Anca Vlad, founder of Fildas-Catena Group, was awarded at the “Personality of the Year 2025” Gala, organized by Forbes Romania & TEILOR – one of the most important business events of the year, dedicated to recognizing leaders with major impact in the Romanian economic environment.
The award honored Ms. Anca Vlad for her continuous role in the development and successes of the Fildas-Catena Group, her remarkable leadership, and her ability to lead a fully integrated Romanian business to success.
The award was presented to her by Virginia Oțel, Corporate Communication Director at Garanti BBVA Romania, as a sign of appreciation for her outstanding contribution to the healthy and sustainable development of the pharmaceutical market in Romania.
Forbes Romania & TEILOR Personality of the Year Gala is an annual event that brings forward visionary leaders from various sectors of activity, offering recognition to those who, through vision and results, inspire the business community.
In a complex economic context, the Fildas-Catena Group continued to strengthen its leading position on the domestic pharmaceutical market. Commitment to the community and patient orientation remain strategic pillars of the company, reflecting an organizational culture built on balance, perseverance and responsibility toward those it serves.
At the 25th edition of the Christmas Tree Festival, a manifesto-event dedicated to equal access to education, Catena continued to stand at the heart of this charitable initiative. Its contribution helped achieve a historic result: over €1 million raised to support more than 15,000 children at risk of poverty and social exclusion.
On a night when generosity became the shared goal of everyone present, the 24 creations auctioned once again demonstrated the power of solidarity and community.
From iconic designers to emerging young artists, participants in the 2025 edition transformed the Christmas tree into a visual expression of involvement and social responsibility. Each creation tells a story and, through the generosity of those who placed bids, becomes a real instrument of social change. Over the years, the Festival organized by Save the Children Romania has successfully built a bridge between art and generosity.
The most highly auctioned work, “A Cosmic Tree of Life”, created by Vlad Nancă, was acquired through the joint efforts of Catena and other involved partners.
Once again this year, the Fildas–Catena Group reaffirmed its strong commitment to social causes that support the education and development of vulnerable children. Through active participation in the auction, Fildas–Catena acquired a series of Christmas trees with outstanding artistic and emotional significance:
The Angel
Created by Doina Levintza
A symbolic representation of the angel as a divine messenger and protector, “The Angel” conveys hope, light, and comfort. The piece evokes the idea of care and love, like a guardian angel watching over people.
Voltaquin
Created by Mihai Popescu & Twins Studio
“Voltaquin” is an architectural, sculptural tree made of polished brass, glass elements, and 3D-printed components, transforming light into a fascinating visual spectacle.
A Cosmic Tree of Life
Created by Vlad Nancă
A mosaic-like work inspired by space exploration and the imagery of a feminist future, “A Cosmic Tree of Life” is a modular ensemble configurable into two autonomous forms: one symbolizing balance and accumulation over time, the other dialogue, duality, and cosmic expansion. Both versions are united by the same symbolic structure.
Time
Created by Damiana Păun (Vorbește Lumea, PRO TV)
“Time” portrays two worlds: “then” — the bright memory of rural childhood, and “now” — the bustling, modern city full of contrasts. The tree speaks about unseen yet deeply felt roots, about moments that pass, and about becoming. Looking at it, one finds themselves caught between who they were and who they have become.
Brave Hearts, Branches of Light
Created by Simona & Gabriel Gherasim – Gallantique Boutique
A creation inspired by the stories of children supported by Save the Children. The white branches symbolize their fragile steps, while red represents courage and the heart that never gives up. Natural elements remind us that strength and beauty grow from patience and care. Every detail tells the story of a child who can flourish when someone sees them, supports them, and believes in them. Created with the loving involvement of grandparents Elena and Gherasim Lazăr.
Silk Embrace
Created by Laura Hincu & El Jardin
A natural tree with roots, wrapped in a silk ribbon, “Silk Embrace” speaks of gentleness, protection, and giving. The creation is an invitation to care — for children, for the future, for nature. After the auction, the tree will be planted in a location chosen by the winner, as a symbol of good that, once planted, continues to grow and remain a constant green presence.
