Interview with Maria Groza, Co-founder of STIL Diamonds: „Behind Every Piece of Jewelry Lies a Story – and STIL Diamonds Has Been Writing It for 35 Years”

The Story Behind the Brand

If you could go back to 1991, what’s the very first image that comes to your mind?

The first image is of the small workshop where it all began – a handful of people and the excitement we felt when the very first pieces of jewelry came to life. It was an enormous challenge, but also an incredibly rewarding experience. That was the moment we realized it was possible.

Do you remember the first piece of jewelry created in your workshop? What’s the story behind it?

The first pieces we created were wedding bands. In the beginning, we designed and refined our own molds, constantly improving them, and every wedding band became a lesson in craftmanship. From day one, we placed great importance on quality, attention to detail, and the desire to create something that would stand the test of time – just like the promise a wedding band symbolizes.

How has your definition of success evolved over the past 35 years?

A STIL Diamonds creation represents the meeting point between two generations and two complementary perspectives. It reflects a deep respect for timeless, classic jewelry, while also embracing the courage to create modern, expressive, and unexpected collections. It means looking at gemstones through a different lens, exploring unconventional colors and shapes, and designing jewelry that highlights the individuality of the person wearing it.

What’s the most valuable lesson you’ve learned from the master jewelers who have been part of your journey for more than three decades?

We’ve learned that patience and attention to detail are what transform a beautiful piece of jewelry into a truly memorable one. There are no shortcuts in this craft. Every creation requires precision, discipline, and deep respect for the materials you work with. The passion and dedication of our artisans are what have made the evolution of STIL Diamonds possible.

How do you recognize an exceptional jeweler?

Not just by their technical skills, but by the way they approach every piece of jewelry. An exceptional jeweler pays attention to every detail, never compromises on quality, and understands that each creation will become part of one of the most meaningful moments in someone’s life. Talent is essential, but it’s dedication, a willingness to keep learning, and genuine passion that transform a skilled professional into a true master.

Jewelry and Emotion

What does the idea of a piece of jewelry becoming a family heirloom mean to you?

I believe that’s one of the most beautiful purposes a piece of jewelry can serve. Its true value doesn’t lie solely in the gold or the diamond, but in the emotions it carries. We want every piece we create to be crafted with such quality and lasting value that it can still be worn – and cherished – ten years from now and beyond.

Is there a moment when you know a piece of jewelry is “finished”? How do you know there’s nothing left to change?

There comes a moment when every detail is in perfect balance. When the design, proportions, finish, and stone setting all come together exactly as they should, you no longer feel the need to add or change anything. A piece of jewelry is complete when it conveys the emotion it was created to express, and when our entire team is confident that it meets STIL Diamonds’ standards.

What does it mean to you to create jewelry in Romania that can stand alongside pieces from renowned international jewelry houses?

It’s both a great responsibility and a tremendous source of pride. From the beginning, we’ve believed that excellence isn’t determined by where you’re located, but by the people you work with, the technology you invest in, and the vision you choose to pursue. We’ve chosen to remain in Râmnicu Vâlcea because we’ve always believed that a brand capable of competing on the international stage can absolutely be built in Romania.

STIL Diamonds @ Băneasa Shopping City

Why is Băneasa Shopping City the right place for STIL Diamonds?

Băneasa Shopping City is one of Romania’s leading premium retail destinations, bringing together people who appreciate quality, design, and authentic experiences. Its values closely align with those of STIL Diamonds. We wanted to be present where customers seek excellence and where we can proudly represent a Romanian brand built over more than 35 years. For us, being part of Băneasa Shopping City is about much more than visibility – it’s an opportunity to demonstrate that a Romanian brand can deliver the same level of quality, refinement, and customer experience as the world’s leading international jewelry houses.

If someone were visiting the STIL Diamonds boutique at Băneasa Shopping City for the very first time, what would you want them to feel before they even look at the first display case?

We’d like them to feel that they’re entering a place where they are genuinely welcome, and where every detail has been thoughtfully designed with the mind. We want them to experience elegance, refinement, and confidence from the very first moment. Jewelry is about emotion, and that experience begins long before someone looks at the first showcase. Above all, I want every client to feel heard and understood – to know they’ll find people here who will help them choose the piece of jewelry that best tells their story.

How would you describe the customer you meet at Băneasa Shopping City?

Băneasa Shopping City’s customers are well-informed, discerning, and deeply attentive to quality and details. They’re connected to international trends while also seeking authenticity and trust. Often, they aren’t simply looking to buy a piece of jewelry – they’re searching for something that will mark an important moment in their lives. That’s why they value thoughtful design, exceptional craftmanship, and the personalized guidance they receive in our boutique. They’re discerning customers, and that continually inspires us to raise our standards and become even better every day.

From the Heart

Is there a piece of jewelry you could never bring yourself to sell?

The wedding band I wear. Beyond its material value, it holds an emotional significance that nothing could ever replace. It represents my family, one of the most important moments of my life, and the promise we made to each other. Over the years, I’ve come to understand that the most valuable pieces of jewelry aren’t necessarily the most expensive – they’re the ones that carry the most meaningful stories.

What advice would you give to young entrepreneurs who dream of building a brand that will endure for more than three decades?

I’d tell them to have courage and vision. Those are the two qualities I believe every entrepreneur needs most. Don’t be afraid to begin, even if you don’t have all the answers from day one. I entered the jewelry industry without any prior experience, but with a genuine desire to learn and to build something that would outlast generations. Invest in people, invest in quality, and never stop learning. Success doesn’t happen overnight – it’s built step by step, through perseverance and a deep respect for your customers.

If you could leave behind just one legacy through STIL Diamonds, what would it be?

I hope STIL Diamonds will stand as proof that a strong, respected, and enduring brand can be built in Romania – one that is appreciated across generations. A brand founded on authenticity, exceptional people, and a commitment to doing things as well as they possibly can be done, every single day. If, years from now, people say that STIL Diamonds stood for trust, quality, and emotion, then I’ll know we’ve fulfilled our mission. That is my greatest dream: to leave behind a Romanian brand that will continue to thrive for generations to come.