Meet Elena Stula | Owner of Nico Pico

We had the good fortune of connecting with Elena Stula and we’ve shared our conversation below.

Hi Elena, how did you come up with the idea for your business?
The idea for Nico Pico came very naturally—it was born from my own experience as a mom living in Miami but originally from Madrid. Every time I would go back home to Spain, I’d return with bags full of clothes for my kids. I just couldn’t find the kind of everyday children’s clothing here that felt stylish, well-made, and still practical—something in between super casual playwear and overly formal European outfits.

In Spain, it’s very typical to dress children nicely even for day-to-day, and also to find matching prints for siblings, cousins, or friends. That tradition just didn’t exist here, or if it did, it came with a very high price tag and expensive international shipping.

So I decided to do something about it. I started Nico Pico as an atelier that designs and produces everything in Madrid, combining Spanish craftsmanship with the needs of families here in the U.S.—especially in Miami. Our pieces are unique, timeless, and made with intention, and it’s been amazing to see how much families here appreciate that difference.

Each piece is made in small batches by a single costurera in Madrid, which makes every item incredibly special and thoughtfully produced. It’s not mass-market—it’s slow, intentional fashion that brings beauty to everyday moments.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I officially launched Nico Pico this year while living here in Miami. The idea came from my own experience struggling to find stylish, everyday children’s clothing that felt both practical and elegant—not too casual, but also not overly formal like some European brands available in the US. That gap inspired me to create something unique.

Starting out, one of the biggest challenges was navigating the fashion industry and marketing, especially on platforms like Instagram where the competition is fierce. Building visibility online is tough when you’re competing with big brands that have large marketing budgets and professional photographers. But I knew I wanted to offer honest, high-quality atelier pieces at a reasonable price, so I focused on authenticity and quality.

Although my store is primarily online, I’m starting to get involved in local Miami markets where I can connect directly with customers and show them the quality and beauty of the products firsthand. I hope to expand to other markets soon, because in person, people really appreciate what makes Nico Pico special.

The top lessons I’ve learned are simple but powerful: work hard, stay consistent, and most importantly, keep believing in your brand. This mindset has helped me keep going even when things get tough.

At its core, Nico Pico represents European everyday style—clothing that’s easy to wear, versatile, and timeless. I want customers to feel that their kids can wear my pieces to anything: a family lunch, a birthday party, a day in the park, or even special occasions. And these make wonderful gifts for newborns or birthdays.

On a personal note, transitioning from a background in finance and real estate to launching Nico Pico has been a complete shift, and I couldn’t be happier about it. We call our son Nicolás “Nico Pico,” and that nickname not only inspired the brand name but also embodies the joy and creativity I now pour into this business. It’s been a fulfilling journey to turn a passion into a purpose, and I’m excited to continue sharing our story through every piece we create.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend was visiting Miami, I’d plan a relaxed, fun-filled trip full of family-friendly and local favorites. We’d take the kids to Jungle Island, which has a super cute holiday light show, and Zoo Miami to see animals up close. We’d wander around the Grove Marina and Sunset Harbor, taking in the waterfront views and enjoying the laid-back vibe. For a beach escape, we’d spend a couple of nights in Key Biscayne, relaxing near the water and soaking up the scenery. When it comes to dining, I’d hit classics like Joe’s Stone Crab and Mandolin, my Grove favorites like Los Félix, casual bites at Sunny’s, fun tropical fare at Tam Tam, cute seafood at Gramp’s Getaway near the start of the Key Biscayne bridge, and a nice evening of wine and conversation at Margot in downtown. It’s a mix of family-friendly fun, beautiful scenery, great food, and relaxed moments—the perfect Miami experience.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Definitely my mom—and my grandmother, her mom. My mom actually came up with the idea and was the first one to tell me, “You know, this could really be something.” She saw how much I loved finding clothes for my kids every time I went back to Madrid, and how I always struggled to find that same style here in the U.S.

But honestly, it goes back even further. When my mom was little, my grandmother used to dress her and her four sisters in matching outfits. She really valued how kids were dressed, and it became a beautiful tradition in our family. That sense of care, style, and coordination is something that totally shaped Nico Pico. So this journey definitely has their fingerprints all over it.

Website: https://nicopicokids.com

Instagram: @nicopicokids