Protective Light
Created by Diana Nicolaie & Ela Crăciun
Created as a tribute to children whose voices are not heard enough, “Protective Light” features a central vertical axis made of blue glass — a symbol of their fragility, beautiful and transparent, yet resilient. Inside pulses a warm light, like the hope that grows in every child when they are seen and protected.
The artwork affirms the promise that every child’s light deserves to be kept alive.
The Sweet Tree
Created by Dhaniel Nora & Purple Flowers
“The Sweet Tree” brings together the joy of childhood and the magic of the holidays. Decorated in shades of red and white, with elements inspired by the world of desserts, the tree evokes joy and indulgence — a creation that brings warmth and the generous spirit of Christmas.
The Professions Tree
Created by Adela Pârvu, with the support of Tubądzin Romania
“The Professions Tree” speaks about every child’s chance to learn a profession and build their own path. An invitation to understand that when we support education, we build people and open the future.
The artwork is a modular decorative object, designed to have a long life beyond the festival.
The Story of the Infinite Tree
Created by Nicu Bocancea & Iris Flower Shop
“The Story of the Infinite Tree” speaks about the bond that is born when people choose to stand by children. The trunk shaped like the infinity symbol represents the continuity of gestures of care, support, and solidarity — a path that always moves forward.
The Portal of Childhood
Created by Save the Children, with the support of Ștefania Mircea
“The Portal of Childhood” visually revives the world of stories and the magic of Christmas Eve — the scent of oranges, gingerbread, and the charm of childhood wishes. Beyond nostalgia, the tree conveys the message that the miracle of Christmas remains alive as long as we continue to dream and rediscover the inner light we carry from childhood.
Through these actions, the Fildas–Catena Group reaffirms its role as a long-standing partner of the Christmas Tree Festival — a partnership built on values, respect, and responsibility toward the future of children in Romania.
A firm commitment to children’s future
Catena’s involvement in supporting this charitable event for over 20 years represents a commitment that goes beyond donations, becoming a story that adds new chapters each year to a broader narrative about the importance of children’s education.
Over its 25 editions, the Christmas Tree Festival has become a true pillar of solidarity. To date, more than €10 million have been raised to support 272,127 children through programs such as School After School, Second Chance, summer kindergartens, psychological counseling, and socio-economic support for families.
Each edition stands as proof that good is passed on, and that every contribution opens a new path toward education and hope.
The Christmas Tree Festival also highlights a reality that cannot be ignored: in Romania, over 33.8% of children live at risk of poverty or social exclusion, and for vulnerable families, children’s access to education often becomes impossible without external support. According to Save the Children data, nearly 58% of families in the organization’s programs cannot cover basic school-related expenses, with the percentage rising dramatically in cases of severe poverty.
Catena – The Heart’s Pharmacy continues its long-standing tradition of supporting initiatives that bring real change to the lives of vulnerable children in Romania. This year as well, the pharmacy brand is a main partner of the Christmas Tree Festival, now reaching its 25th anniversary edition – a true manifesto dedicated to solidarity and social responsibility.
The launch conference and presentation of the 23 unique Christmas trees brought together artists, designers, and supporters of the cause championed by Save the Children Romania for the past 25 years.
In her message, Anca Vlad, founder of the Fildas–Catena Group, emphasized the long-standing relationship with Save the Children and the essential support that noble causes and the arts need from the entrepreneurial environment.
The 2025 edition showcases a spectacular collection of 23 unique Christmas trees created by renowned Romanian designers and artists: Doina Levintza, Omid Ghannadi, Alex Iancio & Robert Nagy, Adela Pârvu, the Untold Creative Team, Laura Hîncu, Andreea Mogoșanu, and many others. These works of art will be auctioned during the dedicated gala on December 4, with the funds raised supporting Save the Children’s programs for the education and protection of children facing hardship.
For Catena, involvement in the Christmas Tree Festival remains a testament to its constant commitment to the communities it serves and to their needs.
The Christmas Tree Festival is one of Romania’s longest-running and most impactful charity events. Throughout its 25 editions, the project has succeeded in mobilizing the artistic community and the business sector, generating substantial funds — over 10 million euros — for the education, health, and protection of vulnerable children.
