Andreea Denisa Lupovici: From a Small Village to a Global Voice

You grew up in a small village in Romania and eventually made the move to London. Looking back, what was the moment you knew this was the right decision for you?

I believe the moment I truly realised that I made the right decision to move was when I secured my first collaboration with a brand. For a small content creator, receiving that first partnership represents far more than just a business opportunity, it is a validation that your hard work, is being recognised. Before moving to the UK, I found it particularly challenging to secure collaborations in Romania, as many brands tended to focus heavily on follower counts and established influence. At that stage of my journey, I did not have the large audience that many companies were looking for, which made it difficult to access opportunities despite my passion and dedication. Receiving my first collaboration felt like a reminder that success is not always measured by numbers alone. More importantly, it reinforced my belief that perseverance and authenticity eventually lead to opportunities. Looking back, I see that moment as a sign that I was moving in the right direction.

Your sister played a major role in helping you settle in the UK. How has that relationship shaped the person and creator you are today?

That is a beautiful question because family means a lot to me, and I always enjoy talking about them. I genuinely believe that I would not be where I am today without the support of my family, especially my sister. As the youngest daughter in the family, I have been fortunate to receive endless encouragement, guidance, and love from my older sisters, and for that, I will always be grateful. My sister, in particular, has had a significant impact on my life. She is one of the strongest and most inspiring people I know. She has always encouraged me to pursue what is best for me, believe in myself, and told me to face challenges with confidence and determination. Whether she realises it or not, she has always been a role model to me, and I admire and appreciate her immensely. She was also the first person who encouraged me to start posting content and become active on social media. Her support helped me build confidence in myself and my abilities. We have shared countless laughs, memories, and experiences together, and I know that our bond will remain strong no matter where life takes us. One of my greatest hopes is that, one day, I will be able to repay all the love and support she has given me and make her as proud of me as I am of her.

You pursued a degree in Criminology while simultaneously building your social media presence. How did you manage both, and what kept you motivated during the harder moments?

I believe these two fields represent my passions and interests equally, which is why choosing only one was never an option for me. I have always wanted to pursue both because I knew that neglecting either would leave me with a sense of regret. I strongly believe in following the paths that genuinely fulfil you, even when they require extra effort and dedication. Balancing both commitments has not always been easy. It requires strong time management, discipline, and the ability to remain focused on long-term goals. There have certainly been challenging moments when things did not go according to plan, but I have learned that perseverance is essential. Throughout this journey, my partner has been an incredible source of support. He has consistently been by my side, encouraging me, reminding me of my goals, and helping me stay focused on what I am working towards. His support has been especially valuable during the more challenging moments, when self-doubt and frustration inevitably arise. He has seen me at my best and at my worst, including the moments filled with tears, stress, and uncertainty, yet he has remained supportive throughout. I am incredibly grateful for his patience, encouragement, and belief in me and somehow, even after seeing all those less glamorous moments, he still manages to find me cute.

What draws you specifically to criminal justice reform? Is there a particular issue within the system that you feel most passionate about changing?

I believe it is widely recognised that there are significant challenges facing institutions around the world, particularly within the criminal justice system. One of the most pressing concerns is the declining level of public trust in the system. There have been instances where the system has failed to adequately protect individuals, deliver fair outcomes, or meet the expectations of the communities it serves. As a result, many people feel disconnected from the system designed to support them. In my view, the primary purpose of the criminal justice system should be to serve and protect the public. People should always remain at the centre of decision-making, and maintaining public confidence should be a priority. While progress has been made in many areas, there is still considerable work to be done to ensure that the system is perceived as fair, transparent, and responsive to the needs of the communities it serves. This is one of the reasons why I am passionate about pursuing a career in criminal justice and contributing to positive change within the field.

You've spoken about wanting to strengthen trust between communities and institutions. What does that look like in practice, from your perspective?

From my perspective, the relationship between the public and the criminal justice system must be built on trust. As I mentioned previously, one of the biggest challenges facing the system today is the lack of public confidence in its ability to deliver fair and effective justice. Many individuals feel that justice is not always served as it should be, which can create a sense of frustration and disconnection from the institutions designed to protect them. In particular, victims often need more than legal outcomes, they need support, understanding, and compassion throughout the process. Too often, some individuals feel unheard, unsupported, or even judged during what is already a difficult experience. This can further damage trust in the system and discourage people from seeking help when they need it most. I believe that a truly effective criminal justice system must be people-centred. While professionalism, fairness, and accountability are essential, empathy and humanity are equally important. Those working within the system should strive to understand the experiences and needs of the individuals they serve and provide support with dignity and respect. Ultimately, the criminal justice system should not only uphold the law but also demonstrate compassion, ensuring that people feel heard, valued, and protected.

