You have built an impressive career in business, representing a portfolio of distinctive brands. What have been the defining moments and milestones that brought you to where you are today?
The first important step was realising, at a relatively young age, that entrepreneurship suited my temperament, with everything that entails. I started my career in banking, but soon moved into commerce, where I discovered a way of working that felt much more natural to me.
My collaboration with Baccarat was undoubtedly a major milestone. Together with my husband, Panos Nterou, and with the participation of Baccarat France, we established Baccarat Hellas. Those were wonderful, creatively fulfilling years, shaped by strong partnerships and genuine support from France.
Then the financial crisis hit, and we took quite a beating! It was a profound lesson in resilience, teaching me that everything can go wrong, even the things you once considered certain. Yet, out of that difficult period, i-D was born, initially as a concept store and eventually evolving into i-D FINEJEWELLERY.
Looking back, I recognise the importance of being able to start over. Along the way, you learn what you love, where your strengths lie, where you can truly stand out, and when it is time to step back. More recently, our daughter, Danae, joined the business, while the opening of our boutique at Four Seasons in Mykonos has ushered in an exciting new chapter.
How did the original idea come about, and how has it evolved over the years?
After graduating from university, I was fascinated by the stock market and foreign exchange trading, which led me to start my career in the dealing room at Dorian Bank. It did not take long, however, to realise that the banking environment, with its particular structures and rules, was not the right fit for me.
Around that time, I had met my future husband, who was born into the world of commerce. I resigned, largely on instinct, and became the first franchisee of Omnishop. It was a concept that was ahead of its time in homeware, and an invaluable learning experience for me.
During the financial crisis, amid the many setbacks, I felt a renewed urge to create something of my own. I kept the Golden Hall store and, with very limited capital, set out to create a miniature version of Colette. We offered everything from bracelets to a Philippe Starck black chandelier priced at €40,000! We never sold the chandelier there, but you can imagine the breadth of our offering.
People embraced this unexpected mix, paving the way for our next venture: a three-storey concept store in Kolonaki. Throughout this journey, jewellery gradually became the heart of our business.
What was your overarching vision for each of the fields you ventured into, and how has it evolved over time?
In the beginning, there was no grand plan encompassing everything. Each time, there was simply something that excited me, something I wanted to give room to grow.
At Baccarat, I was captivated by the quality, heritage and craftsmanship. I remember visiting the factory and watching the artisans at work. It is only then that you truly understand what goes into creating an object.
With the concept store, I wanted to bring to Athens something of the experience offered by similar destinations abroad: emerging designers, unexpected discoveries and the pleasure of encountering something new. We introduced brands such as Veja, Courrèges, Boyy and Common Projects several years before they became more widely known in Greece.
Today, my ambition is to introduce audiences to exceptional Greek and international jewellery designers, while also giving Greek talent greater access to an international audience. I would like to continue developing i-D FINEJEWELLERY in select tourist destinations and major European cities. Why not?
Your approach to managing and growing your businesses seems to be largely guided by aesthetics. Do you follow certain principles, or do you trust your instinct?
I very often start with instinct. Something catches my eye and makes me want to explore it further. Beyond that, however, comes the substance of the work.
With jewellery, for instance, I now pay attention to the reverse of a piece, to the craftsmanship and the finishing. I try it on to see how it sits, whether it is comfortable and how it moves with the body. I want jewellery to be worn, to become part of its owner’s life.
I want every designer to have something distinctive to say. At i-D FINEJEWELLERY, we are drawn to creators with a strong individual identity because we cater to women who have one of their own. Women with a point of view, who forge their own paths and choose jewellery as a personal form of expression.
My own taste is the starting point for our selection, but what matters to me is leaving room for every woman to discover something that reflects who she is.
What do you most enjoy doing, and how has your aesthetic evolved over time?
I love discovering designers and introducing them to our audience. Getting to know their work, understanding how they think, and creating a presentation that reflects their vision and gives them the space they deserve is one of the most rewarding aspects of what I do.
We began doing this very early on at Golden Hall, dedicating the entire store to a single designer for several days. It remains one of my favourite parts of the job today, through our presentations and trunk shows.
My aesthetic evolves as I continue to learn. Through the people I meet, the places I travel to and my exposure to other people’s work, I discover things I might not have noticed before. Fine jewellery, in particular, continues to fascinate me more and more.
What do you consider your most significant achievements, and which of your ventures hold a special place in your heart?
Baccarat will always hold a special place in my heart, as it was an immensely rewarding business experience. i-D, on the other hand, feels deeply personal. It was born under extremely challenging circumstances, almost from nothing.
I also feel a great deal of affection for the concept store years. They were an extraordinary learning experience. We even created PROJECTART, a gallery within the store, curated by Maria Xanthakou. Pavlos Samios would often visit, and through these encounters I got to know artists and entered a whole new world. The experience enriched me enormously.
I am equally proud of the collaborations that began early on and evolved alongside us. When you see a designer you believed in from the very beginning go on to establish an international presence, there is a deeply personal sense of fulfilment in witnessing their success.
What, and which people around you, help you keep moving forward?
Panos has been part of this journey from the very beginning. We have shared both the best of times and the most difficult ones.
More recently, our daughter, Danae, joined the business, bringing her own experiences and perspective. That alone has given me a renewed sense of enthusiasm. It has opened up space for new dreams and a fresh appetite for work.
The designers themselves are also a great source of inspiration. Their passion for what they do is contagious. I felt it in my very first collaborations, and I continue to feel it today.
How has the market evolved over the years, and what have you observed in the way audiences respond to these changes?
The market evolves alongside people’s state of mind. We witnessed this during the financial crisis, the capital controls and the Covid pandemic. Retail underwent a radical transformation in the space of a decade.
