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.

Adina China-Birta is a psychologist and the founder of Anfold, a space dedicated to emotional health, personal development, and conscious leadership. After a solid career of over 20 years in finance and business, where she held top management positions and led complex teams, Adina chose a deeply intentional professional reconversion: a shift from financial performance to human performance. The experience she gained in the corporate environment — the pressure of decision-making, the responsibility of leadership, and the impact of chronic stress — became the foundation of her approach as a psychologist. At Anfold, Adina works with entrepreneurs, leaders, and professionals in high-demand environments, supporting them in processes of self-awareness, emotional regulation, and rebuilding balance between personal and professional life.

Her vision combines the strategic rigor of the business environment with the empathy and depth of psychology, promoting a model of healthy, authentic, and sustainable leadership. Through Anfold, Adina China-Birta builds bridges between results and meaning, between external success and inner clarity.

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

Adina China-Birta: Looking back, the narrative thread of my career is not about roles or titles, but about the moments when I needed to realign with myself. A first defining moment was entering the financial sector, an extremely competitive industry that taught me discipline, decision-making rigor, and the responsibility of leadership. It was a period of intense building, centered around performance and results, around which I built my professional identity. Another key moment was taking on top management positions: from the outside, it was the “peak” of my career; from the inside, it was my first serious confrontation with the limits of this model of success. The constant pressure, fast pace, and need to always be available began to raise uncomfortable questions about the personal costs of performance. The turning point was the decision to study psychology. It was not a break from the past, but a natural continuation: the desire to understand people beyond KPIs, to work with motivation, emotions, and meaning. This transition completely redefined how I relate to work, success, and impact. Founding Anfold is perhaps the synthesis of all these stages. It is the place where my business experience meets psychology, and where my work becomes one of integration: performance without self-exhaustion and a career that is not built at the expense of health.

C&B: What was the biggest challenge in turning the Anfold concept into a functional and impactful center?

Adina China-Birta: A major challenge was building Anfold by taking what is valuable from the corporate environment, such as clear processes, while maintaining enough flexibility to respect the human, emotional rhythm of the people who enter this space. Another major challenge was aligning the team around a shared vision, in a field where each professional comes with their own style, values, and clinical practice. Anfold is not just a place where psychological services are offered, but a framework that requires coherence, ethics, and a culture of real collaboration — and building this culture required time, dialogue, and a great deal of clarity. Perhaps the most difficult challenge was assuming visibility, having a public voice in a field that was new to me, psychology, given that people associated me with the financial industry.

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

Adina China-Birta: I don’t think I’ve had a single dream or vision that guided me throughout my entire professional journey; rather, my visions evolved with age and with the professional and personal stage I was in. I think it’s beautiful to have such a constant vision, but I didn’t.

C&B: What did you look like at the beginning of your journey, and how do you feel you’ve transformed up to now?

Adina China-Birta: If at its launch in 2025 Anfold was like a newborn that needed to be “fed” by its parents, now the child is one year old, has started to walk, and has become curious and interactive. I am extremely eager and curious about its future evolution.

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

Adina China-Birta: I think they would say I am demanding, but people-oriented. That I care about the quality of the work, but also about ethics and meaning. I believe they would also say that I offer space, not control. They would probably add that I am consistent: the values I talk about — respect, healthy boundaries, authenticity, humor — are also reflected in how I build professional relationships.

C&B: In what way has your professional experience influenced the most important decision in developing this project?

Adina China-Birta: I think that, for the Anfold project, the most important decision was choosing who to start this journey with. Dana Zeicu, my partner, is a highly experienced psychologist and also has extensive experience in business, through multiple strategic HR consulting projects in the Middle East, Africa, and Asia, as well as through Chief People Officer roles at both national and international levels. I have seen both in my experience as a banker and top manager, and in my personal life, how important the choice of partners is, how risky a poor choice can be, and how many advantages a well-made choice brings.

C&B: How would you define, in a few words, the Anfold philosophy: a “safe zone” where mind, emotions, and body are harmonized?

Adina China-Birta: For me, the Anfold philosophy means a space of real psychological safety, where a person does not have to perform, prove, or defend themselves. Only when our nervous system feels safe can we authentically access emotions, thoughts, and inner resources. The harmonization of mind, emotions, and body means moving out of fragmentation — from living only in analysis, only in reaction, or only in survival — and returning to a form of integration. At Anfold, we work with this integration: cognitive clarity, emotional regulation, and bodily awareness, so that change is not just intellectual, but lived and stable. Integration also refers to our multiple roles: partners, parents, children, employees, managers, artists, friends — so that we can make space for each of these roles in our lives.

C&B: What do you think differentiates your business or professional approach from the rest of the industry?

