Built by someone who has
been where you are now.
Nurture was founded by Zelica Jones, with over 25 years of business expertise and a genuine passion for giving every business owner the support they actually need, not just the support they can afford.
Why Nurture exists.
Nurture was established to empower you to become your own best asset. We believe that true success comes from knowledge, confidence and self-mastery, and that every business owner deserves access to the guidance and tools that help them build those things.
After years of providing hands-on support to business leaders through EleVare, our founder Zelica recognised a growing need: not just for expert assistance, but for expert education. Nurture was built to fill that gap.
We teach you the how behind the what, so that you are not dependent on us forever but genuinely equipped to run your business with confidence and independence.
Zelica Jones, 25+ years building businesses.
Zelica Jones founded both Nurture and EleVare, two businesses with a shared mission: to give business owners the tools, knowledge and support to succeed on their own terms.
With over 25 years of experience across business development, operations, finance and leadership, Zelica has worked with founders, entrepreneurs and business leaders at every stage, from pre-launch to established growth.
Her approach is rooted in practicality. No jargon, no padding, no one-size-fits-all frameworks. Just honest, experienced guidance tailored to where you actually are right now.
25+ years of business expertise
Across business development, operations, finance, HR, compliance and leadership.
Founder of EleVare
EleVare provides outsourced and done-for-you business support services, the expert hands-on arm alongside Nurture's education and coaching.
Expert across 5 core areas
Finance, operations and admin, HR and people, compliance and marketing, the full scope of running a business well.
Passionate about access
Zelica believes great business support should be available to everyone, regardless of budget or background. That is why Nurture exists.
What sets Nurture apart.
We are not a generic business coaching platform. Everything at Nurture is built around one principle: giving you practical tools and expert guidance that you can use immediately, not theory you have to figure out how to apply.
Expert-led learning
All our programmes, resources and sessions are designed and delivered by seasoned professionals with real-world experience, not just qualifications.
Personalised support
From 1-to-1 coaching to tailored Elevate Hours, we adapt our guidance to your unique business, goals and challenges, not a generic formula.
Immediate impact
Our resources and sessions are built for real-world results. You leave every interaction with something you can implement the same day.
Practical over theoretical
We believe in teaching the how behind the what. Every resource, session and tool is rooted in practical wisdom, not academic frameworks.
Community and connection
You are not building this alone. Nurture connects you with a network of ambitious business owners committed to growth and mutual support.
On your terms
Your business, your pace, your goals. Whether you need a £12 download or regular 1-to-1 coaching, Nurture meets you where you are.
Need someone to do it for you, not just show you how?
Nurture is the education and coaching arm. EleVare is the done-for-you services arm. If you need hands-on operational support, including accounting, admin, HR, compliance or marketing delivered by an expert, EleVare is where to go.
Two businesses sharing one mission: making sure every business owner has the support they need to succeed.
Visit EleVare →Your empowerment is our purpose. We are here to help you unlock your potential, build your confidence, and achieve your goals, on your own terms.
Zelica Jones · Founder, Nurture
Ready to build your business with confidence?
Explore our services, browse the downloads or drop us a message. We are here to help, no pressure and no sales pitch.