A seasoned eCommerce and brand strategist with over 15 years of experience driving growth for fashion, beauty, and lifestyle brands across Europe and the Middle East, Andreea has built her career at the intersection of commercial strategy, creative direction, and global market expansion.

Based in Dubai, she is the founder of LUMEME — a luxury curated platform that elevates independent designers and global creatives through exclusive, story-driven retail experiences. Created to bring a new level of curation, integrity, and representation to the region, LUMEME reflects her vision for a more meaningful, selective, and globally connected luxury landscape in the Middle East.

Over the years, Andreea has led buying, digital transformation, and business strategy for international brands, launching new markets, reshaping customer experiences, and scaling revenue through data-driven, design-led decision-making. Her leadership is decisive yet collaborative, rooted in clarity, partnership, and a deep understanding of both the creative and commercial sides of the industry.

She holds a PMP Certification from PMI, a Business Strategy certificate from Harvard Business School, and is a graduate of McKinsey’s Forward Program. Fluent in four languages, Andreea brings a global, human-centred perspective to every brand and partnership she builds — with LUMEME standing as a testament to her commitment to excellence, innovation, and elevated luxury in the region.