The 2025 edition marks not only a celebration but also the reaffirmation of a shared mission: every child deserves a chance to education and to a better life.
Fildas-Catena, the largest business in Romania’s pharmaceutical market, ended 2024 with a turnover of approximately 15.5 billion lei, employing 9,000 people across nearly 1,000 pharmacies and 16 modern warehouses under the group’s umbrella. It is a story about vision, continuity, and the ability to build.
Entrepreneur Anca Vlad began her activity in this sector in the early 1990s, at a time when Romania was just learning to operate under the principles of a free market economy. In 1991, she founded Fildas, with only a few employees, and three years later, in 1993, rebranded it as Fildas Trading, entering seriously into the field of pharmaceutical distribution. The market was still unstable, with frequent shortages and a weak logistical infrastructure, recalls Anca Vlad, founder of the Fildas-Catena Group.
The decisive step that would forever change the group’s scale came in 1999, when Fildas Trading acquired the majority stake in the Argeșfarm company from Pitești. On the foundation of its 30 existing pharmacies, the Catena brand was born — a strategic move that expanded the group’s activity from distribution to retail, laying the groundwork for the network that would later become known as “The Pharmacy of the Heart”, and eventually the leader of Romania’s pharmaceutical retail market.
25 Years of Accelerated Growth
“With the launch of Catena, a new stage of sustained development began. In the 2000s, the group’s business was worth only tens of millions of euros. Modest at first, the growth soon became increasingly consistent,” says Anca Vlad, President of the Group.
By 2010, the distribution company Fildas Trading was approaching one billion lei in turnover and was consolidating its position in the market. The following decade, however, brought real expansion. In 2018, Fildas Trading reported revenues of 3.9 billion lei, confirming the dynamic growth of its distribution division. Four years later, in 2022, the picture had grown even broader: Fildas Trading reached 6.6 billion lei, while Catena surpassed 6.3 billion lei.
Starting in 2023, the two pillars – Fildas Trading and Catena – together generated over 14 billion lei, reaffirming their position as major players on both the distribution and retail markets. 2024 marked a new historic milestone, according to the group’s representatives: approximately 15.5 billion lei in total turnover, divided almost equally between distribution and retail.
“This figure confirms not only our leadership on the local market but also the maturity of a 100% Romanian entrepreneurial project. The numbers speak for themselves: in 25 years, the group has grown from a few dozen employees and a few dozen pharmacies to 9,000 people and nearly 1,000 Catena units, with a turnover comparable to that of major international chains. It’s an evolution that reflects not only the strength of a Romanian brand but also its resilience and adaptability in a constantly demanding market,” adds the entrepreneur behind the group.
A lesson that Anca Vlad has passed on in business to her son, Alexandru Vlad, Vice President of the Fildas-Catena Group.
Distribution and Retail – The Two Pillars of the Business
Fildas Trading, the “backbone” of the group, is Romania’s leader in pharmaceutical distribution. Its 16 modern warehouses, strategically located nationwide and covering over 60,000 square meters, ensure efficient logistics flows. Every day, the company supplies more than 5,000 pharmacies and 300 hospitals with a portfolio of over 18,000 products. The entire process operates like a precision mechanism, supported by a fleet of over 220 vehicles, increasingly oriented toward electric and hybrid solutions, and by digital technologies that guarantee efficiency and traceability.
On the retail side, the network now exceeds 950 units, covering all regions of Romania – from major university centers to smaller towns. Together, Fildas Trading and Catena form an integrated business model: distribution provides the infrastructure and stability, while retail ensures closeness to patients and brand visibility.
Investments in Digitalization and Sustainability
One of the key drivers of growth in recent years has been digitalization, say Fildas-Catena representatives. A network of nearly 1,000 pharmacies and a nationwide logistics infrastructure require a solid technological backbone. This is how Smart Soft Power, the group’s IT company, was founded – with more than 120 specialists and hundreds of projects implemented. In essence, Smart Soft Power is the digital brain of Fildas-Catena, ensuring that all components work together seamlessly.
Beyond technology, the group has also made major investments in sustainability. Its warehouses are equipped with photovoltaic panels, while its fleet includes electric and hybrid vehicles. “Paperless” programs help reduce resource consumption.
