An Interview with Vera Modenova of Flowwow

When Vera Modenova first set foot in Flowwow, she was just 21 years old, handing out flyers at an exhibition. Fast forward a few years, and Vera became the company’s COO, leading a rapidly expanding global marketplace. Under her leadership, Flowwow has doubled its growth year-over-year and developed a customer service ecosystem known for its exceptional satisfaction rates.

Beyond her business success, Vera is committed to helping women in technology advance their careers. Her team is predominantly female, and she has personally mentored more than a dozen professionals, helping them transition into new roles within IT and marketing. Her journey is one of resilience, ambition, and a deep-rooted desire to create a platform where local shops can thrive on a global scale.

Takeaways:

• A good leader takes responsibility for the company’s success and encourages open communication to address issues early.
• Promoting internal growth instead of continuously hiring for senior positions results in a more capable and devoted team.
• Involve employees in decision-making and celebrate their achievements — this motivates them to contribute more to the company’s success.
• Company culture drives long-term success — building a strong, supportive environment can lead to better results than relying on short-term strategies.
• Being fully engaged and accountable for the company’s success is crucial, even in areas outside your immediate responsibility.

Vera Modenova, COO of Flowwow

‘The culture of a company shapes its entire direction — much more than any strategy or plan.’ -Vera Modenova

Please tell us about your inspiring story. How did you get to where you are today?

I’ve always been driven by curiosity and a hunger for independence. As a teenager, I found creative ways to earn money — photographing sports events, selling pictures on riverboats, and even working corporate gigs. Photography wasn’t just a passion; it was my first taste of entrepreneurship. 

My rebellious streak meant I was always seeking new challenges. While my friends were out partying, I was sneaking into nightclubs — not to dance, but to work as a photographer. That mindset of constantly seeking opportunities has stayed with me throughout my career. When I joined Flowwow as a student, I had no idea it would turn into a defining chapter of my life. But I was eager to learn, push boundaries, and make an impact.

Over the years, I’ve taken on challenges that many would shy away from — managing international expansion, driving rapid growth, and restructuring customer service to be more efficient and effective. Even during maternity leave, I remained deeply involved,

unwilling to step away from something I had helped build. Now, with my daughter a little older, I feel even more energised to keep growing, both personally and professionally.

What is a typical day like for you?

My mornings start early, thanks to my daughter, who serves as my personal alarm clock. Coffee in hand, I feed her, walk our dog, and mentally map out the day ahead.

No two days are the same, and that’s what keeps things exciting. Mornings are filled with calls and meetings: discussing product development, coordinating with global teams, and solving operational challenges. Afternoons are for deep work like strategic planning, research, and testing. Evenings are my family time – dinner with my husband, time with our cute corgi dog, and putting my daughter to bed. I’d like to say then comes time to relax, but I often find myself working a bit more, catching up on messages, and preparing for the next day.

Definitely. We genuinely care about supporting our sellers in every country we operate. For us, it’s not just about transactions — it’s about building meaningful relationships. We offer practical advice on boosting sales and growing businesses while connecting our sellers with customers around the world. For example, in the UAE, we’ve built a close-knit community where sellers share ideas, support one another, and expand their reach globally.

We’re especially proud that many of our sellers are women or small family-run businesses, specialising in floristry, confectionery, handmade products, and more. Their creativity and dedication inspire us, and we’re honoured to provide the resources and support they need to grow.

Can you share some of the most important lessons you’ve learned from your successes and failures in business?

• Embrace diverse working styles
  I used to think that everyone should work the way I do, but over time I realised that every team has a mix of people: some who need clear instructions, and others who can take initiative and run with it. Both are essential. Sometimes it’s easier to give a specific task to someone, but at other times, you need that person who can step in and deliver a result, even if you’re not sure how it’s done.

• Countable results matter
  From my experience, I’ve seen many cases where reports look impressive, but don’t actually show the true picture. It showed me the importance of backing up words with concrete numbers. Real results should always be measurable, and that’s what ultimately counts.

• Not everyone seeks career progression
  I’ve come to understand that not everyone seeks career advancement. Before, I used to believe that my role was to encourage others to set greater goals and help them reach their full potential, but some people are simply content where they are — you just need to accept that.

• Your team is your greatest asset
  A strong, trusted team is pure gold. The right people can make all the difference, and I’m sure it’s important to protect and cherish your team members. When starting new projects, I always bring my best people along.

What advice would you give to a new business owner? Or to your younger self?

My advice is to see that leadership isn’t about being unapproachable or distant. It’s about staying connected with your team and creating a culture of trust and open communication.

As a business owner, you need to create a culture where everyone feels valued and heard. When we started with just five people, I made it a point to stay in close touch with everyone. Now that we’ve grown to hundreds, the same approach applies: make sure that the whole team shares the same vision and attitude, and that open communication is at the heart of it all.

How do you set your business apart from others in your industry?

At the heart of our business is a simple goal: to make the world better through meaningful connections. By automating the gift-giving process, we simplify and speed up how people show appreciation for those they care about, all while supporting local shops.

What sets us apart is our role as a connector between buyers and local shops. We make it simple for customers to give meaningful gifts while helping small businesses find a larger audience. Buyers enjoy a seamless experience, local businesses get the chance to grow — and we are, like no one else, the bridge between them.

What are the three most important habits to be a successful high performer or leader?

For me, the three key habits that shape my leadership style aren’t just actions — they’re ways of thinking that have become second nature: 

1. Responsibility: It’s the habit of taking ownership, no matter where the issue arises. If something’s off track, I don’t wait for it to be someone else’s problem — I step in. I see it like this: a business is a chain, and if one link weakens, the whole structure is at risk.
2. Always engaging in communication: I’ve discovered that as a leader, I should start talking as soon as something doesn’t feel right. Waiting or allowing problems to grow simply makes them more complicated. Be open, clear, and honest in your communication to prevent issues from happening again.
3. Delegation: Learn to trust your employees and delegate. At first, it’s tough when you’re used to doing everything yourself, but delegating is a powerful tool for growth. It’s how both your team and your business evolve and succeed.

How do you keep your team motivated during rapid growth or change?

Here’s where the habits and soft skills I mentioned earlier really come into play. For us, it starts with communication — we ensure everyone understands their role in the bigger picture. When the team knows how their work fits into the overall success, it brings a sense of purpose and motivation. 

We also make it a point to celebrate every success, big or small. Our atmosphere makes everyone feel encouraged — that inspires the team to push for even better achievements.
Plus, we actively involve our employees in decision-making, so they feel a deeper sense of contribution to the company’s success.

Do you have a favourite quote or motto that inspires you?

One quote that always resonates with me is ‘Culture eats strategy for breakfast’. It’s something I’ve truly seen in action. In my experience, the culture of a company shapes its entire direction — much more than any strategy or plan. I’ve seen how creating the right environment leads to better long-term results than quick fixes. That’s why I believe in developing talent from within — it’s more sustainable than always hiring for senior roles.

It’s been a pleasure sharing my thoughts! I hope this conversation gave your readers some valuable insights into leadership, the importance of company culture, and how we foster growth at Flowwow.

In the end, it’s all about building the right environment, empowering your team, and making thoughtful decisions that create lasting success. To stay updated, connect with me on LinkedIn and visit our website to learn more about Flowwow.

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