Elia, the founder, is a driven individual with big ideas and ambition. From a young age, she dreamed of starting her own business. The concept of "Beautiful Leads" came to her as a child, inspired by her belief that beauty resides within everyone. This idea stayed with her, ultimately shaping the name of her company. The mission of LEADS is to inspire others to become leaders, express themselves, and take charge in their  everyday lives. Elia's vision was to create versatile water bottles not only suited for sports like basketball, soccer, swimming, ballet, gymnastics, and tennis, which she enjoyed as a child, but also practical for school, work, and daily activities.