• Dragoș Ungureanu, the founder of Atelier Cortez, is an entrepreneur passionate about the art of refined desserts, who has transformed a personal fascination into a successful business on the Romanian corporate gift market.
In 2012, driven by a desire to create unique desserts, he began experimenting with pralines and macarons, developing sophisticated associations of flavors and textures. His travels to Italy, France, Belgium and Switzerland inspired him to bring the refinement of French workshops to the country, where each product is handmade with attention to detail.
Under his leadership, Cortez Workshop has become a benchmark in the personalized gift industry, offering companies unique products that combine aesthetics with brand message. Dragoș Ungureanu continues to innovate, anticipating the demands of an increasingly demanding consumer and emphasizing customization and quality.
1. You founded Atelier Cortez in 2012, starting from your passion for desserts. What moment or experience convinced you that you wanted to turn this passion into a business?
Atelier Cortez did not arise from a classic business ambition, but from a personal need for rigor and meaning in what premium dessert means. In the first years, we experimented a lot: pralines, macarons, combinations of textures, temperatures, ingredients. However, I noticed that people's reactions were not about "sweet", but about emotion, about surprise and about memory.
The moment of clarity came when I realized that dessert can function as an image vehicle, especially in the Corporate. A well-chosen gift is not a trivial gesture, but an extension of the values of the company that offers it. That's where I understood that my passion could become a solid business, with rules, processes and a clear direction: to create products that speak of professionalism, respect and attention to detail.
2. What was the biggest challenge in building the Atelier Cortez brand and how did you overcome it?
The biggest challenge was resisting the temptation to become "for everyone". The Romanian market is very price sensitive, and in the corporate gifts area there is always pressure of volume and urgency. We have consciously chosen not to compete on cheapness or on speed without control.
In industries like IT or Pharma, where image and reputation are critical, an inappropriate gift can do more harm than good. We quickly understood that these clients are looking for security, not experimentation. We overcame the challenge through discipline: clear standards, controlled capacity, pre-season planning, and a refusal to compromise. It was harder at first, but in the long run it built trust.
3. Tell us a little about the name "Cortez Workshop"How did you choose this name and what message do you want it to convey?
"Workshop" defines our way of working: a creative space, not an industrial line. Each product is carefully thought out, tested and made.
"Cortez" has a symbolic meaning. In popular culture, Hernán Cortés is associated with the arrival of cocoa and the chocolate drink in Europe in the 16th century. Historically speaking, the exact role is debated, but the symbolism remains extremely strong: the discovery of a completely new experience for Europe at that time.
For me, Cortez means the courage to bring something different to a mature market. That's exactly what Atelier Cortez does in the corporate space: it doesn't deliver. "another gift", but introduces a new standard of refinement and coherence.
4. How would you describe "magic" Atelier Cortez for someone who hasn't tried your products yet? How does Atelier Cortez differentiate itself in a competitive market, especially compared to other types of corporate gifts?
The magic of Atelier Cortez is one built from silence and precision. It is not an ostentatious magic, but one that is felt in the details: the texture of a macaron, the balance of flavors, the way a box is opened, the message inside.
Our differentiation comes from a deep understanding of the corporate context. A gift offered by an IT company to international partners must convey something different than a gift offered by a Real Estate or Pharma company.
- In IT, our gifts are minimalist, clean, with discreet personalization, conveying technology, clarity and control.
- In Pharma, the emphasis is on rigor, safety, and balance – both in taste and aesthetics.
- In the financial or legal area, customers often choose sophisticated boxes, with wine or premium chocolate, which communicate stability and maturity.
We do not sell standard products, but solutions adapted to the culture of each field.
5. Consumers have become increasingly demanding and are looking for unique products. What types of customizations are most in demand in Romania right now?
Personalization has evolved a lot. The logo remains important, but it is no longer enough. Today, customers demand:
• subtle integrated logo, not dominant
• personalized messages for employees or key partners
• chromatic adaptations according to the company's visual identity
• different product selections for different teams
In IT, for example, individual customization is often required, because talent retention is critical. In Pharma or Manufacturing, customization is more about consistency and adherence to brand norms. The gift becomes a tool for internal and external communication.
6. How do you balance the high demand for corporate gifts with preserving the quality and artisanal character of the products?
By planning and refusing improvisation. Atelier Cortez operates on a very clear calendar, because we know that there are peak periods (March 1–8 and the end of the year) when the pressure is enormous.
We work well in advance of these periods: we test, we validate suppliers, we establish capacities. We prefer to limit the number of orders than to risk inconsistency. Especially in regulated industries, such as Pharma, any execution error is unacceptable.
Craft quality does not mean "randomly handmade", but total control over the process.
7. In 2023 you launched on the market "The Amateur Chocolatier's Kit", which was mentioned as one of the top innovations at the time. How did the idea for this kit come about and what feedback did you get from customers?
The idea for the kit came from the desire to bring people closer to the process, not just the result. We wanted to show how much rigor, technique, and attention there is behind a seemingly simple product.
The feedback was excellent, including from the corporate sector, where the kit was used as a team building tool or experiential gift. Many customers said they began to appreciate handcrafted products much more after going through the process.
In 2023, when the demand for corporate gifts increased significantly, and companies increasingly sought memorable products and experiences for employees and partners, the concept of "Amateur Chocolatier's Kit" stood out as an example of innovation in the segment. This was not just a product in the portfolio, but an experience proposal that formed the basis for broader collaborations with customers and generated interest among companies in IT, Pharma, Automotive and other sectors looking for original solutions. commitment and recognition.
8. Considering that you started from a personal passion, what advice would you give to entrepreneurs who want to turn a hobby into a successful business?
Understand that passion is not enough. Business means structure, processes, sales and a lot of discipline. It is essential to choose your positioning from the start: volume or premium.
In the premium space, you can't be for everyone. This clarity will save you from a lot of compromises and frustrations.
9. If you could create a completely new dessert or experience for Atelier Cortez, what would it be and why?
I would develop a complete signature corporate gift concept, where the company actively participates in the construction of the gift: from the selection of flavors, to the message and packaging. A gift that cannot be replicated and that becomes part of the internal culture of the brand.
I think the future in corporate premium is not about "more", but about more relevant, more personal and better thought out.
Cortez Workshop is not a dessert brand, but a strategic partner for companies that understand that image is also built through seemingly small, but impeccably executed, gestures.
Interview conducted by Gabriela Dan, Editor-in-Chief of Arta Albă
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