Design Is Attitude

For a long time I have been treating the subjects of style, design and digitalisation which are my greatest passion on this blog.

Now it is time for the next step and a new digital home.

Design Is Attitude

I converted my passion into a company by the name of Design Is AttitudeDesign Is Attitude. And this time it is not just a blog but also great products paired with digitalisation.

The Style Blog

The blog treats the same subjects as Leadership & Lipstick has done so far. We are aiming to create a kind of encyclopaedia for the following subjects:

  • Stye & Design
  • Shoe Design
  • Fashion Design
  • Interior Design

Please bear with us since we are gradually filling our blog and soon you can subscribe to the newsletter too.

Style & Design

This chapter will also be about the personalities that influenced fashion as much as explanations on fashion in different epochs. The same subjects and more content than in the present blog.

Digitisation is a major subject for all categories since everything is being digitized but the customer service and the products.

Shoe Design

On the present blog there is already a category for shoes. Now it is more than just a category of shoes but it will be my pleasure to present an exclusive shoe brand Stilettissimo.

The launch will be in August 2019. You will hear more about it on Design Is Attitude and of course there is a website.

Fashion Design

I shared images of made-to-measure fashion for women before and there will be more since The Fashion Atelier (hitherto RougeNoir) presents even more models as they also dive into tops prêt-à-porter. You will learn about the latest models, the fabrics they are made of and more. See more.

Interior Design

The category of Interior Design is nothing new to you, dear readers. I have been treating it for a long time and will continue with it. Sone day I might even be able to offer products for this, too.

Move with me to my new digital home.

I am looking forward to meeting you there.


At the end of last year I used the metaphor of a film each of us will create in 2017. Well, mine contains a lot of remarkable scenes and moments.

Most people say that time flies. Does it really? Maybe retrospectively it looks like this but if you are in the middle of something it does not feel like this. At least not to me.

Maybe I look at it differently because my days are very different from each other which creates a lot of memories? Or I just did not really grow up and have the same relationship towards time I had when I was five? Well, I have no real answer to this.


What I know for a fact is that 2017 was a very interesting year. I met some amazing people, took some serious decisions; some were pleasant others not so much.

One decision is that I will seize writing on Leadership & Leadership since I am setting out on a new quest which is big fun and very time-consuming.

For the time being I will only tell you that it meets my hedonism and my need for beauty and style.

I promise to send a newsletter to all my current subscribers as soon as I have something real to tell. And it will include a video. That’s a promise. Please bear with me for some weeks.

Meanwhile I wish you a merry Christmas and a wonderful start into 2018.

Season’s Greetings!


I love shopping. If you are a man I guess you say now: „Women, of course!“ or something similar. Please accept my apologies if I guessed wrong.

If you are a woman I am not so sure about your comment.

Although I like shopping I never shop for the sake of shopping but I hunt something specific. This goes for almost everything I own. Before I take something I am only half convinced I rather go come home with nothing. As a result of my «strategic buying» most of my stuff is of good quality and I own by far fewer items than most of you might think.

Until very recently I assumed that most women like shopping; some buy as considered as I do others have a different shopping behaviour.
However, my assumption turned out to be utterly wrong. Many women do not like shopping; especially if it comes to clothes.

These has mainly two reasons:

  1. Because they do not know their style hence are never sure about what to buy
  2. They cannot find what they are looking for

Invest in quality and in your own style

Before you end up with three wardrobes with «nothing to dress» because not a single item makes you feel good you might want to make an appointment at «By Claire».

«By Claire» provides bespoke fashion of high quality at reasonable prices. Her system is as simple as it is ingenious. She developed a certain amount of sewing patters which you can personalize with different building blocks such as the shape, length and cuffs of a blazer etc.

Moreover, you can choose from an almost endless offer of fabrics and colours.

Behind the scene

To showcase her models «By Claire» organised a photo shooting. I had the honour of hosting this event.

My apartment is spacy, with high ceilings and – not a surprise anymore – few furniture. The photos were taken by Peny Creative Services.