Fashion is central to your content, yet you describe it as far more than aesthetics. How do you see personal style connecting to confidence and self-worth, particularly for students and young people?

I believe that finding our own personal style can be particularly challenging when we are younger, especially during our teenage years. At that stage of life, many people worry about being judged for their choices, which often leads them to follow trends rather than express their true individuality. It is natural to admire celebrities, influencers, and public figures and try to emulate their style, but what works for someone else may not necessarily reflect who you are as a person. For this reason, I think it is important to focus on wearing clothing that makes you feel comfortable, confident, and authentic. Personal style should be a reflection of your personality rather than an attempt to fit into someone else's image. In my experience, the moments when I feel most confident are when I make choices based on what genuinely suits me, rather than simply following the latest trends. Over time, I have learned to appreciate my body for what it is instead of comparing myself to unrealistic beauty standards. I have come to understand that I am not meant to look like anyone else, and that is perfectly okay. Every individual is unique, and our differences are what make us special. True confidence comes from embracing who you are, celebrating your individuality, and feeling proud of yourself exactly as you are. Ultimately, the most important fashion trend anyone can follow is self-acceptance. When you feel comfortable in your own skin and stay true to yourself, confidence naturally follows.

Everything you've built — your audience, your magazine features, your opportunities — has been created using just a mobile phone. What do you want that to say to someone who feels they don't have the resources to start?

That statement is genuinely true because when I first started creating content, all I had was my phone. At the time, I knew very little about photography, lighting, camera angles, editing, or what people would consider high-quality content today. I was simply experimenting, expressing myself creatively, and sharing content that felt authentic to me. One of my most memorable experiences from those early days was having one of my photos featured on the cover of a magazine. Looking back, there was nothing particularly professional about the setup. I was wearing an oversized black blazer that was not even mine, sitting on a chair borrowed from my mother's room, while my phone was balanced against a plush toy because I did not own a tripod. There was no professional equipment, studio, or production team involved—just creativity, determination, and a willingness to try. At the time, I could never have imagined that such a simple photograph would receive that level of recognition years later. That experience taught me an important lesson: success is not always about having the best equipment or the perfect conditions. Often, it begins with making the most of what you already have. I believe that the most valuable tools any creator can possess are creativity, authenticity, and the confidence to share their unique perspective with the world. Technology and equipment can always be upgraded, but originality and passion cannot be replaced. My journey is proof that you do not need everything to be perfect before you begin. Sometimes, all you need is the courage to start, the determination to keep going, and the willingness to show the world who you truly are.

You recently expanded to YouTube with reaction and entertainment content. What surprised you most about building a community there compared to Pinterest?

I am going to be completely honest about this. When I uploaded my first reaction video, it was driven purely by curiosity. I wanted to see how people would respond to my opinions, my personality, and the type of content I wanted to create. However, the video did not receive many views, and at the time, I began to question whether my content was interesting enough for people to spend their time watching. For a moment, I genuinely considered not posting again. I convinced myself that perhaps content creation was not for me. But instead of giving up, I decided to try one more time. I reminded myself that I genuinely enjoyed creating videos, regardless of the numbers. So I continued posting, showing up consistently, and giving myself the opportunity to improve. Gradually, something started to change. Whether I found my audience or they found me, people began engaging with my content, leaving encouraging comments, and supporting my work. Their positive feedback gave me confidence and motivated me to keep going. I was genuinely surprised to discover that people not only enjoyed watching my videos but were also asking for more content. One of the most rewarding parts of the journey has been watching my channel grow over time. I saw the numbers increase from 0 to 10, from 10 to 50, from 50 to 100, and eventually into the thousands. While the numbers themselves are exciting, what means the most to me is knowing that I did not give up when I doubted myself. I continued despite feeling that I was not good enough, and that persistence made all the difference. What has surprised me the most is the difference between my audiences across platforms. On Pinterest and Instagram, people often see a carefully curated and aesthetic side of my life through photographs and fashion content. On YouTube, however, people see a much more authentic and unfiltered version of me. They hear my thoughts, my opinions, my humour, and my personality. The fact that people continue to support me after seeing the real person behind the content is something I will never take for granted.

People sometimes perceive you as intimidating, yet you describe yourself as warm and approachable. How do you feel about that gap between perception and reality, and has it ever worked in your favour?

