Today, Elena Villarreal describes herself as a happy, experienced, and fulfilled woman. She has lived intensely, learned from every stage of her life, and continues to grow with purpose. Even as a child, she showed signs of the leader she would become: curious, sensitive, and always seeking beauty and harmony in her surroundings. That instinct to understand people and create meaningful experiences would later become the essence of her leadership.
Before founding her company, Elena spent fifteen years working in sales, a period that deeply shaped her character. Those years taught her discipline, empathy, and the importance of truly listening. She learned to read people’s needs, to connect with them, and to lead by example.
Don't look back, always look forward. Reinvent yourself constantly. Our brains have incredible capacity; when you face a problem, you can find a way to solve it.
Her entry into the luxury world was far from easy. It was a male‑dominated industry, and many brands initially refused to sell to her. But Elena moved forward with tenacity, resilience, and unwavering conviction. She persisted, insisted, and opened doors that once seemed permanently closed. That same strength led her to build a company where 50% of leadership positions are now held by women, an intentional decision that reflects her deep belief in female creativity and talent.
Over time, her vision shaped Grupo Ultra, a leading luxury retail group in Mexico with a strong presence in key tourist destinations. From Cancún to Los Cabos, the company has elevated the luxury experience through spaces that blend international brands, distinctive architecture, and impeccable service.
Among her most emblematic achievements is Luxury Avenue, a concept that transformed the shopping experience in destinations like Cancún and Los Cabos. More than a retail center, it became a cultural and architectural landmark, a place where international luxury meets the attention to detail that defines Grupo Ultra’s DNA.
Her leadership has had a profound impact on the many women in her team who support their families. Elena hopes she has strengthened their self‑esteem and confidence, reminding them that it is possible to grow, lead, and transform their own paths.
Perfume defines your presence. It is your signature. It lifts your spirit and gives you confidence
Throughout the years, Grupo Ultra has faced crises and reinventions. Elena has learned not to look back, to stay in motion, and to trust the brain’s extraordinary ability to find solutions even in the darkest moments. One of her toughest challenges was losing duty‑free status, a blow that would have crushed many. She chose to focus on quality and service, rebuilding from that foundation.
Her passion for fragrance has been with her all her life. To her, perfume is “liquid gold”: an accessible, emotional, intimate form of luxury. Fragrance defines presence, lifts the spirit, and leaves a trace that lingers. Her relationship with scent is shaped by deep memories, like her grandmother’s Chanel No. 5, a moment that sealed her lifelong fascination with the evocative power of perfume.
Her success rests on simple yet powerful principles: attention to detail, consistency, and strong customer relationships. Her days remain intense; from morning to evening, she stays closely involved with her team, her business, and her vision. Outside of work, she finds joy in traveling and spending time with her loved ones.
As a mother and grandmother, Elena understands success as balance: family, business, and a life well lived. She has faced the glass ceiling, but she broke through it with perseverance, self‑belief, and loyalty to her values.
Today, when she thinks about the future of Grupo Ultra, she hopes its values, legacy, and commitment to excellence endure. To young women who dream of becoming entrepreneurs, she offers clear advice: follow your intuition and don’t wait for the perfect moment to act.
Although many see her success, few know the resilience and effort behind it. She deeply admires strong women who lead with heart and humility, and she sums up her life philosophy in three words that have guided her journey: purpose, passion, and perseverance.
