TEILOR, a luxury jewellery chain present now in five countries in CEE, started as a dream. One translated into a plan that built further a strong brand – the result of the vision and motivation to find possibilities in each circumstance.
We welcomed Iulia Novac, Marketing Director at TEILOR for an interview on luxury, how AI impacts leadership and the brand’s latest projects.
What is the #1 change that Teilor applied following BRAND MINDS?
At BRAND MINDS, we were reminded that great brands don’t just sell products – they tell stories people want to live in. For us, that meant doubling down on authentic storytelling and creating experiences that stay with you long after you leave the store. These were already part of TEILOR’s DNA, but the event brought fresh perspective, new tools, and highly actionable insights that we’ve woven into every customer touchpoint since.
What are the top 2 strategic priorities for the company in the next 12–18 months?
First, to sharpen our product positioning by developing more in-house collections with storytelling at their heart – collections that not only shine but speak. Second, to accelerate the growth of DAAR, our younger brand dedicated to lab-grown diamonds. TEILOR remains our timeless, elegant cornerstone, while DAAR embodies the fresh, experimental spirit of a new generation. Together, they allow us to honor our heritage while embracing the future.
What are your most effective tactics for improving team engagement at scale?
Engagement begins with belonging. As a family-owned business, TEILOR naturally fosters a deep emotional connection – our people feel they’re building the brand’s story alongside us. With so many ambitious projects unfolding across TEILOR at high speed, every team member can see the immediate impact of their work. It’s motivating to watch an idea evolve into a tangible, beautiful achievement – and to know your contribution helped make it real.
What mindset shifts do leaders need to make to keep up with generational shifts in motivation and workplace culture?
Today’s leaders must evolve from a “command and control” style to one rooted in trust, autonomy, and genuine collaboration. Each generation brings new expectations to the table – and leadership must adapt by listening, communicating openly, and investing in personal connection. It’s not just about assigning a task; it’s about understanding the person behind it, recognising their strengths, and creating space for them to thrive – even in their moments of vulnerability.
In what ways do you see AI transforming the luxury retail experience – both online and in-store?
AI will inevitably reshape luxury retail, but in our industry, transformation tends to move at a more deliberate pace. In luxury, the human touch will always be irreplaceable – from the way a diamond is presented to the warmth of a face-to-face conversation. AI can elevate this by enhancing personalization, anticipating needs, and speeding up processes. But in the end, technology should amplify, not replace, the emotional depth of human connection.
What is the latest news about Teilor?
We’re celebrating two recent launches: last summer with Reverie, a collection that invites you to dream without limits, and this fall with Simplicity, a capsule rooted in our origin story, featuring the emblematic linden flower – a symbol tied to the street where our journey began more 25 years ago. Our communication mirrors the pieces themselves: minimalist in form, rich in meaning, and always centred on the client experience.
