Jelena Weir
Jelena Weir is a New York-based model and creator sharing fashion, beauty and family life, and the co-founder of phone-accessory brand Abeona.NYC.
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Latest
Jelena’s happenings, collected from public sources, plus their backstory and Starbook, where fans write.
Known for
Abeona.NYC
Instagram
Instagram
JournalOverview
- Based in
- New York City
- Roots
- Germany and Croatia
- Work
- Model, content creator and Abeona.NYC co-founder
- Fashion account
- Started in 2014, after a vegan food account
Mini bio
How it started.
Jelena grew up between Germany and Croatia. Modeling brought them to New York around 2014, after meeting their future husband Joe in Cape Town. A stay meant to last a few months became a home.
From recipes to outfits.
Their earliest creator work centered on vegan food. In a 2025 Naturally You interview, Jelena recalled opening their current account in 2014 to focus on lifestyle, fashion and travel. They said they modeled full time until COVID, when more of their work shifted online.
Making something of their own.
In 2019, Jelena co-founded Abeona.NYC with fellow model Julie Beekman. The idea grew out of wanting to redesign a phone case with a built-in wallet. Their own line combines phone protection, card storage and a wearable strap.
Life behind the pictures.
Jelena’s work also makes room for parenthood and everyday New York life. In their 2022 Journal interview, they described wanting to show more of the untidy, vulnerable moments alongside polished photographs.
Creditschronological, newest first
Content and appearances
- 2026ILIA Super Serum Skin Tint partnershipSponsored creator
- 2025Naturally Jelena Weir, Naturally YouPodcast guest
- 2025Outfit of the WeekFeatured creator
Business
- 2019Abeona.NYCCo-founder with Julie Beekman
Quotes
So I just focused on the lifestyle, fashion, travel and all that.Jelena Weir, Naturally You
In the August 2025 interview, Jelena explained choosing a new account over maintaining both food and lifestyle feeds.
Trivia
- Jelena speaks both Croatian and German, as they explained in their 2022 Journal interview.
- Summers on the Croatian island of Silba are a favorite childhood memory, according to their 2023 Gloria interview.
- The name Abeona appealed to the founders because of its connection to protecting travelers, Jelena said on Naturally You.
Find Jelena
Follow Jelena for outfits, beauty routines and life in New York.
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