After years of navigating the high-stakes world of banking and corporate finance law, Hooriya had built a career many would admire. She was genuinely grateful - and remains thankful to the mentor (her boss) who believed in her at a young age and entrusted her with significant responsibilities early on. With that support, she reached milestones she had once only dreamed of.

On the surface, she was content - but beneath the constant pace and pressure, something quietly began to shift. She realised she was constantly juggling - work, expectations, and responsibilities - without ever pausing to breathe, to rest, or to ask herself, “Is this sustainable?” She was burnt out, overwhelmed, and running on autopilot - moving from one task to the next without any real sense of presence. It wasn’t one defining moment that changed everything, it was a slow, fourteen-year build-up of silent exhaustion - a growing awareness that she was stuck in a cycle that left no room for balance, intention, or meaning. Somewhere along the way, the misconception that being constantly busy equals being productive began to unravel.

With time, it became clear to Hooriya that true productivity isn’t about the so called ‘hustle culture’, pushing harder or doing more - it’s about creating space for what truly matters. It’s about setting boundaries, being present, and protecting your well-being without feeling guilty. That shift in perspective became a turning point - and from it, Eira was born.

Eira (which means “mercy” or “healing” in Swedish and Old Norse) is the kind of support Hooriya wished had existed when she needed it most. It was founded with a simple yet powerful intention: ‘to offer a space that helps busy, overworked, and overwhelmed individuals prevent burnout before it hits, and gently supports those already in it to find their way back to themselves.’ Through intentional habit-building and productivity tools, Eira encourages a more grounded, mindful approach to growth - helping individuals integrate well-being, mindfulness, and, for those who seek it, spirituality, so they can thrive without compromising their health or happiness.