The Art of Quiet Determination: Alina Janovskaja on Building LORO ORO
There’s a certain elegance in quiet determination — the kind that doesn’t need to shout to be heard. It speaks through presence, craftsmanship, and the details that stay with you. This is the spirit behind LORO ORO — a leather goods brand born from a deep love of material, storytelling, and timeless design.
Behind the brand stands Alina Janovskaja a woman guided not by trends, but by instinct. Formerly representing another label, she chose to step into something of her own. As the founder of LORO ORO, she set out to build a world where every product is created with intention, every silhouette shaped by intuition, and every decision rooted in values.
In this Business Muse interview, we spoke with Alina about the realities of her journey — from the intensity of a founder’s daily rhythm to the emotional legacy stitched into every piece. With honesty, clarity, and quiet strength, she shares what it truly takes to build a fashion brand that doesn’t just look beautiful — but feels deeply meaningful.
How did your LORO ORO journey begin?
It started when my partner and I were representing another leather goods brand. We were in love with the material, we loved the world of leather, the production, the exhibitions—and we saw everything we wanted to do differently. That’s when the idea for LORO ORO was born. Not just to sell products, but to create our own story, from scratch.
What does the schedule of a fashion brand founder look like?
It’s intense. One moment I’m approving samples or solving issues the next, I’m reviewing finances, planning strategy, leading team calls, prepping for meetings between back-to-back meetings, opening new opportunities, exploring growth, and building collaborations. Last month I counted over 210 tasks. With 8 people in-house and many more externally, I knew something had to shift. Now I’m stepping into the role I’ve been building toward: less managing, more leading. Less doing, more directing.
What was the defining moment for you to start your own brand?
The real beginning was long before I became a founder—it started with my father. Watching him was the first time I understood what it means to build something meaningful. Not for hype. Not for recognition. But because you believe in what you are building.
Could you share the creative process of your role—from inspiration to concept and realization?
It starts with a vision—a color, a shape, a mood. Then comes research, trend mapping, dozens of moodboards, and real feedback from real women. We sketch, source, sample, adjust… and then do it all again. Endless approvals, endless testing, endless pushing. Until one day—it clicks. And we just know: this one’s ready to be carried.
What do you love the most about your job?
What I love the most is the idea that something I create becomes part of another woman’s story. That she chooses this piece, wears it, lives with it—and maybe, years later, her granddaughter finds it in her wardrobe and says, “Wow, what a cool vintage bag.” I love the idea that something you’ve created might outlive you.
"We didn’t want to just sell bags. We wanted to tell a story—ours."
Could you share the creative process of your role—from inspiration to concept and realization?
It starts with a vision—a color, a shape, a mood. Then comes research, trend mapping, dozens of moodboards, and real feedback from real women. We sketch, source, sample, adjust… and then do it all again. Endless approvals, endless testing, endless pushing. Until one day—it clicks. And we just know: this one’s ready to be carried.
What do you love the most about your job?
What I love the most is the idea that something I create becomes part of another woman’s story. That she chooses this piece, wears it, lives with it—and maybe, years later, her granddaughter finds it in her wardrobe and says, “Wow, what a cool vintage bag.” I love the idea that something you’ve created might outlive you.
What was your experience like building a fashion business?
It’s a beautiful picture—with a hell of a lot of work behind it. Building a fashion brand is both a source of inspiration and energy—and also a demanding force that often takes more than you have. You create, lead, fall, rise, repeat. But every time something comes to life, it’s worth it.
What advice would you give to other female founders?
Don’t forget to put yourself first. Not the results, not the likes, not the social proof. The true power of your brand starts with how you take care of your energy and clarity. That’s your real foundation.
"I don’t believe in rules. I believe in rhythm, presence, and instinct."
What is your dream project or a collaboration for LORO ORO?
Something with real impact. A collaboration that tells stories across generations—maybe with an iconic designer or a brand with emotional memory and soul.
Do you have some tips on balancing a successful career and personal life/goals?
There’s no such thing as perfect balance—trust me, even if I tattooed it on my hand, it wouldn’t make it real. You want results? Go all in. You want peace, travel, enjoy the life? Then choose it. It’s not about balance, it’s about knowing your priorities in the moment—and being radically honest with yourself. Some seasons you give more to your dream, others—to yourself. Both are necessary.
Do you have a business and/or fashion icon who you draw inspiration from?
In fashion—not really anymore. I’m inspired more by energy than names. Sometimes I see a stranger on the street, and their presence, their rhythm… I’m instantly like, “Wow.” That’s enough to inspire me. But when it comes to the local scene—people who’ve truly built something—I have deep respect. Simona Kijonková (Zásilkovna), Linda Šejdová (snuggs), Dalibor Cicman (GymBeam)—they’re proof of what’s possible when vision meets consistency.
What’s one fashion rule you love to break?
Honestly? All of them. No rules—just rhythm, charisma, character. Your personality is enough. No “shoulds,” just instinct. I don’t believe in what’s “right.” I believe in what feels like you—unapologetically, imperfectly, powerfully. And I believe in women who don’t wait to be told what to wear—or who to be.
If LORO ORO was a city, what would it be?
Definitely a traveler. A little bit of Paris in the way it moves. A dose of Milan in its style and attitude. Of course, New York—fast, alive, full of ambition and edge. And Prague—because we live here, and there’s heritage in its bones. It’s where the brand was born. But it would also feel like a small town in summer—warm, personal, and full of quiet details that stay with you. That’s LORO ORO. Wherever you take it, it feels like it belongs.
