Rositsa Petrova is the founder and CEO of Home of Wool, a Bulgarian brand known for its wool mattresses, natural bedding, and handcrafted home decor. The company is serving people in over 70 countries. It combines traditional craftsmanship and clean design with a strong commitment to sustainability and well-being.
Petrova started Home of Wool in 2014, following a personal search for healthier home ideas. While preparing her home for her child, she became increasingly aware of the harmful effects of conventional furniture, packed with VOCs. As an architect herself, she began exploring the connection between building materials, indoor air quality, and overall health. Her research led her to discover wool as the greatest alternative to foam and synthetics.
Today, Home of Wool offers a wide collection of all-natural products. The company operates with a strong zero-waste philosophy and controls its entire production process in-house to ensure top-notch quality.
Petrova holds a degree in architecture from the University of Architecture, Civil Engineering and Geodesy in Sofia. With many years of professional experience as an architect, she combines her expertise and creative vision to develop products that truly make a difference.
What is your typical day, and how do you make it productive?
I usually try to structure my day around four key pillars. These are professional focus, physical activity, meaningful social interaction, and quality time with my family.
I take a highly intentional approach to planning, ensuring that every minute, be it concerning work tasks, working out, or meals, is thought through in advance and planned. I start each day with preparing my daily many of raw, homemade meals. Once boxed, I am all set. No distractions during the day. No need to cook further, no time spend on thinking what I will have for lunch, no time spent on searching for snacks. It is all planned and a box away.
I make no compromises when it comes to the quality of sleep I get. I consider it foundational to both my well-being and productivity. I avoid late nights. No alcohol! No substances that might compromise my mental clarity or physical performance. I follow a quite disciplined routine and I believe that is how I remain focused and fully present throughout the day.
How do you bring ideas to life?
Action! One of my favourite quotes, that I try to remind myself daily is by Picasso: “Action is the foundational key to all success.” I believe the best way to bring an idea to life is just to begin, follow the momentum. No overthinking. I take the first step, I jump and allow the process to reveal what’s needed next. Often, clarity comes through doing, not thinking it through. This mindset helps me keep ideas moving and grounded in reality. If they fail, I’ve learnt something and all is fine! I keep on acting on the next one.
What’s one trend that excites you?
I’m excited by that shift toward intentional, deep, consistent self-care. It’s so curious and exciting how people are proactively working on their well-being now! And it is also what motivates me to work on my personal wellness. All that emphasis on daily movement, mindful eating, emotional healing, and meaningful human connection speaks to a broader transformation. I see it as a sign of more empowered, mindful, and conscious society.
What is one habit that helps you be productive?
I grew up as a very busy kid. All these extracurricular activities after school! My parents made sure that I have a very busy day. They’ve kept me engaged with a variety of activities. And now, when I look back, I am so thankful for that. And also for teaching me how to set clear goals. Disciplined I was! And that helped me focus on growth through learning, acting, and building new skills.
As I’ve grown older, I’ve maintained that mindset, to never stop acting, learning new things. But what I use now is a broader lens. I now place equal emphasis on my mental, physical, and emotional well-being. And I prioritize in order to have that balance, to intentionally find the time for working out, for having some quiet time. I plan for that, I don’t wait for that special moment when all the work tasks are complete, so that I can have some me time. That way, it will never happen. I believe that is what sustains my productivity over the long term.
What advice would you give your younger self?
You can do it! I was 36+ when I realized I can build from scratch. It was then that I realized I can lead, I can walk away from what no longer serves me, I can start over, I can love again. You don’t need to have it all figured out. Just begin. You’re more capable than you know.
Tell us something you believe almost nobody agrees with you.
I believe that the ultimate achievement in life is not becoming self-sufficient and able to do everything alone. True mastery lies in learning how to do things together with someone else. To build, to solve, to grow side by side. It’s more difficult and also more fulfilling. Shared effort creates deeper joy, and to me, that’s the real source of lasting happiness.
What is the one thing you repeatedly do and recommend everyone else do?
I remind myself daily that time is my most valuable asset. I don’t spend it on people, projects, or pursuits that lack meaning. I protect my time fiercely. Once it’s gone, it’s gone. I recommend everyone do the same.
When you feel overwhelmed or unfocused, what do you do?
I go for a short hike. I actually do that daily.
What is one strategy that has helped you grow your business or advance in your career?
Saying yes to every opportunity, no matter how small or poorly paid. That’s all! Just say yes, especially in the beginning of your journey. I chose to work on what came as an opportunity, rather than wait for something better. Even the lowest-paid assignments connected me with people, taught me valuable lessons, and built the foundation of my experience. Every task became a stepping stone. That mindset created momentum. Momentum created growth.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
I don’t see failures in my career, only lessons. Lessons that I needed to learn, one way or another. Many of them had less to do with work itself and more to do with understanding human nature. Be it trust, motives, character. Those have been the hardest and most important lessons, and I’m still learning. What’s helped me overcome these moments is staying curious instead of bitter, and choosing growth over regret.
What is one business idea you’re willing to give away to our readers?
Teleportation! It sounds like science fiction, but I believe it’s one of the most powerful ideas worth chasing. Imagine a world where we could eliminate wasted time, reduce our carbon footprint, and reconnect with loved ones in seconds. The logistics, environmental, and human impact would be revolutionary. It might not be feasible now, but every bold invention once sounded impossible. I hope someone builds it soon.
What is one piece of software that helps you be productive? How do you use it?
The Notes app on my phone. It’s simple, but I use it constantly. I use it for ideas, reminders, planning, even writing full outlines. In my work, productivity isn’t about complexity.
What is the best $100 you recently spent?
I recently spent around $100 on a T-shirt with a very personal message and a small souvenir for my son during a trip to Italy. He loved them. Seeing his joy, on the other side, made me so happy. I also bought a wall decoration for our home that holds deep meaning for me. It’s something I know I’ll treasure for years. That kind of spending, full of intention, memory, and love, feels truly valuable.
Do you have a favorite book or podcast from which you’ve received much value?
The podcast I listen to most is The Diary of a CEO. I gain immense knowledge from it. Not just from the topics, but from how the conversations are led. I’m constantly impressed by the guests, the way they speak, think, and carry themselves. The host’s ability to guide meaningful dialogue is something I truly admire. It’s a source of both insight and inspiration for how I want to grow both personally and professionally.
As for books, One Flew Over the Cuckoo’s Nest had a profound impact on me when I read it as a teenager. It shaped the way I see individuality, courage, and resistance. The line that stayed with me all these years is: “But I tried, didn’t I? Goddammit, at least I did that.” That mindset continues to guide me in life, in work, in everything.
What’s a movie or series you recently enjoyed and why?
A series I recently enjoyed is Adolescence. I wish I had seen it years ago, when my son was the same age as the main character. Watching it now, with him at 18, sparked important conversations between us and helped us connect on a deeper level. It wasn’t just entertainment. It became a bridge between our perspectives.
Key learnings:
- Success is rooted in collaboration and the ability to grow and navigate life alongside others, rather than in individual effort alone.
- Setting clear boundaries around time and energy is an effective strategy for sustaining focus, productivity, and well-being.
- Small or low-paid opportunities can play a critical role in building experience, networks, and long-term momentum.
- Professional setbacks are best viewed as learning experiences, often revealing deeper insights into trust, character, and human behavior.
- Meaningful content, such as thoughtful media or shared experiences, can serve as tools for emotional growth and stronger personal connections.