Meet Dionis Teshler, Co-Founder and CEO of TruLux

Tell us about TruLux

TruLux uses AI and advanced sensing to verify luxury goods with scientific precision. By analyzing microscopic details like material flaws and production patterns, we create a unique tamper proof fingerprint for each item. This acts as a biometric identity, enabling confident authentication for brands, retailers, and buyers.

Please give some more details of your startup story: when/why you founded it, your business, team size, etc.

We started TruLux in 2023 after spotting a critical gap in luxury: the lack of scalable scientific authentication. As outsiders to the industry, we brought a new lens focused on data and trust. With input from retailers and brand experts, we built a solution to secure and verify luxury at scale with full transparency.

Tell us more about your plans for 2025 and what is your long-term vision.
We started working on the idea around mid 2023 and conducted a lot of market validation. Since we aren’t native to the luxury market, we spent time building a network where we learned a lot about where the industry is going and gaps with digitalization. We registered the company at the beginning of 2025, are now closing our first investment and have 6 people on the team.
What has been the biggest success that you have achieved in your startup?

A major success has been securing design partners who believed in us early. We began with a top distributor, then expanded to a leading online marketplace. Recently, we began working with an insurance firm exploring new ways to underwrite luxury. Seeing our prototypes used in real environments has been truly energizing.

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

My biggest lesson was learning how unique luxury retail is for pre-seed fundraising. AI in expert led tasks like authentication is not typical. If starting over, I would build ties earlier with angels and focused VCs. Generalist funds engage only after traction. Timing and targeting the right investors is key.
What motivates you to continue your business every day?

Working at the intersection of engineering and art is deeply rewarding. Applying AI to beautifully crafted items and centuries of design brings meaning to each day. Even more motivating is the impact. We reduce counterfeiting and protect both brands and buyers through real world use of our technology.
One piece of advice for someone who is just starting out with their startup?

Faith is to believe what you do not see. The reward of this faith is to see what you believe. My advice is to have faith in yourself, the team and the idea. And if you don’t, don’t start.

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

I am grateful to be part of this network and to connect with fellow entrepreneurs. It is inspiring to learn from others and share insights from my journey. The Swiss Startup Association creates real value by uniting founders, investors, and companies to drive collaboration and lasting growth.

Connect with Dionis on LinkedIn!

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About the Swiss Startup Association

The Swiss Startup Association (SSA) is the umbrella organisation and the voice of Swiss startups. As a sector-independent non-profit organisation, the SSA gives startups a strong voice vis-à-vis politics, business, and works to improve the conditions for startups in Switzerland.
Beyond its political engagement, the SSA fosters a community for startups, recognizing the unique challenges they face. Through networking opportunities, educational sessions, and practical services, the SSA collaborates with industry partners to offer tailored support and valuable resources to guide founders on their entrepreneurial journey.

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