“Sustainability can be accessible to everyone.”
Jenny Albrecht
Co-founder and owner of Parapura
Sustainability is central in Jenny Albrecht's life. It all began with picking up trash along the Thames River in London whilst on walks with her partner. From these initial clean-up efforts, Jenny Albrecht became increasingly involved with the topic of sustainability, beginning to consider what she herself could do to reduce waste and live in a more environmentally conscious way. With her online store Parapura, she now offers eco-friendly, sustainably produced products.
What was your motivation to start Parapura?
While cleaning up along the Thames made me feel good, it was frustrating to see the same banks flooded with the same amount of trash only days later. We’d find everything from personal hygiene products to building materials or PET bottles. I knew I wanted to make a change and had to start with myself by replacing the products I use, for example shampoo bottles. Then my partner and I thought, why not introduce the products we use and love to others. That was the cornerstone of Parapura.
At Parapura, we offer a wide range of products in one place, sparing our customers from long-winded research.
How long have you been in business with Parapura and what preparation was required?
There was a lot of research involved and while we started the company two years ago, we have only been online in Switzerland for just over half a year. At the beginning, our focus was on products and brands that produce little to no waste. We have successively expanded this with brands that are plastic-free and work hard to protect the environment. As such, many of our products address several aspects of sustainability. It is also important to us that products aren’t boring rather fun and aesthetic so that people enjoy discovering them. In this way, we differentiate ourselves from other stores and succeed in convincing customers to make the change.
Would you like to offer more products in the future, i.e., expand into other areas as well?
We already offer many products across different categories, e.g., homeware, cosmetics, etc. Naturally there are still many interesting products out there, especially in fashion, and we therefore definitely aim to expand and motivate even more people towards sustainability.
What does your day-to-day at Parapura look like? Who supports you?
We, my partner and I, are a team of two. From managing the website to doing product shoots, we handle everything ourselves including packing and sending orders. My partner, who used to work in wholesale in fashion, runs the operations but also takes care of our one-and-a-half-year-old daughter full time, supporting me a lot. I am responsible for marketing and getting the word out there. And of course, we live what we preach in our everyday lives, even outside the company, whether it's buying local and seasonal produce or avoiding fast fashion.
Is your mum Natalie your role model and did she encourage you in your plans to become an entrepreneur?
Everyone in my family is self-employed, and successful and passionate about their professions. This environment influenced me, and it was clear to me that I wanted to start my own business after graduating. My mum is a huge role model for me - she built her business completely on her own, encouraging me to take this step and leave behind gender norms and stereotypes.
You write that you plant a tree for every item purchased. Please explain.
That's correct. If done right, tree planting is extremely effective in the fight against climate change and for the preservation of biodiversity. We are members of the non-profit organization Ecologi, a pioneer in responsible reforestation.
Our goal is to one day run projects like this ourselves, be on-site and support the local population. We are working towards this every single day but one step at a time.
On the topic of sustainability: You drove the Porsche Taycan for one month. How sustainable do you find driving a fully electric Porsche?
I find it exciting because a BEV (battery electric vehicle) reduces emissions, which is a big factor in climate change. I researched in advance because it is a concern to me that the manufacturer is also sustainable. As a manufacturer, Porsche has committed itself to improving sustainability in all areas of corporate activity including closing resource cycles. Thanks to the green electricity mix in Switzerland, charging the Porsche Taycan is also green and straightforward. But what excited me most was that it was incredibly fun to drive. The acceleration is impressive, and another advantage is that we can be sporty and at the same time get around as a family.
www.parapura.ch
“Expats can be great brand ambassadors for Zug.”
Natalie Albrecht
Owner of Lifestylemanagers and Zug4You
She grew up as the daughter of an expat and has lived in five different countries on different continents. As a relocation specialist at Lifestylemanagers she supports expats in Zug to settle in Switzerland and runs the community Zug4You – an English information platform with local news about Zug.
You have lived in five countries on different continents. When and why did you come back to Switzerland?
Due to my father's profession, we grew up in different countries, especially in Africa, central and northern Europe. This has shaped us culturally immensely. Since my father worked for a company with headquarters in Switzerland, we returned to Switzerland after many years, and after my studies in Switzerland, I settled in Zug.
Was this what led you to become self-employed?
I started my own business very early at the age of 22 in the textile industry. After that, at the age of 30, I wanted to do something new and based on my experience, becoming a relocation specialist was a natural trajectory.
I realized that Zug is very international and that there is a gap in the market for those who move here and do not speak German. I want to support these people, just as my family received support in the countries we lived in. This encompasses how and where to find an apartment or a place in school or kindergarten, all formalities, etc. Often, I'm hired directly by companies because it's about making the process of settling in more efficient so that expats can concentrate on their job.
What do you attribute importance to?
I address the cultural differences, the "DOs" and "DON'Ts". I also offer ideas for the spouses and children based on their preferences, suggesting clubs and events so they can settle in quickly and don’t feel lonely. To me, this is not just a job but a passion. I want people to be happy and when the expats move on, I want them to be great brand ambassadors for Zug and Switzerland.
In addition to your company Lifestylemanagers, you also launched Zug4You. How did that come about?
It developed organically. Word got around in my community that I had a lot of knowledge and so I was asked a lot where what was taking place and when. You see, at the time, there was no digital solution and that's when I came up with the idea of putting something online for both expats and locals. I started with a few practical pieces of information, such as where the recycling center is. In the meantime, we have a media partnership with a local newspaper. Every morning, we select the most important news and translate them into English. In this way, the expats can exchange information with their colleagues but also others benefit, such as local schools who use our articles for English lessons. Both the expats and the locals who want to improve their English benefit.
What does sustainability mean to you and how do you implement it in your private and business life?
Sustainability is a hot topic, especially since my daughter Jenny started her business Parapura. In my business, I show my customers what can be recycled and how. Furthermore, we don't send Christmas cards anymore but donate the money and thus save CO2 and important resources.
For a long time, I was a role model for my daughter Jenny. Now she is a role model for me. I still learn a lot from her because in my generation we grew up differently. She drew my attention to some important issues, and I am proud of her for what she does as an entrepreneur and for the environment.
On the topic of sustainability: You drove the Porsche Taycan for one month. How sustainable do you find driving a fully electric Porsche?
I had a lot of fun driving the car. To begin with, the silence when starting the engine was unusual. The driving experience is outstanding, and I was surprised by the acceleration. I really wanted to try it out properly, but unfortunately that's not possible in Switzerland. The car really is a rocket. Whether you're on the highway, on a country road or in the city – it always fits the occasion. And if you can charge the car overnight, it's ideal.
www.lifestylemanagers.ch