Anca Mirona Constantinescu is the founder of First Concept and an interior designer with a vision built around the balance between aesthetics and functionality. A graduate of the “Ion Mincu” University of Architecture and Urban Planning in Bucharest, she shaped her professional path guided by authentic ambition and a deep passion for beauty and visual expression.

Drawn to art, aesthetics, and organization since childhood, she chose to follow a path that reflects not only competence but also a genuine connection to what she creates. Guided by the belief that she cannot create things she does not truly believe in, she transformed this passion into an authentic professional direction, developing projects where every detail is designed with meaning, coherence, and emotion.

C&B: How did your journey in interior design begin and what drew you to this creative field?

Anca Mirona Constantinescu: I don’t think there was a single moment when I decided “this is what I want to do,” but rather a continuous thread that started in childhood. I was always drawn to art, harmony, and the idea of creating something that lasts—something tangible, that holds meaning over time. I like to believe that every time I shape a space, I leave a part of myself there, in a place that becomes “home” for someone else.

Initially, I chose a safer path and started studying Tourism Management. I was 19 and, realistically speaking, I didn’t believe I could build a career in the creative field. But along the way, I started to feel more and more clearly that I wasn’t in the right place—I found myself sketching and drawing even during classes. It was a very honest signal that I could no longer ignore.

I then decided to completely change direction and pursue architecture. It was a bet on myself, without guarantees, but a necessary one. After graduating, I consciously chose to start in the technical area, working as a custom furniture designer. It was an extremely important stage because it taught me how things actually work—materials, execution, limitations, and solutions. Later, after gaining experience, I took the step toward starting my own company. Looking back, every stage played its role in building what I do today.

C&B: What has been the most difficult moment in your journey so far and how did you overcome it?

Anca Mirona Constantinescu: The pandemic period was, without a doubt, the most difficult. I was just starting my business, still in the process of learning and adapting, and that context came with a lot of uncertainty and pressure.

It was the first time I truly felt a lack of control and constantly asked myself “what’s next?” I didn’t know whether projects would continue or if everything would come to a halt. In that moment, I chose not to refuse any opportunity and to keep moving forward, even without having all the answers.

It was a very intense period, during which I worked a lot, sometimes up to 14 hours a day, without real breaks. It wasn’t easy, but it helped me develop discipline, resilience, and the ability to function under pressure. It was the kind of experience that changes you and makes you more aware of how much you can actually handle.

C&B: Which projects or experiences have defined your style so far?

Anca Mirona Constantinescu: I believe that, in reality, my style is not defined by a type of project, but by people. Each client comes with a different energy, with distinct needs and expectations, and I like to build around them.

I always try to create spaces that represent them, not just spaces that look good. At the same time, I take into account the budget and the real limitations of each space—because good design must also be applicable, not just aesthetic.

There have been projects where I had complete creative freedom, and those were defining for me. Especially in the HoReCa sector and in clinic projects, where I was able to leave a clearer personal mark and explore concepts that truly represent me. That’s where you feel the difference—when you’re not just solving a space, but actually creating it from scratch.

C&B: If we met your team or collaborators, what do you think they would say about you?

Anca Mirona Constantinescu: I think they would say I’m a creative person who constantly tests her limits and tries to bring something different into every project. I’m involved and attentive to detail—sometimes maybe too attentive—but I believe that’s exactly where the difference is made.

At the same time, I enjoy working in a team and having real communication, not just formal exchanges. I believe that good projects come from collaboration, not from a single imposed direction.

And they would probably mention a more personal aspect—that I function much better after 9:30 in the morning. Until then, things move… a bit slower. :)))))))))

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?

Anca Mirona Constantinescu: It wasn’t a very clearly defined dream from the beginning, but there was always the desire to build something of my own—something authentic that represents me in the long term.

Over time, I realized that I don’t just want to create beautiful spaces, but spaces that convey a feeling. For me, a successful project is not just about aesthetics, but about that moment when you enter a place and feel that it represents you—that it “clicks” with you.

I think that’s actually my ambition—to create spaces that are not just seen, but felt.

C&B: What is the most important decision you’ve made that changed your trajectory?

Anca Mirona Constantinescu: The moment I decided to give up my initial path and move toward architecture was, without a doubt, the most important. It was a difficult decision, because it came with a lot of uncertainty and no guarantees.

The second important decision was starting my own company. That’s where the real part begins—when it’s no longer just about creativity, but also about responsibility, organization, and daily accountability.

These two moments defined me the most and pushed me completely out of my comfort zone.

C&B: How did you build your leadership style or the way you make decisions?

Anca Mirona Constantinescu: It’s a process I learned over time. In the beginning, I relied heavily on instinct, but experience taught me that it’s important to maintain a balance between intuition and analysis.

I learned to listen more, to consider the opinions of those around me, and not to rush decisions. At the same time, I learned to fully own them, even when they are not the easiest ones.