Adina China-Birta: Of course, there are many things that differentiate us, but also many things we have in common. Among the common elements, I would like to believe we share the lived values of the profession, peer consultations, and intra- and interdisciplinary collaboration. Anfold is not just an office or a service center, but a space built on clear values: safety, ethics, collaboration, and professional responsibility. We are interested in long-term impact, not quick fixes. We also have a strong interest in integrating technology into psychotherapy, such as using virtual reality to treat phobias or to teach clients relaxation techniques. As a personal differentiator, it would be the fact that I come from a professional background in business and top management, and this experience gives me a direct understanding of the real pressures in entrepreneurial and corporate environments — fast pace, financial responsibility, difficult decisions, constant exposure. I don’t speak about these from theory, but from lived experience. That allows me to better understand clients coming from such environments.

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

Adina China-Birta: One of the major changes in my new career is that I no longer have days that look the same. I have days when I see clients in the morning, and others when this happens at noon or in the evening, while the rest of the time is dedicated to growing Anfold. I make space in my schedule, even if not always as often as I would like, for sports, going to the theater, or attending concerts.

C&B: What impact have you most often observed in clients’ lives — whether in individual therapy, couples therapy, or company programs?

Adina China-Birta: The situations clients are in when they seek help are very diverse, which means the impact of what we do is also varied. However, there are a few common outcomes of therapy, such as developing assertiveness, increasing awareness of emotions and bodily sensations, and improving the ability to identify cognitive distortions — all of which translate into better relationships with others and with oneself. At the same time, we must acknowledge that we do not have a magic wand, and that each person evolves at their own pace, faster or slower, and that is perfectly okay.

C&B: How did Anfold come to life, and what motivated you to build a psychology center that integrates both classical therapy and modern technologies?

Adina China-Birta: Anfold emerged from a need I experienced personally and often observed around me: high-performing, responsible people who appear “in control” but are disconnected from their own emotions and internally exhausted. In the business environment, psychological health is most often approached reactively, when a crisis arises. I wanted to create a space that normalizes prevention, self-regulation, and conscious development, not just intervention at moments of blockage. The integration of classical therapy with modern technologies came naturally. I believe in the rigor of scientifically validated methods and in authentic therapeutic relationships, but I equally believe that technology can increase accessibility, continuity, and efficiency of intervention. Anfold was thus born at the intersection of tradition and innovation, out of respect for the classical foundations of psychology and psychotherapy, but also with openness to modern solutions that make emotional health more accessible, more integrated, and better adapted to today’s pace of life.

C&B: How do you integrate traditional psychotherapy approaches with innovative tools so that the process remains personalized and effective for the client?

Adina China-Birta: Integration begins with a very clear principle: the therapeutic relationship, the alliance between client and therapist in achieving the client’s goals, remains the core of the intervention. No matter how innovative a tool is, it does not replace the clinical framework, proper case conceptualization, and the personalized process built together with the client. At Anfold, we work with validated approaches such as CBT, integrative methods, and interventions focused on emotional regulation and bodily awareness, while technology — in our case, virtual reality (VR) — is a complementary tool, not a substitute for classical therapy. We primarily use VR in interventions involving controlled exposure, anxiety management, or working with certain phobias. The advantage is that we can create a safe, predictable, and gradual environment where clients can activate and regulate their emotional responses in a much more structured way than through imagination or direct real-life exposure. Personalization remains essential, meaning that VR is not applied as a standard, but only when case analysis indicates that technology can accelerate or support the process. The pace of exposure, intensity of stimuli, and integration of the experience are calibrated according to each client’s emotional profile and objectives. Essentially, technology helps us be more precise and efficient, but real change happens through integrating the experience — cognitively, emotionally, and physically — within the therapeutic relationship. VR is a catalyst, not the center of the process.

C&B: What plans do you have for Anfold — expanding services, new technologies, collaborations, or educational projects?

Adina China-Birta: Plans for Anfold are built around the idea of sustainable growth, not rapid expansion. I want development to remain aligned with our values and with our real capacity to maintain the quality of our professional work. In the medium term, we aim to expand services in prevention and psychoeducation through programs dedicated to burnout, stress regulation, and conscious leadership, addressing both individuals and organizations, to support early intervention in practice, not just working with established symptoms. Regarding technology, we will continue developing the use of virtual reality (VR) in interventions for anxiety and stress, maintaining a rigorous framework with constant evaluation of effectiveness. Another important pillar is the educational area. We want Anfold to become a space for professional training and dialogue through workshops, thematic groups, and possibly even academic partnerships, because the development of emotional health requires community, not just individual interventions. In the long term, I see Anfold as a center that combines clinical practice, education, and innovation, built around the idea that performance and balance do not exclude each other, but support one another.

