Konstantina Efthymiou, the charming PR spokesperson for Greek Finance Minister Yianis Varoufakis, stands in the shadows while Greece’s finance chief hogs the spotlight. Proto Thema’s sources point to her as the image maker of the non-conformist academic-turned-minister. She is known for her appearances on TV hostess Eleni Menegaki’s popular show as the representative of the Li-La-Lo jewelry chain.

Her recruitment is nowhere to be found on the Diavgeia magazine that announces such appointments, but nonetheless she visits the Ministry of Finance on Nikis Street on a daily basis.

Efthymiou accompanies Varoufakis at all public appearances and it is her duty to introduce him to Very Important People that Varoufakis has not yet had the pleasure of meeting.

It still remains to be revealed how the Li-La-Lo spokeswoman came to be the one who cares for Varoufakis’ personal image at key – and often crucial – events, such as the recent meeting of the Federation of Greek Industries (FGI) at the Athens Concert Hall. To handle the minister’s image as though he were a “jewel” is indeed far-fetched. On Monday, however, Efthymiou cordially welcomed the minister and his wife, Danae Stratou, at the steps of the Athens Concert Hall, and she seemed to be particularly familiar with the minister’s wife.

The goodlooking woman could not help but draw the attention of journalists and photographers as she looked on.

News of her recruitment is nowhere to be seen. It is clear that Varoufakis is the one who incorporated her into his team. On her part, Efthymiou is present at all events.

Her CV is a well-kept secret, however from the little that is known she has no experience in the political sector, however she has had a number of impressive pit-stops in marketing and communication. She is from Agrinio and studied English Literature at the University of Athens.

With Yianis and Danae

Soon after her graduation she worked in magazines such as “Young”, “Klik” and “Men”. At the start of 2000 she worked at the Lambrakis Organization (DOL) and with Terzopoulos publications. She first got involved in Marketing as a rookie at businessman Petros Kostopoulos’ IMAKO with a specialization in men’s magazines such as “Maxim” and “Esquire.” 

Representing Li-La-Lo on Eleni Menegaki’s show