In conversation with Aurelia Florea about how a premium brand doesn’t just create exceptional products. It also builds a culture to match.

Aurealia Florea told us about authentic leadership in a premium brand, where excellence is reflected not only in products, but also in organizational culture, trust, and the employee experience.

In a premium brand, excellence is not just a promise made to the market. It is a standard reflected in everything you build, including the culture you create for people. For me, this is one of the most valuable lessons from my professional experience in Brașov.

I have learned that leadership means more than direction, performance, and results.

Above all, it means the responsibility to build trust. And trust does not come with a role, nor is it earned through a title. It is built over time, through consistency, authenticity, and the power of personal example. People do not simply follow goals or processes. They follow credible leaders, healthy relationships, and environments where they feel they can contribute with purpose.

What makes this experience even more valuable is the strong connection between what we build locally and the global culture we are part of. Miele, with over 126 years of experience, lives by the same values that inspire us today: quality, respect, responsibility, and a long-term mindset. For me, this is one of the most beautiful expressions of a premium brand: excellence does not stop at the product—it continues in leadership, in relationships between people, and in the experience the company creates internally.

In a world that is constantly changing, people need more than stability. They need meaning, autonomy, growth, impact, and connection. That is precisely why the MAGIC principles — Meaning, Autonomy, Grow, Impact, Connect — help us transform culture into a real, relevant, and living experience.

I believe this is exactly where we manage to be different and remain an Employer of Choice: in the way we transform values into behaviors, leadership into example, and culture into a space where people choose to grow, contribute, and stay. Because a premium brand is not defined only by what it delivers externally, but also by what it inspires internally.

I believe this is exactly where we manage to be different and remain an Employer of Choice: in the way we turn values into behaviors, leadership into example, and culture into a space where people choose to grow, contribute, and stay.

Because, in the end, a premium brand is not recognized only by what it creates for its customers, but also by what it awakens in its people: trust, pride, a sense of belonging, and the desire to build something that truly matters together.