ThoSay Fine Jewelry: The Power of Expression. A Q&A with Anamaria Chiorean

23 October 2026

A perfectly imperfect heart, a baby elephant carrying love in its trunk, a power button reimagined in diamonds. In the hands of Anamaria Chiorean, the founder of ThoSay Fine Jewelry, familiar symbols become deeply personal. Her experience as a journalist finds a new form in gold and gemstones, with each design offering another way to tell a story and connect with the person wearing it.

I have a soft spot for hearts, so I was especially curious about the one at the center of ThoSay. Its story leads to motherhood, family, and Anamaria’s belief in the freedom to express who we are. That same belief runs through her power button designs, inspired by an unexpected moment during a conversation with her husband. We spoke about her first creations, the meaning behind her symbols, and the movement that can change how we see ourselves.

You have amazing experience outside the jewelry world. How has your career as a journalist shaped your approach to design? What connects these two professions?

I believe we all carry the same essentials, no matter the profession: stories, expression and connection. The difference lies only in the way we communicate, tell the story and connect, and that is something we call authenticity. A word that has become misunderstood today, as happens with everything that is overused. To answer your question, I think being a jewelry designer has given me the opportunity to use gold and diamonds instead of words: to tell the story, to express and to connect with people. I even created a capsule collection of six pendants that allow engraving on the back, so everyone can write whatever they wish. I wrote: “Love you more than words can say.”

Do you remember the very first piece of jewelry you designed? What was it like? Why did you choose jewelry as a way to express your creativity?

My very first piece is not one; there are two closely connected pieces: the ThoSay HEART and Kindness. You know that perfectly imperfect heart shape you can obsessively draw in the margins of a page? That heart became the icon, and then came the baby elephant that carries the heart in its trunk. The elephant stands for family, playfulness and curiosity, qualities elephants are known for. And, as you can already imagine, these two pieces represent love and family. My very center. The place I draw all my inspiration from.

The name “ThoSay” comes from your son’s initials and means “to say” what’s true to you. What kind of aesthetic helps you translate this beautiful idea into a tangible piece?

I truly believe in the power of expression, and I believe that every single person on this earth has the right, and should have the freedom, to express who they are. In their careers, in their families. With friends and in the communities, they are part of. Even more so nowadays, when social media has completely changed the norms and people try far too hard to be somebody else, to be and look like someone they saw on the internet.

So, back to my idea: to express who you are, you need to know who you are. And that is something you find out when you move towards yourself. We have a campaign now: “You don’t think your way to who you are, you move there.” I turned the T in ThoSay 90 degrees, and it transformed into a unique heart shape. Moving changed the perspective. And I proved my point!

Your jewelry is full of symbols. Which ones are the most important to you?

I would say that the most important symbol in the ThoSay jewelry world is the HEART. When I was pregnant, I was blessed to witness and experience the gift of life. That is when I realized that the first thing that moves and creates us is the heart.

Tell us about the style of your most recent collection, The Symbol. Why has the power button sign become such an important source of inspiration for you?

There’s a funny story about the switch. I had been trying to create a gentlemen’s collection for almost two years. Trial and failure is how it happened. I didn’t like any of the pieces I created. Then one day, my husband was telling me about his project. He works in the energy field, green energy. And all of a sudden it was like this: I saw his lips moving, talking to me, but I was having an epiphany. The inspiration had been right under my nose the entire time and I hadn’t noticed. Energy, power… but not power as force. Power as movement. Again, movement. The kind of power that switches ON who you truly are. Passionate, kind, driven, dedicated to family. Vulnerable and strong. It was all in front of me. So I immediately imagined the pieces, and that is how the gentlemen’s version was born: The Power ON Man. Then I translated it into a more feminine version for ladies, The Power ON Woman. And finally, into one that carries many diamonds, 19 to be precise: The Symbol, the elevated version of the whole concept.