Discover Adina Foldager’s story and how she transformed the Scandinavian vision into a Romanian brand for childcare and lifestyle for parents and children.
Adina Foldager is the entrepreneur and founder of Adinish — the first Scandinavian concept store in Romania dedicated to childcare and lifestyle for parents and children. She was born in Bucharest, studied in Germany, and later settled in Denmark with her husband, Ture Foldager. She has over 15 years of international experience in the children’s products and premium accessories industry.
In 2018, she launched Adinish in Romania, based on the idea that parents deserve quality products, Scandinavian minimalist design, and real functionality. Under her leadership, Adinish grew rapidly: starting with an online store, followed by showrooms in Bucharest, Cluj-Napoca, Timișoara, and Budapest. She promoted values of transparency, brand trust, Scandinavian aesthetics, and responsibility toward the environment and society.
Adina brought a niche concept to Romania — useful for modern families who value aesthetics, functionality, and sustainability. Her brand reflects not only the sale of products but also the creation of a community of parents connected to a conscious lifestyle.
C&B: If we look at a narrative thread of your career, what were the key moments that defined you?
Adina Foldager: A key moment in my professional journey was entering the childcare industry. At that time, I wasn’t thinking about family or children — much less about entrepreneurship. A fortunate turn of events brought me to a company producing car seats and strollers for children.
I was the 30th employee, and over the next eight years, I had five promotions, multiple international market launches, and extraordinary exposure to everything involved in building a global brand. That’s where I really learned what vision, scaling, and responsibility mean in a constantly evolving industry.
Later, I took on the role of CEO of a Danish children’s interior design brand, where I deepened my understanding of aesthetics, functionality, and premium product strategy. Seven years ago, I naturally took the step toward my own project — founding Adinish, a synthesis of international experience and the desire to bring an authentic brand with Scandinavian DNA and real values to the local market.
C&B: What were the biggest challenges in the first years of business (launching online in 2018, then expanding to showrooms) and how did you manage them?
Adina Foldager: Initially, the biggest challenge was gaining customers’ trust. I believed that just having an online store made it difficult to convey the true value of the products and convince people of the difference a premium brand can make. That’s why, before opening showrooms, we organized various pop-up stores to provide the physical brand experience — direct contact with the products made the difference.
Another important challenge was implementing an authentic organizational culture based on transparency, trust, and customer orientation. It was a long process, but I am proud to have built a team that shares the same values.
In the life of an entrepreneur, every day brings a new challenge — if I listed them all, it would not be an article but a true “entrepreneurship bible.” 😊
C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?
Adina Foldager: Ambition. I am extremely competitive — but in a constructive way. I like to push limits, find solutions where others see obstacles, and first of all prove to myself that it’s possible. I believe ambition is the engine that brought me here and the fuel that keeps me going. 😊
C&B: What did you look like at the start of your journey, and how do you feel you’ve changed to date?
Adina Foldager: Do you want me to talk about gray hairs and wrinkles? Just kidding, but yes — I looked younger. 😊 I think with the years comes a change in attitude. Maybe I’m a bit more “bitchy,” as I joke, but not entirely as a joke. At the start, I might have been intimidating — it’s not easy to step out of your comfort zone. I was already building stability: a good salary, benefits, a predictable rhythm.
But when you choose the path of entrepreneurship, everything changes. Vacations become rare, personal investments almost nonexistent, and branded clothes, houses, and cars become irrelevant. Everything turns into business.
I’ve certainly transformed. Today, I worry less about competition or those who copy our ideas. I know it’s always easier to copy than to create something original, but authenticity cannot be reproduced.
And perhaps that is the greatest gain of age and experience: a balance between confidence and a little “je m’en ficheism” — the freedom to not stress over things that don’t truly matter.
C&B: If we met with your team or collaborators, what do you think they would say about you?
Adina Foldager: I think they would say that I am fair. At least, I hope that’s what they would say — and I work every day toward that. I am demanding, sometimes tough, but fair. Hard but fair, as I like to say.
C&B: What is the most important decision you’ve made that changed your trajectory?
Adina Foldager: Without a doubt, the most important decision was becoming an entrepreneur. It was the moment I consciously chose to step out of my comfort zone and take real risks — with no guarantees but with the belief that I could build something authentic of my own.
That decision completely changed my trajectory: it redefined my values, my life rhythm, and my view of success. It was the start of a stage where I relied on instinct, perseverance, and a clear vision — even when I didn’t have all the answers.
