In the fast-evolving world of modern business, the role of a woman leader is not only transformative but also essential for driving growth and fostering innovation. Women leaders bring a distinctive perspective that enhances decision-making processes and cultivates a culture of inclusivity and excellence. Livia Iolanda Onceriu, the Co-Owner of Vanelli, exemplifies this leadership. Her journey reflects the broader narrative of women who have reshaped industries and steered businesses toward success. The seismic shifts following the 1989 Romanian Revolution marked a significant turning point in her professional life, as she transitioned from a promising medical career to the dynamic business world.

In 1994, Livia joined a renowned international pharmaceutical company, where she sharpened her expertise in the pharmaceutical sector. By 2001, she played a pivotal role in Vanelli's expansion, leveraging her medical knowledge and business acumen alongside her husband’s research expertise. Today, Livia’s role at Vanelli is multifaceted, encompassing marketing, quality control, and strategic management. Her relentless pursuit of excellence and adaptability in the face of challenges underscores her commitment to the company’s success. Livia's leadership not only drives Vanelli’s growth but also serves as an inspiring example of how women leaders can shape the future of business. Let’s dive into this one on one interaction to know more.

Can you share some key moments from your formative years? What early influences helped shape you into the person you are today?

My life has been profoundly shaped by three main pillars: family, education, and the socio-political context in which I grew up. I was fortunate to be raised in a family of intellectuals who provided me with countless opportunities to explore and cultivate my passions. These passions included a deep appreciation for beauty and harmony, which I expressed through painting, playing the piano, learning foreign languages, and immersing myself in literature. This rich cultural foundation was further strengthened by my serious and dedicated approach to my studies, both in school and at the university level, where I sought to expand my knowledge and skills. Growing up in Romania, a country situated at the crossroads of powerful geopolitical influences, I was exposed to a wide range of cultural and economic landscapes that offered valuable lessons and perspectives. I was born and spent most of my life in Iasi, a city steeped in history as the former capital of the Kingdom of Moldova. Nestled among vineyards and forests, Iasi has evolved into a vibrant cultural and business hub, located just 25 kilometers from the eastern border of Romania and the European Union. This unique environment has played a crucial role in shaping my worldview and my approach to life.

Can you introduce us to Vanelli? What is the core concept behind the venture, and what are its main areas of specialization?

Vanelli Srl was founded in 1993 as a family-run business. In 1996, my husband, a chemical engineer with significant experience in pharmaceutical research, and I, alongside two veterinarians, took over the company, expanding it into a new venture. Our veterinary business experienced steady organic growth, driven by our unwavering commitment to honesty, quality, and fair pricing—values that deeply resonated with our clients. By 2006, I had successfully implemented a comprehensive quality management system, resulting in Vanelli's ISO 9001 certification. The following year, as Romania joined the European Union, our manufacturing facility received EU-GMP certification for three complete production lines of veterinary medicated products. This achievement positioned Vanelli among the top five veterinary pharmaceutical producers in Romania, catering to both domestic and international markets. From the very beginning, Vanelli identified a critical market niche—small farms engaged in subsistence agriculture—and adapted accordingly. As market demands shifted, so did our product offerings, with a strategic focus on medicated veterinary products for pets, which have become the cornerstone of our business. In 2009, we further expanded by adding a new manufacturing line and introducing the Vanelli HUMAN portfolio, encompassing supplements, medical devices, and cosmetics. Our recent efforts to responsibly manage natural resources and protect the environment have led to our certification under ISO 14001, underscoring our commitment to sustainability and ethical business practices.

What are some of the major obstacles you deal with in your current role, and what strategies do you employ to overcome them?

Since high school, I’ve consistently addressed stressful situations by swiftly finding a solution. For example, when a teacher initiated a discussion that I wasn’t fully prepared for, I would be the first to respond, regardless of whether my answer was correct or not, simply to alleviate the pressure and keep the momentum going. This proactive approach has stayed with me throughout my life, consistently driving me to step out of my comfort zone and face challenges head-on, especially in the business world.

My strategy revolves around capitalizing on momentum, quickly adapting to changing circumstances, and achieving a new, stable equilibrium with minimal effort. By acting decisively and embracing challenges, I’ve learned to maintain control over various situations, transforming what could be sources of stress into opportunities for growth and development, both personally and professionally. This mindset has enabled me to navigate the complexities of life and business with confidence, turning obstacles into stepping stones and continuously pushing myself to grow and improve.

How do you view the major achievements in your professional journey? How do you define success as a business leader, and what practical approach or mindset has guided you in achieving that success?

Throughout my career, I’ve had the privilege of working with a wide range of employers and taking on diverse roles, each of which has contributed to my understanding of what constitutes an ideal work environment for both myself and my teams. I’ve learned that in any professional setting, the collective effort of everyone giving their best results in significant benefits for the entire team, even if those gains are primarily in the form of shared knowledge or insights. Reaching certain milestones in business can be incredibly fulfilling, providing the motivation needed to continue striving for excellence.

My approach to achieving success is grounded in pragmatism: if you can’t afford a Bugatti, there’s no point in wasting time wishing for one; instead, choose a Renault. While it may not be as flashy, it will still reliably get you to your destination. This mindset of making the most of available resources while always pushing for improvement has been a cornerstone of my leadership style. It’s not about having the most luxurious tools at your disposal but about using what you have efficiently and effectively to achieve your goals and drive success for the entire team.

Livia Iolanda Onceriu, Co-Founder, Vanelli Srl

Livia Iolanda Onceriu, a distinguished leader in Romania’s veterinary and human health industries, has been profoundly shaped by her formative years and extensive professional experience. Growing up in a family of intellectuals, Livia pursued her passions in painting, literature, and languages, complemented by serious academic studies. Co-founding Vanelli in 1993 with her husband, she has driven its success to become a leading veterinary pharmaceutical producer. Livia’s career is characterized by her commitment to adapting to market needs and continuously striving for excellence in her field.