BT Business Talks - Amalia Săftoiu, Founder & CEO Ami Amalia

Sometimes, the most important decisions do not start from a perfectly built business plan in Excel, but from a simple belief: that you want to create something your own.

Within BT Business Talks, we spoke with Amalia Săftoiu, the founder of the Romanian knitwear brand Ami Amalia, about the journey from an international career in corporations to building a brand with roots in Romania, produced in Transylvania and appreciated today beyond borders.

Before becoming an entrepreneur, Amalia worked for two decades on complex international projects, collaborating with large companies and teams from around the world.

The moment of change came after the birth of the second child.

„I felt that I wanted to see if everything I had learned up to that point could be transformed into something built by me.”

It was not a decision based exclusively on financial calculations or market opportunities. It was rather the desire to create a meaningful project that reflects the values in which one believes.

The idea behind Ami Amalia is related to the places where she grew up.

Originating from the mountainous area of Romania, Amalia says that the closeness to nature and the beauty of the Carpathians have profoundly influenced the direction she chose for her business.

From the beginning, he wanted three things:

• to build a sustainable business;
• to work with wool and natural materials;
• to produce in Romania.

Later, this vision turned into an even bolder choice: developing our own production unit in order to control the entire process and to remain faithful to the principles that underpinned the brand.

One of the most valuable ideas shared during the conversation was related to the support that entrepreneurs need.

„Do not leave alone on the road.”

Whether we are talking about family, business partners, or people who believe in your project, the support of those around you can make the difference in difficult times.

For Amalia, the stability provided by family was an essential factor during the period when the brand was just beginning.

Any business comes with challenges, especially in the first years.

Maybe that is exactly why, one of the pieces of advice he offers to future entrepreneurs is to choose a field that truly excites them.

“Disappointments will exist. What is important is to remain consistent and to continue believing in your idea.”

Resilience, patience, and trust become resources as important as financing or development strategy.

From personal savings and European funds to banking partnerships built over time, developing a business also requires appropriate financial resources.

In the case of Ami Amalia, the relationship with Banca Transilvania started right from the return to Romania and continued as the business grew.

For any entrepreneur, access to the right financing tools can mean more than just capital. It can mean the confidence necessary for the next step.

At the end of the discussion, Amalia talked about what she admires most in Romanian entrepreneurs: the ability to move forward, even when the context is not simple.

Resistance to obstacles, creativity, optimism, and the conviction that they can build something valuable are qualities found in more and more local business founders.

Today, Ami Amalia is recognized as an authentic Romanian brand. And the next goal is an ambitious one: consolidating the presence as a European brand, built in Romania and grown through authentic values.

Because sometimes the most beautiful businesses start exactly like that: with a passion, a lot of patience, and the courage to take the first step.