italian leathers and textiles to produce long-lasting luxury products.

ATANA works alongside like-minded production partners who manage their production through integrity and craftsmanship. Each ATANA pair of shoes is crafted by hand respecting traditional techniques that have been pinned and established through years of experience amongst the skilled shoemakers in the workshop.

All our production partners are based locally, enabling a close relationship focused on product and process innovation.


We believe sustainable fashion and production is the ONLY way forward and so we invest time and resources to audit and accordingly upgrade all our design and production processes. For example, our shoe lasts and soles create zero waste throughout the manufacturing process as everything is resubmitted back into production. We support responsible leather production and work with tanneries who are gold rated by the Leather Working Group (LWG) and certified by the Institute of Quality Certification for the Leather Sector (ICEC).

With preservation in mind, we also employ eco-friendly packaging and delivery. Our packaging is sourced from sustainably managed forests certified by the Forest Stewardship Council (FSC) avoiding deforestation. All our packages travel GoGreen DHL Carbon Neutral Class and their carbon footprint is offset.

Our Founders

ATANA was established in 2020 by co-founders Aneliya and Tanya Kyurkchieva, creating the perfect fusion between passion for design and its application.

Our Creative Director Aneliya was previously an Emroidery Designer at Alexander McQueen, London, for over 5 years, working within both the Womens’ and Menswear teams. It was this experience that taught Aneliya the importance of storytelling, design authenticity and craftsmanship. The urge to create her own design concept of a new take on the traditional embroidery craft finally came to live with the launch of ATANA.

Tanya’s flair for capturing innovative business concepts developed with her career as an investment banker in London. Uncovering their application and potential in established product categories and industries, however, was nurtured later during her MBA at Harvard Business School. Currently the CEO of ATANA, she is looking to establish the brand as a strong fashion concept that carries modern elegance through traditional hallmarks.