During the crisis, the concept store offered people a small escape. It allowed them to discover something new and enjoy the pleasure of a purchase without having to spend a great deal. Over time, both habits and needs changed.
After Covid, it became clear to me that we needed to focus. Jewellery had already emerged as our strength, and the decision to dedicate ourselves to it went hand in hand with my growing passion for fine jewellery.
Today, I am particularly interested in understanding what would delight a woman and what she would choose for herself. The women we speak to have a strong sense of identity. They work, they are independent, and they want their jewellery to reflect who they are.
What’s next on the horizon for you?
Our boutique at Four Seasons in Mykonos has been the major milestone of this year. It was a significant investment for us, given our scale, but one that Danae and I both strongly believed in.
We want to build on this presence and explore similar opportunities in other destinations, including internationally. At the same time, we are investing considerable effort in developing our online store, as we want our designers’ work to reach a wider international audience.
And, of course, I am still on the lookout for new talent. There are so many designers I would love to introduce to our audience.
What are the non-negotiable values that guide your work?
Believing in what I do. Everything I have undertaken, I have done wholeheartedly, and I want that to remain at the core of my work.
Quality is equally non-negotiable. The more I learn, the more I value the craftsmanship behind what we see. And, of course, respect for the designer, their work and their commitment.
I want to be able to stand firmly behind everything I recommend. I need to love it, appreciate it and know exactly why I have chosen it.
How do you unwind and find a sense of balance?
The truth is that work takes up a great deal of my time, perhaps more than I would like at this stage of my life. I cannot say I have found the perfect balance.
Skyros, however, has an immediate calming effect on me. The view of the sea from my home or simply taking a walk along the beach is enough to bring me a sense of peace. I would love to spend more time there, and I believe that time will come.
Tell us about Skyros. What made it a place so dear to you, and which other destinations do you hold close to your heart?
Skyros is my father’s ancestral home, so my connection to the island runs deep. I feel attached to everything about it. There is a familiarity there that allows me to unwind without having to do anything in particular. At some point, I would also love to have more time to take part in the island’s cultural life.
I am equally fond of Greek islands that have managed to preserve their character, where you can still find a simple little taverna and an untouched beach. Paris and Kitzbühel also hold a permanent place in my life, albeit for entirely different reasons.
How has your philosophy of contemporary living evolved, and what holds particular value for you today?
Over time, I have realised that doing too many things at once does not suit me. I feel that I cannot give each one the attention it deserves, and that eventually becomes exhausting.
My decision to focus on fine jewellery was also a personal choice about the way I wanted to work: to explore things in greater depth and find more enjoyment in what I do.
Time beyond work has become increasingly valuable to me, too. I still have plenty of enthusiasm and ambitions, but I also want to enjoy more of the life that exists beyond them.
What would your dream project be?
I would love to expand i-D FINE JEWELLERY internationally, with a presence in select resorts and European capitals. I believe our offering has great potential beyond Greece and could resonate with a much wider audience.
We represent exceptional Greek and international designers, and I would love to give their work even greater visibility. Recently, we have also been discussing the possibility of a more ambitious expansion.
Danae and I have even talked about opening three additional stores over the next two years. It is an ambition that inspires us and gives us tremendous motivation.
Who are the designers closest to your heart, and what draws you to their work?
Dolly Boucoyannis holds a very special place in my heart, as she was one of the first people to introduce me meaningfully to the world of jewellery. Her passion for what she does had a profound influence on me, and our collaboration also grew into a beautiful friendship.
Lito was equally instrumental. Our collaboration and the success of her jewellery played a significant role in establishing jewellery as the central focus of our business.
I also have a particular weakness for Elie Top. I believed in his work from the very beginning, we have created some wonderful presentations together, and I find his approach utterly fascinating.
I take great pleasure in discovering emerging talents, too, such as Dries Criel and Mazarin. That ongoing search remains very much alive.
Are we what we choose?
If we choose freely, then absolutely. At least, I feel that I am the sum of the choices I have made.
Of course, I have been rather hard on myself over many of them. With time, though, I have also learned to forgive myself!
What was the last thing you bought, and why did you choose it?
A vintage watch, which I bought myself for my birthday. I was delighted with it.
I enjoy acquiring beautiful things that hold a particular meaning for me. When it comes to clothing, for instance, quality matters enormously. A brand name alone is never a reason for me to choose something.
What is the best book you have read recently?
Wabi Sabi.
Is there an object you would never want to part with?
A gift from my husband for my fiftieth birthday. It holds deeply personal meaning for me.
Which artist do you love and dream of owning a work by?
Cézanne. If we are talking about dreams, I would absolutely love to own one of his works!
Three places you love returning to, and why?
Skyros, because it is where my roots are and where I find peace.
Paris, because it has been part of my life for so long. I return several times a year, mainly for work these days, but it feels like a second home.
And Kitzbühel, which I have loved since childhood and experienced through so many different stages of my life.
Can creativity help us become better human beings?
Absolutely. Creativity is a path towards knowledge. It encourages you to explore, to learn and to keep moving forward. And when what you create offers something meaningful to others, its positive impact extends beyond yourself.
Tell us a story you will never forget.
In theory, I could forget any story, except for the significant moments involving my children.
Which museum and artwork have captured your heart?
I am travelling to Cairo at the end of November, so perhaps we should revisit this question afterwards…
How would you define beauty?
I would say something aesthetically accomplished. But then I immediately think of how different everyone’s aesthetic sensibilities are, which makes beauty profoundly subjective. Something that moves me might leave someone else completely indifferent. And that, in itself, is fascinating.
What does authenticity mean to you today?
Something that comes from the soul and remains unaltered by external pressures. Something that retains its own character rather than constantly adapting to what others expect it to be.
