In a conversation rooted in luxury retail but driven by something deeper, the spotlight falls on experience, culture, and what it takes to scale without losing the human touch.

Demetra Efstathiou, Chief Innovation Officer of Splash Group, traces the brand’s path from a small boutique in 1997 to a group built around three verticals: luxury fashion retail, Food and Beverage, and Art. A defining turning point came in 2007, when Splash invested early in Limassol’s coastal zone, betting on a destination that had not yet become what it is today.

A central theme is sustainability through loyalty. Splash never relied on tourists to survive, instead building a repeat local clientele through highly curated selections, personalized buying, and a service mindset that prioritizes long term relationships over fast sales.

That same mindset shaped Demetra’s own role inside the company. After studying and working in London, she returned with the expectation to learn every department from the ground up. Her first major innovation project, a concept store that expanded into a full restaurant, pushed her far beyond fashion and into operations, people management, and the everyday discipline of hospitality.

The episode also explores Splash’s Art direction, built to add value to the overall experience and expand Cyprus’ contemporary art exposure. With an upcoming open call for emerging Cypriot artists and plans for educational tours, the gallery is positioned as both a cultural space and a platform for new voices.

The Growth Circle by Cablenet continues with an episode that makes one idea hard to ignore: technology may reshape how people buy, but companies that lose the human element risk losing the very reason people return.