What happens when a ceramic artist and a skilled metalworker unite their creative visions? For Andreea Bădrăgan and Florin Chiuță, it led to Joined by Fire, a jewelry brand where craftsmanship meets storytelling. In this interview, they share how their journey began, the challenges of selling at fairs, and the evolving appreciation for handmade jewelry in a world of mass production.
For Business Review’s March 2025 printed edition, an in-depth analysis explores how Romania’s jewellery market continues to shine, seamlessly merging tradition with modern design.
What inspired you to become a jewelry designer, and how did you start your business?
Our path to jewelry design was a bit unexpected. Florin’s experience in working with precious metals at the Romanian Orthodox Church Patriarchate sparked his interest in jewelry making. He pursued this passion, developing his skills, and eventually, our paths crossed. I was a ceramic artist looking for a jeweler to collaborate on custom designs for my work. We discovered a shared creative vision, and soon after, we launched Joined by Fire. That was seven years ago.
How important are fairs and exhibitions for your business? Do they represent a significant part of your sales?
While our business has been primarily driven by custom orders, often found online and through social media, fairs and exhibitions are important. They contribute to sales, of course, but, more importantly, they help us maintain and strengthen our connection with the public.
How do you decide which fairs and exhibitions to participate in? What are the key factors that make a fair worth attending?
Choosing the right fairs is a delicate balance. For me, having been involved in the local fair scene for 15 years (even before Joined by Fire), I’ve witnessed its evolution. We select events that resonate with our brand aesthetic and our personal values. The professionalism of the organizing team is very important. We prioritize fairs where we feel respected and valued as creators and makers.
What are the biggest challenges when selling at fairs compared to other sales channels?
One of the ongoing challenges is always the display. We’re constantly working to improve how we present our jewelry at fairs. Another is that the busy environment of a fair doesn’t always allow for in-depth conversations about the stories behind each piece, which is something we value as lots of our objects have stories to tell.
Have you noticed any changes in buyer behavior at fairs in recent years? Are visitors more interested in affordability, sustainability, or unique designs?
Definitely. We’ve noticed that buyers are becoming more and more aware of the difference between mass-produced jewelry and handcrafted pieces. There’s a growing interest in understanding the creative process and the inspiration behind the designs. While affordability is always a consideration, people are also increasingly drawn to unique and meaningful jewelry.
What type of jewelry do you specialize in, and what makes your pieces unique?
We specialize in nature-inspired, organic designs that often tell a story and showcase the craftsmanship involved. Florin also has a passion for creating kinetic jewelry, though he doesn’t always have as much time to explore that side of his creativity.
How do you determine pricing for your jewelry, especially when selling at fairs?
Pricing is always a bit of a balancing act. We take into account our material costs, the time involved in creating each piece, and the complexity of the design. Our pricing structure is consistent, whether we’re selling at a fair or through other channels.
Do you notice any trends in materials or designs that buyers are gravitating toward? Are there specific gemstones, metals, or motifs that are in demand?
We’ve observed a trend toward dainty, minimalist designs. While those are beautiful, they aren’t necessarily the primary focus of our work.
How much of your collection is customizable or personalized? Do fair visitors request bespoke designs?
Starting 2024, we’ve been focusing quite a bit on custom wedding and engagement rings, so a significant portion of our work has been personalized. We do make sure to mention our custom design capabilities at fairs, but people rarely request fully bespoke pieces on the spot.
How does Mărțișor season impact your sales and product offerings?
Mărțișor season is very important for us. From January until the end of February, we dedicate our time almost exclusively to creating Mărțișor pieces, working mainly with ceramics. We release a new collection each year, and the sales from this period are extremely helpful, often allowing us to make investments in equipment that we wouldn’t otherwise be able to afford.
How do you balance traditional and modern interpretations of Mărțișor jewelry in your designs?
We honor the tradition by using ceramics, keeping the pieces small, and maintaining affordable prices. However, we also try to give our Mărțișor brooches a modern aesthetic, making them suitable for year-round wear. We’re always pleased to hear that our customers often wear them all the time.
How do you educate customers on the value of handmade jewelry versus mass-produced pieces?
Social media is our best friend when it comes to this. We do our best to show and tell the story of the process in posts, images, and reels. We also give a “tour” of our studio to all the customers who visit us and explain what each piece of equipment does, the steps and stages necessary to make a piece of jewelry, and sometimes. We also try and explain the actual difference between our process and the mass-production process. At the end of the “tour,” we feel they usually have a better understanding of this difference.