Less is more

Quite some time ago I wrote an article about the amount of shoes a woman needs.

The dictum «less is more» also goes for clothes. If you have five basic pieces that you can combine with almost anything you are all set and you can buy things to combine with them but you do not have to.

If you need to know how you can combine the «high end basics» with the things you already have, you should book a consultation with Kathy Patellis-Schmidt. She will be able to help you. Trust me on this.


P.S. The team of «By Claire» is working on a really cool online-shop. I’ll let you know it is online.


Some items were invented for very practical reasons and somehow made it to be style icons. Blue jeans are one of them.

Almost everybody I know possesses at least one pair of jeans. The typical features of  jeans are:

  • Made of blue denim
  • 5 riveted pockets

The first and most famous jeans producer is San Francisco based Levi Strauss & Co.

The Humble Beginnings

Levi Strauss & Co. was founded in 1853 by Levi Strauss, who was born Löb Strauss in Germany, the offspring of a large and poor family. His father died when Löb was just 16 and his mother saw no other option than starting a new life in America. The family arrived at the heyday of the gold rush and young Löb (I guess that was the time he changed his name to Levi as nobody in America could possibly pronounce Löb) became a wholesaler providing soap, tools and other essentials to the gold diggers. He discovered that they needed hard-wearing clothes and started producing overalls and flap trousers made of strong fabric.

The Invention

But blue jeans as we know them were invented by Jacob Davis a tailor from Reno, Nevada who bought denim from Levi Strauss to sew trousers; mostly for labourers. There are two different stories why he came up with the idea to reinforce the pockets with the same type of rivets that were used for the harness of horses.

The first story tells us that Mr Davis had an overweight customer who always had his trousers torn due to his weight and finally the tailor fixed it by means of a rivet.

To me the second version is more convincing: The most vulnerable parts of trousers were the pockets and they frequently needed to be fixed again. This was probably a boring and not very rewarding business. Jacob Davis found the ideal solution by reinforcing the pockets of every pair of trousers he made. Rivets certainly were the least expensive solution and the most practical one.

The Breakthrough

The idea went viral and was soon copied by other tailors. Therefore Jacob Davis wanted to patent his invention. The poor tailor he was he could not afford the cost and turned to Levi Strauss for financial backing on which the latter agreed and they filed for the patent.

As visible in the picture below Jacob Davis and Levi Strauss & Co. were granted patent number 139.121 for “fastening pocket openings” on May 20, 1873.

Jacob Davis worked for Levi Strauss & Co. supervising the production of riveted denim trousers until his death in 1908.

This sounds like a happy end, doesn’t it? Just as far as I can see there is no end.

The Story Continues

Although according to the records I found Levi Strauss’ and Jacob Davis’ patent expired in 1908 they had a large competitive edge and are producing jeans to this day.

Other brands have appeared and jeans are still available in different colours and styles.

The really amazing thing is that jeans provide a feeling of individualism although it is the most uniform-like garment one can own. They made it from a poor man’s outfit to the catwalk. I have no idea how this could happen, maybe it is a question to be clarified (or already clarified) by social scientists.

Or do you happen to know the reason?


In spite of the yearly St. Moritz Polo World Cup on Snow, Polo is not the first thought jumping to your mind when you think of Switzerland. I guess you rather dream of chocolate, mountains and watches.

But one specific Swiss swatch is absolutely related to Polo. Bear with me I get to it in a minute.

The United Kingdom is famous for Polo and even some members of the royal family are engaging in this sport. Although Polo has been invented some hundred years ago in Persia from where it spread to Arabia and India it only arrived in the UK in the 19th century. This was the Victorian age and Victoria herself was not only the Queen of the United Kingdom of Great Britain and Ireland but also the Empress of India. For this reason Great Britain sent business men and military personnel to India. The military officers apparently took pleasure in this sport and brought it to Great Britain.

It also looks as if Polo was and is to this day quite an expensive sport since the rules require that each player has at least two horses in order to protect the animals from harm. I believe that this explains the following watch-story.