I believe my style was shaped by real experiences, mistakes, and a constant desire to evolve and do things better from one project to the next.

C&B: How would you describe your design style and what sets you apart?

Anca Mirona Constantinescu: I don’t believe in a rigid style, because every project comes with a different story. My style is more about balance—between aesthetics and functionality, between the client’s wishes and the reality of the space.

I don’t try to impose a style, but to discover it together with the client. I believe good design is the one that represents you, not the one that follows a trend.

What sets me apart is attention to detail and the way I think of each project as a whole. Because, most of the time, details are what transform a space from “okay” into something memorable.

C&B: What does a typical day look like for you?

Anca Mirona Constantinescu: I don’t think there is a typical day in the classic sense. Every day is different and comes with its own challenges—from client meetings to working on concepts or visiting construction sites.

I enjoy this dynamic because it keeps me connected to all stages of the project. The most satisfying moments are when I see an idea starting to take shape in reality.

But beyond that, the most important moment remains when the client sees themselves in the final space. That’s when I feel the whole process made sense.

C&B: What values guide you?

Anca Mirona Constantinescu: Authenticity is the most important to me. I can’t create something I don’t truly believe in.

Beyond that, I’m guided by integrity and attention to detail. I try to maintain them in every project, even when it would be easier to choose the quicker option.

I believe the real difference is made exactly in these small things, which, put together, define the quality of a project.

C&B: What does your working process look like?

Anca Mirona Constantinescu: Everything starts with a conversation where I try to understand the person, not just the space. I find it essential to understand the client’s lifestyle, needs, and expectations.

Then comes the concept phase, visual development, selections, and finally implementation. It’s a process that may seem simple on the surface, but in reality involves many adjustments.

What matters is that, regardless of changes, the initial direction remains coherent and the final result reflects both the vision and reality.

C&B: What are the most common mistakes people make without a specialist?

Anca Mirona Constantinescu: The most common mistake is the lack of an overall vision. People choose elements that look good individually, but don’t work together.

Functionality is also often ignored. A space shouldn’t just look good—it needs to be easy to live in and respond to real needs.

From my experience, the biggest problems appear in the details—proportions, lighting, materials. Exactly where they are not immediately visible, but where the difference is felt the most.

Anca Mirona Constantinescu’s journey is defined by the courage to follow her intuition and build, step by step, an authentic path. Beyond aesthetics, her projects speak of emotion, coherence, and attention to detail—elements that transform each space into a personal experience. For her, design is not just about how a place looks, but how it makes you feel.

The post Anca Mirona Constantinescu & First Concept: The balance between aesthetics and functionality appeared first on careers-business.com.

An experienced anesthesiologist and an entrepreneur in the wellbeing field alongside her husband, Wahyu Diarto (Yudi), with whom she founded Blue Phoenix in 2020, Daniela Godoroj–Diarto is a true model of ambition, tenacity, and courage. We invite you to discover the story of Blue Phoenix and the authentic flavors of Indonesia, reflected both in specialty coffee and in plant-based powders, appreciated for their health benefits.

Opening & introduction

C&B: If you had to describe yourself briefly, in a single sentence that sparks curiosity, what would you say about yourself?
Daniela: I am an ambitious and persevering person who never gives up on her goals, no matter how many obstacles arise along the way.

C&B: If we asked your colleagues or collaborators how they would describe you, what do you think they would say about you?
Daniela: I believe they would say that I am a perfectionist and that I stubbornly stick to the path I have chosen, even when it becomes difficult.

Journey & beginnings

C&B: What were you like at the beginning of your journey, and how do you feel you have changed up to today?
Daniela: At the beginning, I was much more timid. Over time, I gained self-confidence and learned not to be influenced by what others say. I no longer consume myself with outside opinions—I know who I am and what my direction is. I follow my path guided by what I feel in my soul is right, answering only to myself and to God for my choices.

C&B: Looking back, what were the turning points that shaped your professional path or your business?
Daniela: Six years ago, my life changed completely—both personally and professionally. I got married and, together with my husband, founded Blue Phoenix, a wellbeing business based on the healing power of nature. He is from Indonesia, and his experience with the plants there was essential. That’s how we created together a concept that brings Indonesian tradition closer to Romania and is based on the idea of returning to nature and to the healing power of plants.

It has been and still is difficult to promote this concept in Romania, because Romanians are not very well informed about these aspects. Promoting these principles is not easy—people need time to understand this holistic approach and to shift toward a new mindset, oriented toward nature and balance.

Challenges & decisions

C&B: What has been the biggest challenge so far and how did you manage to overcome it?
Daniela: The greatest challenge, but also the greatest blessing, was the birth of our daughter, Tribuana, at the end of last year—after six years of trying. It is an emotional journey, especially when you are also an entrepreneur. You don’t have the luxury of taking a break, but the joy fully compensates for it.