The gap between how people initially perceive me and who I actually am can be quite significant. In fact, one of my closest friends once told me that when she first saw me in high school, she assumed I was cold, distant, and even a little unfriendly. However, once we started talking and got to know each other, her perception changed completely because that impression could not have been further from the truth. In reality, I genuinely enjoy connecting with people. I love having meaningful conversations, listening to different perspectives, sharing ideas, and learning from others. Anyone who watches my YouTube videos would probably agree that I enjoy talking quite a lot. Building connections and engaging with people has always been something I value. That said, I do not think my appearance always works in my favour when it comes to first impressions. I often feel that people may hesitate to approach me because I can appear reserved or intimidating at first glance. As a result, I usually have to take the initiative and start conversations myself, which can be challenging because I am naturally quite shy in unfamiliar social situations. There have been many occasions where I have found myself staying quiet or keeping to myself, not because I do not want to interact with others, but because I am unsure how to approach them. I am also very mindful of personal boundaries and respectful of people's personal space, so I never want anyone to feel uncomfortable or interrupted. While I may seem confident online, in real life I am often much more reserved. However, once I feel comfortable, my friendly, open, and talkative personality quickly comes through.

Authenticity is something you prioritise deeply in your content. Where do you draw the line between sharing openly and protecting your own boundaries online?

I believe that the internet can be a challenging environment, particularly for women. Social media often encourages people to make quick judgments, and content can sometimes be interpreted in ways that were never intended. For example, something as simple as posting a photo in a swimsuit may lead some people to make assumptions about a person's character, professionalism, or seriousness, despite the image having no connection to those qualities. As a female content creator, there is often an added level of scrutiny regarding what you choose to share online. Many women find themselves questioning how their content will be perceived and whether others will judge them for expressing themselves in a certain way. In many cases, this pressure is not necessarily about the content itself, but rather about societal expectations and the standards that women are often expected to meet. I believe it is important for creators to have the freedom to express themselves authentically without fear of being unfairly judged. At the same time, I understand the importance of being mindful of the image and message I want to communicate through my platforms. Currently, I aim to maintain a balance between confident, bold content and the more casual, lifestyle-focused content that reflects my everyday personality.

You're navigating two very different worlds — digital content creation and a future career in criminal justice. Do you see those paths converging, or do they represent two distinct sides of who you are?

I chose to pursue both content creation and a career in criminal justice because each fulfils a different part of who I am, and together they give me a strong sense of purpose and fulfilment. Content creation brings me genuine joy because it allows me to express my creativity, connect with people, and inspire others through my experiences and ideas. It is something I am truly passionate about and enjoy doing every day. At the same time, pursuing a career within the criminal justice system enables me to work towards a meaningful goal that has always been important to me. It offers the opportunity to contribute to positive change, support communities, and help improve a system that still faces significant challenges. While meaningful change takes time and effort, I believe that progress begins when people are willing to take the first step and actively work towards solutions. What excites me most is the possibility of combining these two passions. Through content creation, I can use my platform to encourage positive values such as empathy, respect, resilience, and social responsibility. I hope to inspire others not only to pursue their own goals but also to care about the well-being of those around them and the communities they are part of. In my view, this is where both paths naturally converge. One allows me to make a difference through my professional career, while the other gives me the opportunity to reach and inspire people on a larger scale. Together, they enable me to contribute to the positive change I hope to see in society, both online and offline.

If a young woman from a small town, with limited resources and a lot of self-doubt, is reading this interview — what is the one thing you most want her to take away from your story?

To every young woman reading this, I hope my journey inspires you to pursue your goals with confidence and determination. Do not allow the fear of being judged to stop you from doing what you truly want to do. The reality is that people will always have opinions, regardless of the path you choose. What matters most is staying focused on your vision and continuing to move forward. Life is far too short to spend it doubting yourself or waiting for permission to chase your dreams. One of the most important lessons I have learned is that self-belief is essential. If you do not believe in your own potential, it becomes much harder for others to see it too. If I could create opportunities that gave me the chance to share my story with the world, then you can do it too. Never underestimate what you are capable of achieving. Most importantly, do not become your own biggest critic. Be your own biggest supporter. Encourage yourself, invest in yourself, and celebrate your progress, even when it feels small. Believe in your abilities, trust the process, and never be afraid to dream big. The person who should be cheering for you the loudest is YOU.

Model: Andreea-Denisa Lupovici @andreea_denisa1590