Dear readers,
It’s always a pleasure to spotlight inspiring women entrepreneurs like Oana Popa, co-founder of Ameor, a brand that beautifully combines passion, artistry, and emotion in its timeless jewelry pieces. Alongside her sister, Bianca Ciobanu, Oana has created a brand rooted in the rich tradition of Romanian craftsmanship, celebrated in Brașov’s historic workshops.
In this interview, Oana shares her journey, the story behind Ameor, and her vision for meaningful, enduring designs. Her dedication is a powerful reminder of the creativity and strength women bring to the world of entrepreneurship.
Enjoy this inspiring conversation and discover the magic of Ameor!
Personal Journey and Brand Story
What inspired you to start Ameor, and how did your journey in the jewelry industry begin?
R: The story of Ameor didn’t begin in a luxurious workshop but in a small corner of my heart where passion and creativity met. Since I was a little girl, I’ve always been fascinated by jewelry. I saw it as more than just an accessory—it was a way to carry memories, emotions, and stories with you. However, until I turned 30, my jewelry box was filled with simple, non-precious pieces that didn’t truly represent who I was.
After turning 30, I started seeing jewelry, especially gold pieces, as a way to celebrate life’s special moments. Every piece I chose marked a personal achievement, a cherished memory, or simply a way to give myself something that brought me joy. This deepening connection with gold jewelry sparked a creative idea, and that’s how Ameor was born.
The first piece in the Ameor collection, the “Embrace” 2-in-1 earrings, was inspired by my desire to create something unique and versatile. I had searched for heart-shaped earrings that matched my vision, but I couldn’t find anything that felt right. So, I decided to design them myself. I imagined a style that could adapt to different moods and occasions and sketched the idea on paper. When I shared my vision with my sister, Bianca, a simple sketch turned into so much more. Together, after months of hard work, we brought that idea to life. That’s how Ameor came to be—a brand rooted in emotion, creativity, and the celebration of life’s meaningful moments.
What does the name "Ameor" signify, and how does it reflect the essence of your brand?
R: The name "Ameor" is inspired by two French words: "âme" (emotion) and "or" (gold). It represents the essence of our brand—creating jewelry that is more than just an accessory. Each piece tells a story, creates a deep connection with the wearer, and captures meaningful emotions. Gold symbolizes not only beauty and durability but also timeless connections that can be cherished forever.
Craftsmanship and Design Philosophy
Romanian craftsmanship has a rich heritage. How do you incorporate traditional techniques into Ameor’s modern designs?
R: Although Ameor’s designs are modern and minimalist, they are brought to life in two workshops in Brașov, some of the oldest in the region, where skills and experience have been passed down from generation to generation. Our jewelry is made using a combination of modern technology, such as laser cutting and casting, and traditional hand-finishing techniques. Each piece is carefully polished and perfected by hand, ensuring attention to detail and high-quality craftsmanship. This mix of modern design and traditional methods allows us to create timeless jewelry that tells a story of passion and dedication.
What is your creative process when designing a new piece of jewelry? Do you have a favorite collection or piece that holds a special story?
R: For me, jewelry is not just about fashion—it’s timeless. I believe a piece of jewelry should carry an emotion, tell a story, and create a connection with the person wearing it. My creative process begins with this belief, often inspired by a feeling, a memory, or a meaningful symbol. I start by sketching multiple versions, refining the design until it captures the essence of what I want to express. Once the design is finalized, I collaborate with two workshops in Brașov, known for their craftsmanship passed down through generations. Using modern techniques like laser cutting alongside traditional hand-finishing methods, we bring each piece to life with precision and care. One of my favorite creations is the "Embrace" 2-in-1 earrings. They were the first piece I designed and perfectly embody my philosophy—versatile, meaningful, and deeply connected to the wearer. For me, jewelry isn’t just an accessory; it’s a way to celebrate timeless stories and emotions.