C&B: How do you communicate the value of premium products in a market where consumers are used to lower prices and brand education is still developing?
Adina Foldager: It’s not easy to communicate the value of premium products in a price-sensitive market, but I believe the difference comes through education, consistency, and real experience.
From the start, I knew Adinish could not compete on price — nor did it aim to. Instead, we chose to invest in the customer experience: physical spaces where they could touch the product, detailed explanations about quality, materials, and design, and honest communication without gimmicks.
A premium consumer doesn’t buy a product, they buy a feeling of trust. That’s why we don’t just sell children’s items — we sell a promise: safety, durability, and Scandinavian aesthetics that last over time.
In a developing market, education happens step by step. Every satisfied customer becomes an ambassador. And when a brand maintains its integrity, the message begins to take root.
C&B: Having over 15 years of international experience in the childcare industry, what observations did you make about the Romanian market that motivated you to launch this project?
Adina Foldager: After more than 15 years of international experience in the childcare industry, I observed that in Romania there were many mass-market, affordable products, but there was a lack of a well-educated mid-to-upper segment that values design, functionality, and quality, while also seeking an authentic experience.
I felt that the audience was ready — modern, informed parents who no longer buy impulsively but consciously choose durable, aesthetic, and safe products.
That’s how Adinish was born: from the desire to bring a Scandinavian curation of brands with identity to Romania, to build a community rather than just a store, and to offer a trust- and purpose-driven experience.
For me, Adinish is not just a business but a natural response to a real need in the market and in the lives of today’s parents.
C&B: What does a typical day look like for you now, and what moments give you the greatest satisfaction?
Adina Foldager: I am an early riser, and the first thing I do after waking is go straight to the coffee machine. 😊 Then I go to the gym, walk my dogs, and mentally plan my day — I make a mental list of priorities, although often the initial plan changes.
In an active business, something unexpected always comes up. Yet the important tasks, the ones I insist on, I manage to complete in the evening or even at night, after the team leaves the office. It’s my moment of focus, when I can think strategically and quietly.
C&B: What values or principles guide you in what you do, and how do you apply them daily?
Adina Foldager: The values that guide me personally and professionally are authenticity, fairness, and consistency. I strongly believe that a brand cannot be credible if it’s not authentic, and authenticity starts with how you, as a leader, relate to your team, clients, and partners.
I like to be fair, even if that sometimes means being firm. I prefer a hard but fair decision over a quick compromise. I also believe in consistency — ensuring that what we promise is reflected in every detail: product, communication, experience, service.
Every day, I try to apply these principles simply, without gimmicks: I say what I do and do what I say. It may sound banal, but in reality, this is what differentiates enduring brands from those that just “appear” on the market.
C&B: How did the idea for Adinish come about, and what led you to bring a premium Scandinavian-inspired children’s product concept to Romania?
Adina Foldager: The idea for Adinish came from a combination of professional experience and personal life. After many years in the childcare industry, working with international and especially Scandinavian brands, I understood that Nordic design is not just an aesthetic but a life philosophy — one that emphasizes balance, simplicity, safety, and respect for the child.
When I returned to Romania, I noticed that this type of offering was missing: premium, visually clean, functional products made with care and responsibility. The market was either volume-driven and low-priced or inaccessible luxury, without a real connection to modern parents’ needs.
That shaped the decision to bring an authentic Scandinavian concept to Romania, uniting brands with identity and providing a coherent shopping experience. For me, Adinish was not just a business but a heartfelt project, born from the desire to bring a different kind of normality to parents’ lives — one where beautiful design, quality, and safety go hand in hand.
C&B: What advice would you give to entrepreneurs who want to build a successful business based on a niche, passion, and clear values?
Adina Foldager: I would tell them to start with clarity and patience. Understand very well why you do what you do, for whom, and what makes you different. A niche business isn’t built overnight — it’s built with consistency, education, and courage.
Do not be afraid to be authentic. The market recognizes authenticity, even if the initial response is slow. In a world saturated with noise and repetition, real values become a competitive advantage.
Also, be prepared for a long journey. In entrepreneurship, there are no shortcuts. Everything is built through hard work, tough decisions, and the ability to rise each time something doesn’t go as planned.
And perhaps the most important advice: never lose your enthusiasm. Passion is the fuel that keeps any project alive, even when it seems impossible.
Adina Foldager shows that passion, authenticity, and perseverance can turn an idea into a successful brand that inspires and educates the local market. Adinish is not just a store, but a community for parents who value quality, design, and responsibility.
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