C&B: What decision changed the direction of your career or business the most?
Daniela: The most important decision for Blue Phoenix was to niche down. At first, we imported a wide range of products from Indonesia—teas, spices, sauces—but we quickly realized that the market needs clarity. So we focused only on coffee and plant powders from which we produce natural supplements here, which you can find in Dr. Max and Farmacia Tei pharmacies and on our website, www.blue-phoenix.ro.
The products follow traditional Indonesian recipes, based exclusively on pure plant extracts. The entire process—from formula to encapsulation and packaging—is carried out entirely by us in Romania.
On the coffee side, we focused on quality and originality: from the famous Wild Kopi Luwak, with a fine aroma and low acidity, to specialty coffees such as Gayo or Java Blue Mountain, each with its own story and unique flavor.

Wild Kopi Luwak is undoubtedly the boldest and rarest variety in our collection. Derived from coffee beans “naturally selected” by the Indonesian palm civet and then carefully cleaned and roasted, this coffee reveals its nobility through a velvety taste, with chocolate notes and delicate acidity. It is a unique experience—a coffee that is not only tasted, but felt: gentle on the digestive system, yet intense through the energy and sense of wellbeing it provides.

Equally fascinating is Gayo Arabica, one of the most appreciated coffees in the world, grown in the highlands of Sumatra, in the Central Aceh region. With a fine texture, a light nutty aroma, and a balanced, intense but never bitter taste, this coffee captivates lovers of refinement worldwide. Likewise, the Gayo Wine and Gayo Honey varieties tell different stories: the first offers an intense, fruity aroma with sweet notes and subtle wine-like accents; the second is a gentle blend of honey and wine, with low acidity and a memorable taste.

From the heart of the volcanoes of Java, Java Blue Mountain brings another story—a coffee with the soul of a legend, grown at over 1,600 meters altitude, where volcanic soil and clean air give rise to a deep and refined aroma. Its origins are linked to Jamaica, from where it was brought at the beginning of the last century, and today it preserves the same noble spirit.

And the newest addition to the portfolio, the rare coffee from Mount Argopuro in East Java, grown at 1,800 meters, is a true revelation. Processed through a complex method—a combination of carbonic maceration and natural processing—it impresses with notes of cherries and caramel and an intense, round, and elegant aftertaste.

C&B: Has your leadership and decision-making style formed naturally, or have you built it over time through experience?
Daniela: My leadership style has been built gradually, through lived experiences and lessons learned along the way. We are guided by the same simple but essential principles: honesty, authenticity, and discipline. We believe in the freedom of creativity, but also in the power of balance. Both my husband and I try to apply these values in everything we do—in our own personal and professional growth, as well as in the way we inspire and guide the Blue Phoenix team.

Present & differentiators

C&B: What does a typical day look like for you now, and which moments bring you the most joy?
Daniela: My day starts early, at 5 a.m., when I feed our little one. Then it becomes a marathon until 11 p.m., balancing the roles of mother, anesthesiologist, and entrepreneur. My husband helps a lot with Tribuana and handles production and distribution entirely within the company, while I focus on marketing and relations with authorities. It’s a full but fulfilling day, especially when we manage to enjoy the small moments spent together.

C&B: What do you think makes you different from other professionals or other businesses in your field?
Daniela: The dietary supplements market is extremely competitive, and the challenges are numerous. What differentiates us is authenticity. Our products are based on original recipes inspired by the ancestral wisdom of traditional Indonesian medicine, made 100% from pure plant extracts, with real health effects.
In addition, Blue Phoenix supplements are carefully standardized—1 g per capsule, 60 capsules per bottle—a rare concentration that allows for a single daily intake. Through this rigor and clarity, we have managed to preserve the essence of our promise: authenticity, purity, and a genuine return to nature.

C&B: Was there a dream or desire that always kept you motivated, regardless of obstacles?
Daniela: Yes—the desire to contribute to a change in how Romanians perceive the concept of wellbeing. It is a long and difficult process, but we strongly believe it is worth it. We want to encourage a culture of balance, self-care, and respect for nature. “Back to natural” is not just a motto for us, but a philosophy of life.

C&B: What values or principles guide you day by day, and how do you keep them alive in what you do?
Daniela: We are hardworking and ambitious people, but at the same time grateful for every day and for the gift we receive from God by being together and being healthy.
We enjoy simple things—a sunrise, nature, time spent together. We believe in positive thinking, in balance, and in the idea that everything we do has meaning when it is done with love and respect for people and for life.

C&B: If you could share one single thought with those who see you as a role model, what would it be?
Daniela: Never give up on your dreams, regardless of obstacles or failures. I have always learned—and I have told my older children as well—that every failure is actually a step forward. Beautiful paths are not easy, but they are the ones that truly fulfill you.