Adina China-Birta’s story is one of courage. The courage to redefine success and build a professional path aligned with personal values. Through Anfold, she brings together the rigor of business and the depth of psychology, creating a space where performance no longer comes at the cost of burnout, but becomes sustainable and authentic.

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Liliana Maria Jgheban is a clinical psychologist, integrative psychotherapist, co-founder of Therapy Home, and President of the ME WE by Therapy Home Association, an organization she co-founded with Diana Șorop. Through her work, she combines individual and family therapeutic practice with educational and social projects, bringing mental and emotional health closer to people and communities.

C&B: How would you describe yourself in one sentence to spark the curiosity of those who don’t know you yet?

Liliana Maria Jgheban: I am a person who has transformed my own search for balance and meaning into a mission to support children, adolescents, adults, and families in rediscovering their confidence and power to build healthy relationships.

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

Liliana Maria Jgheban: The first defining moment was the decision to leave a career in a different field to pursue psychology and dedicate my time to the emotional healing of others. Then, launching Therapy Home together with Diana Șorop, at a time when the idea of therapy was still viewed with reluctance, was an act of courage and a choice that completely changed my professional path. Another defining moment was the founding of the ME WE by Therapy Home Association, again with Diana Șorop — a step that took my work beyond the therapy room and into the community, through projects with social impact.

C&B: What were the main challenges you faced when launching Therapy Home, and how did you overcome them?

Liliana Maria Jgheban: The biggest challenge was to build trust in a sensitive and often stigmatized field. People used to, and sometimes still do, see psychotherapy as a weakness rather than a tool for growth and healing. I overcame this obstacle through consistency, by nurturing genuine relationships, and by creating a space that conveys safety and closeness — a therapeutic “home.”

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

Liliana Maria Jgheban: My dream has always been to create a space where people feel seen, heard, and unconditionally accepted. I deeply believe that every person has the inner resources to heal and that the right kind of support can radically change lives.

C&B: How did you look at the beginning of your journey, and how do you feel you’ve transformed over time?

Liliana Maria Jgheban: At the beginning, I was more fearful and very focused on perfection. Today, I’ve learned to value authenticity, flexibility, and courage. I’ve become more present and open as a person.

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

Liliana Maria Jgheban: I think they would say that I’m both firm and kind. That I listen, encourage, and give them confidence, but also challenge them to go beyond their limits. And, above all, that I always put people first.

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

Liliana Maria Jgheban: The decision to move from individual practice to entrepreneurship in psychology. Therapy Home and the ME WE by Therapy Home Association would not exist if I had chosen to remain in the comfort zone of one-on-one therapy.

C&B: What is Therapy Home’s mission, and how is it reflected in your daily activity?

Liliana Maria Jgheban: Therapy Home’s mission is to provide safe spaces and concrete resources for healing, emotional education, and relational reconnection. It’s reflected in every therapy session, in our support groups, and in camps and workshops on various topics.

Through the ME WE by Therapy Home Association, this mission extends to the wider community through charitable and educational projects that raise awareness about the importance of mental health. We do this through psychoeducational initiatives led by a team of professional therapists with extensive experience in counseling teenagers, adults, and couples in Romania.

C&B: What has been your greatest professional satisfaction from this project so far?

Liliana Maria Jgheban: The real transformations I see in people. Watching a teenager learn to express emotions or a woman regain her confidence — these are the moments that give meaning to my work. The fact that Therapy Home and ME WE by Therapy Home Association have become trusted pillars in the community is a profound fulfillment.

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

Liliana Maria Jgheban: A typical day includes individual and family therapy sessions, as well as time dedicated to social and educational projects. The most fulfilling moments are when clients or participants tell me: “I’m grateful that you exist in my life!”

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

Liliana Maria Jgheban: I’m guided by authenticity, respect, and the belief that everyone deserves a second chance. I apply these values every day through the way I listen, support, and create contexts where people feel safe and can flourish.

C&B: How did the idea of founding Therapy Home come about, and what inspired you to start this project?

Liliana Maria Jgheban: The idea came from the desire to offer more than a traditional therapy office — to create a warm, welcoming space where people feel they belong. I was inspired by the real need people have for a place where they can receive support not only as individuals but also as families and as part of a community.

C&B: How do you envision the development of Therapy Home in the coming years?

Liliana Maria Jgheban: I wish for Therapy Home to become a reference center for mental health in Romania — a place where people find support through innovative therapies, educational programs, and community projects. Through the ME WE by Therapy Home Association, we aim to expand our social impact by getting involved in more programs for children, teenagers, parents, and families in need.

Liliana Maria Jgheban’s story is one of courage and purpose — the courage to turn her own inner search into a mission to help others heal.

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