Originally from Lugano, Swiss-Italian entrepreneur Xenia Tchoumitcheva (or Tchoumi) has conquered London, collaborates with global luxury brands, and runs her own branding company — the young businesswoman is now preparing to share her strategies with a wider audience through her next big project.
Xecutives: Dear Xenia, a lot must have happened since my last interview with you. Could you give us a brief overview of the most important events of the last several years? You’ve given 4 TED talks, spoke at the SEF and United Nations too. I recently saw you on the cover of Harper’s Bazaar Vietnam as the new face of Hublot watches. What were the most significant milestones for you?
Xenia Tchoumi: A lot! I hosted on Italian television a business show “L’Italia Che Funziona”, which gave me early exposure to TV and shaped how I communicate today. I was the face of major campaigns like Pomellato (with a campaign against violence on women), or Djula Diamonds with billboards across Paris and features in Vogue France, and I gave keynote speeches ranging from the University of St. Gallen Alumni or the London’s Imperial College, to corporate audiences at banks like UBS as well as the Swiss Economic Forum, which for me was a milestone – sharing my story and ideas beyond Instagram.
I feel like I’ve travelled so much and learned a lot. I’ve worked and am currently working with some incredible luxury brands like Louis Vuitton, Fendi, Samsung, Dyson, Campari.
My book on empowerment called Empower Yourself was published by Watkins and distributed by Penguin Randomhouse. On the entrepreneurial side, I’ve been running my own branding and digital consultancy business behind the scenes and exploring AI-driven projects in branding. Basically: fashion, digital entrepreneurship, public speaking – all at once.
Xecutives: What also changed since last time is your name. Since then you changed it from “Tchoumitcheva” to “Tchoumi. What were the reasons for changing your name?
Xenia: Honestly? Practicality. The Swiss or Italians can pronounce it perfectly of course, but since I moved to London – in English – “Tchoumitcheva” was always misspelled, cut off, or mispronounced. “Tchoumi” is what people were already calling me online. It’s short, chic, and easier to remember – like a digital signature. But don’t get me wrong, I still very much love the long version too.
Xecutives: Your roots are Swiss-Italian in Lugano (Ticino) – so you not only know Switzerland inside out, but also Italy. I would be interested to hear what you think are the main differences between these two countries. And is Ticino somewhere in between Switzerland and Italy?
Xenia: Switzerland gave me discipline, precision, and great education. Italy gave me creativity, warmth, and a sense and understanding of beauty anywhere that I go.
Ticino is literally the in-between: you can have a decent pasta al ragù (my favourite food) and a good espresso, then swiftly open a Swiss bank account for your company in the same street in just a few minutes: perfection.
Growing up there shaped me into someone who’s structured, organised and professional, yet passionate, warm with people – and sometimes… a couple of minutes late.
Xecutives: But you have even more cultural intersections in your life. Besides Switzerland and Italy also London and Latin America have shaped you – and your entrepreneurial activities have taken you to many exotic countries. With so many influences, I would like to ask you how you see yourself. Which culture do you like best? Where do you feel home?
Xenia: My roots are Swiss-Italian and my first language is Italian. It will forever be the language in which I think, dream and count. Nothing beats the feeling of the axis Lugano-Como-Milano because “La Regione dei Laghi” will forever have my early childhood memories and all of my “first times” as an adolescent.
Yet now I am an international human, and I feel at home in a few places.
London is currently my home of choice – its sheer size, the fact that it’s so central yet very connected via flights, its culture and incredible diversity are what make me feel so centred every day. The Dominican Republic as well as Latin America at large give me vibrancy, joy and is in tune with my inner self. I love to be chatting and laughing with the cashier in the supermarket, this doesn’t happen so much in the north. I’d say I can feel good anywhere where there’s sun, smiling people, good flight connections and fast Wi-Fi.
Xecutives: You are one of Switzerland’s most famous personalities in the world of fashion, luxury, health and tech, with a reputation that extends far beyond Switzerland’s borders. You have written a book and are also an entrepreneur and columnist. How do you deal with this success yourself and how do you manage to keep your private life largely under wraps?
Xenia: I show just enough to connect and hopefully to inspire too – but I don’t believe in living my entire life online… If there’s something I’ve intuitively known since young age is that privacy is priceless. I separate my professional image from my private world, especially my relationships that I guard and protect, for they are sacred. That’s how I stay sane in an industry that never sleeps.
Xecutives: Just as actors are often reduced to their roles, the same is true for models and content creators around the world. Are there moments in your professional and personal life when you struggle with stereotypes, clichés or misjudgements that affect you?
Xenia: Not really. Stereotypes usually say more about the person holding them than about me. People who assume it’s all selfies miss the reality: building a digital brand means contracts, strategy, psychology, negotiations, content and connection to your audience, and constant adaptation. It’s a full-time business, not a hobby. And aside from that I also run my own branding company. So, I don’t spend my time fighting clichés, I just keep doing the work. The results speak louder than online trolls.