Daniela Godoroj–Diarto’s story is about the courage to follow your path, even when it feels difficult, and the strength to build something authentic and meaningful. Balancing medicine, entrepreneurship, and family life, she manages to create a rare sense of harmony, guided by simple yet profound values.

The post Daniela Godoroja–Diarto, Co-founder of Blue Phoenix, in a conversation about balance, passion and returning to nature appeared first on careers-business.com.

Oana Constantinescu describes herself as a “pure-blood” HR professional, meaning that specialization in human resources is not just a profession but a passion that has accompanied her for nearly 20 years. Closely connected to this field, throughout her experience Oana has also carried out activities in communication, PR, event organization, and blogging.

C&B: If we were to look at the narrative thread of your career, what were the key moments that defined you?

Oana: My career in HR began during university and, gradually, from a junior role in recruitment, I specialized in several areas, becoming first a generalist and then an HR Business Partner. Over time, I have also provided consulting services to both small companies and individuals looking for jobs.

C&B: What were the biggest challenges you encountered in managing teams and how did you overcome them?

Oana: The most difficult mission for an HR professional is to calibrate employees’ expectations with the company management’s objectives, while maintaining practices that are as ethical, fair, and consistent as possible.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?

Oana: My ambition is related to professionalism and growth in everything I do: to always provide correct and as complete information as possible, to be an authentic support both for people and for the business, and to understand their needs and their sources before offering advice.

C&B: What were you like at the beginning of your journey and how do you feel you have transformed until now?

Oana: At the beginning I believe I was, like any young person, more idealistic. Now I know that you can only change yourself and that this is how you have a chance to influence the contexts you are part of, that it is sometimes necessary to make compromises, sometimes even lowering standards to achieve results, and that everyone sees things through their own filters, so it is important to make sure, before drawing conclusions, that all parties share the same understanding of a concept.

C&B: If we were to meet your team or collaborators, what do you think they would say about you?

Oana: They would say that they appreciate my dedication, accountability, and adaptability, and they would probably advise me to be less demanding regarding results and to put less pressure on myself.

C&B: What is the most important decision you have made that changed your trajectory?

Oana: I believe that every time I changed my job it was a difficult decision, and I only reached that point after convincing myself that I could no longer grow there. My trajectory has been quite linear in an upward sense, and I have learned something from every experience that helps me today.

C&B: How did you build your leadership style or the way you make decisions? Was it a natural or learned process?

Oana: My natural tendency is to document myself very thoroughly before making a decision, to look at the situation from as many perspectives as possible in order to minimize risks and impact. However, throughout my career I have learned that sometimes it is necessary to act faster and adapt along the way in order to achieve results.

C&B: How did your journey in the People & Organization area begin and what initially attracted you to this field?

Oana: From the very beginning I have been close to people, and the organizational side comes together with the administrative area that I covered especially in smaller companies. I believe HR and office coordination go hand in hand, and I enjoy the challenge of always being connected to so many diverse activities.

C&B: What does a typical day look like for you now and which moments of the day bring you the greatest satisfaction?

Oana: I am involved in all HR processes within the company, so my activity varies a lot. I am also part of cross-functional projects, being responsible at a regional level for implementing and monitoring certain areas (for example, performance evaluation). I am constantly in contact with colleagues from other countries and work at a very fast pace.

C&B: What values or principles guide you in what you do and how do you apply them day by day?

Oana: As I mentioned before, I strive to ensure good quality in everything I do. I like helping and contributing to causes that improve the lives of a group or a community.

C&B: What does the role of People & Organization Business Partner involve and how do you contribute to the success of the organizations you collaborate with?

Oana: It requires a great openness to understand what each side is facing, both employees and management. At the same time, they also need to understand that things cannot function in just any way; there needs to be structure and respect for certain rules that, at first, may seem to make work more difficult, but once embraced, they actually help. A major challenge in HR is to make people-oriented processes more transparent, to make them as fair as possible while still maintaining confidentiality and each person’s uniqueness.

C&B: How do you see the evolution of the HR field in the coming years and what skills are becoming essential for People & Organization professionals?

Oana: Skills such as knowledge, curiosity, adaptability, and resilience are essential in a volatile, fluctuating, and uncertain world.

Oana Constantinescu’s professional journey reflects the balance between rigor, empathy, and adaptability – three essential benchmarks in a field where people and organizations are constantly evolving.

The post Oana Constantinescu: Professionalism, balance and adaptability in People & Organization appeared first on careers-business.com.

With nearly a decade spent in the universe of premium spirits, Daniela Păunescu naturally blends strategy with intuition, being part of a team that shapes and directs Romanian brands built with patience and clarity. She believes in well-structured processes, accountable decisions, and the power of simple things. For her, relevance is not rushed; it is built over time through consistency, attention, and respect for each brand’s identity.

C&B: If we were to look at a narrative thread of your career, what were the key moments that defined you?

