Guiding Vision, Strategy, and Growth
Eton Holdings Board
Sarwar Nabizoda — Founder & CEO
I founded Eton Holdings with a clear objective: to bring renewed energy and long-term value to some of the UK’s most iconic tourist and cultural destinations.
My career began in the retail sector, where years of building and managing brands taught me the deep importance of location intelligence, customer experience, and design-led environments. These foundations naturally led into property investment, where I apply the same operational discipline and strategic insight to the acquisition, refurbishment, and management of commercial assets.
Eton Holdings focuses on prime commercial properties in high-footfall areas, with particular emphasis on tourist-driven zones where demand is consistent and long-term.
I lead the company personally from acquisitions and tenant relations to refurbishment oversight and creative direction ensuring every asset reflects our standard of quality and performance.
For me, real estate is not simply a financial undertaking. It is an opportunity to shape places that people love to visit, work, and experience. Every property we develop carries both commercial purpose and community value, contributing meaningfully to the wider environment.
We are proud to have Elvijs Plugis as our Chief Marketing Officer and Strategic Partner. With extensive expertise in marketing, commercial growth, and brand positioning, Elvijs plays a vital role in ensuring our property portfolio and projects achieve maximum visibility, market traction, and long-term value. His contribution extends beyond marketing. Through his leadership, our clients, investors, and partners benefit from a powerful ecosystem that spans growth strategy, branding, PR, media, and deal-making. Elvijs’ involvement ensures that every Eton project is not only a strong property investment but also a well-positioned opportunity in the marketplace. As part of the Eton Holdings team, Elvijs strengthens our ability to achieve exceptional outcomes and lasting relationships across the commercial real estate sector.
Rebeca Riofrio — Advisory Board Member
Strategic Advisor for Branding & Partnerships
Rebeca Riofrio is an internationally recognised creative strategist, media executive, and cultural influence leader whose career spans more than two decades across media, branding, fashion, education, international relations, and high-level public engagement.Her distinguished record includes receiving two Queen’s Awards one for Enterprise and one for Business and International Trade presented personally by Her Majesty Queen Elizabeth II and Prince Philip, recognising her exceptional contributions to industry, creativity, and global outreach. She has also been honoured with the Big Ben Award (House of Lords) and an Outstanding Award from the French Government for her philanthropic initiatives.