“Fildas-Catena is not content with simply being a market leader — it also aims to be an example of responsibility toward the environment. It’s a modern approach, where economic performance goes hand in hand with care for the future. ‘The Pharmacy of the Heart’ has become a brand recognized and appreciated by millions of Romanians, while Fildas Trading – ‘The Name of Health in Romania’ stands as a model of logistical efficiency and adaptability. Together, they have proven that local entrepreneurship can compete on equal footing with major international players — and that when vision and consistency come together, results are inevitable,” concludes Anca Vlad.
The Fildas-Catena Group received the Award for Strengthening Its Leadership Position on the Pharmaceutical Market at the “Elite Companies” Capital Gala 2025, an event that brought together in Bucharest the most successful companies in the Romanian business environment.
In a year marked by economic challenges and fiscal unpredictability, Fildas-Catena maintained its upward trajectory, successfully consolidating its leadership position in the pharmaceutical distribution and retail market through professionalism, balance, and a vision consistently focused on patients’ needs, according to the organizers.
The award was accepted by Lăcrămioara Chiru, Hospital Sales Director at Fildas Trading, who spoke about the strength of the team and the values that are at the basis of the group’s success:
“We are truly honored by this distinction. This award recognizes our entire team. It belongs to all those who, day by day, through professionalism and passion, carry forward the Fildas-Catena mission: to be close to people, with respect and care for their health. A leader inspires, succeeds in inspiring others, and builds together with them. I thank my colleagues from Fildas and Catena, our partners, and the millions of patients who have placed their trust in us.”
The distinction awarded by the Capital magazine confirms the role of the Fildas-Catena Group as a benchmark of excellence in the pharmaceutical industry and acknowledges its essential contribution to the development of Romania’s healthcare market. Through sustainable development strategies, investments in logistics, digitalization, and the continuous professional growth of its team, the Group continues to demonstrate that true performance is achieved through responsibility, professionalism, and dedication.
Fildas Trading, part of the Fildas-Catena Group, was honored at the Forbes 500 Business Awards 2025 Gala, one of the most prestigious events dedicated to business excellence in Romania.
The award recognizes the remarkable performance, stability, and significant contribution of Fildas Trading to the development of the Romanian pharmaceutical system, through a business model built on professionalism, innovation, and responsibility.
The distinction was received by Ramona Ghiormescu, Billing Manager within the company and one of the group’s first employees. In her speech, she spoke about the beginnings of Fildas Trading and the company’s evolution over more than three decades.
“I witnessed the emergencec of the Fildas-Catena Group, I was there from the very beginning, and it has been 30 years of work, passion, and dedication. Meeting Mrs. Anca Vlad changed my life and that of my family. The creation of the Catena chain was a great challenge for me, as well as for my colleagues,” said Ramona Ghiormescu.
Through this distinction, Forbes Romania reaffirms the strong position of Fildas Trading in the pharmaceutical distribution market and the company’s essential role in ensuring that patients across the country have access to high-quality pharmaceutical products.
Anca Vlad, founder of the Fildas-Catena Group, leader in pharmaceutical distribution and retail, was among the first entrepreneurs to launch her business in the early 90s, being able to develop strong and representative companies in a complex and competitive field.
First, she set up a marketing office, which was dedicated to providing consultancy services. The first customer would arrive after six months. “It happened to be a representative of a foreign company I worked for. After a while, when I felt that there were clear needs in the market, I decided to set up a company to distribute pharmaceutical products for both human and veterinary use, as well as cosmetics,” said Anca Vlad. That’s how Fildas came to be. It started with a turnover of $1.5 million in 1991; at the time, the company had seven employees. In 1993, Fildas Trading SRL was founded. All deliveries in the early years were made to Fildas on “trust”, with no guarantee instruments, with pay-as-you-sell and a relatively low commission. But the news that there was a serious private Romanian company in the field of pharmaceuticals and cosmetics reached many companies that were to gradually become suppliers.
In 2023, the turnover amounted to RON 6.9 billion, according to the latest available data, being the best performance since the establishment of this company. The study “100 Most Profitable Companies in Romania”, conducted by Forbes Romania based on CreditSky data, shows that Fildas Trading is the most profitable company owned by a woman in Romania. At national level, the company operates 16 warehouses, with a total area of 60,000 square meters, which are energy neutral, and a fleet of 400 commercial vehicles.