Daniela Păunescu: Looking back, as in the case of many of us, my path was neither linear nor guided by a very clear plan from the beginning. It was rather a succession of contexts and choices that, over time, became turning points. I worked in other fields at the start, including economic and business journalism, where I learned to better understand the mechanisms behind companies and how a coherent story is built around a product or a brand. That clarity has stayed with me ever since.

A first and most important turning point was entering the premium spirits universe. There I learned that brands in this category are not built overnight and that relevance comes from consistency and coherence, not forced visibility. It was the environment that made me stay and deepen this direction.

Then came the shift from execution to more strategic thinking. I became increasingly interested in the meaning behind products and in how a brand preserves its identity over time. That was when I realized I am drawn to long-term building, not just immediate results.

The current stage is the closest to the way I work. In recent years, I feel I can call what I do a career construction that I develop consciously. I choose bold projects I believe in and fully commit to, without the rush to force growth. I appreciate processes that are given time to settle and things built with meaning, step by step.

C&B: What has been the most difficult moment in your journey so far, and how did you overcome it?

Daniela Păunescu: The most difficult moment was not a single event, but rather a period in which I had to make important decisions without having all the answers and without the certainty of an outcome. The pressure was high, and the temptation to force things was real. Instead of looking for quick solutions, I chose clarity and discipline: to prioritize what truly matters, to say “no” when directions were not aligned with what I am building long term, and to accept that some things need time to make sense. That period taught me that professional maturity does not lie in absolute control, but in the consistency and patience with which you navigate uncertainty.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?

Daniela Păunescu: I believe that, more than a classic ambition, what constantly guides me is the fear of remaining average. The desire to do things that truly matter and to evolve in a real way, not just formally.

In this process, I have benefited from a valuable professional context: collaborating with leaders and top management professionals who acted as mentors, offering inspiration, constructive challenges, and clarity in key moments.

C&B: What values or principles guide you in what you do, and how do you apply them day by day?

Daniela Păunescu: I am guided by a few simple but firm principles. First of all, I believe in meaning, in doing things that have coherence and long-term relevance, not just immediate impact.

Another essential principle is lucidity: I try to see things as they are, not as I would like them to be. In an industry where the temptation to exaggerate is constant, I prefer honest constructions that preserve their consistency over time.

I am also guided by the courage to access things that seem hard to reach. The more difficult or ambitious a project is, the more it attracts me, not out of a desire to complicate things, but out of the conviction that real growth happens there. I like entering territories that require a certain degree of boldness.

What is equally relevant to what defines us is what we choose not to let define us. A line from a film that many already consider a classic often comes to mind — The Devil’s Advocate: “Vanity is my favourite sin.” A dear colleague often slips it into our conversations, and each time it reconfirms the same idea for me.

In the film, the character played by Al Pacino speaks about vanity as the most subtle sin, the one that can easily hide under the appearance of ambition, passion, or the desire for performance. Most of the time, we lie to ourselves, and what seems like authentic determination is, in reality, just well-packaged ego. For me, that line functions as a constant reminder not to build out of vanity or the need for quick validation, but out of the desire to create solid, relevant, and lasting things.

C&B: If we were to meet your team or collaborators, what do you think they would say about you?

Daniela Păunescu: They would probably say that I am demanding, first and foremost with myself. I strongly believe in responsibility, accountability, and respect for work done well. I may not always be the most easygoing, but I am involved, fair, and focused on real results, not just ticking off tasks.

C&B: What is the most important decision you have made that changed your trajectory?

Daniela Păunescu: Honestly, I do not feel there has been that one big moment yet that completely changed my trajectory. I believe truly transformative decisions are rare and come in time, and I am still in a stage of building, not of radical turning points.

C&B: How do you define the role of a Brand Manager within a group with the tradition and scale of Alexandrion Group?

Daniela Păunescu: This role, first and foremost, is one of responsibility and balance. It is not only about managing a product category, but about understanding and protecting a heritage built over time, while carrying it forward in a way that is relevant to the present.

For me, this role means acting at the intersection of strategy, identity, and context. On the one hand, it is essential to preserve the coherence and values that define the group’s brands; on the other hand, you must constantly find ways to keep them alive and connected to today’s consumers. It is a continuous exercise in adaptation.

In an organization with such tradition, the Brand Manager also becomes a curator of meaning: someone who filters trends and makes decisions that support long-term value. At the same time, the role requires courage — the courage to propose new directions, to access ambitious projects, and to maintain high standards while the pressure for quick results is high.

At the same time, this role is exercised within a very clearly defined context shaped by Alexandrion Group’s DNA as a family business built on a long-term vision. The values, rigor, and ambition instilled by the group’s founder, the late Dr. Nawaf Salameh, remain living benchmarks in the way the group operates, and their continuity through the Salameh family provides stability and strategic coherence. Under the leadership of Antonio Salameh, in his role as Chairman, this legacy is not only protected but also adapted to current realities, with a strong focus on performance and sustainable development. For a Brand Manager, this means working within a framework where tradition coupled with innovation represents a competitive advantage, and where every brand decision must respect and strengthen this long-term construction.

