How Dubai changed the life of a Swiss woman

Jessica Gismondi spends most of her life traveling. Her stops include Miami Beach, Saint Tropez, Monaco, Milan, Munich. And Dubai—again and again. Dubai plays an important role in her life; "It clicked for me in Dubai," she says. Switzerland is already at a high level when it comes to services and service. But in the Persian Gulf, the bar has been raised even higher.

"So there's even more potential," she concludes. In other words, Jessica Gismondi aspired to a career as an entrepreneur in the luxury industry. Above all, this requires a lot of hard work, discipline and passion. She had already honed these qualities at a young age. Literally.

For a long time, she was mainly featured on the sports pages. At first she devoted herself to martial arts, then switched to fitness sports. She won countless titles in both disciplines. Her recipe for success? "To get ahead, you have to know exactly where you want to go," she says. Sometimes it can be that simple. And with Jessica Gismondi, it can also happen very quickly.

During the coronavirus pandemic, the 30-year-old from Zurich made the decision to say goodbye to competitive sport and focus on her work as a content creator. Within  three years, she not only managed to advertise for brands such as Dolce & Gabbana, Fendi, Prada, Mandarin Oriental, Four Seasons, Nobu and Gübelin, but the number of followers on her Instagram account also rose to over 1.3 million.

It takes a lot of work and skillful networking. "People don't invite you to an event just because you buy the whole collection in the store. You have to make a name for yourself, be up to date and show an interest in the industry," she says. And you have to be able to grit your teeth. For Jessica Gismondi, an event often begins hours before the first guest arrives—there are photos to be taken. And she often only finishes work when the last guest has gone home.

All of this and much more is specified in the contract in advance. "The contracts can often be up to ten pages long and it usually takes more than a week to clarify all the issues," she says. Nothing is left to chance. Even check-in at the airport follows precise rules.

"My partners know how I'm going to be dressed, which suitcases I'm taking and even the newspaper, which you might be able to see in the photo in my post, have been agreed on in advance." She adds: "I love my job, because I can do what I've always wanted to do."

All this comes at a price. She doesn't post anything for free. The young Zurich native can't and won't give any figures, "There is no single valid figure. The prices are variable. It all depends on the customer, the occasion and the scope of my commitment."

And what must never be missing on her travels? "It might not sound very sexy, but I can't do anything without my cell phone and laptop. They always have to be with me—just like sunscreen."