Alina Donici, Founder of Artesana – The Story of an Authentic Romanian Brand

Discover the story of Alina Donici, founder of Artesana, the first Romanian brand offering authentic dairy products in glass packaging.

Alina Donici is the founder and driving force behind Artesana, the first Romanian brand to bring to market minimally processed, authentic dairy products packaged in glass. With a vision to offer clean and nutritious products, she built—together with her team—a brand based on quality, transparency, and respect for tradition. Through courage and perseverance, she transformed a modest beginning into a nationally and internationally recognized name, becoming a role model in entrepreneurship and a promoter of food education and sustainable production. Through Artesana, she continues to inspire a new generation of consumers to make conscious choices, proving that a business built on solid values can have a real impact on society.

C&B: How would you describe yourself in one sentence, in a way that makes people who don’t know you yet curious?
Alina Donici: I am a woman who once dreamed of becoming a diplomat, but who—through what seemed like a simple coincidence, tasting a piece of aged goat cheese in Spain—ended up becoming the “soul” of an artisanal dairy brand, built with persistence, passion, and without compromise.

C&B: If we were to look at the storyline of your career or business, what were the key moments that defined you?
Alina Donici: My story isn’t linear; it’s full of ups and downs. The first key moment was when Daniel came home with the idea of making that Spanish cheese he had fallen in love with. And me, a graduate in International Relations with dreams of becoming a diplomat, said: “That’s impossible.” But little by little, he convinced me, and I said: “Let’s give it a try.”
The second key moment was building our first factory, with all the sacrifices that entailed (our parents mortgaged their homes), while we threw ourselves completely into the unknown. Then came insolvency—the hardest life lesson—when we felt like we were losing everything. Even when we were receiving foreclosure letters, we kept going.
After that came a rebirth: getting listed in retail, winning our first international awards, and building our second factory, where we applied everything we had learned from early mistakes. All of these moments shaped me and made me believe that nothing is impossible when you have a real purpose.

C&B: What has been the most difficult moment in your journey so far, and how did you overcome it?
Alina Donici: Without a doubt, it was insolvency. When the bank began foreclosing on our factory and our parents’ homes, when we didn’t have money for salaries and wondered how we’d make it through the next day… it was a shock and a pain hard to put into words. I remember lying in bed at night, repeating to myself: “It was a hard day, but tomorrow has to be better.” The only way to get through it was not to give up. We kept going to fairs, looking customers in the eye, believing in our product. In the end, retail—and all those who chose us on the shelf—gave us another chance. It proved that when you don’t quit and remain authentic, salvation will come.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?
Alina Donici: Yes! To make clean, natural dairy products that I can give my children with peace of mind. In fact, the whole philosophy of Artesana is summed up in the principle: “I offer you what I would give to my own family.” It was never just about business—it was about a personal mission: to show Romanians that it can be done differently, without tricks, without additives, without deceiving people.

C&B: How did you look at the beginning of your journey, and how do you feel you have transformed since then?
Alina Donici: At the beginning, we were two naïve young people with a small child and no experience, but with boundless enthusiasm. We traveled across the country with our trailer and fridge display case, explaining to people what unhomogenized milk meant or why using glass mattered. Today, I feel I have transformed into a leader who knows how to make tough decisions, support her team, and not let difficulties take away her courage. I no longer have the naivety I once had, but I still hold the same belief—that authenticity wins in the long run.

C&B: If we met your team or collaborators, what do you think they would say about you?
Alina Donici: They’d probably say I’m demanding but fair. That I put my heart into everything and sometimes care too much, but that I don’t leave anyone behind. They know I consider them family and that I don’t make decisions that would compromise their work or values. In our factory, there’s no “boss” and “employee”—just people working together for a dream.
And I’ve noticed something beautiful: the way we work also inspires our external partners. More than once, I’ve seen suppliers or local companies—from those who put stickers on our windows to those we negotiate contracts with—start raising their own standards, respecting the same high bar we set for ourselves. It’s as if our attention and responsibility become contagious.

C&B: What is the most important decision you’ve made that changed your trajectory?
Alina Donici: The most important decision was saying “yes” to Daniel’s dream, even though it seemed completely crazy to me. I was dreaming of a diplomatic career, not a cheese factory in Tecuci. But that “yes” completely changed my life and took us from a small idea to a brand that is now in thousands of stores and winning international awards. That’s my professional journey.
But life and family are inevitably intertwined with being an entrepreneur. Looking back, I wouldn’t change a thing, because the decisions I made brought me exactly here: next to Daniel and our three children, of whom I am very proud.

C&B: How did you build your leadership style or your way of making decisions? Was it a natural process or one you had to learn?
Alina Donici: It was something I had to learn along the way. No leadership school shaped me, but the critical moments did: when I had to choose between closing the factory or moving forward, when I had to tell my team the truth even if it was painful, when I had to negotiate with banks or retailers. I learned that a leader doesn’t always have to have all the answers, but must be honest and inspire trust.

C&B: What makes Artesana’s products different from other dairy products on the Romanian market?
Alina Donici: Simple: we don’t compromise. Our milk is whole, unhomogenized, gently pasteurized, and packaged only in glass. We don’t add anything and we don’t take anything out. Milk batches are never mixed; each one has its own personality, so to speak. It’s a living, authentic product, completely unlike industrial dairy. And you can taste the difference from the very first spoonful.

C&B: What does a typical day look like for you now, and what moments bring you the greatest satisfaction?
Alina Donici: A typical day doesn’t exist. Sometimes I’m in Bucharest, in meetings or at events, other times in Tecuci, at the factory, talking with the team or checking processes. But the greatest satisfaction comes from two things: mornings with my children, and the moments when I get messages from clients saying, “My daughter can only eat your products.” That gives you energy for a whole week.

C&B: What values or principles guide you in what you do, and how do you apply them day by day?
Alina Donici: Authenticity, respect, and responsibility. We don’t compromise for quick profit. We don’t write anything on the label that isn’t in the jar. We don’t negotiate with the truth. Even if sometimes you lose money in the short term, you win trust in the long run. We didn’t start our story for profit—because that might have meant making compromises. We’ve kept and will always keep our integrity. And that’s the most valuable currency in business.

C&B: How did the Artesana story begin, and what motivated you to start this artisanal dairy brand?
Alina Donici: It all started in Catalonia, with that artisanal goat cheese Daniel tasted, which sparked the idea. He came home with it, and although I was skeptical, we set off on this journey. We returned to Tecuci. We built our first factory, nearly went bankrupt, but rose again. What always motivated us was the thought that we were doing this for our children and for all children whose families want to put clean food on the table.

C&B: If you were to send a message to people who follow your example, what would it be?
Alina Donici: Don’t let fear or compromises ruin your dream. Life will knock you down, but if your dream has meaning and isn’t just about money, you’ll find the strength to rise again. And never forget: the most important capital isn’t financial—it’s the trust you build with the people around you.

The story of Alina Donici and Artesana proves that perseverance, authenticity, and respect for tradition can transform an impossible dream into a national and international success.