C&B: What are your main responsibilities in managing the brand portfolio in Romania?

Daniela Păunescu: My main responsibility is to ensure the coherence and relevance of the brand portfolio in Romania, with a special focus on emblematic brands such as Carpathian Single Malt Whisky and Brâncoveanu Vinars. Each of them has a strong identity and a distinct strategic role, and managing them requires a deep understanding of positioning, market context, and long-term direction.

I coordinate the brand strategy at local level — from positioning and communication plans to launches, activations, and partnerships — ensuring that each initiative is coherent with the group’s values and relevant for Romanian consumers. At the same time, I work closely with commercial teams and external partners so that strategy is properly reflected in execution and results.

An essential aspect of my role is constant alignment with the Chief Marketing Officer and the Chairman of the group. Development directions are built through dialogue and shared vision, so that each step supports both the identity of each brand and the broader ambition of the group. This collaboration ensures strategic coherence and clarity in important decisions.

At the same time, my responsibility is to maintain the balance between tradition and evolution: to protect the heritage of these brands while identifying real opportunities for growth and visibility. Day by day, I strive to build with patience and discernment, so that the value created is durable and relevant over time.

C&B: What does a typical day look like for you now, and which moments of the day bring you the greatest satisfaction?

Daniela Păunescu: My days alternate between strategy and execution. I usually start with an overview of ongoing projects and continue with alignment discussions, directional decisions, and extensive collaboration with internal teams and partners. An important part of my time is also dedicated to analysis — how brands evolve and remain relevant in the current context.

The greatest satisfactions come from moments of clarity: when a direction settles naturally, when an idea takes shape, and when projects built with patience begin to show results and make sense. I appreciate the feeling that, day by day, things are being built coherently and intentionally, even if the most visible results always appear over time.

C&B: How do you evaluate the success of a brand campaign within Alexandrion Group?

Daniela Păunescu: I evaluate the success of a brand campaign beyond immediate numbers. I look at its coherence with the brand strategy, at how the message is understood and embraced, at the quality of execution, and at its real impact on consumer perception. Of course, business KPIs matter, but for me a clear sign of success is when a campaign builds long-term brand equity and leaves something relevant in people’s minds, not just momentary visibility.

C&B: How do you build and maintain the relevance of Alexandrion brands in a competitive and constantly changing market?

Daniela Păunescu: The relevance of Alexandrion brands is built, first and foremost, through the work of a well-aligned team and through decisions made together. My role is to contribute to this construction through strategic clarity and respect for each brand’s identity. In a competitive and constantly changing market, I believe the difference lies in the ability to work coherently, with the same direction and standards.

In the spirits and whisky category, relevance comes from consistency and authenticity, not noise. We listen to the market, understand the consumer, and carefully choose which trends are worth integrating, so that brands evolve naturally without losing their DNA. Without close collaboration between teams — especially marketing and sales — none of this would be possible.

For me, success comes from the fact that brands grow healthily over time, as a result of well-executed teamwork.

C&B: Can you share an example of a campaign or launch you are particularly proud of?

Daniela Păunescu: One of the projects I am truly proud of is the limited edition Brâncoveanu XO dedicated to Gheorghe Zamfir, launched in 2021. It was an impressive experience to work directly with such an important figure in Romanian culture. Every discussion and every detail of the collaboration showed me how powerful a brand can be when it becomes a space for dialogue between generations and values.

At a complementary but equally memorable pole was the launch of SIGINA gin at the Neversea Festival in the summer of 2024. The energy, the public reaction, and the way the brand came alive within the culture of the moment were simply electrifying.

And perhaps the most ambitious of all, Carpathian — the first Romanian single malt, launched in 2022 — a premiere that raised the standards in the whisky category in Romania and beyond.

What connects all three is that none is an individual project. The innovation behind them, the strategy, execution, and attention to detail are collective efforts, and I am a link in this mechanism that contributes to transforming ideas into memorable brand experiences. In all of them, the pride comes from knowing that the teams responsible created relevance, authenticity, and impact both locally and globally.

In an industry where visibility can be gained quickly but relevance is earned over time, Daniela Păunescu relies on coherence, clarity, and long-term building. For her, brands are not just products, but ecosystems of meaning, identity, and responsibility.

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Malina Iordache Chirea is a psychologist, organizational consultant, and founder of SAGE Leadership. She has been delivering training for nearly 20 years, since she was spotted and recruited by UNCTAD to deliver the Empretec training program in Romania – a 9-day behavioral change bootcamp for entrepreneurs. Malina has worked with dozens of organizations across 32 countries, always focusing on personal leadership and its impact and dimensions – both organizationally and personally.