The British officers that were based in India were the reason for the invention of the watch model “Reverso” by Jaeger-LeCoultre.

Polo is a fast equestrian sport. Nevertheless, the British officers seemed to be quite relaxed about it since they apparently had enough of capacity to constantly watch the time while playing and could not take off their watches. Hence they frequently found the glass of their watches broken after the game and became tired of it.

So in the 1930ies the Swiss watch manufacturer Jaeger-LeCoultre developed the “self-protecting” model “Reverso”. The watch itself sits in a cradle and can be turned to either side. In “normal mode” you can check the time and in “protection mode” the glass is turned inward and you look at the steel bottom of the watch. I have seen models with enamel images on the bottom or just the owner’s name engraved.

What was invented for a practical – maybe a bit snobby – reason became the embodiment of ultimate elegance. Quite rightly so.

See More

The following video clip explains the history of Jaeger-LeCoultre as well as some details on the Reverso.


Some weeks ago I promised you a feedback about an event hosted by a leading perfumery in Zurich.

The Venue

The so called “scent night” was hosted in a château-like villa that was originally built for a wealthy family around 1910 and which is now used for a variety of events.

The event took place on a really sunny and warm day and one could enjoy the view and the park that surrounds the villa.

Exquisite refreshments were served to the audience. Some perfumers attended the event and explained the concept behind their products. The latter might be the reasons why some women were wearing stilettos without any training and with even less elegance completing their look with an excessive make-up.

Lengling Perfumes

Although the name sounds very oriental Mr and Mrs Lengling are from the German city of Munich. Their perfume is definitely not a mass product but the company is an exclusive rather small manufacture.

Mrs Lengling explained to us that she always liked to paint and when creating a new scent she is inspired by the images she paints from memories of special moments.

The brand is quite young and at the moment they have 8 different creations.

The thing that I remember best is the cap of the bottles. It is an exact copy of a real pebble-stone from the river Isar that flows through Munich.


New York is the home of the Perfumerie Vilhelm. Also these fragrances are based on the founder’s (Jan Ahlgren) memories. The same goes for the name itself. Vilhelm was Jan’s grandfather. The bottles are very modern and I much appreciate Vilhelm’s signature colour: yellow.

At the moment my favourite scent is called “Basilico & Fellini” and – at least according to my nose – it is full of summer and freshly mown grass.

Roja Dove

Mr Dove was of course the star of the evening. The maestro worked many years for the House of Guerlin before setting up his own shop. Just for the record; he has a shop in Harrods London.

Since I know many of his fragrances – out of his collection “Danger” is my preferred scent – and a lot of people surrounded him I did not test more perfumes but instead marvelled at the master perfumer’s exquisite attire.

Apart from an extravagant blue blazer made of a material which looked like brocade with a baroque pattern he wore striking shoes. (Yes, you know that I am crazy for shoes). I am not entirely sure about the material; it looked like black velvet but I am absolutely sure about the decoration. The shoes were star-studded. Just that the “stars” were crystals.

Mr Dove does not create a brand. He IS a brand.

Montale Paris

The founder Pierre Montale has a proclivity for the Orient. The House Montale offers more than 80 fragrances; traditional, yet modern.

The bottles are most striking. They are made of aluminium, reminding of hairspray and bearing an unbeatable advantage: the content never changes since it is protected from light and other environmental conditions.

The Longing for Coffee Beans

I am sure you can picture how many different fragrances my nose had been exposed to at this state. It was more or less unconscious. How to give it a quick recovery? Well, coffee beans are magic not only for espresso but also to neutralize scents and to give your nose a break. Unfortunately among all this luxury coffee had been forgotten.

Although this prevented me from testing the other scents too I very much enjoyed the event and learned a lot of interesting facts about the art of perfume creation.



1. Your training sessions only take 12 minutes. Of course this is handy but is it also effective?

Yes, absolutely. A good and effective training never depends on its duration but on its intensity and quality. To achieve this you need coaches with know-how and a training programme that suits the purpose. In the 24club, the set of exercises is comparable to the ingredients of a meal is for a chef. The important question is: “How much of what?”. In the twelve minutes of training there are exercises one does standing, sitting or jumping while others require full body tension. We combine the exercises in a way that fits everybody. Everybody will benefit; no matter if you are a professional athlete or just the opposite.

