This article was first featured in Business Review’s special editorial project Women Redefining Business 2025 (print edition), celebrating the remarkable journeys of the most innovative and successful female business leaders in Romania.
Dostoievski said beauty will save the world… many years ago I decided to surround myself with beauty: through the gifts-as-stories we offer at AZAY.ro, the spectacular décors at AZAY DESIGN, the products that decorate my home or my office at GINZA, the people I surround myself with, the cultures and museums I visit, and the books I read. It’s not just about aesthetics; kindness, generosity, loyalty are all beauty to me. And my children’s smiles are the supreme form of it! I have translated my passion for beauty into several businesses: Azay, Azay Design, and Ginza Invest.
I started my career in investment banking, in 2004, and this gave me a solid foundation in company and industry analysis, but now I am a serial entrepreneur. I would define my career as a continuous progression combining technical expertise from the investment banking experience with leadership responsibilities, initiative, and strategic thinking. Today, my professional project Ginza, with more than 4,000 points of sale all over Romania, reflects that journey: it is a place where my colleagues and I transform concepts, trends, and stories into products and experiences, while staying committed to growth and excellence for our clients.
One of the most inspiring stories of resilience, ambition, and success in my professional journey is AZAY becoming Official Supplier of the Romanian Royal House.
This achievement was the result of years of passion, hard work, and the courage to dream big in a market where luxury, refinement, and excellence were not always well understood or appreciated. AZAY offers Romanian clients the privilege to enter the select club of people who have access to the top brands for gifts: heritage manufacturers and suppliers of royal houses all over the world.
My leadership has had a transformative impact on the company by creating clarity of vision, empowering teams, and driving measurable results. I focused on building a culture of accountability and innovation, where people feel both supported and challenged. This shift allowed us to streamline operations, adopt new technologies, and unlock higher performance across teams.
For me, leadership is about building strong teams and delivering results. Ginza is my extended family. At the same time, Ginza is also a school: a place where innovation, digital transformation, and expertise turn challenges into opportunities. What defines my leadership is this balance between gratitude for the people who stand by me and the determination to drive growth and excellence through vision, discipline, hard work, and courage.
Over the past decade, the role of women in FMCG distribution has evolved tremendously. In the past, they were mostly seen in support functions; today we see women leading in sales, supply chain planning, and even at the top management level. Digitalization and diversity initiatives have opened new doors, allowing women to step into strategic roles and prove their value in areas once considered male-dominated. The real drive has come from women themselves showing resilience, adaptability, and leadership.