C&B: How would you describe yourself in a single sentence to spark curiosity in people who don’t know you yet?
Malina Iordache: I’d tell them I’m a person with many hats: I’m a psychologist, a mother, an entrepreneur, passionate about sports and healthy living. I do my best to be the person I talk about in training sessions – I believe in congruence and decency. I love traveling – who doesn’t?! – and having meaningful conversations with people from all over the world. That’s one of the reasons I love my job so much.

C&B: Looking at your career or business narrative, what were the key moments that defined you?
Malina Iordache: It’s hard to point to just one moment – there were many. I believe the most defining ones were conversations with people I genuinely liked or admired. Some of them became friends, which I’m very grateful for. Others I only heard speak at a conference or in a TED talk online. People have an incredible ability to spark something in others. That’s probably another reason I love this job so much.

C&B: What has been the most difficult moment in your journey so far, and how did you overcome it?
Malina Iordache: Again, there have been many moments. But the hardest was probably when I had to close the NGO I was leading, 10 years ago. It was a path I truly enjoyed, but it came with constant challenges, and I realized that in order to grow, I had to go in a different direction. It was a really tough decision – one I still remember vividly.

C&B: Is there a dream or ambition that has always guided you, no matter the obstacles?
Malina Iordache: Yes, I have a vision. I believe everyone who starts something has a personal vision. And I have this huge passion for turning vision into reality. For example, last year I had the idea to conduct a nationwide analysis to understand how Romanians are reacting to the pressure of ongoing changes. We used a psychometric tool from transactional analysis that we use in our company. We already have over 3,000 responses – well above the statistical threshold. We’re launching the results this September at a very special event. I can’t wait!

C&B: What were you like at the beginning of your journey, and how do you feel you’ve changed?
Malina Iordache: I think I’ve changed a lot, and I’m deeply grateful for it. Two paths have shaped me: psychology and entrepreneurship. Psychology teaches you to be introspective, to be aware of yourself and your emotions. Entrepreneurship teaches you to be grounded, realistic, and attentive to your environment and the people around you.

C&B: If we asked your team or collaborators, what do you think they would say about you?
Malina Iordache: I hope they’d say I genuinely care about them and their wellbeing. I hope they’d say I push them out of their comfort zones – but not too much. I’m sure they’d say I’m a restless person full of ideas, that I laugh a lot but am also very serious when it comes to work, client-focused, and always looking for solutions – no matter how complex the situations in our development projects may be.

C&B: What’s the most important decision you’ve made that changed your trajectory?
Malina Iordache: It’s hard to pinpoint one single decision – there were several that brought me here. There were moments when I felt the path I was on no longer represented me, so I changed direction. What matters most to me is enjoying my profession. I graduated from the Faculty of Letters at UVT 20 years ago. I taught English to elementary school children for a few months but felt the system was too restrictive. I pivoted to marketing and worked in the music industry – I’ve always been a music lover. Then I moved into marketing and sales in the IT events sector. I stumbled upon social entrepreneurship and started an NGO focused on emotional education. I went back to school and studied psychology. From there, organizational psychology was a natural step. I explored a lot before finding my space. I discovered it nearly 15 years ago, and I feel at home.

C&B: How did you develop your leadership style and decision-making process? Was it natural or learned?
Malina Iordache: I’d say it was a naturally learned process. Meaning, I made a lot of mistakes. I learned from each of them. Some lessons weren’t clear at first, so I repeated the mistakes. But eventually, with attention and clarity, we learn from all the things we go through. When it comes to decision-making, it’s crucial to learn from our mistakes. Each of us has a unique decision-making process, like a fingerprint. It’s essential to stay realistic and not fear our mistakes. What we postpone eventually comes back to us anyway.

C&B: What do you think sets your business or professional approach apart in the industry?
Malina Iordache: Professionally speaking, we are the only training and consulting company in Romania that uses certified transactional analysis tools for the organizational environment. We are either certified or in the process of certification. There are very few professionals in this field in Romania.
On a human level, everyone might have a different answer. I don’t know what sets me apart from others, because I don’t know every training firm in detail. What I can say about us is that we care. I say it clearly and with conviction: we care about our participants, the organizations we work with, and we genuinely want to create change. We often combine training and consulting to ensure things move forward effectively. We don’t fall in love with solutions – we focus on results.

C&B: What does a typical day look like for you now, and what parts bring you the most satisfaction?
Malina Iordache: A typical day for me is a disciplined one. I believe discipline is a wonderful and often forgotten trait that brings major rewards in our adult lives. I wake up and dedicate the first part of the morning to family. I start work and continue until the afternoon. I always take a phone-free lunch break. If I’m feeling tired, I go for a short 10-minute walk. I work out almost daily in the afternoons. For us, sport is a couple’s activity. In the evenings we cook and spend time as a family. I try not to work after 6 PM – and I usually succeed. Every night, I read a few pages before bed.