In a personal training like the one we offer in the 24club there are always coaches that point out and help you correct mistakes and who make sure you keep up your motivation. A training must be fun and it also has to offer highest quality and effectivity.

2. The next 12 minutes your clients use for relaxation. Why is this so important?

The term relaxation is not easy to understand. When I am talking about relaxation I do not only mean to relax physically but also mentally. About 60 000 thought per day are buzzing in our heads. We think of the past, of the future and also ponder on problems. The relaxation included in our programme is designed to give you a break from all this. To simply let go is a challenge for many people; especially in times of “burnout” or “chronical stress”. With our relax boxes we created some space for this kind of relaxation. In just twelve minutes.

3. How did you come up with this idea?

After many years of competitive sports, the pressure to perform and several injuries I asked myself: “How long do you want to carry on with this?”

Besides I already worked in the fitness industry where I could pass all my know-how to various people within the industry. But I wanted more. What I wanted is to have my very own fitness concept that is a 100% me.

Fast forward..

When I sat in a coffee shop in New York I pondered on the most important questions about the health of modern people. Quickly I realized that there were three important factors:

  • the time issue
  • the shortage of physical activity
  • relaxation

Hence I wanted to create a fitness programme that would solve all three problems at once. Moreover, it should be accessible and feasible for all people. In my head the 24club was born. A year and a half later I opened the first club in Zurich.

4. You see your club not as another training centre but as a life style location. What audience do you address?

When I developed this concept in 2015 in New York people frequently asked this question. It was difficult to answer as the training should be feasible for everybody. Now after more than a year of experience in my own club all I can is confirm this hypothesis. Our youngest member is 13 years old and the oldest one is 76. Also, very active people and top athletes are training with us. In a nutshell: Mangers, students and even people who are curing their burnout are train regularly in the 24club.

The 24club is the right place for everybody who does not go for crowded fitness centres. Our place is manageable, the training is effective and it can be integrated in your everyday-life. You as a client are carefully looked after.

5. At the moment there is one Club in Zurich. Will there be more?

This concept is designed to be multiplied and to be rolled-out to different locations. At the moment we are in Zurich. But maybe also in other places. How knows? It is an exciting journey and maybe one day we can open a studio at the place where the idea was born.

The Action of 24 Minutes Explained in 60 Seconds.


Stefan Schwitter was a professional wrestler for many years. All his knowledge on sports, health and nutrition is in the concept of the 24club. This means all his clients can benefit from this.


This week another article about the 24club has been published (Geman only). Please click here if you want to read it.


Last week I promised you interviews. This is the first of them. Let’s be specific. It is the translation of the first interview.


1. You have been developing web-applications and websites since 1996 and are constantly watching the trends. What has proved the most important change on the web within the last 5 years?

The most important trend by far is the so called responsive design? In Switzerland more than 85% of the users surf the web on their mobile devices; foremost smartphones. For that reason a correct display of a website has become even more important since it determines the first impression. As you know there is no second chance for a first impression.

2. What is responsive design really and when is it a good one?

The adaptation to the respective screen size must be seamless. No matter if the user is surfing the web by smartphone, tablet or PC the site must always look aesthetic and legible. Even images must adapt according to the total screen size.

A simple and clear navigation has always been important. Yet it has become even more important due to the limited space on a smartphone screen. It still must be easy to handle.

The content of the pages – especially texts – should be short and clear. Epic information will not be read on a smart phone.

3. You are programming software solution. Where do you specialise?

I have been focusing on online solutions for years. It is another trend that software solutions are going online. The advantages are obvious. Online solutions do not require specific hardware, operating systems or the installation of additional applications because they are accessible on your browser from anywhere you like. An online software offers more than just the administration of your data but also builds the interface to your customers. Let’s take the example of an online-shop. The shopper enters his or her data which will serve to establish an invoice or a delivery note automatically. No data transfer to another system is required.