In 1999, the retail part was also created through the procurement of a company that owned a network of 30 pharmacies and a warehouse in Pitești. Subsequently, investing and reinvesting almost all the profits in development, it has grown to a network of hundreds of pharmacies across the country under the Catena brand. Catena currently has almost 1,000 units and almost 7,000 employees. According to the latest available information, Catena pharmacies achieved a total turnover of about RON 7.1 billion in 2023. Currently, Alexandru Vlad, the founder’s son and a graduate of Cambridge University and University College London, serves as the Group’s president.
Anca Vlad is vice-president of the Romanian Business Association and Family Business Network Romania organization. Since 2021, she is also a member of the Executive Committee of the European Family Businesses Federation, based in Brussels.
Anca Vlad is an active supporter of the Romanian cultural and social life. Her passion, since her college days, has been and remains the visual arts. Starting this year, the Fildas Art Foundation initiates a project of confluence of arts called Vila Catena, where the general public will be able to simultaneously admire and understand the work of the great masters of Romanian painting, in accordance with the searches of young artists. The founder of Catena appreciates and constantly supports the efforts of the teams of Salvați Copiii Romania, “Casa Speranței” Hospice, OvidiuRo, Light into Europe, Renaissance Foundation and other charitable organizations. The Fildas Art Foundation also supports and promotes Romanian film productions, particularly those by directors Cristian Mungiu, Cătălin Mitulescu, and Tudor Giurgiu.
Anca Vlad has been the undisputed leader in Forbes Romania’s ranking of the most powerful women in Romania for several years.
The Fildas-Catena Group was honored with the “Champions League in Business 2025” trophy at a gala event organized by Forbes Romania. The award was received by Alexandru Vlad, President of the group, during an event that celebrates companies with strong results, long-term vision, and real impact on the Romanian economy.
The award once again confirms Fildas-Catena’s leading position in the pharmaceutical distribution and retail industry and highlights the resilience and adaptability the company has demonstrated in a continuously challenging sector.
The ceremony took place in an elegant setting, hosted at the Royal Dining Room of the National Museum of Art of Romania.
Alexandru Vlad, President of Fildas-Catena, emphasized the importance of the team and strategic coherence in the company’s growth: “A team that focuses on a specific goal leads to excellence. For us, that mission has been to become the name of health in Romania, and I believe we’ve achieved that — with and alongside our colleagues. Being dedicated to the health of Romanians is a mission worth carrying forward.”
With an extensive logistics network and strong partnerships with thousands of pharmacies and hospitals across Romania, Fildas Trading has delivered not just products, but trust and stability in an essential industry. The company continues to invest in green technologies, digitalization, and sustainable processes, building a responsible and modern business model.
Catena, the leader in pharmaceutical retail, operates nearly 1,000 pharmacies nationwide and serves over 5 million loyal customers.
For this edition of the gala, Forbes Romania selected companies that, over the past ten years, have recorded consistent growth and proven that real success is built through vision, consistency, and care for people. Fildas-Catena remains a compelling example of these values.
In a festive setting, held at the Royal Palace in Bucharest, the Fildas-Catena Group was once again in the spotlight, receiving two Superbrands awards – one for Catena, in the Consumer Superbrand category, and the other for Fildas Trading, in the Business Superbrand category. The event marked 20 years of the Superbrands program in Romania and brought together the strongest brands that have distinguished themselves by reputation, quality and long-term trust.
Catena – Farmacia Inimii (The Pharmacy of the Heart), with almost 1,000 pharmacies nationwide and a diversified range of its own services and products, has once again been awarded the Superbrand trophy for its constant commitment to the health of patients, empathy for their needs and active involvement in prevention, education and community support campaigns.
For Catena, this trophy came at a truly special moment: the celebration of 25 years of activity.
Fildas Trading, the most important pharmaceutical distributor in Romania, with a top logistic infrastructure and a vision focused on efficiency, sustainability and digitalization, has been recognized for the professionalism with which it supports the national medical and pharmaceutical system.