Xecutives: You studied business and economics and speak 6 languages perfectly, your first language is Italian, but you’re fluent in Spanish and English among others too. This sets you apart from other people who are commonly referred to as ‘Mocatrizes’ in Spain. The word is derived from the words ‘Modelo’, “Cantante” and ‘Actriz’. Are your studies useful to you today when you are working as a model, ambassador or businesswoman?
Xenia: They are, yes – but not in the way people think. My economics degree doesn’t magically close deals for me, but it gave me the structure to understand contracts, accounting and business details – like negotiations. The languages help me connect – if you can crack a joke in someone’s native tongue, you’re in. That said, I’m very aware that AI is catching up fast. Soon it will translate better than I ever could and even draft contracts with more precision. What it can’t do – yet – is replace the human instinct for timing, irony, and presence. My aura is where I still have the edge. For now.
Xecutives: The world has changed significantly over the last 10 years, not just politically and economically. A lot of money is being made with AI today and there is no doubt this brings many benefits. For example, I am thinking of medical advances – but there is also a downside to all this. Today, deep fakes and fake posts are being used to abuse and mislead people, i.e. their appearance and even their personality. How do you deal with this yourself? What does it mean for the fashion and luxury goods industry? Do you feel that the internet is changing, the way we behave and how we perceive the media and perhaps also influencers?
Xenia: Look, I am deep down a huge nerd and a futurist. I always loved and adapted new technologies early. AI is fascinating and I am personally deeply enthralled with it. I use it for business and train the people who work for me to do it too – to create smarter branding, content, structure and deep analysis of any business venture we might embark into.
We’ll need serious, state-level regulation to keep up, because tech is moving faster than laws. For individuals and brands, I believe authenticity will become the new luxury. In a world where everything can be faked, being recognisably yourself – voice, style, presence – will be the rarest and most valuable thing.
Xecutives: There are thousands of young people who dream of a career in fashion and luxury goods, inspired by movies, media and lots of influencers. But it’s the same as in other areas of life: Only a very few make it to the top and earn good money. What does it take to make it to the top in fashion?
Xenia: More than beauty. You need consistency, strategy, adaptability, and a clear identity. Oh, and years of work until you become “an overnight success”. You need to treat yourself like a brand from day one. People think it’s glamour — but behind the glamour it’s 80% discipline. That’s what I coach people to do when they come for me to learn “branding”.
Xecutives: I assume that many young people aspire to a career like yours and look up to you as a role model. As we just said, only few succeed, but many fail and, in hindsight, may have backed the wrong horse. Looking back, what were the important events and factors that helped you succeed in your job and what advice would you give others?
Xenia: My story actually started very early. I became well-known at 18, still in high school, through traditional media across Switzerland and Western Europe – billboards, TV hosting, writing for magazines. That gave me an understanding of how the media business works before social media was even a thing. I graduated in economics, I briefly worked in investment banking and even had a full season in in New York City where I studied acting. Only then, after trying so many things, I made a deliberate choice and took a leap for faith: to leave all of that behind and build my own digital business, with social media as one of the tools. What helped me succeed was being willing to try many things and reinvent myself, again and again.
My advice: don’t chase a single platform or trend. Build skills, build identity, and be brave enough to walk away from what doesn’t fit anymore. The more energy you put out in the world, the more momentum you will build, and success will be a byproduct of it.
Xecutives: Switzerland is currently facing many difficulties. As a small country, we are at the mercy of larger powers, as can be seen, for example, in the tariffs imposed by the USA. What are your hopes for Switzerland’s future?
Xenia: Switzerland is small but mighty. Every time I’m back – and it’s often – I’m struck by how quickly it embraces new ideas, from crypto and blockchain to sustainability and AI. My hope is that it keeps pushing innovation while staying a cultural hub where different worlds meet. Neutrality may be in our DNA, but so is creativity – and that’s what will keep Switzerland relevant globally. As a branding expert, I firmly believe that Switzerland has one of the strongest and best brands in the world.
Xecutives: Speaking of the future, Xenia, what are your next plans, projects or talks in the upcoming time? Any highlights you’d like to share with us?
Xenia: I’m working on something special that blends everything I’ve learned so far – media, business, fashion, digital… and involves my audience directly. I can’t say too much yet, but it’s a new project that I’m genuinely excited about. You’ll have to invite me back for another interview when it launches. In the meantime, I’m continuing with international brand collaborations, consulting work, and public speaking – and sharing every step (as well as all of my strong opinions) with my followers online.
Xecutives: Xenia, thank you very much for taking the time to do this interview. I wish you continued success in your varied activities.