Meet Fiorella Larissa Erni, Founder and CEO Cheetah Stories SA

Tell us more about your plans for 2024 and what is your long-term vision.

Our first collection is available in a limited pre-sale from 18 July to 31 August. In the future, we will develop a base collection and limited editions available online and in various pop-up stores. Cheetah Stories is launching in Switzerland, Milan, and London, with plans for international expansion in 2025. Our long-term vision is to rekindle women’s love for high heels by crafting them with their needs in mind.

What has been the biggest success that you have achieved in your startup?

In the beginning, everyone doubted that we could make high heels comfortable. After 14 months of research and testing materials, we cracked the code and succeeded. So far, the feedback on our product has been fantastic! We hope our product launch will be equally successful.

If you could do it all over again, what would you do differently? What are your biggest learnings?

The biggest lesson we’ve learned is that doing things right takes time. Developing a physical product with a commitment to sustainability and a traceable supply chain is a long journey that requires endurance and patience. Another key insight is that while the product is crucial, branding, marketing, and communication are equally important, and it’s vital to allocate the budget to do them properly.

What motivates you to continue your business every day?

The perspective to create something that truly matters. Our heels are more than just footwear. They represent a step in the right direction, proving that responsible fashion is both en vogue and incredibly stylish. Our Cheelettos are designed to give women the confidence to stand tall, an essential stride towards gender equality. Finally, the thrill of building our own business according to our vision is also highly exciting.

One piece of advice for someone who is just starting out with their startup?

Don’t let anyone tell you that you can’t do it. The world needs more courageous people who follow their hearts and dare to take on new challenges. This is the only way for the world to move forward.

Don’t be intimidated by the competition. Stay aware of your surroundings, but don’t let yourself be sidetracked or discouraged by what others do.

What does it mean to you to be a member of the Swiss Startup Association?

One thing we have learned is that if you venture into a new business, having a network of support is absolutely essential. We have been amazed at how many people—even those we had never met before—have been kind and supportive. Being connected to the Swiss Startup Association means being part of a strong network that creates an environment for startups to thrive.