The trophies were received, on behalf of the teams behind these brands, by Mrs. Aurelia Babinciuc, Catena National Sales Director, and Mrs. Adriana Pârvu, Fildas Trading Purchasing Director, who conveyed a message of gratitude and underlined the importance of hard work and the values that the group promotes.
This double Superbrands recognition reconfirms the solid position of Fildas-Catena Group at the top of the Romanian healthcare industry, as well as its commitment to always put the patient and the needs of the community at the center of its attention and business strategy.
Mrs. Anca Vlad, founder of Fildas-Catena Group, a leader in the pharmaceutical distribution and retail industry in Romania, was awarded at the Romanian Forbes Woman Gala 2025, a celebration of female leadership.
This edition of the Romanian Forbes Woman Gala was about the courage to lead, the wisdom to listen and the talent to inspire others. The theme of the gala was “Iron Hands in Velvet Gloves”, paying “homage to the ladies who are changing the business world by striking the perfect balance between the strength of a strategic, well thought-out decision and the delicacy of a diplomatic approach”, the organizers said.
“The women we have awarded in this edition come from diverse backgrounds. Whether they are company founders, top executives or come from outside the business world, these women demonstrate that influence is not only about revenue and profit, but also about the ability to generate positive, lasting change. Within this special gala, velvet became a metaphor for elegant and powerful leadership. Balanced and strong, but also sensitive, the women here tonight are an example of authentic and effective leadership that inspires and motivates. We honored their contribution and admired their elegance,” said Forbes Romania magazine.
“We invite to the stage, to your applause, Mrs. Anca Vlad, for several years now the undisputed leader among the most powerful women in Romania,” was the introduction made by Bogdan Miu, the host of the Gala.
“It is an evening of hope and everything I have heard here has inspired me tremendously. Thank you for this award and I am incredibly happy to be part of this group of great people. I wish you all the best for the future. After having served as the President of the Group, I have returned to being a marketing expert—something I’ve always wished for—after handing over the leadership of the company to a man: my son. He is also remarkably empathetic, and this health and beauty business is, I assure you, in good hands,” declared Anca Vlad when the trophy was handed to her.
“It is undeniably an evening of positive, feminine energy—of women who lend their strength, minds, and hearts to making our society better, who are leaders in the workplace and deeply engaged citizens in all aspects of our society,” also stated Raluca Michailov, owner of Forbes Romania.
The gala was preceded by the 14th edition of the Forbes Romania Woman Summit, the most important summit dedicated to female leadership, held at the Bragadiru Palace in Bucharest.
This year’s FORBES WOMAN SUMMIT was dedicated to businesswomen who lead with determination and gentleness, leaders who manage to inspire with the perfect combination of gentle strength and refined firmness. The theme of the discussions was F.I.E.R.C.E. & F.E.M.I.N.I.N.E.! A highlight of the summit was the one-to-one discussion with Anca Vlad, founder of the Fildas-Catena Group, moderated by Raluca Michailov.
The 24th edition of the Christmas Tree Festival, the charitable event of the year, organized by Save the Children Romania in partnership with the National Museum of Art of Romania, has once again showed the power of solidarity, raising the impressive amount of 1 million euros to support access to education for children from vulnerable socio-economic backgrounds.
Catena, as the Diamond sponsor and a key traditional partner of this charitable event, played a major role in the success of this year’s edition, acquiring multiple stunning Christmas trees crafted by famous designers and artists, such as: “The Guardian of Dreams” – created by Doina Levintza, “Christmas Refuge” – Laura Hîncu and Creativ Interior, “The Tree That Embraces You” – Smiley&Hahaha Production, “Santa’s Town” – Ana and Maria Mohonea, “A Diamond Dream” – Roxana Achim&Teilor, “A Fairytale Tree That Everyone Is Talking About!” – Damiana Păun & Vorbește lumea, PROTV, acquired through the joint efforts of Catena and BCR.