C&B: What values or principles guide you in your work, and how do you apply them daily?
Malina Iordache:

• Consistency – I aim to be emotionally intelligent, as a sign of respect for the people I work with.
• Perseverance – even when initiatives don’t turn out 100% as planned, it’s important to stay focused on the final goal.
• Authenticity – doing things that truly bring me joy and that I can promote honestly.
• Enthusiasm – for my work and the way I can contribute to the community around me.
• Modesty and curiosity – to never stop learning, no matter how far I’ve come professionally.

C&B: How did you come up with the idea to start this business and choose its name?
Malina Iordache: SAGE means “wise” in Old English and in French. In modern English, it also means “sage,” the plant associated with calm and mental balance.
Our first product was a board game – we called it SAGE, and the name came naturally. In games, the Sage character appears to offer players the resources they need to move to the next level.

C&B: If you could send a message to people who look up to you, what would it be?
Malina Iordache: My message is to be authentic, curious, open, relaxed, to stay humble, and focus on creating quality for those around them. The good things will follow naturally.

Malina Iordache Chirea’s story is not just about professional success, but about the courage to pivot, the consistency in the face of challenges, and genuine care for people. Through SAGE Leadership, she continues to inspire, transform, and create spaces where leaders can grow with integrity and clarity.

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Constantin Paraschiv is an entrepreneur, business consultant, host of the show “Permis de Antreprenor” aired on Euronews Romania, and founder of several projects dedicated to supporting entrepreneurs and developing the business ecosystem.

C&B: How would you describe yourself in a single sentence to spark the curiosity of those who don’t know you yet?
Constantin Paraschiv: I’m an entrepreneur who believes in the power of community and education to turn business challenges into real opportunities.

C&B: Looking at the narrative thread of your career or business, what have been the key moments that defined you?
Constantin Paraschiv: Launching my first e-commerce projects, starting out in business consulting, meeting mentors who shifted my perspective, and the moment I decided to create “Permis de Antreprenor”—a media and community platform dedicated to entrepreneurial education—are all milestones that shaped my path.

C&B: What has been the most difficult moment so far in your journey and how did you overcome it?
Constantin Paraschiv: The hardest moment was taking responsibility for the failure of my first e-commerce project during a time of economic instability. I overcame it by learning to ask for help and rebuilding my business on healthier foundations, without the fear of starting over.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?
Constantin Paraschiv: I’ve always wanted to prove that it’s possible to build in Romania a business ecosystem based on trust, partnerships, and know-how, and that ideal has constantly guided me.

C&B: What were you like at the beginning of your journey, and how do you feel you’ve transformed since then?
Constantin Paraschiv: In the beginning, I was impatient, full of ideas but lacking method. Today, I’m much more balanced, wiser in prioritizing, and better at building teams and communities that can take ideas to the next level.

C&B: If we met your team or collaborators, what do you think they would say about you?
Constantin Paraschiv: I think they would say I’m persistent, sometimes a perfectionist, but always open to helping them grow and find their place in the team.

C&B: What is the most important decision you’ve made that changed your trajectory?
Constantin Paraschiv: The decision to share everything I learn through media projects, conferences, and mentoring has helped me not only create value for others but also constantly rediscover my motivation.

C&B: How did you develop your leadership style or your way of making decisions? Was it a natural or learned process?
Constantin Paraschiv: A mix: I learned a lot from people around me and from books, but many lessons came through trial and error. Today I guide my decisions with a rational process, but also with intuition shaped by experience.

C&B: What do you think differentiates your business or your professional approach from the rest of the industry?
Constantin Paraschiv: I focus on people and education. I don’t just sell products or services—I create environments where clients and partners can learn, connect, and grow together.

C&B: What does a typical day look like for you now, and what moments bring you the greatest satisfaction?
Constantin Paraschiv: I dedicate my mornings to planning and strategic meetings, and my evenings to reflection and creativity. The greatest satisfaction comes from seeing the concrete results of the people I’ve helped.

C&B: What values or principles guide you in what you do, and how do you apply them daily?
Constantin Paraschiv: Honesty, perseverance, and a partnership mindset. I like to demonstrate them through actions, in the way I treat every client, collaborator, or employee.

C&B: How did the idea for this business come to you, and why did you choose this name?
Constantin Paraschiv: The idea for “Permis de Antreprenor” came from the desire to offer entrepreneurs a symbolic “license” to learn and make mistakes, while also understanding that entrepreneurship is a path to be learned and practiced with responsibility.

C&B: If you were to share one message with those who follow your example, what would it be?
Constantin Paraschiv: The courage to start is important, but even more important is to keep going when the road gets tough. Surround yourself with good people, learn from every situation, and never stop growing.

Constantin Paraschiv offered us an authentic and valuable perspective on the challenges and successes of the entrepreneurial world. Through his initiatives, he shows that success comes from balance, adaptability, and a genuine desire to build for people.

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