"You are your own limit"

Constant interruptions were part of Reyhaneh Niknejad’s daily life long before she became COO of Elora. Working in sales at a company with no receptionist meant she had to field every incoming call. “As a salesperson, you have to chase, you have to hunt, and you cannot be cut every three minutes because somebody is calling to ask when you open your office.” 

It was during a spontaneous exchange with her future co‑founder that she finally voiced an idea. What if an AI assistant could take over these repetitive calls? The thought resonated immediately and marked the beginning of a new chapter.

From that moment, the idea evolved into Elora, an AI receptionist platform that takes over the repetitive tasks that overwhelm teams without receptionists and frees human receptionists to focus on work that adds real value. She underlines that it is not about replacing people, but about enabling everyone to concentrate on what truly matters.

That shift in outlook also changed how she saw her own career: “I told myself, you are giving your life for somebody else’s company. Why don’t you start your own?” 

Finding her voice as a founder

Motherhood added another layer to how Ms Niknejad leads. “It is even harder to be a female founder if you have a family, yet women bring softness and strength at the same time, and that is real value.” She regrets not seeing more women take the step into entrepreneurship, because in her experience they often bring different skills, behaviour and ways of thinking that enrich how a company operates. She encourages other women to go for their dreams. 

We often put barriers in front of ourselves. Who cares if it does not work? At least you tried. You are your own limit.” Reyhaneh Niknejad, Elora

Her approach comes through clearly in how she sells and builds trust. When a room seems unconvinced, she steps back, puts herself in the shoes of the salesperson on the client side, checks the facts and reframes the discussion around the real added value for that specific company. She sees this balance of being both soft and strong as a core strength, helping her make the case for change without unnecessary pressure.

Staying grounded in technology is part of that same credibility. With a fast‑moving product, she makes an effort to stay close to the technical conversations. “I work on my tech skills every day because technology changes so fast. When I know there is a tech expert in the room, I bring one of mine.” After learning from early missteps, she now prefers to say openly when she does not know the answer to a technical question. For her, honesty builds far more trust than guessing. 

Resilience shaped by a strong community

The journey was far from smooth. When Elora first applied to Luxembourg's leading startup accelerator Fit 4 Start, the team was not selected. “It was a real disappointment to see that other people were not able to see the potential at the time.” 

Trying again for the next edition was not just an act of resilience, it was a decision encouraged by experienced founders in Luxembourg who had gone through similar journeys. This time, the potential of the idea became visible to others. The programme helped the team sharpen their product and define their market fit.

What made the difference, she says, was the people around her in the Luxembourg startup ecosystem. Mentors from Business Mentoring Luxembourg, the House of Startups and the Luxembourg City Incubator offered concrete advice, honest feedback and an outside perspective. 

Keeping the vision visible as the company grows

In 2025, Elora raised almost €2 million, a milestone that enabled the team to grow from two people to ten, with plans to double this by end of 2026. AI agents also play a significant role in how the company operates. From note‑taking in meetings to automating repetitive tasks, these tools help Elora scale without increasing headcount at the same pace.

Clear goals, reviewed and discussed every three months, are displayed on a whiteboard in the office to keep everyone aligned. “It is super important that it is visible, so everybody can see where we need to be in three months. You work however you want, but you know we need to reach those goals.” This visibility fosters accountability without micromanagement and supports the flexibility that startup life demands.

She admits that life as an entrepreneur and a woman in tech is far more challenging than being an employee, yet the flexibility and constant learning are worth it. “I have grown more during this entrepreneur journey than all my life before that.”