Welcome to the latest instalment of Managing IP’s ‘Five minutes with’ series, where we learn more about IP practitioners on a personal as well as a professional level. This time, we meet Florina Firaru, head of the IP practice at NNDKP in Romania.
Someone asks you at a party what you do for a living. What do you say?
I prefer to introduce myself as an IP lawyer rather than just a lawyer. Depending on the context and if asked, I take the opportunity to share more details about the field and maybe give real-world examples. Recently, at a dinner with friends, we ended up discussing counterfeiting and how to detect such goods online, which turned out to be an engaging conversation.
Talk us through a typical working day.
My mornings typically start with listening to music or the radio over a cup of coffee while I review my list of pending projects and prioritise deadlines. I usually start the day with a couple of team calls to align on tasks or client discussions on IP disputes, though these are typically handled in the afternoon unless they are urgent.
On a typical day my work involves a blend of strategies and brainstorming, drafting or reviewing documents and agreements, and staying updated on IP case-law and industry trends. Other days start with hearings before the IP Office’s commissions for appeals or cancellations/ revocations.
What are you working on at the moment?
I’m handling and coordinating a trademark infringement case abroad. It involves working closely with local counsel, to strategise enforcement and a potential settlement to achieve a swift and cost–effective end of the dispute. All while ensuring the client’s rights remain protected in a foreign market.
Does one big piece of work usually take priority or are you juggling multiple things?
When a project has a tight deadline, it becomes a top priority, and I make sure that everything is handled on time. Otherwise, my days often involve shifting between various IP matters (advising clients, reviewing filings, and handling IP disputes), client calls, and strategic planning. It all depends on the urgency of the tasks at hand.
What is the most exciting aspect of your role and what is the most stressful?
IP is my passion and gives me the opportunity to work at the intersection of law and creativity. Every case is different, whether it’s securing or enforcing an IP right or developing strategies. It is a constantly evolving field that keeps me challenged and engaged.
One of the toughest parts of being an IP professional is managing the high stakes. Tight deadlines, strategic filings, or navigating infringement cases can all have a significant impact on the future of a business. The pressure can be intense, especially with the emerging technologies and the constant changes in legislation and case law. But that's what makes it so rewarding, being able to tackle these challenges and deliver successful results for the clients.
Tell us the key characteristics that make a successful IP lawyer/practitioner.
Passionate about the field, in addition to the expected characteristics and skills of a lawyer.
What is the most common misconception about IP?
Many people assume that IP is not a priority until their business grows, but in reality, IP is what drives that growth. Securing trademarks, patents, and copyrights early on provides a strong foundation for scaling a business and attracting investors. Failing to protect IP from the start can lead to significant risks such as delays or obstacles in obtaining registrations, or costly disputes. Without proper agreements in place, sensitive information such as valuable business strategies, formulas, or processes can be exposed or misused, weakening a company’s position on the market and among its competitors.
What or who inspires you?
People inspire me. I love making new connections, getting to know others, and discovering shared interests and passions. At the same time, I appreciate the differences in perspectives that challenge my views, shaping not only my personal interactions but also how I approach professional projects and my ability to adapt and evolve.
If you weren’t in IP, what would you be doing?
If I weren’t in IP, I’d likely be running a flower shop. Lately I’ve been drawn to the idea of and I’m still considering taking classes to learn more about floristry and the art of designing arrangements and bouquets. I do believe that there’s something about blending colours, scents and mixing different flowers that feels like the careful and creative work IP implies.
Any advice you would give your younger self?
I like to think that my younger self was open to advice and eager to learn from those with more experience. My advice would be to always keep an open mind and embrace work challenges, without being afraid to take risks.
What is your motto in life?
Citing from a song that I like, ‘memories are all we have’. Life, much like IP, is all about creating meaningful moments, building, protecting what we value, and ensuring that what is important to us remains secure and respected.
