10 things I learned in 2024

2024 was an intense and transformative year for AMELI Zurich. Every decision, success, and challenge brought new perspectives as a founder. Here are the key lessons I’ve taken from this year:

1. Health is the foundation of everything

In October, just before our store opening, I found myself in the hospital. I missed both launch events and was physically drained before and after the experience. This taught me two important lessons:

Health must always come first – without it, nothing else matters.
You need a team you can rely on. My team managed the store opening without me, and it was a moment of immense pride and gratitude. The takeaway: It’s okay not to do everything yourself.

2. Delegate and work on the business, not in it

One of my biggest realizations this year was the importance of working on the business rather than being trapped in it. This means creating structures, setting boundaries, and empowering the team to operate independently. I’ve learned to clearly define tasks and ensure the person has the right skills. This shift allowed me to step back from operational duties, like managing paid performance, and focus more on strategic decisions and AMELI Zurich’s long-term vision.

3. Structured feedback fuels growth

We introduced a 360-degree feedback system this year, which was a game-changer. By evaluating employees based on five seniority levels and ten criteria like quality and efficiency, we provided clearer growth paths. Whether it’s a junior meeting existing standards or a team lead passing those standards on to others, this system has made feedback actionable and impactful – driving both personal and organizational growth.

4. Improvisation breeds pragmatism

Opening our store in Zurich was a huge challenge, both financially and logistically. We leaned into creativity and pragmatism: negotiating furniture deals, repurposing existing elements, and even using curtains to cover walls. With the support of my parents and team, we kept costs low while creating a store that reflects our values. The lesson: It doesn’t have to be perfect – it just has to work.

5. “So what?” – Does it really matter?

This year, we consistently asked ourselves: “So what?” Is it a nice-to-have or a must-have? Does it actually add value? We discontinued underperforming products, simplified our newsletter, and moved our Second Love Sale offline because it required less effort. The lesson: Every decision should be measurable and meaningful. If something isn’t working, be honest and change it – no compromises.

6. Craftsmanship and values matter more than ever

In a stagnating luxury market, we grew over 50% in 2024 and significantly increased our EBITA. How? By staying true to craftsmanship, timeless design, and fair pricing. Customers today aren’t just buying a product – they’re buying values and stories that resonate. This combination of quality and authenticity has made us resilient and future-proof in a competitive industry.

7. Community is everything

This year, our community reminded us of their importance once again. Inspired by them, we launched the Helvetia Edition, which sold out in just 24 hours. The direct connection with our customers – whether through social media or events – has not only inspired us but reinforced that our success is built on real relationships. Listen, engage, and grow together.

8. Partnerships expand horizons

Collaborations with partners like Düzen Tekkal and Handelsblatt inspired us both professionally and personally. These projects reflected our values while allowing us to reach new audiences. Partnerships like these highlight the power of working with people who share your vision and open doors you couldn’t access alone.

9. Big stages require courage

This year, I was a speaker more times than ever before – including at OMR, in front of over 1,000 people. I used to stutter at the thought of public speaking, but I’ve learned to embrace the fear and take the leap. The lesson: Growth happens outside your comfort zone. Preparation, belief in your vision, and the support of your team are what make these moments possible.

10. No one knows everything – networks and coaches make a difference

2024 taught me that you don’t need to have all the answers. The guidance of coaches and learning from other founders helped us tremendously. Where do you turn when you’re facing something new? By learning from the mistakes of others and asking the right questions, we restructured our team, solved challenges, and found sustainable solutions. The takeaway: Asking for help isn’t a weakness – it’s a strength.

Conclusion

2024 taught me to prioritize, delegate boldly, and lean into the power of community and partnerships. But above all, the most important lesson is that health and the support of your team are the foundation for everything else. These lessons are my guide as I head into 2025 with renewed focus and clarity – ready to continue growing AMELI Zurich.