Xenia Tchoumi is the cover girl of Women in Business UK in July 2026
Who’s That Girl?
Xenia: A Swiss-Italian Entrepreneur Turning Personal Branding Into Big Business
Before the creator economy became a business model, Xenia Tchoumi was already building one.
Born Tchoumitcheva, originally from Lugano in the southern part of Switzerland, Xenia is culturally deeply Italian and a Londoner by choice.
The London-based entrepreneur first became nationally known after Miss Switzerland turned her into a household name across the country. But unlike many public figures of that era, she never intended to stop at fame alone.
“I understood very early that visibility without ownership is dangerous,” she says. “I didn’t want to just be part of campaigns. I wanted to build things.”
That mindset would define the next decade of her career.
Long before creators started calling themselves founders, Xenia was already transforming attention into infrastructure: building audiences, businesses, partnerships (mainly with recognised luxury brands) and long-term digital assets around her name. Today, she operates across luxury, media, branding, technology, with an international audience reaching over 10 million fans across platforms.
And while many people still associate her with fashion and media, the reality behind the scenes is far more entrepreneurial.
With an Economics degree from a Swiss university and an early career that included investment banking in London, Xenia built a reputation as a rare hybrid: highly analytical, commercially minded, yet deeply fluent in aesthetics, branding and modern media culture.
She worked continuously from the age of 18 and is entirely self-made.
Over the years, she collaborated with some of the world’s most recognised brands including Lamborghini, IWC Schaffhausen, Pomellato, Dior, Versace, Ferragamo, Ermanno Scervino, Nike, Google, Huawei and L’Oréal Paris, where she became one of the international faces of the brand.
She is also frequently invited to speak at business and leadership panels, including the Swiss Economic Forum and the United Nations, where she shares insights on branding, entrepreneurship, digital leverage and the future of modern business. Despite her international visibility, Xenia is known for being highly selective with partnerships, public appearances and invitations, choosing projects that align with her long-term positioning and entrepreneurial vision. Most recently, she was seen at the Cannes Film Festival walking the main red carpets as an official Campari partner and guest and becoming the face of Hublot watches.
“I’ve never built my life around dependency… also because I didn’t have anyone to rely on,” she explains. “So I have become obsessed with freedom, ownership and creating leverage by myself.”
In the past years, her focus has shifted even further toward entrepreneurship and digital business.
Through her branding consultancy and wider digital ecosystem, Xenia advises brands and founders on positioning, online authority, narrative strategy and modern visibility. Her approach combines luxury branding with technology, psychology and internet culture, helping companies understand not only how to look high-end, but how to become culturally relevant in the digital age.
She is also increasingly vocal about artificial intelligence and the future of personal brands, believing that the next generation of entrepreneurs will build lean, highly scalable businesses powered by digital infrastructure rather than traditional corporate systems.
“The internet changed distribution. AI is changing execution,” she says. “Small teams can now build things that used to require entire companies.”
Alongside business, Xenia has also become known for her advocacy around empowerment, independence and self-development. Her book Empower Yourself, published by Penguin Random House, introduced many readers to her philosophy around ambition, mindset and modern femininity.
Still, she insists her current chapter is less about influence and more about building. Her expanding ecosystem now includes consulting, strategic partnerships, educational products, digital media and long-term brand development projects designed around ownership and longevity.
And unlike many personalities who peaked during the early social media era, Xenia has continued evolving with the internet itself, repositioning repeatedly rather than remaining attached to a single identity.
From television personality to entrepreneur.
From influencer to founder.
From public figure to businesswoman.
Today, Xenia Tchoumi represents a new category of modern entrepreneur: one that understands branding, technology, media and business simultaneously. Elegant, highly strategic and relentlessly independent, she is proving that personal branding, when built correctly, can become far more than visibility.
It can become an empire.
Visit her official website: www.xeniatchoumi.com
Xenia Tchoumitcheva’s biography wiki www.xeniatchoumitcheva.com
read the full feature on https://magazine.womeninbusinessuk.com/volume-1
