Meet Elsa Lekovic | Owner of Pure Olive

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

Hi Elsa, can you walk us through the thought-process of starting your business?
My husband and I recently moved to North Carolina from New York. While we were still living in NY and contemplating when to move and where in North Carolina, I was brainstorming what kind of business I wanted to start here. The whiteboard was full of different ideas – from ice cream to coffee shops, from salad bars to bakeries- but nothing really appealed to me. I wanted something simple but fun, where I would be able to engage my children and have them be part of this venture.

It wasn’t until one of our visits down here that the idea clicked — after all, I didn’t just want to sell something, I wanted to create an experience. I recognized a gap in the market, particularly in the Lake Norman region. While there are many mass-produced oils and vinegars available at your local grocery store, there are few opportunities for people to access premium, artisanal options that also offers a personal and educational experience. And so the idea of bringing good quality and authentic olive oils and balsamic vinegars came into mind.

The health industry is shifting and people are being more health conscious than ever. Being able to provide our clients good quality olive oils, show them recipes, have them taste our products on the spot and interact with them, is the motto of my business. It is about quality over quantity, relationships over transactions, and passion over convenience. I wanted a space for my customers that felt warm, approachable, and full of flavor — literally and figuratively.

Of course, it’s been a learning curve. Being a small business owner means wearing many hats, facing unexpected challenges, and doing a lot of things for the first time. But it also means connecting with people in a meaningful way — those moments make it all worth it.

What should our readers know about your business?
Pure Olive started from a long time passion of one day owning my own business. By trade, I’m a Systems Engineer and worked in the IT field for over 20 years! In 2017, decided to leave my previous job to spend more time with my family. I have now been given an opportunity to start anew and follow my passion.

Has it been easy? No! Starting a business comes with no shortage of challenges — from navigating unfamiliar territory to making tough decisions with limited information. Yet, I learned to stay flexible. No matter how much planning you do, things rarely go exactly as expected. I had to be willing to adjust, learn from mistakes, and find creative solutions in real time. I also asked for help – lots and lots of help. I leaned on my husband and family, connected with other small business owners, researched and asked questions, and participated in a lot of webinars.

Any time I hit a roadblock, I remind myself why I started — to offer a product I believe in, create meaningful experiences for my customers, and build something I could be proud of.

I started this business not just to sell premium olive oils and balsamic vinegars, but to offer people something personal — something crafted with care, rooted in quality. What’s unique to Pure Olive is that each interaction with our clients is an experience. They get to taste any of our oils and vinegars, ask questions, enjoy the moment, taste the flavor, imagine themselves eating a dish with it or, at least, leave with a product they can continue to enjoy at home. We listen to our customers and to their needs, and we hope they leave us with a little bit of laughter and joy.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Starting a business takes courage, hard work, and a whole lot of faith — but I couldn’t have done any of it without the unwavering support of my husband, family, and friends.

From long nights and early mornings to big decisions and small victories, they’ve been behind me every step of the way. Their encouragement gave me the confidence to turn a dream into something real — and their belief in me helped me keep going even when things felt uncertain.

My husband has been my cornerstone and steady hand through it all. His “you can” and positive attitude, especially when things do not go well, is what keeps me going. My children have been amazing in jumping in wherever and whenever I need it — whether that meant helping at events, giving feedback, or just holding the fort at home while I’m outside of the house. They are truly my motivation to keep going. My friend John Canaveri, who has been my mentor and guide in starting this business, has given me so much knowledge on the industry. He surely made it easier for me to launch the business. My mom, sister and friends, who never second guessed my capability, have been my most faithful clients. When moments seem hard and helpless, they always come through with a positive output. And lastly, but not least, I thank God for so many prayers answered and, while many doors have shut, many have opened as well.

This business may have started with my vision, but I wouldn’t have done this without their support.

Website: https://www.pureoliveshop.com

Instagram: pureoliveshop

Facebook: pureoliveshop

Image Credits
Credit for files ShopLocal-98.jpg and ShopLocal-55.jpg goes to IG account @shereetaylorphoto

Credit for file 0B1A5261.jpg goes to IG @jennslensphotos