Bucharest: Daniela Olaru, a Romanian entrepreneur, has launched the demiur brand, a clothing venture blending elegance and modesty. Transitioning from a stable office role to fashion design, Olaru focuses on quality and innovation, crafting distinctive shirts that resonate with personal style and embody her journey of self-discovery.
Daniela Olaru, an entrepreneur from Romania, has launched the demiur brand, a venture rooted in her passion for fashion and design. The term “demiur” derives from the English word “demure,” encapsulating themes of modesty and elegance. Despite graduating from the Faculty of Cybernetics, Statistics, and Computer Science, Olaru’s longstanding dream of designing clothing led her to transition from a stable office job to the world of fashion design.
Reflecting on her past, Daniela remarked, “I chose a stable career, influenced by the idea that I should follow a serious profession.” Over the years, while working in an office, she nurtured her creative instincts through various design courses and personal projects. Ultimately, the turning point for her came when she enrolled in a sewing course; seeing her peers crafting their collections instilled a sense of urgency in her to pursue her dream.
In the year leading up to the pandemic, Daniela made the significant decision to resign from her job and dedicate herself entirely to demiur. “Financially, the beginning was not easy. I relied on my savings and on the unconditional support of my husband,” she revealed during an interview, highlighting the risks involved in starting her own brand.
From its inception, the demiur brand has prioritised quality and attention to detail, aspiring to bring a unique touch to the Romanian fashion market. The brand’s mission focuses on creating garments that resonate with the personality and style of the wearer. The initial collection garnered attention, providing Olaru with encouragement as she navigated through market testing and strategy adjustments.
Central to demiur’s offerings is a distinctive shirt line that marries classic elegance with contemporary design. Daniela has transformed the white shirt, often perceived as a basic garment, into a stylish essential featuring innovative cuts and premium materials. This focus on a singular product line emerged from a conversation with her sister, who advised her to refine her efforts.
The design process for demiur shirts is meticulous, beginning with sketching and fabric selection. Daniela manages the prototypes herself in her home workshop, where she tests various fabrics and cuts to adhere to the brand’s quality standards. Once finalised, the prototypes are sent to a small factory for mass production, with a commitment to sustainability and ethical practices in material sourcing.
As demand for demiur shirts increased, Daniela expanded production capabilities, partnering with a larger factory to retain control over quality. Each garment undergoes rigorous quality checks before reaching customers, ensuring all products meet high standards. “Any amount spent on a garment should be seen as an investment,” Daniela stated, underscoring the long-term value of well-crafted clothing.
Among the shirt designs Olaru has created, she expresses particular fondness for the TOMBOY model, made from cotton twill, and the MAJESTIC model, produced from poplin with distinctive features inspired by men’s fashion. The BLOSSOM model, known for its flared sleeves, and the ROYALE, an oversized shirt from the latest collection, have also captured customer interest.
Looking ahead, Daniela is working on a new collection titled FLOW, which promises to embody her personal style and vision for harmony and balance. Plans for 2025 include maintaining the brand’s signature style while introducing colours into the predominantly white shirt line for the first time in five years. Materials for the FLOW collection will be sourced from renowned Italian factories, further enhancing the quality associated with demiur.
Ultimately, demiur has transcended the realm of shirt-making; it represents a journey of self-discovery and empowerment for Daniela Olaru. Each piece crafted tells a story of confidence, quality, and the courage to embrace one’s true passions.
Source: Noah Wire Services