I specialise in the development of individual solutions which are an exact match to my customer’s requirements. Thanks to many years of experience in various industries I can offer support already in the conception phase.

4. There is quite some competition in this field. What makes yous services unique?

I do not use standard products; not for web shops nor for other solutions or websites. My emphasis lies on an easy handling of the CMS systems. This is possible because they really offer exactly those functions the respective customer needs which is not the case for standard solutions.

WorldService delivers everything from one single source. Our products and solutions are developed in house at attractive prices and within the agreed timeline. This also provides the client with a high investment protection. Since I coded the solutions it is easy to programme additional features and functions if the client needs them.

5. If you could give one advice to companies or private owners who need an online solution; what would it be?

Get an expert on board right already in the conception phase of your solution. The concept determines the success of your online-solution which happens long before the coding begins. Write down a clear definition of your goals and describe your project. I happily support you.

Portrait. WorldService.

Daniel Haug is the founder and owner of WorldService and an expert for online solutions. His expertise goes back to 1996. Among others he created software solutions for the following industries:

  • Scuba diving
  • Catering
  • Automotive
  • Retail

WorldService also offers online-services to companies or individuals. All services are available on demand at very attractive conditions. Please click on the links below if you want to know more you  want to try them for free.

P.S. All websites are in German. No worries, call Daniel, he speaks English, too.

CRM System with Integrated Newsletter function

CRM easy is designed to manage address data but offers many more functions. One of it is a built in newsletter function. If you are blogging it automatically reads your blog’s RSS feed and sends your articles as newsletters at the time you determine to the target group you like.

Innovative Marketing

E-Card Tool is an ideal marketing instrument that fits in any website. You can send customised cards individually or to a target group.


I let others decide on my charm but I certainly can tell about my busy schedule. This time I will just give you an outlook of what you can expect and on what I am working right now.

People. Their Businesses & Careers.

Pure Lifestyle

In June I will visit a so called “scent night”. This is an event hosted by one of Zurich’s leading perfume shops. Some big names such as Roja Dove himself will appear personally. Of course I will tell you about it.

Me, Myself & I

I will give you some details on my CV and on how I can support retailers going digital.

On Charm. Loretta Young Speaks for Herself


Louis Comfort Tiffany

The jewellery shop Tiffany & Co. has been founded by Carl Lewis Tiffany in 1837. We will talk about the famous Tiffany Glass Company that was founded by Carl’s son named Louis Comfort Tiffany (1848-1933) in 1885.

The elegant and colourful lamps that were manufactured in the ateliers of the Tiffany Glass Company should become famous and sought after all over the world shortly after their invention.

The design was a mixture of aestheticism of the 19th century and Art Nouveau. The lamp shades had a similar construction as the glass windows in churches. Coloured glass had to be cut accurately and put together to flowers, dragonflies or abstract designs. Finally, the pieces were soldered with copper strips.

Tiffany’s lamps required a special kind of glass for which the company held the patent.

Clara Driscoll. Surprise!

To the world it was clear that the designer of this lamps was Mr Tiffany himself.  After his death in 1933 the company’s files were destroyed and only in 2005 researchers discovered letters with detailed descriptions of how to manufacture the famous Tiffany models “Peony”, “Dragonfly” and “Wisteria”.

Surprisingly, the writer of these letters was not Louis Comfort Tiffany but someone hitherto unknown to the rest of the world. The author was a designer by the name of Clara Driscoll (1861-1944). She completed her studies at the Design school in Cleveland (Ohio) and at the Metropolitan Museum Art School. Around 1888 she started working at Tiffany’s and stayed in the company for more than 20 years.

Not only did she have a key role in the design and development of Tiffany’s finest lamps but also she managed an entire group of women working as glass cutters. Remember, these lamps have always been very precious since they were handmade.

As it seems Clara created light but she and the glass ladies were never in the spot light.

A New Light on Tiffany: Clara Driscoll and the Tiffany Girls