Moreover, the following Christmas trees were acquired by other companies within the Fildas-Catena Group: “The Storyteller Tree – A Leaf from the Christmas Book,” created by Nicu Bocancea & Iris Flower Shop, acquired by Smart Soft Power, “Together We Fill the Gap in Education,” created by Simona & Gabriel Gherasim – Gallantique Boutique and Prof. Anca Iorga, acquired by Tonica Group, “Snow Harmony,” created by Summer Well Creative Lab & Kaustik, acquired through the joint efforts of Tonica Group and Kaufland Romania, “The Magic of Christmas: The Enchanted Hat,” created by SAVE THE CHILDREN, with the support of Ștefania Mircea, acquired through the joint efforts of Fildas, Catena, Tonica Group, Smart Soft Power, Kaufland Romania, BCR, Mastercard, Kruk Romania, Garanti BBVA, GiscoMed Healthcare, Hellimed, Laura Hîncu.
The funds raised through the auction of the 23 Christmas trees, from the sale of raffle tickets and sponsorships will be used to support 15,000 children in difficult situations, providing them with access to education and socio-educational integration. In the 23 previous editions, the Christmas Tree Festival has raised over 9 million euros, which have changed the lives of over 257,000 children from underprivileged backgrounds.
The gala organized at the National Museum of Art of Romania brought together designers, companies, and public figures under the umbrella of generosity, turning the event into a celebration of involvement and good deeds. The participation of Mr. Alexandru Rafila, Minister of Health, and Mrs. Diana-Ștefana Baciuna, Secretary of State in the Ministry of Culture, highlighted the societal importance of this event.
Andreea Raicu and Marius Pancu, the evening’s hosts, together with Omid Ghannadi, transformed the event into a celebration of goodwill and hope.
“Human solidarity has a powerful impact and can truly change lives. Tonight is a perfect demonstration of how collective effort can change realities. Every act of solidarity makes a huge difference in the lives of those who need it the most,” stated Doina Levintza.
Gabriela Alexandrescu, the Executive President of Save the Children Romania, has mentioned: “Poverty puts a stop on a child’s life and prevents them from reaching their potential. The lesson of solidarity that artists, designers, companies, and good-hearted people impart every year is essential.”
Catena remains a symbol of generosity and social involvement, consistently supporting causes that change lives and destinies, further demonstrating that that social responsibility is a fundamental part of its vision.
On the cover of the latest edition of Forbes Woman Romania magazine, Anca Vlad, the founder of Fildas-Catena, and Ecaterina Vlad, her daughter, look gorgeous, united by a common passion: art. For them, art is more than a passion – it is a way of living and seeing life, a form of connection, a refuge in challenging times and a source of inspiration every day. It is the language that unites them, while also being an expression of beauty.
The cover of the magazine was presented in a festive setting at the Good Life Forum, organized by Forbes Woman Romania, at the Bragadiru Palace in Bucharest.
The interviews in this issue with Anca and Ecaterina Vlad tell a fascinating story about art and life. The mother and daughter duo reveal fresh and different perspectives on what it means to create value and see the beauty in the world around you – whether it is family, career, or community.
Presentation of the cover of the latest issue of Forbes Woman Romania magazine
The article is an invitation to discover how creativity and art can transform both a business and your outlook on life.
Anca Vlad and Ecaterina Vlad tell Forbes Woman Romania their shared story about their passion for art, which has defined their personal and professional lives.
An accomplished entrepreneur, as well as a well-known collector, Anca Vlad describes art as more than a passion – a refuge, a source of inspiration and a way of life. Art has been present since her childhood, influenced by her parents, who had a taste for culture and beauty. This love for art has evolved over time into a mission to support artists and promote beauty as a vital resource for the soul.
Ecaterina Vlad, her daughter, grew up in this familiar and familial cultural environment, spending her childhood in museums, galleries, and discussions about art. Her elite education at prestigious institutions such as Yale and New York University’s Institute of Fine Arts gave her a global perspective on art, discovering both the great classics and the contemporary challenges. She advocates for the recognition of undervalued artists, especially women, and emphasizes the importance of diversity in today’s artistic landscape.
Anca and Ecaterina Vlad share their perspective on the importance of art in society, the duty of business people to support culture and their plans for the future, including the opening of a museum and initiatives dedicated to arts education.
This double mother-daughter interview is for art enthusiasts, entrepreneurs or simply those who want to discover two authentic stories!
