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Hidden Gems: Meet Roxana Olaru of Roxanne Couture

Today we’d like to introduce you to Roxana Olaru. 

Hi Roxana, so excited to have you with us today. What can you tell us about your story?
My name is Roxana Olaru. I am a fashion influencer on Instagram @roxanneolaru and Tiktok @roxanna.roxi. From a young age, I had a great passion for fashion and styling. I remember being a young girl looking through magazines and admiring the clothes and the models. One of my biggest wishes was to be able to create my own designs, and dress women from around the world. Being raised in Romania, an Eastern European Country, I was exposed to the European Fashion and Trends. 

When I was in college, I started to post videos and pictures on Instagram with ideas on “how to style”. I was amazed by the amount of love and positive feedbacks from my followers and, shortly, I grew to over 100.000 followers and started to get many exciting collaborations. 

Four years ago, while studying for my business degree in Romania, I got a scholarship to study in the US. From that moment, everything changed. I took the scholarship and moved to the US to continue my education. 

Immediately after I finished my MBA, I launched my brand and online clothing store called “Roxanne Couture”. The reason was to create a place where every woman could find something she loves. 

At the same time, I started to post consistently on Tiktok (@roxanna.roxi) and grew to over 1 million followers. This helped me bring a lot of traffic to the website and got many orders. I love what I do and the support of so many people keeps me motivated to bring more value and create good products for my community and for the women around the world. 

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
My biggest challenge was when I realized that if I want to grow in the US as an influencer and start having partnerships, I need to create a brand-new Instagram profile. Since previously mentioned I managed to grow this much while I was still in Romania and my audience was from there. For many people, going from “100.000 followers” to “0” would be something impossible but if you are passionate, you will always find ways to grow and succeed. In only 3 months, I grew to over 50,000 followers and I am already getting collaborations. Honestly, if you really want something and work for it, it’s only matter of time until you get it. 

When it comes to the Brand: Roxanne Couture. The past eight months taught me more about business than five years of university. When you start a small business, you need to know how to do everything. From videos to website, to orders, to delivery and customer service. The best part is when someone asks to speak with the manager and you’re like: “sure, hold on. Hi, this is the manager speaking!”(that being also me) 

I had to learn how to open a business, build a Shopify website, design, and find the best manufacturers. I think the last one was the trickiest. Looking back though I would not change a thing. I have grew so much in the last period of time and I am proud of how things work with both: the brand Roxanne Couture and Roxana Olaru, as a fashion influencer. 

Alright, so let’s switch gears a bit and talk business. What should we know?
Roxanne Couture is my clothing brand for women. It is a cured selection of garments dedicated to empower women from around the world. At Roxanne Couture, we love colors and details. Whether we are talking about feathers, mesh, fur or prints there is a bit of something beautiful for every woman out there. The brand is growing really fast and we plan to focus more on feathers and elegant looks as we approach the spring season. So, if you are looking to get an outfit for a date night or a cocktail night with the girls, or simply a day-to-day chic outfit, Roxanne Couture is where you should go. 

The fact that I got the chance to grow in Europe in the middle of the fashion world and understand the customers in that market as well as here in the US, gives me the advantage of targeting a bigger audience while trying to source the best materials for my products. We are really proud of how the brand is growing and of our customer base. We support our customers and love when they tag us in their pictures. We love to stay connected with and grow together. 

I personally love the fact that I can share tips and tricks on how to style our products on my personal Instagram page @roxanneolaru and my Tiktok @roxanna.roxi as well. People love when you share ideas and get to know you personally. This created some real connections. Is not only about a brand is getting to know the people behind it and be part of the community. I think this is the future of business. We need real connections and to support each other. This is what sets us apart from others. 

Can you talk to us about how you think about risk?
I absolutely love challenges. They give me the ambition to strive harder and never give up. I am not afraid if things don’t go the way they should, I know I can overcome the challenges. To be honest, I enjoy the ride. There will always be risks, every day in every little things that we are doing. The best thing we can do is to calculate the best and worse scenario and be prepared. In this way, we will not be surprised if something bad happens and we can understand what our options are. The only way you can make it is if you take the risks and follow your dream. 


  • Our brand is well balanced in the prices and the quality of the products that we offer. Our prices varies from $19.99 to $129 the majority being around $49, making it affordable for everyone that wants to be chic.

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