Materials and Sustainability
What types of materials do you work with, and how do you ensure their quality and sustainability? In recent years, sustainability has become a key focus in luxury industries. How does Ameor address environmental concerns in its practices?
R: We work exclusively with 14k gold and other high-quality materials, sourced from trusted suppliers. To ensure quality, all materials are rigorously tested, and every piece is carefully crafted and inspected in our workshops in Brașov.
In recent years, sustainability has become a key focus in luxury industries. How does Ameor address environmental concerns in its practices?
R: For sustainability, we focus on minimizing waste and reusing leftover gold from the production process. For example, smaller pieces of gold trimmed during laser cutting or hand-finishing are often repurposed into smaller jewelry components, such as clasps or decorative details. Other leftover material can be used for prototypes or sent back to our suppliers for recycling, ensuring no gold goes to waste.
We are also exploring the use of more eco-friendly packaging to reduce environmental impact while maintaining the elegance our customers expect. Additionally, we believe that timeless, durable jewelry is inherently sustainable. By creating pieces that can be cherished for generations, we help reduce unnecessary consumption and focus on meaningful, lasting designs.
Market and Customer Experience
What makes Ameor stand out in the competitive jewelry market, both in Romania and internationally?
R: We’re a small, family-driven brand—just me and my sister, Bianca, who lives in France. Her presence in France offers a broader perspective, but we remain deeply rooted in our belief that jewelry should be timeless, meaningful, and personal, rather than following trends. All of our pieces are carefully crafted in the two workshops in Brașov, where the tradition of jewelry-making has been passed down through generations. This collaboration ensures that each design reflects precision, quality, and emotion. At Ameor, we believe that jewelry is not just an accessory—it’s a way to celebrate special moments, tell stories, and create lasting connections. By focusing on timeless designs and authenticity, we stand out in both the Romanian and international jewelry markets.
How do you approach creating a personalized experience for your customers, especially those seeking custom or meaningful pieces?
R: At Ameor, we believe that every piece of jewelry should feel personal and meaningful to the wearer. While our designs reflect our creative vision, we offer the option to adjust certain details to better suit each customer’s preferences. For example, customers can choose the length of a chain, adjust the position of a pendant, or add an engraving with a special message. These thoughtful adjustments help transform each piece into something uniquely theirs. For us, personalization means flexibility and care, so that every customer can find or adapt a design to celebrate a story or a special moment in their life.
What challenges have you faced as a Romanian brand in the global luxury market, and how have you overcome them?
R: As a small Romanian brand, one of the biggest challenges has been competing with large, well-established companies that have significant resources for marketing and distribution. Instead of trying to compare ourselves to them, we’ve focused on building authentic connections with our customers by emphasizing quality, emotional design, and attention to detail. Another challenge has been increasing the visibility of our brand.Although we are still small, we have grown thanks to the recommendations of our customers, and we want to continue growing this way—by meeting the expectations of those who choose us and building a loyal community around the Ameor brand.
Where do you see Ameor in the next five years? Are there any exciting plans or collections on the horizon?
R: In the next five years, we hope to establish Ameor as a trusted brand in Romania and grow steadily, step by step. Our focus will remain on creating timeless jewelry that celebrates meaningful moments. While we are not rushing into international expansion, we are open to exploring collaborations with select partners or boutiques abroad when the time is right. For now, we plan to introduce more designs that reflect our vision—jewelry that combines elegance, emotion, and versatility.
Our goal is to continue creating pieces that deeply resonate with our customers and become part of their cherished memories.
Thank you for joining me on this journey into the world of Ameor and the inspiring story of its co-founder, Oana Popa. Her passion for timeless jewelry and her dedication to preserving Romanian craftsmanship are truly remarkable.
I hope this interview has inspired you as much as it has inspired me. Don’t forget to explore Ameor’s exquisite collections, where every piece tells a story and celebrates life’s meaningful moments.
Until next time, Izabela
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