How Passion and Empathy Can Transform an Entire Industry

With an impressive career in interior design, marked by avant-garde projects that have constantly redefined the traditional concept of design, Elena Oancea has made a lasting impact on the industry. But what is the philosophy behind a multimillion-euro business, and what sets apart the interior design projects she creates alongside her team at K2 Design Lab?

Elena’s entrepreneurial journey doesn’t stop at interior design. Since 2024, she has taken on the role of Co-CEO at Goldbach Group, a holding company operating across diverse business sectors—from real estate to renewable energy. Her experience in recent years has been crucial to the group’s development strategy, driving the expansion of two major business divisions:

• K2 Retail Properties, focused on developing a network of retail parks
• K2 Design Lab, active in the interior design market

We spoke with Elena to craft a sharp entrepreneurial profile that resonates across the industry and serves as an inspiration for future female entrepreneurs driven by passion and creativity. Let’s dive in!

Three Reasons That Keep You Moving and Innovating in Interior Design After 20 Years of Entrepreneurship

The desire to create harmonious spaces, my passion for aesthetics, and an entrepreneurial spirit have been the defining factors throughout my journey. Adaptability and continuous learning have shaped me both in the early stages and throughout my career. Although I have a background in law, my creativity and drive for innovation have left their mark on every initiative.

If I were to highlight a few elements that set a business apart in a competitive market, they would be:

• An openness to new ideas and challenges
• Collaboration with a talented team of designers and architects

The first pushes you out of your comfort zone and drives continuous innovation, while the K2 Design Lab team excels in channeling creativity and translating human individuality into meaningful design solutions.

Where Do You Find Inspiration When Designing a New Space?

The primary source is always the client—their desires and needs for the space being transformed, whether it’s a home or an office. This has been a business philosophy I’ve followed instinctively since the very beginning and remains a core element of my entrepreneurial journey in interior design.
My team’s goal to create harmonious spaces is another fundamental factor behind the growth of the business. Adaptability, continuous learning, efficient collaboration, and a client-centric approach have been crucial to my success throughout my career.

How Do You See the Future of Interior Design and Retail Park Development in Romania?

The interior design market is competitive globally, defined by innovation, excellent organization, and the creative use of space, colors, materials, and textures. The local market is no exception.
In my 20 years of experience, clients have continuously inspired us to push boundaries because of their uniqueness and individuality. The spaces where people live or work every day must reflect that authenticity. At K2 Design Lab, this will remain the guiding philosophy as we grow our business and develop authentic design concepts.

Similarly, client-centricity is at the heart of the strategy for K2 Retail Properties in the retail park development sector. The retail park market has significant growth potential in Romania, particularly in medium and small communities across the country, closely tied to improving living standards for an increasing number of Romanians. I am proud that, as Co-CEO of Goldbach Group and leader of K2 Retail Properties, I am part of this positive transformation for these communities.

Could You Imagine Doing Something Other Than Interior Design?

Initially, I would have said that if I hadn’t become an entrepreneur in interior design, I would have pursued entrepreneurship in another creative field—or even in the legal sector, given my background in law.
Driven by my passion for beauty and my entrepreneurial spirit, I might have leaned toward a business related to art, fashion, or events—something that would allow me to express my creativity.

The year 2024 confirmed this, as I accepted a new entrepreneurial challenge: taking on the role of Co-CEO of a group of companies operating in fields that are either complementary or entirely new compared to my previous experience.
Such changes, new fields, and the challenges they bring are a way for me to maintain my entrepreneurial momentum and keep my creative spirit alive.

Read the article here. Original publication date: 23.01.2025