Hello! What’s your name and what do you do?
My name is Seraina and I am the founder of Helvetia and Sons.
Whenever anyone thinks about Switzerland, the first things that people have in mind are – invariably – fine watches, utility knives, chocolate, cheese, and whimsical objects like cuckoo clocks. This is a great pity: there is so much more from Switzerland that meets the eye! I want to show the world that there is more to Swiss products than the usual items that most people know; to give our visitors a closer look at Swiss culture in the 21st century; and to give them a deeper understanding of the Swiss way of life as well as our longstanding commitment to comfort and quality.
Based in Singapore, Helvetia and Sons is a unique online retail hub that brings the best of modern Swiss lifestyle brands to the heart of Southeast Asia. A destination for everything Swiss where stories and products from all sectors, including design, culture, fashion, food, and travel can be found. Our goal is to introduce a young, modern Switzerland with a prosperous design scene and building a cultural archive for modern Swiss living.
You can read more about me by visiting:
- https://helvetiasons.com/pages/about-the-founder
- https://helvetiasons.com/blogs/news/interview-with-the-founder-meet-seraina-peter
Where does your passion for design come from?
I love beautiful things and to scout trends.
When did you decide to turn it into a business?
The idea began to grow when we moved to Singapore back in 2016. I drafted the business case, but that paper disappeared into a drawer for the coming years. I had an exciting job working for a tech company and was very comfortable in the corporate environment. However, after having my second child, the idea popped up again. A couple of months before the pandemic hit, I raised my plan again with friends and family in Switzerland and Singapore and decided that the time is now. It was kind of a “now or never” moment.
When the pandemic started, the project became something of a rollercoaster in light of all the uncertainty that happened. But now, I am starting to see how our platform can bring joy to people during these difficult times. People can’t travel but they can dive into our little world for a virtual trip to Switzerland and beyond! I have even received feedback from customers on how Helvetia and Sons became something like their happy place.
What’s your favourite part about running your business?
Since I do almost everything by myself my work week looks different every week. On some days when I have a lot of orders I would do a lot of packing 🙂 Some days are more for strategic work and on other days I would create some social media content… Since I am a one woman show I try to squeeze in at least 1 networking event (lunch, coffee or zoom) so I won’t grow lonely. I definitely miss working in a team…
Do you have a team or are you planning to have a team?
I don’t have a team but a freelance PR person who helps me with content creation for my website, blog and social media
Who are your customers?
A good mixture of locals and expats. However I try to grow the local parts as that customer base will be more sustainable over time.
Let’s talk about the digital side of your business. When did you establish your online presence and what made you do that?
I had an IG/FB account and website for the launch of my physical pop-up store. However, when Covid hit I quickly set up a very basic Shopify store. The online store survived and the website is now much bigger, better and nicer.
How was that change possible?
I had no clue about digital marketing. So I started with a friend who “knew a bit about digital marketing” then I had a neighbour working for Facebook and I bombarded her with questions whenever I saw her at the pool (its a miracle we became friends, haha).
I didn’t take any formal courses. Just friends and Giulia from Juicy Pickles. And I admit, I still have to learn a lot!
Today, how much of your business is traditional and how much of it is digital?
As of today: 100% digital.
Then:
Now:
I would say the networking part is still “traditional” and also the way I interact with my suppliers. The rest is more or less digital… All in, I’d say my business is 95% digital, 5 % traditional
Do you have a chief marketing officer or a dedicated digital marketing/tech team?
No
What digital activities do you do to grow your business?
Eg social media, SEO, blogging, email marketing, ads – All of the above 🙂
What learning resources would you recommend to someone in your industry to get “more” digital?
Find a person who is digital savvy to explain to you the context and help you understand what is important to you and whatnot (do you need a webshop? which social channels are important in your industry? etc.) Once you know your direction you can maybe start with some tutorials (there are tutorials for EVERYTHING out there) and try to do as much by yourself as possible.
Do not hand control over to somebody else! Image if you have to contact a service provider every time you want to change a little detail on your website or social channels… For the big pillars its OK to get help but always try to understand what they do. For example, I had a very basic Shopify Store at the beginning. Once I decided to go 100% e-commerce I hired a Shopify Expert who designed and coded my beautiful website. But still, I can do all changes/uploads/enhancements by myself…
What tools do you use in your business?
Shopify site, POS software (Shopify), Google Analytics
What’s your advice for someone in your industry who wants to modernise their business?
In my opinion, a pure e-commerce business does not work. You have to build a little digital universe around brand/products. Customers what to get some added value once they visit your platforms. Start a blog or a Youtube channel… And don’t forget to show your face!!
